The Jaguar Land Rover Story

Transcription

1 The Jaguar Land Rover Story David Waide Director, Chassis Engineering

2 Content Recent JLR History Background Survival Success Key Success Factors for Engineering Implications for Engineering Education Implications for Engineering Research Summary

3 Background Early 2008 Jaguar Land Rover stable and profitable within Ford Sale completed to TATA in June 2008 Sound business plan for continued growth Recession - July 2008 onward Global recession - Sales volume dropped by 30% Increased marketing support required Suppliers in distress Lending not available Acute cash flow challenge

4 Survival JLR Action Cut production Shrink inventory Cut expenditure Intense focus on cash and cash flow Reduce headcount Contractors for critical skills only Maintain focus on key model programmes Postpone other projects

5 Emergence to Success 10MY Programmes Jaguar XK & XF, Land Rover Discovery, Range Rover and Range Rover Sport New engines 3.0D, 5.0P, 5.0P SC, all with 20% performance and 10% economy improvement Significant Exterior and Interior design changes

6 Emergence to Success 10MY Programmes Upgraded ride, handling and brakes Extensive new feature additions Keyless entry; paddle shifts; Dual view; surround cameras; collision mitigation; Active Cruise control; Auto headlamp dipping; Power tailgate; etc

7 Emergence to Success All New Jaguar XJ Radical and very elegant design Outstanding dynamics with leading performance and refinement Full luxury feature set

8 Emergence to Success Range Rover Evoque New market segment Very strong emotional appeal from radical design Excellent capability and driving enjoyment Full premium feature set

9 Sustaining Success Continue to deliver World Class products All New Range Rover Jaguar F-Type Sports Car Global Growth 2 litre Jaguar XJ; XF Sportsbrake; AWD for Jaguar XF and XJ China Joint Venture

10 Key Success Factors - Engineering focussed World Class Products delivering customer wants and desires World Class People World class Brands Operational excellence Strong supply base Excellent dealers Etc

11 World Class Products - What Key Success Factors - Engineering focussed In depth customer understanding In depth brand understanding Products must deliver the brand promise Emotional and rational appeal Deliver Delight off-road capability and on-road luxury New Range Rover cutting edge design and practicality Range Rover Evoque Innovation Underpinned with service and quality

12 World Class Products - How Segment Analysis Benchmarking Key Success Factors - Engineering focussed Product Attribute Leadership targets targets to 5 granularity levels Robust Gateway delivery process (Product Creation System) New technology through separate gateway delivery process Targeted innovation e.g. Off road leadership for New Range Rover wading depth 900mm new air intake system

13 World Class Products How Key Success Factors - Engineering focussed Comprehensive Failure Mode Avoidance Prevention controls Capture learning into standards Journey from Vehicle validation to rig validation to CAE validation Intense Launch focus Permanent Launch Team, Part Supply Warrant, Pre Launch customer trials, Nerve Centre approach Continued customer feedback and improvement processes

14 Key Success Factors - Engineering focussed World Class People - Foundation Capabilities Technically capable to technical expert Customer focussed Delivery ownership Hungry for excellence Challenge our limits Go beyond the benchmarks Passion and can do attitude - backed by process Team workers and capable communicators

15 Key Success Factors - Engineering focussed World Class People - Engineering Capabilities Virtual Engineering Systems Engineering Software capability Circa 100M lines of code versus circa 10M for state of art aircraft Connectivity/Infotainment/Smart Substantial recruitment Skills development Technical Accreditation Scheme

16 Implications for Engineering Education - Primary Graduate Skills The ability to apply engineering knowledge to solve problems and synthesise solutions

17 Implications for Engineering Education - Primary Graduate Skills The ability to apply engineering knowledge to solve problems and synthesise solutions The ability to evaluate the plausibility of an engineering proposal

18 Implications for Engineering Education - Primary Graduate Skills The ability to apply engineering knowledge to solve problems and synthesise solutions The ability to evaluate the plausibility of an engineering proposal The desire to achieve excellence in product/business performance

19 Implications for Engineering Education - Supporting Graduate Skills A practical understanding of engineering principles and how to apply them Appreciation of the relevance of theory Course content linked to illustrate interactions - e.g. Themes through modules Systems appreciation and systems thinking Customer Focus - An appreciation of the need for customer based targets and delivery within constraints An effective team worker and communicator The ability to deconstruct and structure thoughts and activities The capability to create problem definitions and a basic problem solving mind-set

20 Implications for Engineering Education - Supporting Graduate Skills A high level business appreciation including sustainability, affordability, value for money, and value add An understanding of data relevance, data and measurement accuracy, variability, robustness and noise factors. An appreciation of how and when to use estimation and check for coherence An appreciation of manufacturing processes and constraints Design and make experience e.g. Formula Student

21 Implications for Engineering Research Technology delivery is most powerful when focussed on customer wants and desires JLR has a finite research budget, and targets research based on gap analysis of futured requirements and opportunities. JLR works with suppliers and academia to bring new technology to market using grant assist where available JLR approaches academic institutions based on perceived capability in specific areas we are working to grow strategic partnerships with identified strong institutions

22 Summary JLR and other strong British based businesses can thrive in tough global markets

23 Summary JLR and other strong British based businesses can thrive in tough global markets Talented, committed, and passionate Engineers are crucial to this success

24 Summary JLR and other strong British based businesses can thrive in tough global markets Talented committed and passionate Engineers are crucial to this success By working together Industry and Academia can enable world class engineers to grow British global competitiveness

25 Thank you