greg bernas - slclll confidential 秘 zaa ev unique development challenge action/result learning...

lll CONFIDENTIAL 秘

Greg BernasToyota Chief Engineer


Vehicle Responsibility


Education


TOYOTA in the SLC States

77,000 Direct and indirect employment


Trail Boomers: 56-64 Yrs. Old

“A trip to wine country…” - James & Mary

• Weekend trip with friends

• Long freeway drive outside of city

• Short trips on winding roads to

sights and wineries, restaurants

Generation X: 41-55 Yrs. Old

“A day in the life…” – David & Amy

• Check the news, weather & traffic

• Drop children off at school

• Take clients to business meetings

• Enjoy the winding road home

5

Voice of Customer


Toyota Way in Education


Vehicle Concept

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Genchi-GenbutsuContinuous Go and See activity to enhance our Vehicle Concept.

Supplier Collaboration –

Customer research and new

technology

Silicon Valley Visit –

Innovation Hub, Suppliers

Platform Drive at TAPG Target Setting Drive

TTC Innovation Factory –

Idea Generation

Clinic and FGI to understand

Gen X

Experience Latest Vehicle Condition Long Drive to Experience Competitor

Vehicles

Gather High Tech Trends and Ideas

from Silicon Valley

Capture Innovative Ideas From Young

Engineers

Explore Technology, Styling and

Vehicle Priorities

Work Closely with Suppliers for

Concepts and New Product Proposals


Vehicle Development Process



Planning

Meeting



New Technology


Vehicle Development ProcessPositive (+) Negative (-)

Ava

lon

Ow

ner

s

V6

Mo

del

+ Exterior Styling

+ Roominess, especially Rr seat

+ High Technology

+ Interior Quality/Layout

+ Touring Grade: Handling, Sporty

Features

- Loyal buyers disliked Ride

Comfort

- Difficult to use Navi system

To

yota

Dea

lers

+ Exterior Styling well received

+ Interior Praised for comfort

- Need more competitive features

(Power Steering Column, BGM,

and Larger Wheels (19")

Co

nsu

mer

Rep

ort

s + Overall Recommended: Best

New Car Value in Segment

+ Fuel Economy, Roominess, NV

- "Ride Comfort over harsh road

and suspension travel" - CR Test

Drive

Del Ray Beach, FL

Naperville (Chicago, Ill)

CR Route:

Glastonbury, CT

CR Interview

XLE Touring Buyer

San Diego, CA


Vehicle development• A “go and see” philosophy



Design Considerations

• Safety standards

• Fuel economy

• Other industry

requirements

• Customer satisfaction


Voice of the Customer


Styling

Concept


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1,400

1,500

1,600

1,700

1,800

1,900

2,000

4,000 4,200 4,400 4,600 4,800 5,000 5,200 5,400 5,600

Large SUV

Lux SUV

Mid SUV

Com SUV

Sedan045L

Avalon

Vehicle Length (mm)

Ve

hic

le H

eig

ht

(mm

)

Audi Q7

400L

RX

X3Murano

Touareg

Buick Enclave

Mazda CX-7

Hyundai Sante Fe

Venza

Lincoln MKX

Ford Edge

FX35

B9 Tribeca Pacifica

Vehicle Packaging Comparison

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Instrument Panel and Console2. Surprising Utility

• MP3 Player holder

Benchmarked All popular devices in marketMade over 50 concepts before final design chosen


Venza Panel and Console

Hidden Wire Routing

Wires are routed through hole into

the bin

WORLD1st World First


Voice of the Customer


Development Update

• May 20th Joint Venture announcement

• Learn from each others fields of expertise

• Toyota’s Engineering, manufacturing, and

Production

• Tesla’s EV technology, daring spirit, and flexibility

http://detnews.com/article/20100520/AUTO01/5200516/1148/Toyota-invests-in-Tesla-to-help-reopen-Calif.-plant

http://detnews.com/article/20100520/AUTO01/5200516/1148/Toyota-invests-in-Tesla-to-help-reopen-Calif.-plant


DevelopmentEV UniqueZAA

Challenge Action/Result

Learning /Yokoten:

Study continuous product improvement • Collect Field Data for pro-active problem analysis

• Study FW Level Up in field – product continues to evolve over vehicle life!

Superior Product Performance for next phase• Range & Acceleration improvements

Project:

Future Vehicle

Development

Dept POV Activity

- Developed “Top-in-class EV

vehicle compared to

competitors in performance,

versatility and range

- Increased TTC engineering

capability by expanding our

area in terms of new

technology

- Positive media acceptance

further supporting Toyota’s

brand image

Revolutionary business model & brand strategy• Establish Brand Image with exhilarating EV in partnership

with Tesla

• Innovative and creative use of IT

Product Planning Concept• “Eco + Fun to Drive + Design + Function” Top-in-class.

• Leverage Tesla’s outside-the-box thought process with

Motivated technology team with goal of ‘Changing the world

by EV.Roadster

Model S

Model X

“Car of the Year”

31


TOYOTA WAY APPROACH

TO EDUCATIONA “hands-on” approach


Toyota Way Approach to Education

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AWIM PRESENTATIONElementary School


Step 1. Understanding Use


Step 2. Understanding User Wants


Step 3. Styling

Hand Sketch

Computer Drawing

Milling Clay Model

Hand Finishing


Step 4. Designing Vehicle & Parts

We must design

vehicles for strength

and safety


Who’s This Guy?


Sir Isaac Newton

Newton’s Law of Gravity

Car’s are design based on Newton’s Law’s of Motion


Newton’s First Law of Motion

When a car STOPS the people inside keep moving

No Seat Belt = Big Headache

http://www.google.com/imgres?imgurl=http://image1.masterfile.com/em_w/00/07/16/700-00071661w.jpg&imgrefurl=http://www.masterfile.com/stock-photography/image/700-00071661/Crash-Test-Dummy-in-Crashing-Car&usg=__tFnOJT8FyWUmAomjqv9uIr6T3Go=&h=409&w=550&sz=58&hl=en&start=19&zoom=1&tbnid=NmpeFk_CqFaO6M:&tbnh=99&tbnw=133&ei=KsLGT5ODN8Tv0gH2yszECw&prev=/search?q=car+crash+airbag&hl=en&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://image1.masterfile.com/em_w/00/07/16/700-00071661w.jpg&imgrefurl=http://www.masterfile.com/stock-photography/image/700-00071661/Crash-Test-Dummy-in-Crashing-Car&usg=__tFnOJT8FyWUmAomjqv9uIr6T3Go=&h=409&w=550&sz=58&hl=en&start=19&zoom=1&tbnid=NmpeFk_CqFaO6M:&tbnh=99&tbnw=133&ei=KsLGT5ODN8Tv0gH2yszECw&prev=/search?q=car+crash+airbag&hl=en&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://www.americaspodiatrist.com/blog/wp-content/uploads/2009/07/airbag_demo11.jpg&imgrefurl=http://www.americaspodiatrist.com/2009/07/the-one-airbag-your-car-still-needs/&usg=__ayiGpwVB1Ou8k7vVViScrah-qmc=&h=385&w=485&sz=27&hl=en&start=1&zoom=1&tbnid=KkQOJZcQvCcOVM:&tbnh=102&tbnw=129&ei=KsLGT5ODN8Tv0gH2yszECw&prev=/search?q=car+crash+airbag&hl=en&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://www.americaspodiatrist.com/blog/wp-content/uploads/2009/07/airbag_demo11.jpg&imgrefurl=http://www.americaspodiatrist.com/2009/07/the-one-airbag-your-car-still-needs/&usg=__ayiGpwVB1Ou8k7vVViScrah-qmc=&h=385&w=485&sz=27&hl=en&start=1&zoom=1&tbnid=KkQOJZcQvCcOVM:&tbnh=102&tbnw=129&ei=KsLGT5ODN8Tv0gH2yszECw&prev=/search?q=car+crash+airbag&hl=en&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://fp.images.autos.msn.com/merismus/IIHS/gallery/756_3.jpg&imgrefurl=http://autos.msn.com/research/vip/safety.aspx?year=2012&make=Ford&model=Fusion&trimid=-1&usg=__uURXOivQ5n0b80OvPHgidiaCvBo=&h=400&w=480&sz=29&hl=en&start=43&zoom=1&tbnid=4UJYp9vA3eG-xM:&tbnh=108&tbnw=129&ei=lsLGT5y9AsXD0AGYx6GsCw&prev=/search?q=car+crash+side+curtain+airbag&start=40&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://fp.images.autos.msn.com/merismus/IIHS/gallery/756_3.jpg&imgrefurl=http://autos.msn.com/research/vip/safety.aspx?year=2012&make=Ford&model=Fusion&trimid=-1&usg=__uURXOivQ5n0b80OvPHgidiaCvBo=&h=400&w=480&sz=29&hl=en&start=43&zoom=1&tbnid=4UJYp9vA3eG-xM:&tbnh=108&tbnw=129&ei=lsLGT5y9AsXD0AGYx6GsCw&prev=/search?q=car+crash+side+curtain+airbag&start=40&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://i.ytimg.com/vi/1kAkSM8ctms/0.jpg&imgrefurl=http://wn.com/Holden_Captiva&usg=__RCtPecta0XAioBkX0-6Lz7bM77o=&h=360&w=480&sz=17&hl=en&start=67&zoom=1&tbnid=nLWSPn_0DtR-qM:&tbnh=97&tbnw=129&ei=tMLGT7ShIoLM0AH8g6CeCw&prev=/search?q=car+crash+side+curtain+airbag&start=60&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://i.ytimg.com/vi/1kAkSM8ctms/0.jpg&imgrefurl=http://wn.com/Holden_Captiva&usg=__RCtPecta0XAioBkX0-6Lz7bM77o=&h=360&w=480&sz=17&hl=en&start=67&zoom=1&tbnid=nLWSPn_0DtR-qM:&tbnh=97&tbnw=129&ei=tMLGT7ShIoLM0AH8g6CeCw&prev=/search?q=car+crash+side+curtain+airbag&start=60&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://users.tpg.com.au/users/mpaine/vpole2.jpg&imgrefurl=http://users.tpg.com.au/users/mpaine/curtain.html&usg=__os-MM2vx0PIHKaFCosiDK0h_tTA=&h=288&w=352&sz=16&hl=en&start=148&zoom=1&tbnid=DIMpg0913XK2BM:&tbnh=98&tbnw=120&ei=6sLGT5DtNcrd0QGZ39GkCw&prev=/search?q=car+crash+side+curtain+airbag&start=140&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://users.tpg.com.au/users/mpaine/vpole2.jpg&imgrefurl=http://users.tpg.com.au/users/mpaine/curtain.html&usg=__os-MM2vx0PIHKaFCosiDK0h_tTA=&h=288&w=352&sz=16&hl=en&start=148&zoom=1&tbnid=DIMpg0913XK2BM:&tbnh=98&tbnw=120&ei=6sLGT5DtNcrd0QGZ39GkCw&prev=/search?q=car+crash+side+curtain+airbag&start=140&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://www.globalmotors.net/wp-content/uploads/2011/10/New-Ford-Ranger-600x401.jpg&imgrefurl=http://www.globalmotors.net/tag/crash-test/&usg=__VlpR5fRN5c0XWixfw8VbBrZi9BY=&h=401&w=600&sz=47&hl=en&start=198&zoom=1&tbnid=ZiAXJoKeS3W57M:&tbnh=90&tbnw=135&ei=JcPGT6nwH8-y0AHwx9GZCw&prev=/search?q=car+crash+side+curtain+airbag&start=180&hl=en&sa=N&gbv=2&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://www.globalmotors.net/wp-content/uploads/2011/10/New-Ford-Ranger-600x401.jpg&imgrefurl=http://www.globalmotors.net/tag/crash-test/&usg=__VlpR5fRN5c0XWixfw8VbBrZi9BY=&h=401&w=600&sz=47&hl=en&start=198&zoom=1&tbnid=ZiAXJoKeS3W57M:&tbnh=90&tbnw=135&ei=JcPGT6nwH8-y0AHwx9GZCw&prev=/search?q=car+crash+side+curtain+airbag&start=180&hl=en&sa=N&gbv=2&tbm=isch&itbs=1


Let’s try Newton’s Laws


Newton’s Second Law of Motion

Acceleration is produced when a force act on mass


Newton’s Third Law of Motion

For every action there is a equal and opposite reaction

Action

Reaction


Thank You


How is it applied?

TOYOTA WAY APPROACH

TO EDUCATION


Greg BernasToyota Chief Engineer

greg bernas - slclll confidential 秘 zaa ev unique development challenge action/result learning...

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