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The continuous improvement of powertrain structure and airborne NVH characteristics has brought both higher expectation of customer acceptability and an increasing challenge to solution innovation. Emergence of “unique” vibro-acoustic power train signatures has been driven by three basic factors; 1) material and manufacturing technologies of power train subsystems and components with new material and structural properties 2) expanded diversity in base power train system concepts (e.g. hybrids, CVT's, Alternative /PEM/SI/common rail fuel delivery, diesel proliferation, “power on demand” combustion strategies etc.) and 3) Acoustic “unmasking” effects with respect to detectable sources of noise as overall sound pressure levels decrease.

Outlined in this paper is an overview corporate case study in the influence and role of a streamlined product innovation process with respect to overall transformation of an automotive original equipment manufacturer (OEM) NVH interior system supplier. The role of technology as the enabler to product innovation is first addressed. The essential engineering technical infrastructure of successful innovation is then addressed with subsequent treatise of the key building blocks. The steps taken to incorporate an effective and efficient product innovation process into the corporation are outlined along with discussion of overall impact on the company.