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'Design for Upgrade' Concept in Car Projects

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'Design for Upgrade' Concept in Car Projects XVI INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND OPERATIONS MANAGEMENT Challenges and Maturity of Production Engineering: competitiveness of enterprises, working conditions, environment. São Carlos, SP, Brazil, 12 to 15 October – 2010. A PROPOSAL FOR INTEGRATING THE ‘DESIGN FOR UPGRADE’ CONCEPT IN CAR PROJECTS Samuel Borges Barbosa (UFSC) [email protected] Cristiano Roos (UFSC) [email protected] Fernando Antonio Forcellini (UFSC) [email protected] The aim of this paper is to propose a car development model based on the Design for Upgrade concept. The Design for Upgrade concept refers to a product development method that is characterized by the balance between development and sustainaability. Based on its objectives, the research presented here is classified as exploratory, and based on its technical procedures, is classified as a case analysis. The work’s main result is the obtaining of a car development model, based on the Design for Upgrade concept. Following the results of this work, some discussions have been raised. These discussions expose some research problems, which can guide the future of the proposed model improving environmental sustainability, in relation to the automotive market. If it is judged that the hypothetical model is technically and economically feasible, the following results are expected: a decrease in car sales, a extension of the product life cycle, a correct final destination for cars at the end of their useful life, as well as the removal of the components and parts as part of the process of upgrading. Finally, this work provides a greater understanding about integrating the Design for Upgrade concept in car projects, and shows the importance of the product development model, which aims to improve environmental sustainability. Palavras-chaves: Design for upgrade, design for upgradability, car development XVI INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND OPERATIONS MANAGEMENT Challenges and Maturity of Production Engineering: competitiveness of enterprises, working conditions, environment. São Carlos, SP, Brazil, 12 to 15 October – 2010. 1. Introduction In some areas of product development there is a concern to create models of products that can be upgraded. Products such as computers are designed in order to be upgraded in the post-sale period through the exchange of components. This upgrade is planned from the earliest stages of the product development. In addition, the possibilities for evolution of the components are set out with the objective of improving the product as a whole, providing the product with an increased life cycle. The search for design solutions that aim to be environmentally sustainable has long been the focus of discussion in the fields of science and business. The upgrade of products in the post- sale period is a design alternative that fits into this goal - to be environmentally sustainable. Within this research area of product design emerges the new concept of „Design for Upgrade‟, which shows itself to be an important path to product development, besides seeking a balance between development and sustainability. One of the products which has more impact on environmental sustainability is the automobile, through both production and its use (SPIELMANN e ALTHAUS, 2007). The global automotive market has an important impact on the economy. As example attention can be drawn to what happened in the Brazilian market in 2009. The country was suffering the impacts of the global crisis, which had begun in 2008, when a legal decision lowered sales taxes on vehicles. This act kept the industry stable, meaning other sectors of the economy were not terribly affected and playing a large role in the recovery of the country‟s economy. With these aspects in mind, the research problem of this study was structured: can a car project receive an upgrade in the post-sale period by encompassing the Design for Upgrade concept? The objective of this paper is to propose a car development model based on the Design for Upgrade concept. This text is organized in the sections that follow. The second section provides the methodological design of the research. The third section presents a theoretical view on product upgrades, the Design for Upgrade concept, and the situation of Brazil‟s automotive market. The fourth section provides a practical vision through case analysis. The fifth section proposes the car development model. The sixth section presents and discusses the results. The seventh section presents the final considerations. 2. Methodological design The methodological design used in this research proposes a direction for the understanding of the research problem. Moreover, it aims to obtain results that can support the construction of a deeper understanding of the Design for Upgrade concept. Following the definitions of Gil (2002), this research, based on its objectives, is classified as exploratory, and based on its technical procedures, is classified as a case analysis study. According to the definitions of Bell (2008), the research approach which guides the research process and establishes ways of achieving the objectives of this research, is qualitative. According to the definitions of Salomon (2001), the research methods used, which are important to give support to the results, were the inductive and deductive methods. The inductive research method was used in most of the text, since this paper has steered away from peculiarities and focuses itself on generalizations. The deductive research method was used in the context of justification. The research, presented as a case analysis, was adopted as a means to achieve the objectives 2 XVI INTERNATIONAL CONFERENCE ON INDUSTRIAL ENGINEERING AND OPERATIONS MANAGEMENT Challenges and Maturity of Production Engineering: competitiveness of enterprises, working conditions, environment. São Carlos, SP, Brazil, 12 to 15 October – 2010. of the work. As an incentive for new discoveries and simplicity in procedures, three case analyses were carried out. The formulation of the answers to the case analyses was done in sequence. The definition of the unit of analysis was based on a criterion: being classified as a vehicle design that has gone through some kind of upgrade in the post-sale period. A protocol for data collection was developed to facilitate the study of the unit of analysis. The primary evidence used was data collected from those organizations to which the vehicles belong or in which the vehicles are manufactured. As secondary evidence sources, qualitative and quantitative information available on the organizations‟ web pages was used. The construction of the database was therefore performed with grounding in the evidence, stored by each unit of analysis. For the evaluation of the evidence, the strategy of case description was used. 3. Theoretical framework The competition between organizations creates a growing race for the launch of new products. With the development of industries and production systems, organizations are always seeking for ways to reduce product life cycle. Each year one sees a growth in the number of products being launched on the market. This reality can be found in a wide range of sectors. The product development departments are highly skilled and agile in creating new products to market (ROZENFELD et al., 2006). On the other hand, there is widespread concern about environmental problems derived from this unbridled consumption. Studies are now being developed and actions are taken in order to minimize the environmental impact generated from the inputs and outputs of production processes. Moreover, the market itself has demonstrated a new system of values, where the principles of conservation, cooperation and partnership between organizations demand new production strategies, such as the reuse of waste and the optimization of raw materials to manufacture new products (KOTLER, 1996). Methods for product development such as Design for Environment, Design for Disassembly and Design for Recycling (KUO, HUANG, ZHANG, 2001) have been studied and used in organizations, showing the importance of the environmental variable in product design. With a similar goal, the study of the product life cycle is a method that seeks to understand the entire path followed by the product from its design to its disposal and recycling (ROZENFELD et al., 2006). Along these same lines, it is possible to quote a new concept that arises in order to extend the product life cycle, the Design for Upgrade or Design for Upgradability (ISHIGAMI et al., 2003). This concept is one of the subjects of the present study, and will be discussed in the next subsection. 3.1. About the Design for Upgrade concept Remanufacturing can be cited as one of the concepts used to reduce the environmental impact of industrial production (NASR e THURSTON, 2006). This idea arises as a suggestion for closing the life cycle of products through their reuse at the end of their useful lives. The reuse of materials and product components, after their disposal, is a solution in reducing the environmental impact they cause. With the refinement of remanufacturing methods, a new concept appears in scientific discussions: the Design for Upgrade or Design for Upgradability, which refers to the development of projects in which products can be upgraded (ISHIGAMI et al., 2003). This new concept refers to the life span of products through their upgrading, thus prolonging their lives, encouraging their reuse and creating new business opportunities in the
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