How to manage vehicle platform variants? A method to assess platform variance through competitive analysis.

Abstract

Platform and modular strategies are widely used in the automotive industry to realize extensive product portfolios efficiently and cost-effectively. The objective is to provide large external product variance with minimal internal variance. In this context, a conflict arises between the desired economic synergy and sufficient product differentiation for customers. For this reason, systematic platform and modular variant management constitute a key factor of success for automotive manufacturers. However, the technical design of platforms and module kits is carried out according to the respective product program, so that many differently structured platforms and module kits exist. These differ in terms of variable platform components and the use of individual modules that influence the physical shape of the platform. The specific designs result in different degrees of complexity and variation potential, which have a decisive influence on the cost structure of individual automotive manufacturer. In order to remain competitive as well as to derive suitable strategic measures, the competitive analysis of platform and module variance is essential for automotive manufacturer. The increase of complexities intensifies especially the need to evaluate and to compare platform and module within the transformation from Internal-Combustion-Engine to Battery-Electric-Vehicles.

Against this background, in this paper, a method is presented that focuses on the assessment of platform variance through KPIs as a basis for a systematic comparison with competitors. Therefore, the need for research combining platform variance and competitive analysis is initially presented. Based on that, a method for an assessment of variation potentials on the level of platform variants is proposed, which enables a systematic and applicable competitive analysis of platform variance in automotive industry. In this way, strategic recommendations can be made regarding variant reduction and the product development process can be supported from a variant perspective.