Abstract
In this study, it is aimed to determine the ranking importance levels of the stages to be taken into consideration for new product development on a global scale in the automotive design process. New product design activity and stage-gate process differences between local automotive firms (serial production factory and stage-gate department in Turkey) and global automotive companies (serial production factory and stage-gate department in Turkey) are examined comparatively in the research area. In the automotive industry, which has been developing for a century, the question of how the local company products operating in the last sixty years have not been able to spread globally or how to develop global products is the background question of the research. For this purpose, one on one interviews were held with the managers of 3 national and 3 international automotive companies, who worked in the same region and who had previously designed a new vehicle, with design and product development departments. According to the data obtained by the AHP (Analytic Hierarchy Process) in the automotive design process, the importance of the criteria that should be taken into account for global product development has revealed. According to the results of the study, it was found that design validation stages were the most important globalization criterion in automotive design process as a new study area. In the comprehensive survey of the study, no other publication has been encountered to measure or evaluate the stages in the automotive design and new product development process in other sectors, including the vehicle industry. As in every industry sector, in the automotive industry, with the new product companies provide market development or competitive advantage. The new product is the life channel of a company and in the realization of this new vehicle; the disciplines of the automotive industry are formed by a hundred years of experience.
Highlights
New vehicle design or product development stages are the most important building blocks for the sustainable regional expansion of automotive companies, along with their competitiveness in global markets
According to the data obtained by the AHP (Analytic Hierarchy Process) in the automotive design process, the importance of the criteria that should be taken into account for global product development has revealed
This study focuses on the effect of new vehicle design stages in the automotive industry on the competitiveness of the final product in competition, in terms of market success, rather than the comparison of fuzzy logic methods (AHP, Topsis, Vikor, Kma, Dematel, Promeet, Electre, Gra etc.)
Summary
New vehicle design or product development stages are the most important building blocks for the sustainable regional expansion of automotive companies, along with their competitiveness in global markets. In the new product development activities of automotive industry firms, the decisions of designing, validating, modifying, testing, creating, positioning or arranging such process stages minimizes the uncertainties of the ultimate vehicle’s global success and minimizes the risk In this sense, the effectiveness of the development steps or the performance of the new product design stages, including the production process related to the overall structure is established according to all criteria [11] [12]. Design and design verification constitute two different product development titles, considering the stages of product development, a nested holistic structure is revealed These process components were compared in the same region, in the same market, manufacturing with same class vehicle, dependent on global brand (MF) and independent local (BF) automotive companies were examined and the stages were compared [3]. The research conducted in the automotive industry has been completed with a discussion section and a result section which includes field limitations and possible future work suggestions
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