Cadillac CTS – Customer Verbatims
Total Page:16
File Type:pdf, Size:1020Kb
Today, we are pleased to share a presentation from our previous conference on Intelligent Automotive Lighting. We hope you enjoy this perspective on the topic of interior ambient lighting and decorative trim by Bob Kubiak from General Motors: INTEGRATION OF INTERIOR AMBIENT LIGHTING AND DECORATIVE TRIM Bob Kubiak – Global Subsystem Leader Decorative Trim and Interior Lighting INTEGRATION OF INTERIOR AMBIENT LIGHTING AND DECORATIVE TRIM • Validating Customer Acceptance of Ambient Lighting • Recent Integration Applications • Customer Desires for Interior Lighting in New Vehicles • Creative Design Exploration • Recent Integration Innovation • Partnership Required for Success VALIDATION OF CUSTOMER ACCEPTANCE OF AMBIENT LIGHTING Consumer Survey Data Customer Acceptance in GM Vehicles Customer Acceptance in All OEM Vehicles CUSTOMER REACTION TO ADDITION OF INTERIOR AMBIENT LIGHTING Buick Enclave Buick LaCrosse 12% Increase in Customer 8% Increase in Customer Acceptance from MY12 to MY13 Acceptance from MY12 to MY13 Audi A8 - Benchmark • Love the lighting at night. • The lighting at night is great - love the dash and the interior accent lighting. • Love the blue lighting along dashboard and around the door handles. • The interior lighting above, in the doors, and • Blue accent lights at night are very pleasing. along the floor make for a luxurious environment. • The colors, materials and interior lighting. • Ambient lights add a comfortable feeling for night driving. • The interior lighting looks great. • Interior lighting is really cool. • Dashboard & side door indirect lighting. • The interior lighting is great. there is ambient lighting that wraps around the front and the back doors and a great little light that shines down on the center console. • Love the ambient lighting! GM VEHICLES WITH HIGHEST INTERIOR LIGHTING ACCEPTANCE Cadillac CTS – Customer Verbatims • LED accent lighting at night is exceptional and adds to the feeling of driving an ultimate vehicle. • Styling, lighting. • The airplane style lighting. You cannot tell it is there until your arm or something passes through the light, but understated lighting gives the interior a wonderful ambience. GM VEHICLES WITH HIGHEST INTERIOR LIGHTING ACCEPTANCE Cadillac XTS – Customer Verbatims • Interior elegance supplied by correct lighting. • The lighting inside the vehicle is very nice. • Interior lighting because of the bright white lights are easier to spot something or read something. GM VEHICLES WITH HIGHEST INTERIOR LIGHTING ACCEPTANCE Chevrolet Impala – 19% Acceptance Score Increase From MY13 to MY14 • I love the interior, especially the lighting. • Interior LED lights. • The interior lighting with LED bulbs is very attractive. GM VEHICLES WITH HIGHEST INTERIOR LIGHTING ACCEPTANCE Cadillac ELR – New 2014 Model • Very state of the art and attractive. • Exceptional interior. From ergonomics, to visual effect and feel, it is awesome. • It would be nice to have the option to change interior accent light color. Consumer Survey Data - OEMs Top Models Bottom Models Audi A6/A7/A8 Chevrolet Spark BMW 5/6 series Honda Ridgeline BMW X5 Jeep Compass/Patriot/Wrangler Cadillac ELR Kia Rio Chevrolet Corvette Mazda 2/5/Miata Hyundai Equus Mitsubishi Mirage/Outlander Jaguar F-type/XF Nissan Frontier/Leaf/Versa/Xterra Land Rover LR4/Range Rover Scion iQ/xD Lexus LX Subaru BRZ/Impreza/Crosstek Lincoln MKT/MKZ Toyota Prius/Tacoma/Yaris Mercedes Benz CLS/GL/S class Mini Countryman/Coupe/Paceman NOTE: There are over 1,500 survey Porsche 911/Cayenne verbatims that specifically mention Interior Lighting when asked about what customer liked most about their interior. Mercedes Benz S-Class - Highest Survey Score • You could choose one of seven different interior LED colors to match your mood along with using a scent air freshened cabin wow! • Admire the design and the materials used. The lighting is very attractive and aimed in the right directions. • Interior Accent lighting is truly exceptional. • LED lighting customizable. • LED lighting. • Lighted accents are very classy....especially the blue light. • The LED lighting throughout the car is done very well. Nearly 300 LEDs light things you might not expect such as the cup holders and seat belt latches. The ability to change the interior color scheme is a very nice touch. Audi A8 Customer Verbatims • Interior lighting is very attractive. • The LED lighting. • LED accent lights. • Lighting. Excellent. CUSTOMER DESIRES FOR AMBIENT LIGHTING IN NEW VEHICLES • Personalization • Lighting Animation • Enhanced Driving Experience • Bring Your “Home” to the Vehicle • HOW? Physical and Electrical System Integration CREATIVE DESIGN EXPLORATION CREATIVE DESIGN EXPLORATION RECENT INTEGRATION INNOVATION Luminous Fabric RECENT INTEGRATION INNOVATION Backlit Genuine Wood RECENT INTEGRATION INNOVATION Backlit Decorative Trim – Design Concept PCBA w RGB LED PARTNERSHIPS REQUIRED FOR SUCCESS . Lighting/Optics expert . Software Simulation (i.e. Optis) . Resin Supplier . Decorative Film Supplier . Decorative Trim Supplier . OEM . Engineering . Creative Design INTEGRATION MODEL Lighting / Optics Expert Supplier Software Resin Simulation Supplier Highly Integrated Ambient Lighting Decorative with Decorative Trim Decorative Film Trim Supplier Supplier OEM PARTNERSHIPS REQUIRED FOR SUCCESS . Lighting/Optics Expert The Lighting/Optics expert supplier is responsible to create the engineered solution that fulfills the OEM performance requirements as well as the Creative Design desires for illuminated appearance. PARTNERSHIPS REQUIRED FOR SUCCESS . Software Simulation The developer of a suite of physics based lighting simulation tools that are used to 1) define the appearance, 2) create the engineered lighting solution, and 3) validate the lighting appearance. PARTNERSHIPS REQUIRED FOR SUCCESS . Resin Supplier The selected resin supplier is necessary to perform all molding and CAE simulations to ensure that the molded parts can comply to all requirements – OEM performance and appearance as well as governmental regulations. PARTNERSHIPS REQUIRED FOR SUCCESS . Decorative Film Supplier Required to create the decorative surface appearance for illuminated and non-illuminated conditions of the deco trim. The film must be capable of providing durability and aesthetic compliance in all ambient vehicle conditions. PARTNERSHIPS REQUIRED FOR SUCCESS . Decorative Trim Supplier The part supplier must be cognizant of all physical integration and manufacturing conditions that must be honored during the product design phase. PARTNERSHIPS REQUIRED FOR SUCCESS . OEM . Engineering: Must define and control all integration conditions within the component and subsystem. Must validate the component assembly for all durability and safety conditions. Creative Design: Defines the aesthetic description of the decorative assembly in the illuminated and non- illuminated condition, including all colors/textures/materials. PARTNERSHIPS REQUIRED FOR SUCCESS . The OEM must be the leader in creating and formalizing these partnerships in order to achieve the overall goal of “surprising and delighting” the customer with Interior Ambient Lighting. Dear Lighting Expert, The 16th International Conference on Intelligent Automotive Lighting will once again provide you with the latest industry developments for exterior and interior lighting with a focus on LED, OLED and Laser Technology. Our conference will bring together experts from along the value chain to ensure maximum knowledge transfer, professional exchange and networking opportunities. For more information and the schedule of events, please download the agenda. If you have any questions, please email at [email protected] or call +49 (0) 30 20 913 - 274 We look forward to meeting you in January 2016! Kind regards, Automotive IQ / A Division of .