Engenharia de produtos:desenvolvimento de veículos globais em subsidiária brasileira de multinacional
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Tipo de produção
Dissertação
Data
2010
Autores
Shibata, R. M.
Orientador
Almudi, Gabriela Scur
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SHIBATA, R. M. Engenharia de produtos: desenvolvimento de veículos globais em subsidiária brasileira de multinacional. 2010. 141 f. Dissertação (Mestrado Engenharia de Produção) - Centro Universitário da Fei, São Bernardo do Campo, 2010
Texto completo (DOI)
Palavras-chave
Produtos,Indústria automobilística
Resumo
A competividade na indústria automotiva tem aumentado cada vez mais e os mercados maduros estão cada vez mais saturados. Neste contexto, a busca por vantagem competitiva através da globalizaçãop de operações em busca de redução de custos ou acesso a mercados em expansão têm sido parte das estratégias das multinalcionais no desenvolvimento de produtos. Os produtos globais oferecem vantagem devido a sua padronização mundial de componentes e sistemas associada à possibilidade de atender diversos mercados com poucas modificações específicas. Desta forma, a partir de uma arquitetura global, é possível desenvolver veículos em diversos tipos de carroceria e design, para diversos requisitos de desempenho, simultaneamente. No atual cenário da indústria automotiva, as subsidiárias localizadas em países emergentes, que têm se destacado economicamente nos últimos cinco anos, tornam-se importantes na estratégia de desenvolvimento de veículos devido ao conhecimento que possuem em relaçao aos produtos destes mercados. O presente trabalho buscou compreender o processo de desenvolvimento de produtos globais pela engenharia de produtos da subsidia´ria brasileira da General Motors. A primeira etapa compreendeu a pesquisa em fontes secundárias para descrever e entender o atual cenário da indústria automotiva e do processo de engenharia de desenvolvimento de veículos. A segunda etapa se refere ao estudo de caso realizado através de entrevistas com pessoas ligadas ao desenvolvimento de um veículo baseado na arquitetura global pela General Motors do Brasil (GMB). Dentre as principais conclusões, pode-se destacar que a engenharia de produtos da GMB deixou de ser apenas uma subsidiária que adaptava veículos desenvolvidos pela Opel, subsidia´ria alemãm ou pela matriz norte-americana, tornando-se uma subsidiária capaz de desenvolver produtos que atendam não apenas a mercados locais, mas sim a diversos mercados. Além disso, a estratégia de desenvolvimento de arquiteturas globais traz vantagens quanto ao custo e tempo por evitar duplicidade de desenvolvimentos. Para a GM, isto se tornou possível após a integração de todos os centros de engenharia de desenvolvimento de pordutos em uma engenharia global.
Competition in automotive industry has been increased and mature markets are even more saturated. In this context, searching for competitive advantages through globalization of operations towards to cost reduction or access to emergent markets has been part of automotive manufacturers strategy in product development. Global products allows to have competitive advantages due to possibility of global standardization of components and systems associated to the possibility of meeting different market requirements with low level of modifications. Basing on a global architecture it is possible to develop vehicles with different body styles and design meeting different performance requirements simultaneously. In current automotive industry situation, car makers affiliates located in emerging market countries, which have had important economic growth during last 5 years, have become very important in vehicle product development strategy due to their knowledge in specific product requirements for those markets. This paper aimed to understand the process of a global vehicle development by General Motors Brazil product engineering team. First step has been focused on researches in order to understand and describe current automotive industry scenery and vehicle development engineering process. Second step refers to a case study of a global vehicle development by General Motors do Brasil (GMB) engineering team. Amongst its findings, it can be highlighted that GMB product engineering is not specifically focused in adapt North-american or German products to Brazilian market only. It has become a GM affiliate capable in developing vehicles to meet global market requirements. Besides that, vehicle development strategy based on global architectures allows advantages related to cost and velopment timing because it avoids duplicity of developments in two or more countries. For GM, this has become possible after the integration of all product development centers integration into one global engineering.
Competition in automotive industry has been increased and mature markets are even more saturated. In this context, searching for competitive advantages through globalization of operations towards to cost reduction or access to emergent markets has been part of automotive manufacturers strategy in product development. Global products allows to have competitive advantages due to possibility of global standardization of components and systems associated to the possibility of meeting different market requirements with low level of modifications. Basing on a global architecture it is possible to develop vehicles with different body styles and design meeting different performance requirements simultaneously. In current automotive industry situation, car makers affiliates located in emerging market countries, which have had important economic growth during last 5 years, have become very important in vehicle product development strategy due to their knowledge in specific product requirements for those markets. This paper aimed to understand the process of a global vehicle development by General Motors Brazil product engineering team. First step has been focused on researches in order to understand and describe current automotive industry scenery and vehicle development engineering process. Second step refers to a case study of a global vehicle development by General Motors do Brasil (GMB) engineering team. Amongst its findings, it can be highlighted that GMB product engineering is not specifically focused in adapt North-american or German products to Brazilian market only. It has become a GM affiliate capable in developing vehicles to meet global market requirements. Besides that, vehicle development strategy based on global architectures allows advantages related to cost and velopment timing because it avoids duplicity of developments in two or more countries. For GM, this has become possible after the integration of all product development centers integration into one global engineering.