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Three Key Trends in Automotive Industry

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2016/12 Three key trends in automotive industry 普华永道思略特管理咨询（上海）有限公司 PwC Strategy& Three key trends in automotive will fundamentally transform automotive industry Digitalization Electrification Changing mobility Source: Strategy& analysis Strategy& | PwC 1 “互联网+”顶层设计 “Internet +” high level design Digitalization will disrupt the whole value chain from R&D and production to sales Value chain of traditional auto industry Value chain changes Marketing R&D Sourcing Mfg. Dealership & service • Linear value chain • Focus on products/hardware • Vehicle as a means of transportation • Multi-level distribution structure Value chain of digital auto industry • Mainly finished products R&D • Multi-dimensional connectivity in value chain Mkt & Mfg. • Focus on service/software service Real time • Vehicle as a consumption scenario connecti • Client relationship without vity intermediary • Customized products/services in Supply Product small scale chain Source: literature research; Strategy& analysis Strategy& | PwC Daimler, as a pioneer, optimized its value chain via digital innovation Smart R&D： • Various Apps, infotainment, automation and battery techs have been developed by 150 digital engineers as well as prototype designers in the R&D center in Silicon Valley Smart marketing service: Smart manufacturing： • Restructured the marketing • Global unified component department, with the steering R&D standard and system framework, committee at HQ consisting of as well as auto control module sales, technicians for in-car info • The standard module is applied and entertainment systems and IT into all new robots and staff production processes. And Marketing/ • Define customer habits and Mfg. digital simulation can be applied lifestyle & mobility drivers with big service into the whole process from data mining stamping to final assembly Supply Digital auto products： Product • The current intelligent connectivity chain Intelligent supply chain： includes lifestyle service, infotainment and • Daimler piloted auto transportation safety service system in Hungary, which transferred • Self-driving concept car is to be launched pre-sorting components boxes to by CES in 2016 production line Source: literature research; Strategy& analysis Strategy& | PwC 互联网研发平台 Digitalization applied in R&D Influence of digitalization R&D in Value of digitalization in R&D industry chain • Reduced cost • New products • New value chain/system • Shortened time line Improved Change/adapt in design • Portfolio management efficiency of production combination • The pressure form R&D constant technical evolvement Fire-new digital business • Virtual mode • Fast verification prototype Minimized R&D Curtail publicity • … The digitalization of products design risk & service process • Platform Digitalization & integration of • Joint R&D value chain • Cross-functional R&D • Fast prototype design team • Digital analog(DIAN) Strengthened • IT security • --- engineering Digital capability capability • Interface, etc. What contributions R&D can made for digital transformation (in culture, partnership…)? Source: literature research; Strategy& analysis Strategy& | PwC Open R&D system pushed by digitalization will change the R&D mode essentially, involving every stakeholders in the process Quality • Test specification • Tool design • Packaging / labeling specifications • Consumer goods specifications Suppliers Distributed manufacturing manufacturing Purchasing • Operational training requirement • Qualified supplier • Manufacturing path • Selected components • Work instruction • Process configuration R&D • Manufacturing feedback Engineering Analysis • Compliance specifications • BOM specifications Corporation • Compliance reporting • BOM specifications Products development Supervision • Design specifications Model & platform • Service parts catalogue • Model • Service manual • Draft • Training manual • Simulation • Serve BOM Service • Event reporting Product • Design feedback management Marketing • Products concept • Proposal • Products requirement • Customers’ demands • Products cost • Market demands Design partnership Customers • Revolution demands Source: literature research; Strategy& analysis • Manual and data sheet Strategy& | PwC Digitalization changed the interactive mode of information & material flow on both enterprises and the whole value chain 1 2 Supply and demand plan of E2E Management & communication of supply chain • Leverage cloud-based planning platform to realize system- • Centralized supply chain and performance management based plan and vertical corporation of E2E • Analysis, predictions and business principles driven by data • Real-time planning, execution, optimization, Scenario have been optimized Planning • Socialized supply chain, communication and customer interaction 6 3 Supply network of digitalization Effective order management Supply chain eco-system • Systematic supplier inventory • Real-time order confirmation Vertical & comprehensiv e planning platform management/autonomous by self-owned supply chain replenishment network • Remote order process • Remote order process • Comprehensive R&D Logistics & Warehouse • Fully real order exposure • Joint order management Supplier Production Customer s • Repertory visualization Planning Supplier network Customer network • 3D printing (spare parts ) Purchase order Internal demand Consumer order 4 • Purchasing platform Intelligent warehouse • Classification and selection, 5 automatic packaging • Logistic system connecting Logistics visualization of E2E to warehouse • Logistic I&E records and tracking capability of the Internet of things • Cross warehouse • Supply chain visualization and event processing platform, “Single source of truth ” visualization and • Detection and identification of initial risks and event processing tool optimization Source: literature research; Strategy& analysis Strategy& | PwC Smart supply chain Convert functional silo into E2E supply chain network though horizontal integration Traditional value chain Integrated value chain Customer Distributor Plan Plan Plan Supply chain supplier Production logistics Customer Control center Order & Order & Order & OEM Confirmatio Confirmatio Confirmatio Supplier n n n Transparency Limited visualization of supply chain Complete supply chain panorama Delayed effect of information in supply chain Simultaneous information for all members in Synchronism members the supply chain Extendibility Limited visualization impedes meaningful Deepened cooperation contributes to more /cooperativity cooperation internal value of supply chain Customer in the end should be contorted when Quick supervision on the requirement Flexibility the information is needed in logistics changes of customer in the end Real-time response in the process of planning Delays by different planning cycle and response Response and implementing(response of requirement by different layers changes from different levels) Strategy& | PwC 互联网+产品 Integrate consumer electronics in vehicles, promoting their digital experience The mix of digitalization and automation Reduced/optimized Lifestyle & fashion travel time Individual’s demandDevice & display Ownership/financing lease/renting/sharing Comfortable feature Shopping Communication Internal/external Family Entertainment/ sensor/arrester infotainment Mobile device Customers’ digital Intelligent and Integration of smart grid experience connected vehicle Tourism & activity Driving Food & healthy experience Mobility cost Customers w ant the personalized digital experience OEMs w ant to be closer to can be applied in vehicles via end customers, especially the easiest w ay (like the via digital channel CarPlay by Android) Source: literature research; Strategy& analysis Strategy& | PwC 互联网+产品 Software, hardware and services will experience revolution with the development of vehicle digitalization In-car Outside the car Camera Limousine and vehicle Sensor Radar Lidar Vehicle diagnostic services Image processing communication service Storage and support External Image processing software Customer service service of customer and management (Sensortech.) vehicle data Analytic engine Central chassis Communication Engine control control unit module module Electric Electric Engine for Data aggregation service Electric steering throttle Internet of (application server) Engine bay Engine parking brake systems control vehicles (control (control tech.) Data communication module service device Wireless OEM’s global service (GPS, transportation, traffic Interconnectivity police, toll station) External provider of Multimedia infotainment and service Head-up display Dash board windshield unit Global service Dash Dash board External and internal Human–Machine Interaction softw are supplier (Input/feedback) （ haptic feedback, sound, Gesture control ） In-car hardware In-car software Software and service outside the car Service department of the 3rd Wireless device party Strategy& | PwC Three key trends in automotive will fundamentally transform automotive industry Digitalization Electrification Changing mobility Source: Strategy& analysis Strategy& | PwC 1 With the prevailing of EV, great changes are taking place along the whole value chain of China’s NEV industry Status quo and future of China’s NEV industry Battery & Charging infrastructure Production & Sale of components operation & battery 1 2 finished automobile 3 manufacturing recycling • China’s battery and motor industry • Local brands have had large presence in • Current existing public charging facilities is is developed
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