Advanced Product Quality

Planning – The 5 Phases of APQP

By Brian Brooks -
August 3, 2023

Updated: August 3, 2023

Published: April 1, 2019
Achieving Customer Satisfaction and Competitive Advantage at Lower Costs
Understanding and meeting customer expectations is at the heart of Advanced Product
Quality Planning (APQP) and are key requirements for any business to be successful.
APQP’s focus on customer needs ensures that products are developed and
manufactured to fulfill those requirements, resulting in increasing customer
satisfaction, improved customer loyalty and business competitiveness.
Incorporating APQP is highly beneficial, particularly in industries under constant
pressure to innovate and enhance products, even if you already have a robust quality
management system and quality program in place. APQP enables more predictable
business success by including quality in the design process and mitigating inherent
risks in the production process before parts arrive on the line.

What is APQP?
Advanced Product Quality Planning (APQP) is a methodology and framework used in
the automotive and manufacturing industries to ensure the quality and reliability of
products throughout their development and production processes. APQP provides a
structured approach for product and process design, aiming to minimize risks,
optimize quality and meet customer requirements.
APQP serves as a framework to guide cross-functional teams in effectively managing
quality throughout the product development lifecycle. It promotes collaboration, risk
mitigation, and continuous improvement, ultimately resulting in high-quality products
that meet customer expectations.
The History of APQP
Originally introduced in the late ’80s within the automotive industry, APQP programs
were in use by major Original Equipment Manufacturers (OEMs) in the automotive
industry like General Motors, Ford, and Chrysler who recognized the importance of
establishing a common set of product quality-planning principles for their suppliers.
They acknowledged the importance of supply chains in automotive manufacturing,
meeting consumer expectations and collaboratively created APQP programs to ensure
that component suppliers became partners in meeting holistic quality requirements.
During the early ’90s, standardized guidelines were established to enhance
compliance with APQP protocols. Since then, the APQP process has gained
momentum and piqued the interest of manufacturers across various industries.
Several organizations across the globe have developed very similar APQP-related
standards, the most adopted of which include the following:

 US – Automotive Industry Action Group (AIAG)

 Germany – Verband der Automobilindustrie (VDA)
 Japan – Japan Automobile Manufacturers Association (JAMA)

When Should Manufacturers Start an APQP Process?

Before embarking on the APQP, a manufacturer should perform a feasibility
assessment. Whether or not they have a preexisting relationship, future assurance of
customer success is key. Common factors in sourcing decisions include: :

 Technical Capability
 Production Capacity
 Supply Chain
 Quality Capability
 Financial Viability
 Timing and Lead Time
 Customer Relationship
 Risk Level
Only when feasibility is likely should they proceed further. Let’s assume it is feasible
and look at each of the APQP phases in more detail.

The 5 Phases of APQP: A Comprehensive Overview

What does APQP entail? According to the American Society for Quality, Automotive
Division, Advanced Product Quality Planning is a structured process involving critical
tasks spanning from concept approval through production, with the ultimate aim of
creating a product quality plan that aligns with customer requirements.
The APQP process is composed of five phases:

1. Product Planning and Quality Program Definition

2. Product Design and Development
3. Process Design and Development
4. Validation of Product and Process
5. Production Launch, Assessment and Continuous Improvement

APQP Phase 1: Planning and Program Definition

When customer demands require the introduction of a new product or an overhaul of
an existing one, before diving into product design or redesign discussions, preliminary
planning takes center stage when a new product introduction or product overhaul is
required.
During this phase, effective product planning centers on understanding customer
needs and expectations for the product. Key tasks involve gathering data to define
customer requirements and then utilizing this information to outline product
characteristics. Crafting the essential quality program for manufacturing the specified
product involves defining product design, reliability goals, quality goals, Bill of
Material (BOM), preliminary process flow, special characteristics, product assurance
plan and management support.

APQP Phase 2: Product Design and Development

This phase focuses on completing the product design and is applicable if the company
is responsible for the product’s design, including a thorough product feasibility
assessment.
Considering the customer requirements and identified safety or critical characteristics,
the key outputs of this product design and development phase include:

 Design Failure Mode Effect Analysis (DFMEA)

 FMEA Monitoring and System Response (MSR – if applicable or necessary)
 Design for manufacturing and assembly
 Design review and verification
 Prototype Control Plan
 Engineering drawings and specifications
 Defined material specifications
 Equipment, tooling, gauging/testing and other facility requirements
 Finalized special characteristics
 Team feasibility commitment and management support

APQP Phase 3: Process Design and Development

This phase focuses on planning the manufacturing process required to produce the
new or improved product. The objective is to design and develop a production process
that adheres to product specifications, quality standards and cost-efficiency. The
process should be capable of meeting anticipated consumer demand while maintaining
operational efficiency. Key deliverables include:

 Packaging standards/specifications
 Product and process quality system review
 A fully defined process flow chart
 Production floor plan layout
 Characteristics matrix
 Process FMEA
 Pre-launch control plan
 Work instructions
 Measurement systems analysis plan
  Preliminary process capability study
 Management support (staffing and training plan)

APQP Phase 4: Validation of Process and Product

This phase represents the crucial testing stage that validates both the manufacturing
process and the final product, culminating in the Production Part Approval Process
(PPAP). During this stage, customers provide a sign-off based on product samples and
documented evidence ensuring the capability and reliability of the manufacturing
process to confirm the effectiveness of the deployed manufacturing approach.
Adjustments and refinements are made as necessary before proceeding to the next
phase.
Key steps for this phase include:

 A significant production run

 Measurement system evaluation
 Preliminary process capability study
 Production part approval
 Packaging evaluation
 Control plan
 Quality planning sign-off
 Management support

APQP Phase 5: Production Launch, Assessment, and

Continuous Improvement
The final phase entails the full-scale production launch with a focus on evaluating and
improving processes. Outcomes typically include an improved manufacturing process
with reduced variations, enhanced product delivery quality and customer service and
improved customer satisfaction.
Key assessments and improvements include:

 Reducing process variations

 Improved customer satisfaction
  Improved delivery and service
 Effective use of lessons learned and best practices

Planning for Success: How APQP Helps Achieve

Customer Satisfaction and Competitive Advantage at
Lower Costs
APQP provides a structured approach for planning, defining, and executing necessary
activities to produce products that meet customer needs and expectations. The
program incorporates the use of standard quality tools such as FMEA, SPC, PPAP and
comprehensive control plans to ensure effectiveness.
For manufacturers, adopting APQP offers a higher potential for successful product
launches, minimizing product and process risks, and enhancing overall
competitiveness in the marketplace. Additionally, the APQP framework is a key
driver of cost reduction priorities that every CEO, CFO and financial stakeholder has
by focusing on preventative risk management rather than reactive damage control.