The Total Vehicle Development division of a leading automaker shapes the development and product strategy, manages the performance of the development function, designs vehicle architectures, and coordinates the integration and validation of all domains. In doing so, it ensures development that complies with laws and regulations, is responsible for the entire development process, and drives digital transformation. The transformation of the automotive industry demands the highest levels of quality, speed, and sustainability, as well as the adaptation of architectures, processes, and modular systems to remain competitive in the long term.
A leading manufacturer is responding to this with a strategic realignment of its overall vehicle development. The goal is to strengthen the role of design, improve efficiency and quality, shorten development times, make the division more attractive to employees, and eliminate redundant structures.
Four Key Areas for Future-Proof Vehicle Development
During the first phase of the project, an Innovation Cell© was conducted, key levers were identified, and four strategic directions were ultimately derived. These strategic directions are:
- Strengthening the vehicle architecture, managing robust interfaces, and leading the process of prioritizing and designing cohesive customer experiences.
- Reducing time-to-market through phase-appropriate evaluation, reducing design iterations, bringing the design freeze closer to the SOP, virtual vehicle integration, and focusing on critical use cases.
- Strengthening the company’s profile through agile organizational structures and mindsets, assigning responsibility to Chief Engineers for technical solutions up to EOP, strengthening the CoCs, and integrating processes, digitalization, and regulatory compliance under one roof. End-to-end alignment of the organizational structure with core value creation and strengthening the company’s profile within the development organization.
- Enabling data-driven development through a comprehensive digitalization strategy, providing and standardizing relevant data, implementing a virtual vehicle, making data-driven decisions, and modeling the entire system comprehensively.
Focus on Sustainable Knowledge Transfer and the Impact of Measures
The second phase focused on a detailed implementation roadmap, resource plans, and training initiatives. A “train-the-trainer” approach ensured the transfer of knowledge, which also helped break down outdated structures through cross-departmental knowledge sharing.
An initial impact assessment showed that the solutions developed contribute significantly to achieving the goals. The timeframe for achieving the predefined target state was three years. Thanks to the collaboration with 3DSE Management Consulting, concrete, quantified solutions were successfully implemented. This commitment not only ensures the division’s long-term viability but also makes a valuable contribution to the company’s success.
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