Modular Approach to Developing Platform Solutions across Multiple Brands and Segments 2021-01-0837

In today’s era of rapid globalization and high consumer demand the automotive industry faces a major challenge to meet the growing demands for customized products, which suits the branding strategy, customer needs and industry trends. Modular approach to product development not only helps in reducing the product development time, but it also supports the automotive industry to customize the needs of consumers in an effective manner, create unique brand identity and reduce development cost. Product platform modularization is a great opportunity for the original equipment manufacturers (OEM’s) to develop platform strategies across multiple brands and the ability to customize products. During current pandemic times with COVID-19, automotive manufactures will need to rethink their product strategies and focus on the platform mindset to deliver products that meet consumer demands. The paper provides a novel approach in developing modular platform solutions by defining guidelines for “Common” and “Unique” modules linked with critical interfaces. It also provides ways to keep “Brand” uniqueness by maintaining modularity with the systems. A theoretical process is described in the paper with few examples to illustrate the modular approach and branding strategy. The paper also provides a basic approach for all vehicle types to allow manufacturers to focus their efforts on areas where there is high degree of modularity and commonality using the branding strategy.