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Automotive Product
Development
Automotive Product
Development
A Systems Engineering Implementation
by
Vivek D. Bhise
CRC Press
Taylor & Francis Group
6000 Broken Sound Parkway NW, Suite 300
Boca Raton, FL 33487-2742
© 2017 by Taylor & Francis Group, LLC

CRC Press is an imprint of Taylor & Francis Group, an Informa business
No claim to original U.S. Government works
Printed on acid-free paper
International Standard Book Number-13: 978-1-4987-0681-0 (Hardback)
This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have
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for the validity of all materials or the consequences of their use. The authors and publishers have attempted to
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Library of Congress Cataloging‑ in‑ Publication Data
Names: Bhise, Vivek D. (Vivek Dattatray), 1944- author.

Title: Automotive product development : a systems engineering implementation
/ Vivek D. Bhise.
Description: Boca Raton : Taylor & Francis, a CRC title, part of the Taylor &
Francis imprint, a member of the Taylor & Francis Group, the academic
division of T&F Informa, plc [2017] | Includes bibliographical references
and index.
Identifiers: LCCN 2016037644| ISBN 9781498706810 (hardback : alk. paper) |
ISBN 9781498706841 (ebook : alk. paper)
Subjects: LCSH: Automobiles--Design and construction. |
Automobiles--Technological innovations. | Systems engineering.
Classification: LCC TL240 .B54 2017 | DDC 629.2068/5--dc23
LC record available at https://lccn.loc.gov/2016037644
Visit the Taylor & Francis Web site at

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and the CRC Press Web site at

http://www.crcpress.com
Contents
Preface.....................................................................................................................xxi
Acknowledgments................................................................................................. xxiii
Author.....................................................................................................................xxv
Section I Automotive Product Development Process
Chapter 1 Introduction: Automotive Product Development..................................3

Introduction........................................................................................... 3
Complex Product, Many Inputs, Many Designers and Engineers..... 3
Basic Definitions of Process, System, and Systems Engineering.........3
Process..............................................................................................3
System.............................................................................................. 4
Systems Engineering (SE)................................................................4
Systems Approach.......................................................................5
Multidisciplinary Approach.........................................................6
Customer Focused.......................................................................6
Basic Characteristics of SE..........................................................6
Product Development............................................................................8
Processes and Phases in Product Development................................ 9
Automotive Product as a System......................................................... 11
Automotive Product Development Process......................................... 11
What is Automotive Product Development?.................................. 11
Flow Diagram of Automotive Product Development..................... 14
Timing Chart of Automotive Product Development...................... 14
Understanding Customer Needs.......................................................... 17
Program Scope, Timings, and Challenges.......................................... 17
Scope of Vehicle Development Programs...................................... 17
Program Timings............................................................................ 18
Important Considerations in Managing Vehicle Programs............ 19
Some Frequently Asked Questions during Vehicle Development.....21
Decision Making during Product Development............................. 21
Disciplines Involved in Automotive Product Development................ 22
Selecting the Program Leader............................................................. 22
Role of Early Vehicle Concept Development......................................24
Formation of Team Structure and Teams............................................24
Treating Suppliers as Partners.............................................................26
Other Internal and External Factors Affecting Vehicle Programs.....26
Internal Factors...............................................................................26
External Factors.............................................................................. 27
v
vi Contents
Importance, Advantages, and Disadvantages of Systems

Engineering......................................................................................... 27
Importance of Systems Engineering.............................................. 27
Advantages and Disadvantages of the Systems Engineering
Process............................................................................................28
Concluding Remarks...........................................................................28
References ...........................................................................................28
Chapter 2 Steps and Iterations Involved in Automotive Product Development....31

Introduction......................................................................................... 31
Systems Engineering Process and Models.......................................... 32
The Process Begins with Understanding Customer and
Business Needs and Government Requirements............................ 32
Systems Engineering Process......................................................... 33
Systems Engineering “ V” Model................................................... 35
Left Side of the “ V” : Design and Engineering......................... 37
Right Side of the “ V” : Verification, Manufacturing, and
Assembly................................................................................... 38
Right Side of the Diagram: Operation and Disposal................. 38
Systems Engineering Model with Five Types of Loop.................. 39
Management of the Systems Engineering Process............................. 39
Defining and Locating Gateways in Vehicle Program Timings ......... 41
Managing by Vehicle Attributes......................................................... 42
Vehicle Attributes and Attribute Requirements............................. 42
What Is an Attribute?..................................................................... 42
Attribute Requirements..................................................................46
Attribute Management....................................................................46
Importance of Attributes........................................................... 47
Vehicle-Level Target Setting............................................................... 47
Target Setting and Measures.......................................................... 47
Some Examples of Attribute-level Measures ............................48
Decomposition of a Vehicle into Manageable Lower-Level Entities....49
Managing a Complex Product........................................................ 49
Decomposition Tree....................................................................... 50
Relationship between Vehicle Attributes and Vehicle Systems.......... 50
Interfaces between Vehicle Systems................................................... 52
Setting and Analyzing Requirements................................................. 54
What Is a Requirement?................................................................. 54
Why “ Specify” Requirements?...................................................... 54
How Are Requirements Developed?.............................................. 55
Characteristics of a Good Requirement......................................... 55
Evaluations, Verification, and Validation Tests................................... 56
Concluding Remarks........................................................................... 57
References ........................................................................................... 57
Contents vii
Chapter 3 Customer Needs, Business Needs, and Government Requirements.... 59

Introduction......................................................................................... 59
Inputs to the Automotive Development Process.................................60
Customer Needs.............................................................................60
List of Customer Needs.................................................................. 61
Mid-Size Sports Utility Vehicle (SUV)..................................... 61
Heavy-Duty Pickup Truck......................................................... 62
Primary Vehicle Controls.......................................................... 62
Business Needs............................................................................... 63
Government Requirements............................................................. 63
Obtaining Customer Inputs.................................................................64
Observation Methods.....................................................................64
Communication Methods............................................................... 65
Experimentation Methods.............................................................. 65
Additional Methods........................................................................66
Determining Business Needs: Product Portfolio, Model
Changes, and Profitability...................................................................66
Government Requirements for Safety, Emissions, and Fuel
Economy.............................................................................................. 67
Government Safety Requirements.................................................. 67
EPA’ s Greenhouse Gas (GHG) Emissions and NHTSA’ s
Corporate Average Fuel Economy (CAFE) Standards................... 67
Rationale behind Footprint-Based Standard............................. 68
Implementation Readiness of New Technologies............................... 70
Vehicle Features: “ Wow,” “ Must Have,” and “ Nice to Have”
Features............................................................................................... 71
Global Customers and Suppliers......................................................... 71
Comparison of Vehicles Based on Customer Needs........................... 72
Concluding Remarks........................................................................... 72
References ........................................................................................... 72
Chapter 4 Role of Benchmarking and Target Setting.......................................... 75

Introduction......................................................................................... 75
Benchmarking..................................................................................... 75
An Example: Mid-Size Cross-over SUV........................................ 77
Photo-Benchmarking.......................................................................... 78
Breakthrough....................................................................................... 79
Differences between Benchmarking and Breakthrough................80
Benchmarking Competitors’ Vehicles: An Example..........................80
Examples of System, Subsystem, and Component-Level
Benchmarking..................................................................................... 87
References ...........................................................................................90
viii Contents
Chapter 5 Business Plan Development and Getting Management Approval....... 93

Introduction......................................................................................... 93
Business Plan....................................................................................... 93
What Is a Business Plan?................................................................ 93
Contents of the Business Plan........................................................ 93
Process of Preparing a Business Plan............................................96
Risks in Product Programs..................................................................97
Make versus Buy Decisions................................................................99
References ......................................................................................... 100
Chapter 6 New Technologies, Vehicle Features, and Technology

Development Plan.............................................................................. 101
Introduction....................................................................................... 101
Implementing New Technologies...................................................... 101
Major Reasons for Changes Affecting Future Vehicle Designs....102
Creating a Technology Plan.......................................................... 102
Risks in Technology Implementation........................................... 103
New Technologies............................................................................. 103
Design Trends in Powertrain Development.................................. 103
Smaller, Lighter, and More Fuel-Efficient Gasoline Engines.....103
Higher-Efficiency Transmissions............................................. 109
Driver Aids and Safety Technologies........................................... 109
Driver Information Interface Technologies.................................. 112
Connected Vehicles or Vehicle-to-X (V2X) Technologies........... 114
Self-Driving Vehicles................................................................... 116
Lightweighting Technologies....................................................... 116
Aerodynamic Drag Reduction...................................................... 118
Technology Plan................................................................................ 118
Concluding Remarks......................................................................... 118
References......................................................................................... 119
Chapter 7 Relation of Vehicle Attributes to Vehicle Systems............................ 121

Introduction....................................................................................... 121
Overview of Tasks and Relationships between Customer Needs
and Systems Design.......................................................................... 121
Allocation of Attribute Requirements to Vehicle Systems............... 124
Development of Overall Vehicle Specifications........................... 124
Defining Attribute Requirements for the Proposed Vehicle........ 125
Refinement of Vehicle Attribute Requirements........................... 127
Specification of Vehicle Functions from Vehicle Attribute
Requirements and Allocation of Functions to Vehicle Systems..... 128
Cascading Vehicle Attribute Requirements to Vehicle Systems...129
System Design Specifications........................................................... 131
Contents ix

References ......................................................................................... 132
Chapter 8 Understanding Interfaces between Vehicle Systems......................... 133

Introduction....................................................................................... 133
Interfaces........................................................................................... 133
What I s an Interface?................................................................... 133
Types of Interface......................................................................... 134
Interface Requirements................................................................ 136
Visualizing Interfaces....................................................................... 137
Representing an Interface............................................................. 137
Interface Diagram......................................................................... 138
Interface Matrix............................................................................ 138
Examples of Interface Diagram and Interface Matrix...................... 141
Vehicle Systems Interface Diagram and Interface Matrix........... 141
Vehicle Brake System Interfaces.................................................. 141
Important Interfaces................................................................ 146
Design Trade-Offs................................................................... 146
Other Observations.................................................................. 147
Design Iterations to Eliminate or Improve Interfaces....................... 147
Sharing of Common Entities Across Vehicle Lines.......................... 148
References ......................................................................................... 148
Chapter 9 Cascading Vehicle Attribute Requirements to Vehicle Systems....... 151

Introduction....................................................................................... 151
What I s a Requirements Cascade?............................................... 151
Cascading Attribute Requirements to Lower Levels................... 153
Example: Subattributes of Vehicle Attributes.............................. 153
Cascading Attribute Requirements to Develop Systems
Design Requirements................................................................... 155
Considerations Related to Cascading Attribute Requirements
for Vehicle Systems...................................................................... 155
Examples of Attribute Cascading................................................. 156
The Brake System and Its Subsystem Requirements................... 156
References ......................................................................................... 165
Chapter 10 Development of Vehicle Concepts.................................................... 167

Introduction....................................................................................... 167
Why Create a Vehicle Concept? ................................................... 167
Process of Developing Vehicle Concepts.......................................... 172
Other Issues Related to Vehicle Concept Creation........................... 173
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x Contents
Product Variations and Differentiation........................................ 173

Definition of a Vehicle Platform................................................... 173
Number of Vehicle Concepts and Variations............................... 174
Designing Vehicle Exterior and Interior as a System................... 174
Evaluation of Vehicle Concepts.................................................... 177
Use of a Pugh Diagram for Concept Selection and Improvements......177
Planning for Models, Packages, and Optional Features................... 177
References ......................................................................................... 178
Chapter 11 Selecting a Vehicle Concept.............................................................. 179

Introduction....................................................................................... 179
Market Research Clinics................................................................... 179
What Is Market Research?............................................................ 179
New Concept Vehicle................................................................... 180
Specific Evaluation Issues............................................................ 180
Evaluation Issues for Exterior Clinics..................................... 180
Issues for Interior Clinics........................................................ 181
Pros and Cons of Market Research.............................................. 181
Market Research Methods Used in Product Development............... 182
Methods to Obtain Data............................................................... 182
Personal Interview................................................................... 182
Focus Group Sessions.............................................................. 183
Mail, Web-based, and Telephone Surveys............................... 183
Market Research Clinics................................................................... 184
Some Examples of Vehicle Characteristics Evaluated in
Market Research Clinics.............................................................. 184
Commonly Evaluated Vehicle Characteristics Covered in
Market Research Clinics.............................................................. 185
Exterior Evaluation Characteristics ......................................... 185
Interior Evaluation Characteristics.......................................... 186
Exterior Buck Preparation and Evaluation Setup......................... 187
Interior Buck Preparation for Package Surveys........................... 188
Precautions for Clinics to Avoid Biases....................................... 189
Sources of Errors.......................................................................... 190
Types of Survey Questions and Data Analyses............................ 191
Types of Market Research Clinics.................................................... 194
Static versus Dynamic Clinics..................................................... 194
References ......................................................................................... 195
Chapter 12 Managing Vehicle Development Programs....................................... 197

Introduction....................................................................................... 197
Program Manager.............................................................................. 197
Program versus Project Management................................................ 199
Contents xi
Program Management Functions................................................. 199

Development of Detailed Project Plan.........................................200
Project Management.....................................................................200
Steps in Project Planning............................................................. 201
Tools Used in Project Planning.........................................................202
Gantt Chart...................................................................................202
Critical Path Method....................................................................202
Program (or Project) Evaluation and Review Technique.............203
Work Breakdown Structure..........................................................205
Project Management Software.....................................................205
Other Tools...................................................................................205
Systems Engineering Management Plan (SEMP).............................206
Contents of SEMP........................................................................206
Checklist for Critical Information................................................ 210
Role of Systems Engineers........................................................... 210
Value of Systems Engineering Management Plan........................ 211
Example of a Systems Engineering Management Plan..................... 211
Complexity in Program Management............................................... 219
Timings in Project Management.................................................. 220
Cost Management......................................................................... 221
Challenges in Project Management.............................................. 221
References ......................................................................................... 222
Chapter 13 Computer-Aided Technologies.......................................................... 223

Introduction....................................................................................... 223
Computer-Aided Technologies.......................................................... 223
Claims: Advantages and Disadvantages of Computer-Aided
Technologies.................................................................................224
Computer-Aided Design, Engineering, and Manufacturing............. 226
Computer-Aided Engineering (CAE) Methods and
Visualizations............................................................................... 226
Product Visualization Tools......................................................... 226
Design Tools Used in Specialized Engineering Activities................ 227
Concept Design............................................................................ 227
CAE versus Physical Tests and Prototype Builds........................ 228
Design Review Meetings.............................................................. 228
Verification Tests.......................................................................... 228
Validation Tests............................................................................ 229
Advantages of CAD.......................................................................... 229
References ......................................................................................... 230
Chapter 14 Vehicle Validation............................................................................. 231

Introduction....................................................................................... 231
xii Contents
Scope of Validation Testing.............................................................. 231

When Is Validation Performed?................................................... 231
Whole-Vehicle Tests..................................................................... 232
Methods Used for Evaluation............................................................ 233
Customer Ratings......................................................................... 233
Expert Reviews............................................................................. 238
Company Employees and Management Personnel....................... 238
Laboratory and Controlled Field Tests......................................... 238
Some Examples of Validation Tests and Test Details....................... 239
Vehicle Performance.................................................................... 239
Comfort........................................................................................240
Noise, Vibration, and Harshness.................................................. 241
Crash Safety.................................................................................. 242
Styling and Appearance............................................................... 243
Packaging and Ergonomics.......................................................... 243
Electrical and Electronics............................................................. 245
References .........................................................................................246
Chapter 15 Creating a Brochure and a Website for the Vehicle.......................... 247

Introduction....................................................................................... 247
Why Create a Vehicle Brochure?...................................................... 247
Vehicle Website versus Brochure......................................................248
Contents of the Brochure................................................................... 249
Vehicle Models, Packages, and Their Features............................ 249
Types of Model and Optional Packages of Features............... 249
Vehicle Models........................................................................ 249
Standard Features.................................................................... 250
Optional Features.................................................................... 250
Vehicle Packages..................................................................... 250
Exterior and Interior Colors and Materials............................. 251
Picture Galleries........................................................................... 251
Vehicle Price................................................................................. 251
Examples of Brochure Contents........................................................ 251
Vehicle Dimensions: Exterior and Interior................................... 252
Powertrain and Fuel Economy..................................................... 252
Key Vehicle Attributes................................................................. 253
Safety Features............................................................................. 253
Special Feature Categories........................................................... 253
“Wow” Features ....................................................................... 255
“Must Have” Features.............................................................. 255
“Nice to Have” Features.......................................................... 255
Reference ........................................................................................... 255
Contents xiii
Section II Tools Used in the

Automotive Design Process
Chapter 16 Tool Box for Automotive Product Development............................... 259

Introduction....................................................................................... 259
Tools Used During Vehicle Development Phases.............................260
Spreadsheets.................................................................................260
Design Standards and Guidelines................................................260
Product Planning Tools................................................................ 261
Benchmarking......................................................................... 261
Pugh Diagram.......................................................................... 261
Quality Function Deployment (QFD)...................................... 261
Failure Modes and Effects Analysis........................................ 262
CAD and Packaging Tools........................................................... 262
Engineering Analysis Tools.......................................................... 263
Quality Tools................................................................................ 263
Human Factors and Ergonomics Tools......................................... 263
Safety Engineering Tools.............................................................264
Measurement Tools.......................................................................264
Program/Project Management Tools............................................264
Financial Analysis Tools.............................................................. 265
Market Research Tools................................................................. 265
References ......................................................................................... 265
Chapter 17 Decision-Making Tools..................................................................... 267

Introduction....................................................................................... 267
An Automaker’s Decision-Making Problem: An Example.............. 268
Decision Making in Product Design................................................. 269
Key Decisions in Product Life Cycle........................................... 269
Trade-Offs during Design Stages................................................. 270
What Is Involved In Decision Making?............................................ 272
Alternatives, Outcomes, Payoffs, and Risks................................ 272
Maximum Expected Value Principle........................................... 273
Other Principles in Selecting Alternatives................................... 274
Data Gathering for Decision Making........................................... 277
Importance of Timely Decisions.................................................. 278
Robustness Evaluation through Sensitivity Analysis................... 278
Multi-attribute Decision Models....................................................... 278
Pugh Diagram............................................................................... 278
Weighted Pugh Analysis..............................................................280
Weighted Total Score for Concept Selection................................ 281
Analytical Hierarchy Method....................................................... 282
xiv Contents
AHP Application for Multi-attribute Decision Making.................... 286

Example: Multiattribute Weighting.............................................. 286
Informational Needs in Decision Making......................................... 289
Risks in Product Development and Product Uses............................. 290
Definition of Risk and Types of Risks in Product Development.....291
Types of Risks during Product Use.............................................. 292
Risk Analysis..................................................................................... 292
Risk Matrix................................................................................... 293
Risk Priority Number................................................................... 293
Problems in Risk Measurements.................................................. 294
Importance of Early Decisions During Product Development......... 295
Concluding Comments...................................................................... 295
References ......................................................................................... 296
Chapter 18 Product Planning Tools..................................................................... 297

Introduction....................................................................................... 297
Benchmarking and Breakthrough..................................................... 298
Benchmarking.............................................................................. 298
Breakthrough................................................................................ 299
Pugh Diagram................................................................................... 299
An Example of Pugh Diagram Application.................................300
Timing Charts and Gateways............................................................302
Quality Function Deployment........................................................... 303
An Example of the QFD Chart....................................................307
Cascading QFDs........................................................................... 311
Advantages and Disadvantages of QFD....................................... 311
Failure Modes and Effects Analysis................................................. 313
An Example of an FMEA............................................................ 314
Failure Modes and Effects and Criticality Analysis......................... 318
Other Product Development Tools.................................................... 318
Business Plan................................................................................ 318
Program Status Chart................................................................... 320
Standards...................................................................................... 320
CAD Tools.................................................................................... 322
Prototyping and Simulation.......................................................... 323
Physical Mock-Ups....................................................................... 323
Technology Assessment Tools...................................................... 323
References ......................................................................................... 324
Chapter 19 Financial Analysis in Automotive Programs.................................... 325

Introduction....................................................................................... 325
Types of Costs and Revenues in Vehicle Programs.......................... 325
Nonrecurring and Recurring Costs.............................................. 326
Contents xv
Costs and Revenues In Product Life Cycle.................................. 326

Fixed versus Variable Costs......................................................... 328
Make versus Buy Decisions......................................................... 329
Parts and Platform Sharing.......................................................... 330
Quality Costs................................................................................ 330
Manufacturing Costs.................................................................... 331
Safety Costs.................................................................................. 331
Product Termination Costs........................................................... 332
Total Life−Cycle Costs................................................................ 332
Effect of Time on Costs.................................................................... 333
Program Financial Plan..................................................................... 333
Example: Automotive Product Program Cash Flow.................... 333
Challenges in Estimating Costs and Revenues................................. 347
Product Pricing Approaches.............................................................. 347
Traditional Costs−Plus Approach................................................ 347
Market Price−Minus Profit Approach......................................... 349
Other Cost Management Software Applications.......................... 349
Trade−offs and Risks................................................................... 351
References ......................................................................................... 354
Chapter 20 Vehicle Package Engineering Tools.................................................. 355

Introduction....................................................................................... 355
Vehicle Packaging Background......................................................... 355
What Is Vehicle Packaging?......................................................... 355
What Is Packaged in a Vehicle?.................................................... 356
Vehicle Packaging Organizations................................................. 356
Specialization within Vehicle Package Engineering.................... 356
Vehicle Packaging Personnel........................................................ 357
Package Engineering and Ergonomics......................................... 358
Principles Used in Vehicle Packaging..........................................360
Vehicle Packaging Procedure............................................................360
Vehicle Package Engineering Tasks and Process.........................360
Standard Practices Used in Vehicle Packaging............................ 363
Mechanical Packaging.................................................................. 363
Occupant Packaging..................................................................... 367
CAD Models and Package Bucks................................................. 370
Interior Package Reference Points and Seat Track– Related
Dimensions................................................................................... 371
Interior Dimensions...................................................................... 374
Driver Package Development Steps and Calculations...................... 379
Entry and Exit Considerations.......................................................... 389
Problems during Entry and Exit................................................... 389
Vehicle Features and Dimensions Related to Entry and Exit...... 392
Door Handles........................................................................... 392
xvi Contents
Lateral Section at the SgRP and Foot Movement Areas......... 392

Body Opening Clearances from SgRP Locations................... 393
Driver Field of View.......................................................................... 394
Visibility of and over the Hood.................................................... 394
Command Seating Position.......................................................... 395
Short Driver Problems.................................................................. 395
Tall Driver Problems.................................................................... 396
Sun Visor Design Issues............................................................... 396
Wiper and Defroster Requirements.............................................. 396
Obscurations Caused by A-Pillars................................................ 398
Mirror Field of View Requirements............................................. 398
Mirror Locations.......................................................................... 398
Inside Mirror Location............................................................ 398
Outside Mirror Locations........................................................ 398
Procedure for Determining Driver’ s Field of View
through Mirrors.......................................................................400
Methods to Measure Fields of View.................................................400
Polar Plots..................................................................................... 401
Other Packaging Issues and Vehicle Dimensions.............................402
Concluding Remarks.........................................................................402
References .........................................................................................402
Chapter 21 Vehicle Evaluation Methods..............................................................405

Introduction.......................................................................................405
Overview of Product Evaluation Methods........................................405
Types of Data Collection and Measurement Methods......................406
Methods of Data Collection and Analysis........................................407
Observational Methods.................................................................407
Communication Methods.............................................................408
Experimental Methods.................................................................409
Evaluations during vehicle development...........................................409
Physical Tests with Measurement Instruments............................409
Market Research Methods............................................................ 410
Mail Surveys............................................................................ 411
Internet Surveys....................................................................... 411
Personal Interviews.................................................................. 411
Focus Group Sessions.............................................................. 411
Ergonomic Evaluations................................................................. 412
Databases on Human Characteristics and Capabilities........... 413
Anthropometric and Biomechanical Human Models.............. 414
Human Factors Checklists and Score Cards........................... 414
Task Analysis........................................................................... 417
Human Performance Evaluation Models................................. 418
Laboratory, Simulator, and Field Studies................................ 419
Human Performance Measurement Methods.......................... 419
Contents xvii
Objective Measures and Data Analysis Methods.............................. 420

Subjective Methods and Data Analysis............................................. 420
Rating on a Scale.......................................................................... 421
Paired Comparison–Based Methods............................................ 421
Thurstone’s Method of Paired Comparisons................................ 423
Step 1: Select an Attribute for Evaluation of the Products...... 423
Step 2: Prepare the Products for Evaluation............................ 423
Step 3: Obtain Responses of Each Subject on All Pairs.......... 423
Step 4: Summarize Responses of All Subjects in Terms
of Proportion of Product in the Column Better Than the
Product in the Row.................................................................. 424
Step 5: Adjusting p ij Values ..................................................... 425
Step 6: Computation of Z-values and Scale Values for the
Products................................................................................... 425
Analytical Hierarchy Method....................................................... 427
Some Applications of Evaluation Techniques in Automotive
Design................................................................................................ 427
Checklists..................................................................................... 427
Observational Studies................................................................... 428
Vehicle User Interviews................................................................ 428
Ratings on Interval Scales............................................................ 428
Studies Using Programmable Vehicle Bucks............................... 428
Driving Simulator Studies............................................................ 429
Field Studies and Drive Tests....................................................... 429
System and Component Verification and Vehicle Validation
Methods........................................................................................ 429
References ......................................................................................... 430
Section III A
pplications of Tools:
Examples and Illustrations
Chapter 22 Evaluation Studies............................................................................. 435

Introduction....................................................................................... 435
Benchmarking of Low-Cost Vehicles............................................... 435
Photo-Benchmarking........................................................................ 436
Quality Function Deployment........................................................... 436
CAD Evaluations...............................................................................440
Superimposed Drawings..............................................................440
Composite Views of Left Side and Right Sides of Different
Vehicles........................................................................................ 441
Sequential Views of Assembly..................................................... 441
Dynamic Action Simulations/Videos........................................... 445
xviii Contents
Observational Studies in Designing a Center Console.....................446

Models for Ergonomic Evaluations...................................................446
Legibility Prediction Model......................................................... 447
Windshield Veiling Glare Prediction Model................................449
Simulator, Laboratory, and Field Studies.......................................... 450
Driving Simulators....................................................................... 451
Laboratory and Field Tests........................................................... 452
Package Evaluation Surveys.............................................................. 452
Concept Selection Market Research................................................. 455
References ......................................................................................... 459
Chapter 23 Developing a Passenger Car: A Case Study...................................... 461

Introduction....................................................................................... 461
Customer Characteristics, Needs, Market Segment,
Benchmarking, and Vehicle Specification........................................ 461
Customer Characteristics............................................................. 462
Customer Needs........................................................................... 463
Market Segment............................................................................ 463
Benchmarking.............................................................................. 463
Description of the Target Vehicle......................................................468
Changes in the Target Vehicle...........................................................469
Assessment of Target Vehicle............................................................469
Customer Needs Pugh Diagram...................................................469
Vehicle Attributes Pugh Diagram................................................469
Vehicle Systems Pugh Diagram...................................................469
Program Timings, Sales, and Financial Projections......................... 474
Program Timings.......................................................................... 474
Projected Sales............................................................................. 474
Financial Projections.................................................................... 475
Reference ........................................................................................... 477
Chapter 24 Developing a Pickup Truck: A Case Study....................................... 479

Introduction....................................................................................... 479
Customer Characteristics and Needs, Market Segment,
Benchmarking, and Vehicle Specification........................................ 479
Customer Needs........................................................................... 481
Market Segment............................................................................ 483
Benchmarking and Vehicle Specification.................................... 483
Description of Target Vehicle............................................................ 483
Changes in the Target Vehicle........................................................... 490
Assessment of the Target Vehicle...................................................... 490
Contents xix
Customer Needs Pugh Diagram................................................... 490

Vehicle Attributes Pugh Diagram................................................ 490
Vehicle Systems Pugh Diagram................................................... 492
Program Timings.......................................................................... 492
Projected Sales............................................................................. 493
Reference ........................................................................................... 495
Chapter 25 Developing a Sports Utility Vehicle: A Case Study.......................... 497

Introduction....................................................................................... 497
Customer Characteristics and Needs and Market Segment.............. 497
Customer Needs........................................................................... 498
Market Segment............................................................................ 499
Description of the Target Vehicle......................................................500
Benchmarking Data......................................................................500
Technology Plan................................................................................500
Assessment of the Proposed Vehicle.................................................500
Program Timings.......................................................................... 523
Projected Sales............................................................................. 523
Reference ........................................................................................... 524
Appendix I............................................................................................................. 525

Appendix II............................................................................................................ 529
Appendix III.......................................................................................................... 533
Appendix IV.......................................................................................................... 535
Appendix V............................................................................................................ 537
Index....................................................................................................................... 539
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Preface
The development of a new automotive product requires an understanding of the inte-
gration of knowledge from a number of disciplines. In this book, I have provided
material that was generated and used in teaching the automotive product develop-
ment process to graduate students in Automotive Engineering over many years at the
University of Michigan-Dearborn.
The material provides the basic background, principles, techniques, and steps that
I found to be useful in understanding the complex and coordinated activities that need
to be undertaken to ensure successful development of the “right vehicle” that custom-
ers will enjoy driving. Proper implementation of the process should make the prod-
uct development team members feel very proud of their accomplishments. It should
enhance the reputation of the company for creating exciting new vehicles and thus,
lead the company to achieve financial success beyond its imagination in terms of rev-
enues, profits, and return on investments.
The formula for creating successful automotive products lies in the creation of a
well-coordinated product development process, using the right tools and techniques,
a dedicated team of highly motivated multidisciplinary professionals, and very sup-
portive senior management.
This book is about understanding “the big picture” of how automotive products
need to be developed with the sole purpose of satisfying their customers. The book
resulted from my deep desire to understand how automotive products are developed,
to understand the many challenges facing the auto industry, to study the methods
currently used in designing automotive products, and to make our future automo-
tive engineers realize that their main job is to satisfy the customers who use their
products.
We teach our engineers to be proficient in applying specialized techniques in
narrowly specialized areas such as structural analysis, vehicle dynamics, powertrain
efficiency analysis, aerodynamic drag reduction, and electrical architecture design.
But they need to realize that the customer buys the “whole” car, not just a collection
of systems and components that they helped design, such as four wheels, a steering
wheel, pedals, seats, vehicle body, lamps, wiring harnesses, and fuel tanks. All vehi-
cle systems and their subsystems and components must “work together” to provide
the “desired” feel to the customer—so that he or she is either “completely” or “very”
satisfied with the vehicle.
Engineers working in the automotive industry may claim that they currently have
the necessary knowledge in areas such as system design specifications, design tools,
verification test procedures, test equipment, and subsequent data analysis methods.
However, many cars and trucks currently satisfy only about 60%–80% of their cus-
tomers; that is, the vehicles do not achieve the high scores, such as over 90%, desired
by the customers and the senior management of the automobile companies. This gap
between the high levels of customer satisfaction “desired” by the customers and the
management and those “actually achieved” by the current automotive products in
various market research surveys is largely because of failure to understand customer
xxi
xxii Preface
needs, to translate these needs into design specifications, and to confirm that the
designed products are indeed the right products for the customers.
The objective of the book is to provide the necessary background for future
engineering graduates and practicing engineers in the industry to ensure that they
understand the automotive product development process, the issues challenging the
industry, and the applications of various approaches and tools available to conduct
the necessary steps in design, analysis, and evaluation to create products that will
satisfy their customers.
This book is divided into three parts. The first part provides an in-depth under-
standing of the various phases of the product development process and the steps
involved in implementing the systems engineering process. Strict and thorough
implementation of the systems engineering process is a prerequisite for achieving
success in any automotive product program. Otherwise, the vehicle development
program may exceed its budget or time schedule, and/or the designed product may
fail to meet its customer satisfaction target. The second part of the book covers many
important tools and methods used in the vehicle development process. The third part
provides many examples and case studies generated during the past several years of
my teaching graduate courses in the Automotive Systems Engineering program at
the University of Michigan-Dearborn.
The auto industry is facing fierce competition and unending pressure to reduce
program timings and costs. This results in further pressure to minimize or even to
eliminate many of the systems engineering tasks, and thus, endanger the success-
ful completion of vehicle programs. The complexity of the vehicle programs is also
increasing due to rapid advances in technologies, the large number of variables con-
sidered in many analyses, and our inability to measure a number of key variables,
which still rely on subjective judgments. Subjective measures are used in evaluations
of many vehicle attributes, such as styling, drivability, performance feel, ergonom-
ics, interior spaciousness, and quality. It is hoped that this book will help in address-
ing many of the challenging issues facing the industry.
WEBSITE MATERIALS
The following files are in the Download section of this book’s web page on the CRC
Press website (http://www.crcpress.com/product/isbn/97814987068100).
A. Computer programs and models

1. Automotive Product Development Chart with Present Value Calculations
2. Program for Cost Flow by Months
3. Program for Cost Flow by Quarters
B. Slides for Chapters 1 to 25
Acknowledgments
This book is a culmination of my education, experience, and interactions with many
individuals from the automotive industry, academia, and government agencies.
While it is impossible for me to thank all the individuals who influenced my career
and thinking, I must acknowledge the contributions of the following individuals.
My greatest thanks go to the late Professor Thomas H. Rockwell of the Ohio
State University. Tom got me interested in human factors engineering and driving
research. He was my advisor and mentor during my doctoral program. I learned
many skills on how to conduct research studies and analyze data, and more impor-
tantly, he introduced me to the technical committees of the Transportation Research
Board and the Society of Automotive Engineers, Inc.
I would like to thank the late Lyman Forbes, Dave Turner, the late Eulie Brayboy,
and Bob Himes from Ford Motor Company. Lyman Forbes, manager of the Human
Factors Engineering and Ergonomics Department at the Ford Motor Company in
Dearborn, Michigan, spent hours with me discussing various approaches and methods
to conduct research studies on crash-avoidance research and development of motor
vehicle safety standards. Dave Turner, director of the Advanced Design Studios in
the Ford’s Design Staff, got the Human Factors Engineering and Ergonomics depart-
ment firmly anchored in the automotive design process. He also helped establish a
Human Factors Group within Ford of Europe when he was the director of Ford’s
European Design Centre. Eulie Brayboy, chief engineer, Design Engineering in the
Corporate Design, always provided support in implementing human factors inputs
into the automotive design process. Bob Himes, chief engineer of the Advanced
Vehicle Engineering staff, helped in incorporating ergonomics and vehicle pack-
aging as a vehicle attribute in systems engineering implementation in the vehicle
development process.
The University of Michigan-Dearborn campus provided me with unique oppor-
tunities to develop and teach various courses. Our Automotive Systems Engineering
and Engineering Management programs allowed me to interact with hundreds of
graduate students, who in turn implemented many of the techniques taught in our
graduate programs when solving problems within many other automotive origi-
nal equipment manufacturers and supplier companies. I would to thank Professors
Pankaj Mallick and Armen Zakarian for giving me opportunities to develop and
teach many courses in the Automotive Systems Engineering and Industrial and
Manufacturing Systems Engineering programs. Roger Schulze, director of our
Institute for Advanced Vehicle Systems, got me interested in working on a number
of multidisciplinary programs in vehicle design. Together, we developed a number
of vehicle concepts, such as a low mass vehicle, a new Model “T” concept for Ford’s
100th anniversary, and a reconfigurable electric vehicle. We also developed a num-
ber of design projects by creating teams of our engineering students with students
from the Product Design and Transportation Design department from the College
for Creative Studies in Detroit, Michigan. I must also thank my students for working
xxiii
xxiv Acknowledgments
on a number of research projects—developing test setups, recruiting subjects, and

collecting and analyzing data—over many years.
Over the past 40-plus years, I was also fortunate to meet, and discuss many
automotive design issues with, members of many committees of the Society of
Automotive Engineers, Inc., the Motor Vehicle Manufacturers Association, the
Transportation Research Board, and the Human Factors and Ergonomics Society.
I would like to also thank Cindy Carelli from CRC Press—a Taylor & Francis
Company—for encouragement in preparing the proposal for this book, and her pro-
duction group for turning the manuscript into this book.
Finally, I want thank my wife, Rekha, for her constant encouragement and her
patience while I spent many hours working on my computers, writing the manuscript
and creating figures included in this book.
Vivek D. Bhise
Ann Arbor, Michigan
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[25] Macartney.
[26] Since I drew up the information contained in this
chapter, I have fallen in with the “Mémoires relatifs à
l’Asie,” by M. Klaproth. Speaking of the translation of
the history of Khotan, by M. Abel Remusat, that
distinguished Orientalist adds, “Nous attendons avec
impatience ces traductions, et nous engageons ce
savant à les donner an public aussitôt que possible,
pour faire disparaître des abrégés géographiques un
amas d’absurdités reçues à bras ouverts par les
compilateurs, et entre lesquelles le double Kachgar
occupe le premier rang. Le voyageur Anglais, M.
Elphinstone, ayant entendu parler de la ville de
Kachgar dans le nord de la petite Boukharie, et du
pays du même nom situé dans la partie méridionale de
cette contrée, n’a pas su autrement combiner ces
notions que de supposer deux Kachgars. Il est
cependant bien clair que dans le premier cas il était
question de la capitale, et dans le second du pays
qu’elle gouverne.” Tom. ii. p. 293. It is satisfactory to
find my observations on the two Cashgars confirmed
by so high an authority as M. Klaproth, but I cannot
agree with him in his inference, that the one is the
country, and the other the capital; since it has already
appeared in the text that Cashgar, which erroneously
fills up so large a part of the country eastward of
Budukhshan, really exists as a small district near
Peshawur.
[27] The whole of the altitudes have been determined
from the boiling point of water in thermometers
carefully examined and compared, reckoning each
degree roughly to be of the value of 600 feet.
[28] Dundan-shikun.
[29] I observe that the Emperor Baber mentions this
fact.
[30] The rest of the lines recommend Herat as the
place of evening prayer; Bagdad for that at the hour of
sleep; and Nishapoor for that at sunrise.
[31] “If I could but captivate the heart of that Toorkee
girl of Shiraz—I would give in exchange for the black
mole of her cheek all the riches of Samarcand and
Bokhara.”
[32] The Uzbeks themselves believe the Kalmuks and
Kutghun Uzbeks one tribe. In their native seats, a
colony desiring to migrate took the name of
“Kutghurn,” which means, “we go;” and the greater
portion which remained were afterwards called
“Kalmuk,” which signifies, “we stop:” such, at least, is
the popular belief and tale of the Uzbeks.
[33] Kizzak, or Cossack.
[34] Holcus sorghum.
[35] I am in possession of this curious work, which
Shah Shooja himself did me the honour of presenting.
[36] A khurwar is 700 lbs. English.
[37] See the MSS. to which I have alluded.
[38] This person has been lately seized by Abbas
Meerza, and deprived of his power.
[39] The capabilities of this river have not been here
over-rated; a mission lately sent down it by the
Governor-General, under Captain Wade, has verified
the facts above recorded.
[40] Seven Pounds.
[41] A gold solidus of the Lower Empire was also
found at Khoju oban, of rude fabrication; it is either of
Marcianus, or more probably Mauricius: inscription, DN
MAVRC..TIb PP AVG.; on the reverse an angel holding
the cross and globe, with VICTORIA AVGGG, and
below, CONOB.
[42] By way of convenience to those who have not the
power of reference respecting the history of Bactria, I
subjoin a catalogue of its kings, according to the
authority of Schlegel.—Journal Asiatique, 1828, p. 326.
B.C. 255. Theodotus I.
243. Theodotus II. Fixed historically by Strabo,
Euthydemus of &c.
220.
Magnesia.
Appollodotus Alluded to by Plutarch,
Soter. Trogus, and Arrian. Their
195.
Menander coins prevalent in Baroach,
Nikator. A. D. 200.
On the authority of Visconti
Heliocles
and Mionnet, from a single
Dikaios.
medal.
Son of Euthydemus:
Demetrius. doubtful if he reigned in
Bactria.
Artemidorus calls him the
181. Eucratides I.
“Great king.”
Murdered his father, and
146. Eucratides II.
was himself slain.
Destruction of the empire by the Tartars and
125.
the Scythians or Sacæ.
[43] Csoma’s Life of Sakya, M.S.
[44] Orient. Mag. IV. 108.
[45] See Col. Tod’s Coins, 11. 14.; Mr. Wilson’s Plates,
figs. 1, 2. 6. 7.; and Journal of the Asiatic Society of
Bengal, Plate II. figs. 17. and 18.
[46] See translation of portions of the Salsette and
Ellora inscriptions, by Major Wilford (Asiatic
Researches, vol. xiv.); which shows them all to refer by
name to Sakya. Mr. A. Stirling (Asiatic Researches, vol.
xv. p. 314.) says of some similar inscriptions on the
Udaya Giri hill in Orissa:—“The Brahmans refer the
inscription, with horror and disgust, to the time when
the Buddhist doctrines prevailed. I cannot, however,
divest myself of the notion, that the character has
some connection with the ancient Prakrit; and I think
an explanation is to be looked for only from some of
the learned of the Jain sect.” What has become of the
key to this and other ancient Sanscrit alphabets, which
Wilford says he fortunately discovered in the
possession of an ancient sage at Benares?
[47] “Ce qui me parait la circonstance la plus
remarquable dans ces medailles, ce sont ces preuves
du culte Brahmanique adopté par les rois Tartares. Ils
régnaient donc certainement sur des provinces où ce
culte était établi.”—Journal Asiatique, Nov. 1828.
Transcriber's Note
The following apparent errors have been corrected:
p vi "Khoochan" changed to "Koochan"

p. xi "Recal" changed to "Recall"
p. xii "Khan. His" changed to "Khan.—His"
p. xv "Shawls—Indigo." changed to "Shawls.—Indigo."
p. 4 "That, since" changed to "that, since"
p. 69 "pass of Derbund" changed to "pass of Durbund"
p. 86 "proud to" changed to "seemed proud to"
p. 86 "seemed out on" changed to "out on"
p. 165 "but in in winter" changed to "but in winter"
p. 184 "a polation" changed to "a population"
p. 186 "the the Oxus" changed to "the Oxus"
p. 236 "Balk, his" changed to "Balkh, is"
p. 238 "Kooosh" changed to "Koosh"
p. 279 "describe" changed to "described"
p. 353 "Kafirs" changed to "Kaffirs"
p. 356 "the country." changed to "the country.”"
p. 363 "Nusseir oollah" changed to "Nussier oollah"
p. 386 "achievment" changed to "achievement"
p. 458 "Bacrtian" changed to "Bactrian"
p. 460 "ΒΛΣΙΛΕΥΣ" changed to "ΒΑΣΙΛΕΥΣ"
p. 468 "we find “Hushca" changed to "we find Hushca"
p. 471 "Ce qui me parait" changed to "“Ce qui me parait"
p. 472 "19. 22," changed to "19, 22,"
p. 472 "23. 26," changed to "23, 26,"
Inconsistent or archaic language has otherwise been kept as printed.

The following possible error has not been corrected:
p. 285 besides a sons

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Section I Automotive Product Development Process

Chapter 1 Introduction: Automotive Product Development..................................3

Importance, Advantages, and Disadvantages of Systems

Chapter 2 Steps and Iterations Involved in Automotive Product Development....31

Chapter 3 Customer Needs, Business Needs, and Government Requirements.... 59

Chapter 4 Role of Benchmarking and Target Setting.......................................... 75

Chapter 5 Business Plan Development and Getting Management Approval....... 93

Chapter 6 New Technologies, Vehicle Features, and Technology

Chapter 7 Relation of Vehicle Attributes to Vehicle Systems............................ 121

Concluding Remarks......................................................................... 131

Chapter 8 Understanding Interfaces between Vehicle Systems......................... 133

Chapter 9 Cascading Vehicle Attribute Requirements to Vehicle Systems....... 151

Chapter 10 Development of Vehicle Concepts.................................................... 167

Product Variations and Differentiation........................................ 173

Chapter 11 Selecting a Vehicle Concept.............................................................. 179

Chapter 12 Managing Vehicle Development Programs....................................... 197

Program Management Functions................................................. 199

Chapter 13 Computer-Aided Technologies.......................................................... 223

Chapter 14 Vehicle Validation............................................................................. 231

Scope of Validation Testing.............................................................. 231

Chapter 15 Creating a Brochure and a Website for the Vehicle.......................... 247

Section II Tools Used in the

Chapter 16 Tool Box for Automotive Product Development............................... 259

Chapter 17 Decision-Making Tools..................................................................... 267

AHP Application for Multi-attribute Decision Making.................... 286

Chapter 18 Product Planning Tools..................................................................... 297

Chapter 19 Financial Analysis in Automotive Programs.................................... 325

Costs and Revenues In Product Life Cycle.................................. 326

Chapter 20 Vehicle Package Engineering Tools.................................................. 355

Lateral Section at the SgRP and Foot Movement Areas......... 392

Chapter 21 Vehicle Evaluation Methods..............................................................405

Objective Measures and Data Analysis Methods.............................. 420

Chapter 22 Evaluation Studies............................................................................. 435

Observational Studies in Designing a Center Console.....................446

Chapter 23 Developing a Passenger Car: A Case Study...................................... 461

Chapter 24 Developing a Pickup Truck: A Case Study....................................... 479

Customer Needs Pugh Diagram................................................... 490

Chapter 25 Developing a Sports Utility Vehicle: A Case Study.......................... 497

Appendix I............................................................................................................. 525

A. Computer programs and models

Section II Tools Used in the