The project “From A to Green: a Future Vision for Coachworks”, as its name suggests, engages sustainability and innovation in an effort to provide the group with a signifi cant step-up on the connection between Combigroep’s brand image and brand identity through a product. The team intends to make a creative exercise by projecting a future vision that will fi nally inspire a realistic and infl uential product – an environmentally friendly and versatile coachwork. A pioneering approach will be developed through the analysis of future trends, drivers and forces - far until 2025 - so that this can be refl ected in the opportunities of a design that can “launch” the Present (2010) into this direction, while still following constrains and regulations imposed by a compliant industry.

1. from A to Green
a future vision of coachworks
Ana Laura Santos
Barth Vrijling
David Güiza Caicedo
Marjolein van Houten
Ricardo Mejia
Stefanus Heru Prabowo

2. from A to Green
a future vision of coachworks
Goal Definition
• Framework
• Context definition
•E t
External analysis
l li
• Internal analysis
• Design Brief
g
• Questions | Discussion

3. Framework
+ Open innovation
Vision in Product Design

4. Context Definition

5. Context Definition Tools
INITION
EXT DEFI
CONTE

6. CONTE
EXT DEFI
INITION
Time Line

7. Time Line
INITION
• Complex system
EXT DEFI • Intermodal system of transportation
• Technology develops at a faster pace
CONTE
• System with momentum
• Delay between technological breakthrough and
its implementation

8. Macro Analysis
INITION
• Four levels
EXT DEFI • A network that can be
described as a fractal system
CONTE
• A solution for a nod can be
applied to similar nods
elsewhere, or scaled for
,
smaller/bigger nods

9. CONTE
EXT DEFI
INITION
Micro Analysis

10. Micro Analysis
INITION
EXT DEFI • Four stakeholders
• Eight main actors
CONTE
• Two sub-systems: OEM and
Combigroep
• Infrastructure = Functional basis
• The whole system is influenced
by PEST factors

11. External Analysis
y

12. EXTER
RNAL ANA
ALYSIS
Context Background

13. Context Background
ALYSIS
RNAL ANA Design improvements
• Increased penetration of high efficiency auxiliaries
EXTER
• Light materials
• Aerodynamic improvements
• Recyclability
Containerization
C t i i ti
Distribution and Delivery
y

14. Competitor Analysis
ALYSIS
RNAL ANA
EXTER

15. Competitor Analysis
ALYSIS
RNAL ANA • Product Form competition:
• Ducarbo is the main player in the Dutch
market
EXTER
• C bi
Combigroep h lhas larger capacity, more
i
facilities and a bigger scope than the rest of
the competitors
• Product Category competition
• Generic competition
• Budget competition

16. Internal Analysis
y

17. Stakeholders Analysis
ALYSIS
RNAL ANA
INTER

18. Stakeholders Analysis
ALYSIS
Direct Suppliers:
pp
RNAL ANA • OEM (Original Equipment Manufacturer)
• Component suppliers
• Raw material suppliers
INTER
• Paint suppliers
• Tools suppliers
• Service outsourcing
Indirect Suppliers:
• Minor subsystem suppliers
•CComponent electronics panel suppliers
tlt i l li
• Supplier of small or more specific parts
Direct Clients
Clients:
• Government
• Private institutions
• Fleet management services
Indirect Clients:
• companies renting fleet management
services

19. Business & Product Portfolio Analysis
ALYSIS
RNAL ANA
INTER
Vision
The entire business of Combigroep revolves around the
customer
Mission
Give every customer the vehicle that enables maximum
effectiveness
Deliver complete services during the entire lifespan of their
product.

20. Business & Product Portfolio Analysis
ALYSIS
RNAL ANA
INTER
Company values
py
Resourceful solutions
Individual tailoring
Efficient production
Innovativeness
Reliability
Strategic Lines
Development of green products.
Operate in a more international market.
Developing more products th
D li d t themselves ( lf ffi i
l (self-sufficiency).
)

21. Business & Product Portfolio Analysis
ALYSIS
RNAL ANA
INTER

22. Business & Product Portfolio Analysis
ALYSIS
RNAL ANA
Combigroep h own patented
C bi has t td
INTER
product > role of innovator;
Daimler: Green brand identity;
Combi and Ducarbo: Do not
express environmental concern;

23. Product Analysis
ALYSIS
• Use pure aluminum for the extrusion
RNAL ANA profiles
• Use non-hazardous recyclable materials
INTER
• M k i easy to separate diff
Make it different
materials
• U materials th t can b recycled i
Use t i l that be l d in
the biosphere for the panels
• Re use modular parts
Re-use
• Include the roof in the modular system
• Use LED lights for interior lighting in the
Combi

24. Design Brief
g

25. DESIGN BRIEF
Problem Statement
N
The project “From A to Green”:
a Future Vision of Coachworks”, as its name suggests,
, gg ,
engages sustainability and innovation in an effort to
provide the group with a significant step-up on the
connection between Combigroep’s brand image and
brand identity through a product. The team intends to
make a creative exercise by projecting a future vision that
will finally inspire a realistic and influential product – an
environmentally friendly and versatile coachwork. A
pioneering approach will be developed through the analysis
of future trends drivers and forces - far until 2025 - so that this
trends,
can be reflected in the opportunities of a design that can
“launch” the Present (2010) into this direction, while still
following constrains and regulations imposed by a compliant
industry.

26. DESIGN BRIEF
Project Scope
N
Temporal
The VIP methodology will be used between the years 2008
(Present) and 2025 (Future) being that in the final phase a focus
will be done in the year 2010 (Results) for the exploration of the
design opportunities.
Geographical
The
Th geographic context i b
hi t t is bounded b t
d d between l local (
l (municipal) and
i i l) d
national (respective country) traffic infrastructure. Municipalities
and countries play the most important role on the perspective of
expanding markets.
Functional
Attention will be taken over the distribution and delivery
performance of the coachworks. A limit was settle between 3.5 to 7
tons for local delivery trucks and between 7 to 22 tons for
distribution.
distribution

27. DESIGN BRIEF
Opportunities & Challenges
N
System
Product Business strategy
Green
Vision
Company Orientation
Use of “green” and light
For the future there is the need to
Adapt their strategic actions to the
materials.
evaluate the relevance
most important stakeholders’.
Energy saving sub-systems
of communication nodes to design a
The fact that the truck industry is now
Efficiency and
concrete
following a “green” trend is a great
green
Effectiveness
hierarchy of the fractal system.
opportunity for Combigroep to be a
Modularity:
BCC represents the best example
pioneer supplier;
Design for disassembly
of energy saving through the
Green
Aerodynamics:
combination of distribution and
Possibility of material loop derived
Innovation
delivery services.
services
from the disassembly d i strategy;
f th di bl design t t
Radical or incremental?
not aim to get C2C certificate
Branding
gap between brand image and brand
identity
further research on market demands;

28. Questions?