Driving Innovations in the Age of Electrification

[Pages:15]Driving Innovations in the Age of Electrification

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Realize innovation.

Automotive Industry

Let's look back through history

In 1909, there were 272 auto producers in the US By 1930, there were 27 auto manufacturers in the US By 1965, GM, Ford and Chrysler had 91% U.S. market share

Today, 12 companies hold 80% of the global market

300

US Market Share 1965

US Market share 2016

250

US Auto Producers

(Count) 1895 - 2000

Other ; 19,1%

VW; 11,1% Toyota

200

11,0%

Renault-

150

Nissan;

10,8%

100

GM Ford Chrysler Other

Honda; 5,5%

GM; 10,0%

Ford; 6,9%

Hyundai;

50

8,5%

0

Source: Ward's Automotive Yearbook; Geroski and Mazzucato, "Modelling the dynamics of industry populations,

"International Journal of Industrial Organization 19 (2001): 1003-1022.

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Disruptive Winds Change Both Players & Business Models The ability to change and adapt will determine who prospers

135

68

143 19

... and a new

generation of

expectations

56

421 Companies Developing Electric Cars and Light Trucks 188 Companies Announced Autonomous Drive Programs

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Key Challenges to Hybrid and Electric Vehicles Development

Range Anxiety

Miles per charge

Vehicle Integration

Packaging | Electrical

Vehicle Electrification

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Safety & Durability

Fire | Crash

Performance Engineering

Thermal | NVH | Energy

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System of Systems Thinking is Critical

No convergence yet on battery, electric drive and thermal management system

Electrification and configuration management drives EE system

complexity

Thermal management is key to safety and durability

.. ... Many architectures possible with optimal trade-off cost/performance required

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..but can result in >30% weight increase & impacts manufacturability

Source: ChargedEV, 2015

.. but can significantly reduce drive range

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Complexity growth challenges EV engineering

Design complexity and inter-dependencies crossed a threshold

Adding engineering resource and depending

on

traditional development methods is not adequate

any more

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Transform product delivery and execution

Virtualization and shift left with generative development flow

Product Innovation

Virtualization

Digital twins

Shift Left

Innovation acceleration

Fast Technology Integration

Competitive Advantage

Safety

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Creating an Integrated and Complete Digital twin

Cloud feed back insights to continuously optimize product and production

Digital Twin of the product

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Digital Twin of the production

Digital Twin of the pusearfgoermance

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