The document discusses innovations in automotive design over time. It describes the Ford Model T, introduced in 1908, which helped Ford gain a large market share through assembly line production. It also describes the Volkswagen Beetle, introduced in 1938, which had the longest production of any car. More recent innovations discussed include the Tata Ace microvan, introduced in India in 2005, the first crowd-sourced car the Local Motors Rally Fighter, and the lightweight Lamborghini Sesto Elemento and folding electric Hiriko city car. The document examines how different companies have achieved major innovations in design, production, and new technologies over the decades.

1. INNOVATIONS BY DESIGN : AUTOMOTIVE INDUSTRY
Ratna Chatterjee
Chief Consultant
AUTOMOTIVE R&D MANAGEMENT CONSULTING

3. Ford ‘Model-T’ (1908-1927)
 The Model T debuted in 1908
at a price of $825.00
 Over 10,000 pieces sold in the
1st year – and by 1914, Ford
had a 48% market-share
 By the time Henry made his 10
millionth car, 50% of all cars in
the US were Fords
 In 1925 production was at
10,000 cars a day, at a price of
just $240
 Model T production was finally
surpassed by the Volkswagen
Beetle on February 17, 1972.

4.  Henry Ford was also responsible for
the development of assembly line
manufacturing processes– which he
conceived of and perfected
 Ford was able to reduce the assembly
time of a Model T from 12.30 hours to
less than 6 hours
 The knowledge and skills needed by a
factory worker were reduced to 84
areas
 By 1914, the assembly process for the
Model T had been so streamlined it
took only 93 minutes to assemble a
car
 As a result, Ford's cars came off the
line in 3-minute intervals.

6. Volkswagen “Beetle” (1938-2003)
 In 1933 Adolf Hitler met with Ferdinand Porsche for the
development of a "People’s Car“- a basic vehicle capable of
transporting 2 adults and 3 children at a speed of 100 km/h,
and which should cost no more than a 990 Reichsmark
 The Volkswagen “Type 1”, later known as the Beetle, Bug,
Volky or Käfer commenced production in 1938
 With over 21 million manufactured, the VW Beetle is the
longest-running and most-manufactured car of a single
design platform, worldwide
 In 1998, it was dropped from production in most of the
world – but continued in Mexico and a handful of other
countries until 2003

7. The first volume-
produced versions of
the car's chassis were The Beetles started production in 1945
military vehicles, the at a factory near Wolfsburg, Germany -
Kübelwagen (52,000) and the 1,000,000th car came off the
and the amphibious assembly line by 1954.
Schwimmwagen
(14,000)

8.  The Beetle had superior
performance in its category - it
was economical to maintain and,
a joy to drive
 During the 1960s and early 1970s,
innovative advertising campaigns
and a glowing reputation for
reliability and sturdiness helped
production figures to surpass the
levels of the previous record
holder, the Ford Model T, in
February 17, 1972.
“Herbie”
1971 : The Super Beetle and final evolution

9. The ‘Tata Ace’
 Introduced in May 2005
 Every fourth commercial vehicle sold in
India today is an Ace
 A compounded annual growth rate of 39%
 < 22,000 units of the Ace and Magic sold
every month (more than 4.5 times the
nearest competitor)
Created new self- employment opportunities – 60% of Ace owners are
first-time users – who have launched goods or passenger transport
operations with their vehicles

10.  The Tata Ace developed keeping in
mind – providing the last mile
connectivity at a bare minimum
price
 All time records –
 100,000 pieces sold in 20
months
 The Tata Ace - first Indian 4-
wheeler to achieve sales
crossing 1 million in exactly 7
years and 3 months (August
2012)
 The Tata Ace and the Tata
Magic have a market share of
78 % in the cargo segment and
79 % in the passenger
segment.
 Initially launched in India – then
exported to Sri Lanka, Bangladesh
and South Africa

11. Tata Motors makes 45 different
applications on the Ace including water
tanker, silt remover, mobile vegetarians
shop, quick service outlet, rural retail
outlet, mobile hoarding to name a few.
Several owners have made their own
creations on the vehicle over the years.
Tata Motors plans to launch six
new variants of the Ace and
Magic, 3 variants each of the
Magic Iris and Ace Zip and 2
variants of the Super Ace over the
period of next year.
The company also plans to
increase its dealership footprint in
India from 1,346 to 2,000 in next 2
years

12. Koenigsegg Automotive AB
 In 1994 a young Swedish Christian
von Koenigsegg followed a dream to
create the perfect Supercar and
launched his own car company
 The Koenigsegg CC prototype had a
unique carbon body with a
detachable roof. Despite very limited
resources, the chassis, suspension,
brakes, etc., were all custom
designed for the car by Christian and
his small team
 In 2002 Koenigsegg began series
production of the Guinness World
Record-holding CC8S model.
 The CC8S proved that it was possible
for a passionate, dedicated young
man to conceive and build an
engineering masterpiece to rival the
established Supercar brands
 Koenigsegg has been producing
hand-made cars, built to order, ever
since.
 2011 turnover 10 mil €

13.  In a relatively short period of time,
Christian and his team have become
experts in their field, challenging a
decades-old supercar establishment
 Koenigsegg Automotive AB have
introduced and patented several new
technologies over the years
 The Koenigsegg CCXR is the first
‘green’ Hypercar in the world,
designed and calibrated to run on E85
and E100 biofuel, as well as normal
gasoline.

14.  At a price of $2.21 million, Koenigsegg
Trevita is one of the world’s most
expensive car
 In 2009 Koenigsegg put in a bid to buy Saab
from GM

15. Local Motors “Rally Fighter”
 The Rally Fighter is the 1st crowd-
sourced car – a culmination of
35,000 designs by 2,900 designers
from over 100 countries
 Local Motors plans to change
forever the way cars are designed
 Each major system of the vehicle
— whether it's the exterior
design, interior design or doors —
are developed in an open source
development process
 Contests are held - and the
winner receives a monetary prize
based on the importance of the
system to developing the overall
vehicle
 The buyers are invited to the
company's headquarters in
Massachusetts, to build the car
along with the LM team

16.  Local Motors is a new car company - working with the
major automakers and not against them – by making use
of parts, modules and systems from them in a new
“parts-sharing” concept
 The Rally Fighter uses engines, transmissions, tail-lights,
handles, etc from various OEMs

17. Local Motors is working with automakers
build the niche products they want to
make but just can't because the volume
isn't there to make it profitable ….
And with suppliers to make their product
innovations come to life – by design
vehicles using their innovative
technologies !

18. Lamborghini “Sesto Elemento” 2013
 Lamborghini‘s Sesto Elemento Hyper-car is
such a special vehicle, that Lamborghini
had to make a unique factory just to
produce them
 A limited production of 20 numbers -
scheduled to be ready by 2013 - have
already been sold at $ 3.0 million each.
“The Lamborghini Sesto Elemento shows how
the future of the super sports car can look –
extreme lightweight engineering, combined
with extreme performance results in extreme
driving fun”

19. Lamborghini’s Sesto Elemento - is a technology
demonstrator :
 80 % of the car is CRPF
 Featuring a skin one-third the thickness of previous
CFRP sports car body panels, the car’s monocoque
achieves the required rigidity via integrated stiffeners
 Uses one-shot Forged Composites (patented)
technology
 Achieved Lamborghini’s objectives of –
 reducing the weight by 40 percent
 cutting acceleration from 0 - 100 kmh to 2.5
seconds from 3.4 seconds
 increasing the power-to-weight ratio, and the
car’s handling and performance

20. Lamborghini is the ONLY automaker to
have mastered the complete CFRP
design-to-production process in-house

21. 2013 Hiriko Self-Folding EV
 Launched in January 2012 at Brussels,
the Hiriko is a micro electric car designed
by MIT’s Media Lab and developed by a
consortium of companies in Spain.
 Designed specifically for cities, it is a 6.5
feet, 1100 lbs car that runs on two
rechargeable lithium-ion batteries and
can travel for 120km when fully charged.
 It’s meant to be part of a shared car
service operated by the city, which can
be rented for a small fee.

22.  The cars use V2V connectivity and each car
can instantly be located by a smart phone.
 It can be folded up and 3 Hiriko’s can fit in a
standard parking space
 The Hiroko's front windshield also is the car
door – enabling ease of disembarking in
tight parking spaces
 The key feature of the Hiriko is its “Robot
wheels” which allow the car to turn about
360° on the spot via hub-motors and a
drive-by-wire system
 At a price of $16,000, the car has attracted
interest from several cities including
Barcelona, San Francisco, Berlin and
Malmö.

23. THANK YOU FOR YOUR ATTENTION !
‘FICCI Design Innovation Conclave’
November 29, 2012
New Delhi