Digital technology changed our personal expectations in life with Apple’s launch of the iPhone. Similarly, the integration of digital options with the autonomous car is influencing our expectations on driving experience.
Our cars are now more than just a simple means of transport. They entertain, guide and integrate us with public and private grids to ensure safety, comfort and enjoyment. The influence of digital technology combined with market demand is increasing the complexity of in-vehicle systems and supply chain ecosystems.
Increasing digital content, diversified players
With software and silicon now accounting for up to 80%* of the innovation content of cars, and predictions of up to 50% of their cost** the digitally biased, connected and eco-sensitive wave of vehicle innovation provides opportunity for large, small, old and new players alike; not just at the OEM level, but through the entire supply chain ecosystem. The likes of Google and Tesla are often cited as pioneers of next generation smart, safe and connected cars, and new companies, many from emerging economies, see lower barriers to market entry. That’s not to say that large traditional automotive companies aren’t without their momentum. Quite the contrary, we’re seeing record investments and innovation from existing players within the industry such as automotive giant Volkswagen now overtaking technology company Samsung in R&D spend (PWC 2013 top 20 R&D spenders)***.
Autonomous car and industry dynamics
The automotive market is challenged to create increasingly sophisticated and digitally rich deliverables in ever-shorter cycles to satisfy a market sensitized to safety and laden with regulation. Those who take advantage of this digital disruption have every opportunity to outpace those less adaptive by focusing on areas of feature, form and function and by managing quality and efficiency across a dynamic value chain.
The necessity for improved collaboration
The digital technologies allowing car producers to innovate and differentiate their products and services have come a long way. However the integration of people, knowledge and processes, especially in complex multi-disciplinary product development environments, is often still inefficient. Today it´s about harnessing these distributed assets better by allowing people to collaborate more effectively. Not only to deliver time and productivity gains, but also to reduce the risk of errors caused by misunderstandings and information disconnects. Will the fragmentation of technology disciplines with their domain-specific views, tools and languages continue? Maybe, but Model Based Systems Engineering and the use of 3D as a universal language are effective countermeasures. Using evolving standards such as FMI (Functional Mock-up Interface) or AUTOSAR (AUTomotive Open System ARchitecture) embedded software across OEMs and their partners can also deliver significant benefits in re-use and simplification. Strategic knowledge can be encapsulated and shared via software models and then used to simulate and validate complex mechatronic and software-driven functions; from sub-systems levels to the entire vehicle eco-system.
Meeting requirements the right way
The most efficient organizations are those that optimize the complexity of their situations. With tight time frames and complex deliverables, those involved in vehicle electronics need to be able to spend their time working on the right things and delivering them to expectations. Meeting requirements and ensuring they’re documented, project managed, distributed and acted upon effectively is a critical path in complex electronic supply chain workflows. Given that requirements often change during development programs, any disconnect among partners or in each organization can prove costly, if not life-threatening. Automating these and providing an infrastructure that ensures compliance, execution and effective measurement is an area in which state-of-the-art software technologies can deliver immense value. Self-sustaining audit trails and instant reporting are often embedded in these solutions making compliance with onerous standards such as ISO 26262 all the more practical.
Taking advantage of opportunities
Tomorrow’s car takes advantage of a larger, dynamic digital world and forces OEMs and their silicon supply chain partners to address complex innovation challenges and deliver vehicles that meet market expectations.
How can we manage increasing levels of complexity and create innovation processes to fit today’s digital car programs? What are your experiences and how would you address these challenges?
