The Role of In-House Automotive Designers in the Automotive Industry in Turkey
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THE ROLE OF IN-HOUSE AUTOMOTIVE DESIGNERS IN THE AUTOMOTIVE INDUSTRY IN TURKEY A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF NATURAL AND APPLIED SCIENCES OF MIDDLE EAST TECHNICAL UNIVERSITY BY BARIŞ YAZICI IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN INDUSTRIAL DESIGN FEBRUARY 2013 Approval of the thesis: THE ROLE OF IN-HOUSE AUTOMOTIVE DESIGNERS IN THE AUTOMOTIVE INDUSTRY IN TURKEY Submitted by BARIŞ YAZICI in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Industrial Design Department, Middle East Technical University by, Prof. Dr. Canan Özgen _________________________ Dean, Graduate School of Natural and Applied Sciences Prof. Dr. Gülay Hasdoğan _________________________ Head of Department, Industrial Design Prof. Dr. Gülay Hasdoğan _________________________ Supervisor, Industrial Design Dept., METU Examining Committee Members: Prof. Dr. Gülay Hasdoğan _________________________ Industrial Design Dept., METU Prof. Dr. Engin Kılıç _________________________ Mechanical Engineering Dept., METU Assoc. Prof. Dr. Bahar Şener-Pedgley _________________________ Industrial Design Dept., METU Assist. Prof. Dr. Fatma Korkut _________________________ Industrial Design Dept., METU Assist. Prof. Dr. Ali Emre Berkman _________________________ Industrial Design Dept., TOBB-ETÜ Date: 01.02.2013 I hereby declare that all information in this document has been obtained and presented in accordance with academic rules and ethical conduct. I also declare that, as required by these rules and conduct, I have fully cited and referenced all material and results that are not original to this work. Name, Last name : Barış Yazıcı Signature : iv ABSTRACT THE ROLE OF IN-HOUSE AUTOMOTIVE DESIGNERS IN THE AUTOMOTIVE INDUSTRY IN TURKEY Yazıcı, Barış Ph.D., Department of Industrial Design Supervisor: Prof. Dr. Gülay Hasdoğan February 2013, 229 pages This thesis investigates the roles of automotive designers currently working in the design departments of companies in the automotive industry in Turkey. The thesis aims to give a full account of the roles that in-house automotive designers currently partake in companies, how they are situated in the companies and their relationships to other participants in the design process. The study includes face-to-face interviews conducted with a total of 24 participants, including in-house automotive designers, automotive design managers, and automotive industry experts, on the subject of automotive designer roles and other factors that influence the situation of the automotive designer in automotive industry in Turkey. Various roles of automotive designers in the companies in the automotive industry in Turkey were identified. However, a clearly defined and accepted role for the automotive designer is not present in the automotive industry. The visions and goals of the automotive industry in Turkey require the presence of a strong automotive design presence for the automotive industry in Turkey to compete in the global automotive industry. The study suggests that the role of the automotive designer needs to be defined as a creator and as a strategy definer for these visions and goals to be achievable by the automotive industry in Turkey. The study concludes with strategic recommendations for the automotive industry in Turkey to achieve higher success through automotive design and automotive designers. Keywords: Automotive designer, automotive designer roles, automotive industry in Turkey v ÖZ TÜRKİYE'DEKİ OTOMOTİV ENDÜSTRİSİNDE FİRMA BÜNYESİNDE ÇALIŞAN OTOMOTİV TASARIMCILARININ ROLÜ Yazıcı, Barış Doktora, Endüstri Ürünleri Tasarımı Bölümü Tez Yöneticisi: Prof. Dr. Gülay Hasdoğan Şubat 2013, 229 sayfa Bu tez, Türkiye’deki otomotiv endüstrisindeki firmaların tasarım birimlerinde çalışan otomotiv tasarımcılarının rollerini incelemektedir. Tez, firma bünyesinde çalışan otomotiv tasarımcılarının rollerini tümüyle yansıtmaya, firma içinde nasıl konumlandırıldıklarını anlatmaya ve tasarım sürecine katılan diğer paydaşlarla olan ilişkilerini açıklamayı hedeflemiştir. Tez, Türkiye’deki otomotiv endüstrisinde firma içinde çalışan otomotiv tasarımcılarının rollerini ve otomotiv tasarımcılarının durumunu etkileyen diğer faktörleri incelemek üzere, firma içi çalışan otomotiv tasarımcıları, otomotiv tasarımı yöneticileri, ve otomotiv endüstrisi uzmanlarını içeren 24 kişiyle yapılan yüz yüze görüşmeleri içermektedir. Türkiye’deki otomotiv endüstrisinde firma içinde çalışan otomotiv tasarımcılarının çeşitli rolleri olduğu saptanmıştır. Ancak, açık bir şekilde tanımlanabilecek ve endüstrinin ortak olarak kabul etmiş olduğu bir rol bulunamamıştır. Türkiye’deki otomotiv endüstrisinin vizyon ve hedeflerinde belirlediği küresel rekabete ulaşabilmesi için güçlü bir otomotiv tasarımı anlayışının gerekliliği saptanmıştır. Çalışmanın önerisi, Türkiye’deki otomotiv endüstrisinde firma içinde çalışan otomotiv tasarımcılarının yaratıcı ve strateji belirleyici rolleri üstlenmesiyle endüstrinin kendine tanımladığı vizyon ve hedeflere ulaşabileceğidir. Tezin son bölümünde, Türkiye’deki otomotiv endüstrisinin otomotiv tasarımını kullanarak daha başarılı olabilmesi için stratejik tavsiyeler getirilmiştir. Anahtar Kelimeler: Otomotiv tasarımcısı, otomotiv tasarımcısının rolleri, Türkiye’deki otomotiv endüstrisi vi Her şeye rağmen... vii ACKNOWLEDGMENTS First and foremost, I would like to thank my family Şükran Yazıcı, Selman Yazıcı, Prof. Dr. Aygül and Dr. Mustafa Süel for their continuous support and relentless struggle in pushing me to complete this research. I would like to thank Prof. Dr. Gülay Hasdoğan, first of all, for accepting to become my doctoral advisor, and also for her guidance and patience throughout the process. I would also like to thank all the companies and participants in this research. Their willingness to cooperate and their eagerness to share their knowledge contributed immensely to this research. Last but not least, I would like to thank my friend, my wife, Bülben Yazıcı, for her constant support. She not only supported me, but also helped me with her academic knowledge throughout this process. viii TABLE OF CONTENTS ABSTRACT ............................................................................................................................................... v ÖZ .......................................................................................................................................................... vi ACKNOWLEDGMENTS .......................................................................................................................... viii TABLE OF CONTENTS ............................................................................................................................. ix LIST OF TABLES ...................................................................................................................................... xii LIST OF FIGURES ................................................................................................................................... xiii LIST OF ABBREVIATIONS ........................................................................................................................ xv CHAPTERS 1. INTRODUCTION .................................................................................................................................. 1 1.1. Motivation of the Study .............................................................................................................. 1 1.2. Significance and Contribution of the Study ................................................................................ 2 1.3. Aim and Scope of the Study ........................................................................................................ 2 1.4. Main Research Questions ........................................................................................................... 2 1.5. Structure of the Thesis ................................................................................................................ 3 1.6. Review of Terms ......................................................................................................................... 3 2. LITERATURE REVIEW .......................................................................................................................... 7 2.1. Literature Survey Strategy .......................................................................................................... 7 2.2. Global Automotive Industry ........................................................................................................ 8 2.3. Automotive Industry in Turkey ................................................................................................. 13 2.4. Automotive Design and Development Process......................................................................... 18 2.5. The Role of Design and Designer .............................................................................................. 23 2.6. Managing Design and the Role of Automotive Design Manager .............................................. 32 2.7. Expectations from Automotive Design and Automotive Designers .......................................... 35 2.8. Formation of Automotive Designers ......................................................................................... 37 2.8.1. Qualifications of Automotive Designers ........................................................................... 38 2.8.2. Education of Automotive Designers ................................................................................