a strategic partner in the global automotive industry … · a strategic partner in the global...

5th International Conference on Steels in Cars and Trucks

June 18 – 22, 2017 | Amsterdam-Schiphol, NL

A strategic partner in the global automotive

industry - A Tata Steel Case Study Mr Anand Sen, President TQM and Steel Business,

Tata Steel Ltd

Tata Steel Slide

Index slide

Contents

2

1 Global context

2 Asia Growth – a catalyst for change in India

3 Two decades of automotive focus

4 Drawing on global R&D and technology capability

5 Results show the success of effort

A strategic partner in the global automotive industry

Tata Steel Slide

Index slide

Contents

3

1 Global context






Tata Steel Slide

Index slide

The Tata Group is

4 A strategic partner in the global automotive industry

Tata Steel Slide

50% text / 50% graph

Amongst the most global dispersed steel partner

5

FY17 deliveries: 23.88 MT. 10.97 MT from Indian operations.

FY17 Group turnover: ~ $18.3bn. Group EBITDA: ~ $2.6bn.

Manufacturing units in 26 countries, ~77,000 employees worldwide

Amongst the Fortune 500 companies

USA

Distribution centres

UK & Ireland

• 4 Production facilities

• 33 distribution centres

EU (Excluding UK & Netherlands)


Netherlands

• 1 Production facility


Thailand

• 3 Production facilities


Singapore

• 1 Production facility


India

Major Production

facilities


Tata Steel Slide

Graphic slide

Automotive focused assets of Tata Steel

6

IJMUIDEN, NL PORT TALBOT, UK

JAMSHEDPUR, IN KALINGANAGAR, IN

Hot Rolled products up to 800 MPa

CRCA up to 590 Mpa (upgradeable to 780 MPa)

GA/GI up to 590 Mpa

Capability for FF (exposed panels)

Secondary coatings (e.g. polymer) for FT application

Hot Rolled products up to 1200 MPa

Hot Stamped grade capability

Wider widths up to 2050 mm

Thickness up to 25 mm


Hot Rolled products for chassis and wheels

HDG for FF application as well as internals

AHSS up to 800 MPa in HR

AHSS up to 1000 MPa in HDG

Hot Rolled products for chassis and wheels

HDG for FF application as well as internals

AHSS up to 800 MPa in HR

AHSS up to 1000 MPa in HDG

Tata Steel Slide

Index slide

Contents

7

1 Global context






Tata Steel Slide

Graph slide + two subtitles

4.0%

9.0%

19.1% 20.7%

24.9%

30.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

2000 2005 2010 2015 2020 2025

Chinese dominance

8

Source: Statista


Chin

ese s

hare

of

glo

bal car

mark

et

Tata Steel Slide

Colored bar - 100% text

Motor vehicles production in 2016

9

28.1

12.2

9.2

6.1

4.5 4.2

0

5

10

15

20

25

30

China USA Japan Germany India S. Korea

Mil

lio

n

Total global production 2016: 95 million

Source: Organisation Internationale des Constructeurs d'Automobiles (OICA)


Tata Steel Slide


Headroom for further growth

10

797

591 572

459

140

32

0

100

200

300

400

500

600

700

800

900

USA Japan Germany S. Korea China India

Motor vehicles per capita


Tata Steel Slide


Indian growth – early days

11

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

2011-12 2012-13 2013-14 2014-15 2015-16 2016-17

Passenger Vehicles Commercial Vehicles

Source: Society of Indian Automobile Manufacturers (SIAM)


Tata Steel Slide


Tightening emission norms

12

1990

1995

2000

2005

2010

2015

2020

2025

Bhatat/Euro II Bharat/Euro III Bharat/Euro IV Bharat/Euro V Bharat/Euro VI

Ye

ar

of

intr

od

uc

tio

n


Tata Steel Slide


Different geographies, common goals

13

Legislative Drive Consumer Preferences

Vehicle Safety

Emission

Control

End-of-Life

Performance

Lifestyle

Appeal


Tata Steel Slide

Index slide

Contents

14

1 Global context






Tata Steel Slide


Multiple initiatives

15

Customer engagement framework: VAVE, customer service teams

Investment in facilities and technology

Increasing customer base and reach


http://images.google.co.in/imgres?imgurl=http://www.progressiveautoxprize.org/files/img/auto/teams/tata_motors_logo.jpg&imgrefurl=http://www.progressiveautoxprize.org/teams/tata-motors-limited&usg=__E6oDTkHtnlsrCWtkOC7-LI4tzYk=&h=87&w=141&sz=29&hl=en&start=6&tbnid=kKNVyZtqejElMM:&tbnh=58&tbnw=94&prev=/images?q=tata+motors+logo&gbv=2&hl=en

http://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/toyota_logo_2005.jpg&imgrefurl=http://www.mediabistro.com/agencyspy/brands/toyotas_new_strategy_to_include_1_billion_ad_blitz_136309.asp&usg=__CVTiCdpv_Yrna-_eyBezB_4mfp4=&h=301&w=350&sz=14&hl=en&start=2&tbnid=Z7mfeoRPIPZdeM:&tbnh=103&tbnw=120&prev=/images?q=TOYOTA+logo&gbv=2&hl=en

http://images.google.co.in/imgres?imgurl=http://burnyourfuel.com/My_Files/Maruti/Maruti-Suzuki-Logo.jpg&imgrefurl=http://burnyourfuel.com/2009/07/24/cars/maruti-suzuki-net-profit-shoots-253-q1-2009/&usg=__a7SJUFfRrbw82AtDesP8r_6airM=&h=90&w=255&sz=4&hl=en&start=13&tbnid=Jv9NyGqWaXpp2M:&tbnh=39&tbnw=111&prev=/images?q=MARUTI+SUZUKI+logo&gbv=2&hl=en

http://images.google.co.in/imgres?imgurl=http://www.chicagobeachsoccer.com/08 Chgo Beach Soccer Web/08 Images/08 Sponsors/Ford Logo.jpg&imgrefurl=http://blog.grokmedia.com/tag/ford/&usg=__LahtUJ-H93wl2OcBtydrc-NO3e0=&h=960&w=1280&sz=85&hl=en&start=1&tbnid=yypgx0-XuY5c9M:&tbnh=113&tbnw=150&prev=/images?q=FORD&gbv=2&hl=en&sa=G

http://images.google.co.in/imgres?imgurl=http://www.thelightisgreen.com/Nissan logo.JPG&imgrefurl=http://www.thelightisgreen.com/2007/07/india-auto-in-1.html&usg=__rYAyBDw2mA0g8qZi-aFdgob-OAk=&h=1483&w=1751&sz=132&hl=en&start=1&tbnid=mJXVewTpJflt_M:&tbnh=127&tbnw=150&prev=/images?q=Nissan+logo&gbv=2&hl=en

http://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/Honda-Motor-logo101.jpg&imgrefurl=http://www.topnews.in/honda-introduces-new-models-honda-city-2214506&usg=__JEBZhzejFQbmhTBbe-8ODJsmFaI=&h=238&w=320&sz=11&hl=en&start=1&tbnid=kVamFxbjhKWkBM:&tbnh=88&tbnw=118&prev=/images?q=honda+siel+logo&gbv=2&hl=en&sa=X

Tata Steel Slide


Multi-facetted effort over two decades

16 A strategic partner in the global automotive industry

Tata Steel Slide


Customer engagement framework

17

Elimination of hygiene problems

Operational efficiency improvement

New grade and product development*

Value analysis / Value Engineering: Grade Change, elimination

and integration of parts and engineering solutions**,

Complete product portfolio and

capability offerings***, Structural

supplies in Construction

< 3 months

< 2 year

FY10 FY12

Idea

Generation

Idea

Evaluation

Idea

Implementation

Review

Inc

rea

sin

g le

ve

l o

f e

ng

ag

em

en

t w

ith

cu

sto

me

r Duration

Customer

Service

Teams

Cost and

weight

reduction

* Technical support by NSC **Cooperation with TSL-Europe ***enhanced product portfolio through KPO

FY14

Early Vendor

Involvement

&

Downstream

Solutions

< 2 year

FY17

> 2 year

< 1 year

FY02


http://www.daimler.com/dccom/0-5-1381944-1-1381950-1-0-0-0-0-0-16626-7163-0-0-0-0-0-0-0.html


http://images.google.co.in/imgres?imgurl=http://www.thelightisgreen.com/Hyundai logo.jpg&imgrefurl=http://www.thelightisgreen.com/hyundai/&usg=__vOtvj5ygBBMfjK2XuuJLxOX6xVA=&h=600&w=800&sz=42&hl=en&start=3&tbnid=LYuszheDdmHhpM:&tbnh=107&tbnw=143&prev=/images?q=hyundai+logo&gbv=2&hl=en



http://images.google.co.in/imgres?imgurl=http://www.chicagobeachsoccer.com/08 Chgo Beach Soccer Web/08 Images/08 Sponsors/Ford Logo.jpg&imgrefurl=http://blog.grokmedia.com/tag/ford/&usg=__LahtUJ-H93wl2OcBtydrc-NO3e0=&h=960&w=1280&sz=85&hl=en&start=1&tbnid=yypgx0-XuY5c9M:&tbnh=113&tbnw=150&prev=/images?q=FORD&gbv=2&hl=en&sa=G



http://images.google.co.in/imgres?imgurl=http://www.seeklogo.com/images/A/ashok_leyland-logo-E3FEA1346B-seeklogo.com.gif&imgrefurl=http://www.seeklogo.com/search.html?q=leyland&usg=__jhkmluN1SxfiiJc18oOWEM1oi2I=&h=200&w=200&sz=4&hl=en&start=1&tbnid=YGiQBfwQbbtgxM:&tbnh=104&tbnw=104&prev=/images?q=ashok+leyland+logo&gbv=2&hl=en

http://images.google.co.in/imgres?imgurl=http://burnyourfuel.com/My_Files/Mahindra/Mahindra-Logo.jpg&imgrefurl=http://burnyourfuel.com/2009/03/25/bikes/mahindra-mahindra-focusing-on-two-wheeler-segment/&usg=__yZFSb_b3r0fBb5sa1wRzhrYxyaE=&h=161&w=352&sz=27&hl=en&start=5&tbnid=TPgJYyrI95yZzM:&tbnh=55&tbnw=120&prev=/images?q=mahindra+&+mahindra+logo&gbv=2&hl=en&sa=G

http://images.google.co.in/imgres?imgurl=http://karthik3685.files.wordpress.com/2008/03/bajaj-logo.gif&imgrefurl=http://karthik3685.wordpress.com/2008/03/21/bajaj-pulsar-200-new-advertisement-pulsar-mania/&usg=__9ED3o57E9XQw9x7wnaUFnpC26ro=&h=110&w=100&sz=3&hl=en&start=3&tbnid=pr4-SWN4U--pYM:&tbnh=85&tbnw=77&prev=/images?q=bajaj+logo&gbv=2&hl=en&sa=G

http://images.google.co.in/imgres?imgurl=http://karthik3685.files.wordpress.com/2008/03/bajaj-logo.gif&imgrefurl=http://karthik3685.wordpress.com/2008/03/21/bajaj-pulsar-200-new-advertisement-pulsar-mania/&usg=__9ED3o57E9XQw9x7wnaUFnpC26ro=&h=110&w=100&sz=3&hl=en&start=3&tbnid=pr4-SWN4U--pYM:&tbnh=85&tbnw=77&prev=/images?q=bajaj+logo&gbv=2&hl=en&sa=G






http://images.google.co.in/imgres?imgurl=http://www.autoindiaforum.com/wp-content/uploads/2008/08/tvs-logo.jpg&imgrefurl=http://www.autoindiaforum.com/category/tvs-motor&usg=__WEu26ehWRNo0CWDzfsmQvAddhxc=&h=120&w=200&sz=7&hl=en&start=1&tbnid=AIQxnxA8DSstDM:&tbnh=62&tbnw=104&prev=/images?q=TVS+logo&gbv=2&hl=en





http://images.google.co.in/imgres?imgurl=http://www.thelightisgreen.com/Hyundai logo.jpg&imgrefurl=http://www.thelightisgreen.com/hyundai/&usg=__vOtvj5ygBBMfjK2XuuJLxOX6xVA=&h=600&w=800&sz=42&hl=en&start=3&tbnid=LYuszheDdmHhpM:&tbnh=107&tbnw=143&prev=/images?q=hyundai+logo&gbv=2&hl=en


Tata Steel Slide


Focussed engagement

18

Forums / Initiatives Auto CST Non

CST

Sr. Management interaction PP

VAVE initiative PP

Driving Steel / Technology Day PP

R&D Support – Circle Grid

analysis / Die Scanning P P

Vendor Service Model P P

PAG Support / Customer

Feedback P P

Customer Satisfaction Survey P P

Greater degree of interaction with CST

customers through multiple forums and

touch points helps in cementing

relationship


Tata Steel Slide


42 73 61

217

281

4.0%

7.3% 7.6%

18.2%

23.4%

0%

5%

10%

15%

20%

25%

0

50

100

150

200

250

300

FY12 FY13 FY14 FY15 FY16

NPD sales to CST Customers % NPD Sales

Key aspect of Value Driver is to stay relevant

19

% of Auto Sales

Increase in NPD

from new facility

Development of

hi-end grades for

Nissan, Toyota

and Hyundai

No. of NPD 11 6 9 16 23


Tata Steel Slide


Offer differentiated services – VA/VE

20

VA/VE – Value Analysis Value Engineering

Vehicle Type / Class When Potential Saving ($) per

vehicle

Input Stage

Passenger Car (Mini Segment) Oct 2016 26 Production

Compact SUV Oct 2016 26 Production

Heavy Commercial Vehicle Apr 2015 99 Production

B-class Passenger Car Jun 2014 17 Production

Pick-up truck Dec 2013 26 Production

Passenger Car (B-class) Mar 2013 31 Production

Passenger Car (C-class) Mar 2013 33 Production

Passenger Car (B-class) Sep 2012 37 Development

SUV Apr 2012 35 Production

3 - Wheeler Nov 2011 17 Production


Tata Steel Slide

Index slide

Contents

21

1 Global context






Tata Steel Slide


Investment in Automotive Technology Centres

22

Tata Steel Europe

R&D Product Applications Centre

The Netherlands

Tata Steel Europe

R&D Warwick Technology Centre

United Kingdom


Tata Steel Slide


Advanced Centre for Welding & Joining

23

Welding and joining research and application

Testing and Characterization of

welded joints

Can provide process parameters for different steel grades.

• Help resolving weld shop issues.

• Simulate weld shop joining at lab scale for process optimisation.

• Suggestions about advanced welding / joining methods.


Tata Steel Slide


Advanced product application support

24

Material modelling

• Model for springback prediction

• Fracture & damage modelling

• Combined hardening models

Material data

• Robustness in analysis

• FLC modelling

DP600

rolling direction

-0.5

0

0.5

1

1.5

-0.5 0 0.5 1 1.5

s1/sref

s2/ s

ref

Measurementvon MisesHill'48Hill'90Barlat'91Corus-Vegter

Simulation techniques

• Formability simulations

• Sheet Metal forming / rollforming etc.

• Springback & compensation

• In-service performance modelling

• Forming-to-X

• Applicable to crash / fatigue / strength / ..

EVI services

• VA/VE

• Concept development

• Design optimisation

• New product introduction


Tata Steel Slide


Case study: ultra light tipper load body

Lighter tipper load body Extensive use of Ultra High Strength Steels

Design innovation to maintain stiffness

Over 12% weight reduction with better performance.

25

Old Design One of the new designs


Tata Steel Slide


Value Analysis and Value Engineering

Rolled out in India in 2011.

More than 35 models, which includes 4W, 2W

and heavy commercial trucks, covered.

With both domestic and global OEMs like

Renault Nissan and Volkswagon

Average wt. save 20 kg and average cost save

of $30 per vehicle.

26

1

4

1

7 6

16

0

2

4

6

8

10

12

14

16

18

2012 2013 2014 2015 2016 2017

NO

. O

F M

OD

EL

S

FINANCIAL YEAR

VAVE in India


Tata Steel Slide


With global automotive companies

Cost down-weight down exercise on 9 different models from Renault, Nissan and Volkswagon

in India with average saving potential of $15-20 per vehicle.

27

Advanced analysis support Forming Simulation

Tool Buy-Off

Reverse Engineering


Tata Steel Slide


Advanced model for springback

28

Integrated in commercial software

** Also refer benchmark problem - 4 at NUMISHEET-2011.

Good prediction with In-house Model


Tata Steel Slide

Index slide

Contents

29

1 Global context






Tata Steel Slide


Indian volume growth

30

351

508

615 664

856 855

687

890

1040 1050 1028

1183

1350 1430

1540

2000

0

500

1000

1500

2000

2500

FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY20 P

Figures in ‘000 MT


Tata Steel Slide


Domestic Indian market: share growth

31

0

20

36

42 43

0

5

10

15

20

25

30

35

40

45

50

1990 1995 2000 2005 2010 2015 2020 2025

% m

ark

et

sh

are


Tata Steel Slide


Tata Steel supports global players on four continents

32

Developing with OEM and its tiers solutions to supply into NAFTA, Europe and Asia

Design and development and supply into growing global operations

European, Asia and South Africa supply for global platforms. Design support in UK, France and Japan

Supply to Europe, Mexico and local sourcing for India

Full service supplier to global operations in Car, Bus and Truck. Supporting design and development in Pune and Coventry, UK

NAFTA, Europe, South Africa and Asia supply relationships, long established

Supporting developing positions in Africa and Asia

Supporting expansion ventures in NAFTA and the development of other Geely brands globally


Tata Steel Slide 33

Thank you

Together we make the difference


a strategic partner in the global automotive industry … · a strategic partner in the global...

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