Wolfgang Strauss
|
What sells well in one market may not sell so well in another market. Think world car—a car that is essentially the same vehicle for every market misses the ability to satisfy the tastes of different buyers.
It's important to localize the car," said Wolfgang Strauss, Vice President, Automotive Systems Central Technology Siemens AG, Germany, adding that comfort and convenience features can function as subtle market distinguishers. Which is why getting the message out early and often about forthcoming supplier wares is vital.
"Automakers appreciate product suggestions, but they don't always take the suggestions," Strauss said.
A vehicle targeted for multiple markets needs the input of multiple markets. "No centralized team will be able to understand (all markets) because there are different perceptions of quality, value, and comfort," Strauss stressed.
While not every buyer desires a vehicle with no variation in appointments, in general, comfort and convenience tastes are similar in regionalized markets. "There will always be an o-f-f button, so you can push it," Strauss explained. "But an OEM shouldn't be offering a feature for a given market if it's not going to be used (by most people) full-time."
A cornerstone of continued sales growth in a worldwide playing field is product innovation.
Consider that a hearty 80% of Siemens' products are no more than three years old, and 26% are less than one year old. Product innovation puts Siemens in the forefront of patent-earners. "Why are patents so important to us? Because you must have something in the portfolio that you can offer up as change," Strauss said, referring to Siemens' 6800-patent year in 1998.
In coming years, comfort and convenience features tied to the human-vehicle interface will net even more patents. "It's possible we'll have brighter solutions based on such things as patterns or gestures," Strauss said. "Engineering to human behaviors will be based on what the customer wants for future cars."
Kami Buchholz
