2. Technology Road Map Report for Hybrid Vehicle Technology 2014
2
Table of Contents
1. Introduction ....................................................................................................................................3
2. Hybrid Vehicle Technology .............................................................................................................3
3. Technology Road Map ....................................................................................................................4
4. Technology Road Map Construction...............................................................................................5
5. Technology Roadmap analysis........................................................................................................7
5.1 Market/Business needs.................................................................................................................7
5.2 Product/Service & performance Goals.........................................................................................7
5.3 Enabling Science/Technology .......................................................................................................8
6. Conclusion.......................................................................................................................................8
7. References ......................................................................................................................................9
8. Appendix .......................................................................................................................................10
8.1 Table: PETLE Analysis for HVT.....................................................................................................10
Table of Figures
Figure 1: Overview of a Hybrid Electric Car [9].......................................................................................3
Figure 2 : Strategic Planning Road Map [6].............................................................................................4
Figure 3: Technology Roadmap for HVT .................................................................................................6
3. Technology Road Map Report for Hybrid Vehicle Technology 2014
3
1. Introduction
Today, in this world of modernization; technology is rapidly changing the way we live our life. Work
which was almost impossible to perform few years ago can be accomplished in few minutes now
with the help of advanced technologies. Technology has provided us numerous breakthrough
inventions and facilities which placed us in a completely new zone of ease and comfort. A Motor
Vehicle is one of the finest examples of Technological invention which completely changed our life
and revolutionised the personal and public transportation industry. But along with immense benefits,
technology also bring with it severe natural problems such as Pollution, Global Warming etc. Today
Motor Vehicles are one of the major sources of air pollution. Also the fuel used in the vehicles like
Gasoline and Diesel are on the verge of extinction. This situation is a major point of concern for
whole world including Vehicle manufacturers. This is where a new concept came in to picture, which
is called as Hybrid Vehicle Technology (HVT). HVT is the efficient modern solution to the problem of
Pollution and Fuel Extinction. In this report, technological evolution of HVT is defined and analysed
with the help of a management tool called as Technology Road Map (TRM). The TRM is plotted for
HVT in context to an Auto Company by outlining the major enabling technology, highlighting the
related market and business drivers. The main focus of this report is on a ‘Hybrid Electric Cars (HEC)’
manufacturing company which connects the HVT to the market. Also corresponding performance
goals for HVT over time scale and linkages between technology, product and market are expressed
with a coordinated path to future technological capabilities at later stages in this report.
2. Hybrid Vehicle Technology
A Vehicle which uses two or more sources of power to move is called as a Hybrid Vehicle and the
technology enabling this is called as Hybrid Vehicle Technology (HVT). There are many kinds of Hybrid
Vehicles depending on the combination and pattern of different energy sources; this report is
focused on Hybrid Electric Vehicles and specially cars. A HEC is the combination of internal
combustion engine and electric motor [1]. (Refer Figure 1 for a general view of HEC.) Cars based on
HVT are very fuel efficient with lower emission rates; which proves them as a potential future
product because leading problems like air pollution, fuel extinction etc. due to traditional vehicles
will create the scope for HVT based vehicles in the future market [2].There are many auto companies
like Toyota, Nissan, and Ford which already considered the dominance of HVT over traditional vehicle
technology in future and started considering HVT as their core future strategy to capture market
share [3]. Considering the present scenario in car market different future opportunities, issues and
threats for HVT in global market context are determined with the help of PESTLE analysis. [4] Refer
Table shown in Appendix for the detailed PESTLE analysis for HVT.
Figure 1: Overview of a Hybrid Electric Car [9]
4. Technology Road Map Report for Hybrid Vehicle Technology 2014
4
3. Technology Road Map
A Technology management methodology called as Technology Road Map (TRM) is applied for
defining the HVT evolution in advance. TRM is a tool that provides a clear direction of action to a
firm; it was first developed by Motorola in 1970s in order to achieve their goals by strategy and
technology development [5]. According to Galvin [6], “A roadmap is defined as an extensive look at
the future of a selected field of research framed from collective imagination and knowledge of the
most promising drivers of change in that field” [6]. TRMs are adjustable “strategic lenses” through
which evolution of complex systems can be viewed, affirming dialogue and communication [7].
Two of the main extremes of TRMs are ‘Market pull’ and ‘Technology push’. Market pull leads to the
goals of a company and technology push provides the opportunity to be raised in order to meet the
goals [6]. TRM takes in to account the relationship between different technologies, services or
products and target markets of a firm; thus the technology status of a firm can be developed or
maintained. It is a demand/need forced technology planning method to help, identify, develop and
select technology options in order to achieve a set of product needs. It is an expert team work for
future technology planning in order to take suitable technology investment decisions. Thus with the
help of TRM a collaborative technology planning and coordination for HVT to bring HEC in market is
done in order to make better investment decisions [8].
There are many types of TRMs but in order to deal with the strategies for HVT strategic planning
roadmap [6] is used in the report. It evaluates different opportunities that business tendencies and
markets can offer at strategic level. A standard format of a strategic planning road map is shown in
the figure (2)
Figure 2 : Strategic Planning Road Map [6]
5. Technology Road Map Report for Hybrid Vehicle Technology 2014
5
4. Technology Road Map Construction
For making the roadmap for HVT a T-Plan approach is used (6). It is divided in to four different stages.
In first stage the external and internal drivers depending upon market and business are considered,
second stage is the product oriented phase, third stage is focused on technology which is pushed as a
result of force from market needs. And the fourth stage is mainly follow-up and bringing the first
three stages together (6, 7).
Detailed TRM of HVT is shown in Figure 3. The timeline used for the road mapping is divided in to
three phases from now to 2020; represented by columns. The timeline represented by columns used
for the road mapping is divided in to three phases:
1. Current situation (From now to 2016)
2. Plans and objectives (From 2016 to 2018)
3. Vision (From 2018 to 2020).
The time line in the roadmap represents the targets and decision point for HVT based company.
TRM for HVT is divided in to four different stages which are represented by different rows as Market
Drivers, Products, Technology and others respectively. Different internal and external market needs
are identified with the help of PESTLE analysis. TRM is basically based on the two extremes, market
pull and technology push; as new technologies are forced to immerge as a result of market needs.
Also items which are related to each other are represented by same colour in the TRM. For example,
in Green colour box, market need or pull due to Present Energy crises and Air pollution generates the
technology push for creating a Hybrid Electric Car based on HVT.
7. Technology Road Map Report for Hybrid Vehicle Technology 2014
7
5. Technology Roadmap analysis
The final Technology road map for a HVT based company is shown in the figure 3. First row
represents internal and external drivers depending upon market and business needs. The external
drivers are demands from customers, market, competition and surroundings. On the other hand
internal drivers are the business strategies dependent; which includes budget, market share, skills
and a unified vision. The second row representing products is the result of pull from the market
drivers. Third row is technology which is either evolved or developed in order to full fill the market
needs and achieve the company goals. And the last row consists of other resources like skills, R & D
facilities and overall customer experiences. All components are interlinked with different market
drivers and represented by same coloured boxes respectively in the TRM.
5.1 Market/Business needs
Different Market needs act as the driver for product and technology. Market drivers for HVT are
categorised as external and internal drivers. The external drivers are mainly Air pollution and energy
crises considering the current situation. Desire for personalization, sustainability and emission laws
are the drivers which will effect in the future and threat from other big companies and aging
population will be one of the major influencing driver for long term.
Internal market drivers include the problem of generating initial funds for production (attract
investor) in current situation, launch of new car models and increase in market share as future plans
and a unified vision of establishing the company’s brand name by 2020. Also shortage of skilled staff
in the future is major business need required to be considered for future strategy planning of
company.
5.2 Product/Service & performance Goals
Products are the results of different market needs and drivers. Present market need of Sustainable
mobility, situation of Energy crises and Air pollution creates the market pull for Hybrid Electric cars in
the market. Also the desire for Personalization of present generation triggers the production of
highly customized and better designed hybrid cars. Need of initial capital and increase in market
share will create the market pull for 100 % localized products (Cost saving and local investors) and
high quality products. The need of achieving sustainable mobility in the future will create the scope
for developing Zero emission Hybrid cars. One of the biggest influencing market drivers for HVT in
long term is the threat from other big companies and establishing a brand name, having a goal of
introducing new hybrid car models with high quality will help a HVT based Auto company to stay
ahead in this race.
8. Technology Road Map Report for Hybrid Vehicle Technology 2014
8
5.3 Enabling Science/Technology
The need for achieving Sustainable mobility via Hybrid electric cars will create the technology push
for Hybrid Vehicle Technology with use of renewable/sustainable material use. Energy crises and
increasing air pollution generates the market pull for producing zero carbon footprint and zero
emission products in future by providing the technology push of more efficient hybrid technology
with Hydrogen as fuel option and force to research in renewable fuel based technology areas (ex.
Biodiesel, Solar energy etc.)
In order to fulfil the need of manufacturing customized hybrid cars to meet personalized and high
aged customers in the future, driverless and accident proof technology will work as a leading
enabling technology. Future threat from other big companies will force company to stay ahead in the
market by launching new affordable hybrid car models, 100 % localization and establishment of new
R&D and knowledge centres in order to launch new innovative products. Lack of skilled staff is also a
driver which creates a market pull for fully automated manufacturing plant technology for a HVT
based Auto Company.
Other resources like after sales service, maintenance and customer feedback also plays a major role
as supporting entities for different products and enabling technologies for HVT. Maintaining brand
image in the market and an active social and online presence will also act as important factors in
order to reach the final vision of a HVT based company.
6. Conclusion
Considering the need of Sustainable mobility as the driver for future Auto Industry, HVT emerged as
a leading potential technology which will bring success to Automobile manufacturing companies.
With the help of TRM for a HVT based Auto Company major technical strategies are formulated in
order to get a clear vision of goals and future plans. Immense Market pull generated by major
concerning problems like Air pollution and Energy Crises created a huge scope for HVT based
vehicles; which is clearly reflected from the TRM. Due to exponential growth and tremendous
research in the field of new energy sources, there are several sectors in HVT base business where
improvement and regular up gradation is required; which makes it a complicated business model.
But with the strategies proposed in this report with the help of TRM, I hope a HVT based Auto
company can achieve new heights of success in this highly competitive market.
10. Technology Road Map Report for Hybrid Vehicle Technology 2014
10
8. Appendix
8.1 Table: PETLE Analysis for HVT
PESTLE ANALYSIS
Opportunities and Issues Time Importance Action
Political
Public transportation
Short
term
Low
Reduce car cost/more efficient car;
less consumption of oil
oil crisis
Short
term
High more efficient car
Middle east unstable countries
Long
term
medium understand the local market
emission laws
Short
term
high reduce emission
Economical
Energy rising cost
Long
term
High more efficient car
Global crises medium High Focus on another market
Competitive/volatile market
Long
term
medium
better advertising and improved
products
Import/Export
Long
term
medium
Import from low cost market and
export to rising economy market
Social
Brand exposure
long
term
high Improve the quality of products
Improves life quality
Long
term
medium
hybrid technology targeting low
emission
Exploring social networks
Short
term
low
Improve the social presence by events
and media
Emerging markets medium medium
Efficient strategic plan; consider all
parameters deeply
Low skilled society medium medium Provide educational assistance
Individualization and women
empowerment
Short
term
high More customized products
Technological
Development of hybrid car
Long
term
high Research/Education
Focus on new energy sources
Long
term
high Research/Education
Focus on quality control
techniques
Short
term
medium Research/Education
Innovation is crucial medium medium Research/Education
Cost of R&D (Design)
Short
term
medium Research/Education
Legal
Subject to different countries
regulations
Short
term
Low
Efficient strategic plan; consider all
parameters deeply
Legal proceedings
Short
term
Low Hire legal consultants
Incentive to produce eco cars medium medium Further legal research
Taxes
high
term
high
Develop Taxation consulting
department
Environmental
Global Warming
Long
term
Medium Efficient Hybrid Technology
Gas Emissions
Long
term
High
Hybrid technology to reduce gas
emissions
Battery disposal
Long
term
High
Mechanism to recycle battery or
limiting its impact to environment
Oil crises
Long
term
High Hybrid and electric car technology
![Technology Road Map Report for Hybrid Vehicle Technology 2014
2
Table of Contents
1. Introduction ....................................................................................................................................3
2. Hybrid Vehicle Technology .............................................................................................................3
3. Technology Road Map ....................................................................................................................4
4. Technology Road Map Construction...............................................................................................5
5. Technology Roadmap analysis........................................................................................................7
5.1 Market/Business needs.................................................................................................................7
5.2 Product/Service & performance Goals.........................................................................................7
5.3 Enabling Science/Technology .......................................................................................................8
6. Conclusion.......................................................................................................................................8
7. References ......................................................................................................................................9
8. Appendix .......................................................................................................................................10
8.1 Table: PETLE Analysis for HVT.....................................................................................................10
Table of Figures
Figure 1: Overview of a Hybrid Electric Car [9].......................................................................................3
Figure 2 : Strategic Planning Road Map [6].............................................................................................4
Figure 3: Technology Roadmap for HVT .................................................................................................6](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)