Engineering globalization in the automotive industry — Interview with Wolfgang Bernhart

Engineering globalization in the automotive industry — Interview with Wolfgang Bernhart


IPE e stands for boosted innovation optimized product value and efficient engineering listen to what role and burger partner both can burn her has to say about engineering globalization in the automotive industry what will be the main trends influencing automotive engineering over the next few years basically there are three major trends first of all there’s a shift in sales from the developed countries to the emerging markets to the BRIC markets Brazil India China Russia that trend goes along with the shift of production there’s a higher localization in these markets secondly from these markets we have a new demand demand for low budget cars for cars which provide a higher value for less money and third we have a lot of new technologies which are relevant for the automotive industry so new materials in powertrain technologies connectivity of the vehicle with the environment and how does the rise of the BRIC markets impact industry I’m very important is that these markets have special requirements special requirements which can hardly be fulfilled in the developed countries there are requirements with respect to cannot two technologies think about infotainment demands in China where there’s a much higher preference for a lot of fancy features in the car but also requirements as said related to the cost of the vehicle here the concept of leap market comes into place leap markets basically means to understand the requirements in the markets and to develop the solutions in the market and then these locally developed solutions need to be integrated in global architectures and platform to realize economies of scale basically that means for innovation we don’t only have to think about innovating at the right time but also at the right place that’s very important for the future innovation is all about new technology which technology will be the most disruptive I don’t think this question can be answered easily there is no disruptive technology in a way that tomorrow all cars are electric typically it’s a gradual trend and these all these trends are very different in the different markets but what is important is that we have to cope with a very prod for portfolio of technologies and requirements in the future and this is what the engineering organization needs to be built for how can role and Berger help engineering organisations cope with these challenges basically we need to develop a new mindset we need to come from global from global engineering from global presence to global integration we need to develop an organization which compromises of engineering centers in the different local hubs and the local markets you need to distribute responsibilities between those engineering centers we clearly need to define what the central what is decentralized as well as other topics and finally what do you think are the key success factors for our automotive companies very important and one of the most important things in the future will be to define what is really core and what is Lanka what is the essence of the brand what does that mean for our technology position for our core competences and where do we need to partner with third parties in order to realise economies of scale to develop the new technologies and to bring them successful to the market


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