ESL E-Learning for Business Consultants INNOVATION IN THE AUTO - - PowerPoint PPT Presentation

ESL E-Learning for Business Consultants ‘INNOVATION IN THE AUTO INDUSTRY’

Muraishi Joanna

Here is the overview of this e-learning module: Module title

Innovation in the Automotive Industry

Module topics

1. Describing the auto industry and the evolution of the automobile 2. Learning vocabulary related to ‘Innovation in the Auto Industry’ 3. Describing the future of the automobile and the auto industry

Module goal

The goal of this module is to discuss the up-to-now and the future of innovation in their industry. Read the following questions out loud and take 1 minute to think of possible answers to them:

• 1. In what ways have cars developed since your family (father, grandfather, etc.) can recall?
• 2. What new developments can be seen in the auto industry (local & overseas) at the moment?
• 3. Will advances in technology propel innovation in the auto industry in the future?

2

Let us look at the evolution of the passenger car (in the past 100 years). Task: match the text with the picture & fill in the gaps with appropriatevocabulary:

These days cars are more of an … , not a vehicle. Luxury cars are … , … , and … people own them. Car owners … drive their cars whenever they like. They … driving … on highways, and going for a … with family or friends, just to have ... . A century ago, cars were … and … individuals had them because they were …. . Car owners were the elite and they had personal … drive them. A car was a … symbol , not a mode of … . A few decades ago, cars became … and so … people could buy them. The car owners … drove the car themselves, as by then, … could apply for a … license. A new trend emerged: some had more than 1 car.

1. 2. 3. A. B. C.

Task A-1a:

3

Task: Use the SWOT chart to assess the strengths and opportunities of the auto industry:

Task B-1a: The Strengths of Automotive Industry

4

Strengths

• qualified & skilled engineers and workforce
• experienced business units & high standards
• high priced products: profits for manufacturer
• high operational efficiency and timely output
• existing distribution network: dedicated dealers

Weaknesses

• intense competition
• high production cost
• delicate supply chain

Opportunities

• expanded product line
• emerging markets (export)
• frequent launching of new models by automakers
• new acquisitions possible
• new technology allows for new services , products
• growing need to outsource and automate

Threats

• alternative transportation (private & public)
• environment-conscious society
• economic recession
• increase in labor costs
• reduced need for cars due to urban development
• future tax increase may influence consumers

R&D philosophy has swung from the “ivory tower” to “all hands to the pump”. Now, industrial research managers are pursuing a balanced portfolio but emphasizing innovation. Today is an exciting time to be a part of the auto industry, even though the demands on the business have never been greater. Customer expectations of vehicle quality, reliability, safety, and utility are at an all-time high. At the same time, worldwide overcapacity has put pressure on the industry to maintain, and even reduce, vehicle price. In the United States, for example, the average monthly vehicle payment as a percentage of average household income has dropped from 12.5% in 1980 to about 7.5% today—a 40% decrease. Environmental concerns, including tailpipe emissions, carbon dioxide production, and recycling, remain critical elements on the manufacturer’s agenda. Another challenge gaining increased attention is the rising price of petroleum, as has been very recently observed in the United States. Urban congestion is a growing issue around the world, potentially limiting the use of cars in many large cities.

Alliances & Partnerships

We are witnessing major structural changes in the auto-making business, too. Globalization of the industry is being realized through business alliances and industry-academic-government partnerships that have realigned the world’s vehicle manufacturers into six major groups. This process is currently sorting itself out. Once it is concluded, only a few companies will survive independently because they occupy a unique market niche or possess a special competence. With these developments, the industry is undergoing major change, in both its products and business structure. The rapid rate at which auto manufacturers like GM have formed new alliances and new business entities demonstrates that the world’s largest auto makers can be fast and innovative. For instance, since early 1998 GM has broadened its OEM (original equipment manufacturer) alliances by increasing its existing equity positions in Isuzu and Suzuki, acquiring minority equity stakes in Fuji Heavy Industries (Subaru) and Fiat, and completing its acquisition of Saab. GM also formed non-equity technical alliances with Toyota and Honda. In addition, e-GM and COVISINT rely on strategic alliances. Speed and innovation are key requirements of doing business today.

5

Task C: ‘Innovation in the automobile industry’

Top Innovations since 2014

On December 23, 2014, Google announced its first fully functional driverless car, ready for testing on public

• roads. The company have also created a self-driving system with sensors and computers that can be fitted to

SUVs like Lexus. This is not only a breakthrough in terms of solving traffic congestion but sensing technology can also increase road safety. Countries such as the UK and US are working on laws to allow driverless cars.

Intelligent Self-driving Cars

Japanese automaker Toyota has committed to investing USD 50 million over to the joint research centers at Stanford University and the Massachusetts Institute of Technology for developing "intelligent" self-driving cars. The two research centers will focus on using technology to make driving safer by inventing ways for cars to recognize their surroundings and make decisions that avert potential accidents. "We will initially focus on the acceleration of intelligent vehicle technology, with the immediate goal of helping eliminate traffic casualties and the ultimate goal of helping improve quality of life through enhanced mobility and robotics,” Toyota Senior Managing Officer Kiyotaka Ise said in a statement. Toyota has tapped Gill Pratt, former Program Manager at the Defense Advanced Research Projects Agency (DARPA) of the Pentagon and leader of its recent Robotics Challenge, to direct the effort. "This bold collaboration will address extremely complex mobility challenges using ground breaking artificial intelligence research," Pratt said. The researchers aim at developing intelligent vehicle technologies that can better "recognize objects around the vehicle in diverse environments, provide elevated judgement of surrounding conditions, and safely collaborate with vehicle occupants, other vehicles, and pedestrians," he added. Electrical engineering and computer science Professor Daniela Rus will lead research at MIT while Fei-Fei Li, director of the Stanford Artificial Intelligence Laboratory, will head up the effort there. "Our team will work to help intelligent vehicles recognize objects in the road, predict behaviors of things and people, and make safe and smart decisions under diverse conditions," Li said.

6

V2V Communications

The US National Highway Traffic Safety Administration announced that it will begin taking steps to enable vehicle-to-vehicle (V2V) communication technology for light vehicles. This technology would allow vehicles to "talk" to each other and ultimately avoid many crashes by exchanging basic safety data, such as speed and position, ten times per second, to improve safety. It uses 'ad hoc network', where every car is free to associate with any other car available in the network and share equal status. V2V, which is also known as VANET (vehicular ad hoc network), is a variation of MANET (mobile ad hoc network). Many auto manufacturers including BMW, Audi, Honda, General Motors, Volvo and Daimler are developing this technology to improve safety, overcome blind spots and avoid accidents.

Pre-Collision Technology

Top carmakers such as Ford and Hyundai have developed a pre-collision assist and pedestrian detection

• technology. Besides helping the driver detect blind spots, this technology also alerts the driver when he/she is

not paying attention on the road. And if the driver falls asleep and does not respond to the warning, then the system applies the brakes on its own. The driver assist system has two types of sensors. One is millimeter-wave radar located inside the front grille, and the other is a monocular camera mounted on the upper, inside part of the windshield. Its collision mitigation braking system delivers an audio and visual warning when there is a risk

• f a head-on collision. If the driver fails to react, the car will automatically begin breaking itself to prevent or

reduce the severity of a crash. This technology debuted in 2015 with Ford Mondeo in Europe.

Automated Manual Transmission

The first affordable mass segment gearless hatchback, Suzuki’s Celerio, comes with AMT (automate manual transmission) sourced from Magneti Marelli, component arm of Fiat. AMT is an electro-hydraulic mechanism for automating manual transmission, which derives from Formula 1. It has a hydraulic system and an electronic

• system. The electronic transmission control unit helps in engaging and disengaging the clutch and gear through

an electronic actuator. It also has a sports mode, which enables drivers to move to the manual shifting of gear.

7

Smart Cars

After smartphones, we have smart cars. In June 2014, Google launched its 'Android Auto', a telematics software that can be connected to car dash board for infotainment. It also enables the driver to access GPS, maps, streaming music, weather, and a host of other applications. A slew of carmakers including Abarth, Acura, Alfa Romeo, Audi, Bentley, Chevrolet, Chrysler, Dodge, Fiat, Ford, Infiniti, Jeep, Kia, Maserati and Volvo will offer ‘Android Auto’ in their cars. In the same year Apple announced its 'CarPlay' software, which allows devices running on the iOS operating system to function with built-in display units of automobile dashboards. Carmakers like BMW, Daimler, JLR, Honda and Hyundai have installed it in their cars. Infotainment manufacturers like Pioneer & Alpine too have shown interest in ‘CarPlay’ from Apple.

Bus Powered by Human Waste

In November 2014, the world witnessed the first ever bus to run on human waste on the roads of Britain. According to researchers, the bus can provide a sustainable way of fueling public transport — cutting exhaust emissions in polluted cities. The Bio-Bus, which runs on gas generated through the treatment of sewage and food waste, helps to improve urban air quality as it produces fewer emissions than traditional diesel engines. The bus can travel up to 300 km on a full tank of gas.

Hovering Car

Toyota is developing a future airborne car. A media report quoted Hiroyoshi Yoshiki, managing officer at Toyota Motor Corporation, as saying the company has been toying with the idea of flying cars. The concept car being developed at one of Toyota's high tech R&D centers won't be actually flying around, but instead would be floating slightly above the road to reduce friction, a bit like a hovercraft. This is a case-study and the prototype

• f the Toyota hovering car may not make it to your local showroom in the near future.

However, if you wish to see a fully functioning hovering bike, or a drone motorbike, you may already do that in Dubai, UAE.

8

Comprehension questions

1. List and describe key breakthroughs in the automotive industry in the past 3 years. 2. How has innovation in advanced technology helped drive the innovation in the automotive industry? 3. What do you envision as the next great breakthrough in this industry? Does advanced technology relate to it?

Special Task

1. Do you think it is important for the cars and transportation

• f the future to be eco-friendly? Why or why not?

2. How do you see the future of urban life? What’s a possible improvement?

• 3. State some of the key factors necessary for innovation

to take place in your industry. Discuss them.

Post-Task Review

What was today’s lesson goal? What were your takeaways from the lesson? Prepare 1-2 learning points to share. Email us your tasks and review assignment to eng@xyz.com

9

Photo credits: economictimes.indiatimes.com; http://www.architects.org/bsaspace/exhibitions/rights-way-mobility-and-city ; motofire.com;wessex.water.com; leadnovation.com; hdimagelib.com; motor.authority.com & Bing Images

Glossary: key words and meaning

• 1. the “ivory tower”

実用ではない・哲学的なアプローチ

• 2. occupy a unique market niche

特別な市場のニッチを占める

• 3. increasing its existing equity positions

既存の株主持分を増やす

• 4. acquiring minority equity stakes

少数株主持分を取得する

• 5. eliminate traffic casualties

交通事故を減らす・排除する

• 6. address extremely complex challenges

非常に複雑な課題を解決する

• 7. provide elevated judgement

正確な判断を提供する

• 8. overcome blind spots

起きる死角をなくす

• 9. collision mitigation braking system

衝突被害軽減ブレーキ

• 10. reduce the severity of a crash

衝突の重症度を軽減

• 11. automating manual transmission

マニュアルトランスミッションの自動化

• 12. engaging and disengaging the clutch

クラッチの係合および解放

• 13. a telematics software

コネクテッドカ―向けソフト

• 14. (in-vehicle) infotainment

オーディオや動画などの情報

• 15. airborne car

空中車・飛ぶ車

• 16. toying with the idea of flying cars

飛ぶ車を作ってみたい

• 17. to reduce friction

摩擦を減らすために

• 18. hovering bike

飛ぶバイク・空中停止するバイク

Homework (optional)

Describe the next breakthrough in the automotive industry in the coming 5 years & 15 years. Using 9 new words/phrases from the lesson, write 4 paragraphs. Email it to us at eng@xyz.com

10

Review of this e-learning module: Module title

Innovation in the Automotive Industry

Module topics

1. Describing the auto industry and the evolution of the automobile 2. Learning vocabulary related to ‘Innovation in the Auto Industry’ 3. Describing the future of the automobile and the auto industry

Module goal

The goal of this module was to discuss the up-to-now and the future of innovation in their industry. Read the following questions and think of answers to them:

• 1. In what ways have cars developed since your family (father, grandfather, etc.) can recall?
• 2. What new developments can be seen in the auto industry (local & overseas) at the moment?
• 3. Will advances in technology propel innovation in the auto industry in the future?

11