Digital Design Is a Game-Changer for Auto OEMs

Automakers are adding greater digital capabilities to their design and engineering activities to promote collaboration among staff and suppliers, input consumer feedback, shorten product development cycles, and meet evolving end-use needs.

"There is a big transformation underway in the automotive sector," said Olivier Sappin, vice president of transportation and mobility industry for Dassault Systemes, in an interview at the company's 3DExperience Forum in Boston last week. Digital design capability is a priority for automakers that want the "right processes, organization, and tools to address complex system designs," he added.

Auto OEMs -- both legacy companies and newcomers like Tesla -- are increasingly working from blank sheets when it comes to developing advanced vehicle systems for a changing market.

The changes he cited included growing demand for vehicle customization and mobility services, in which urban residents rely on vehicle-sharing programs instead of buying personal cars. But the biggest challenge of all, arguably, is development of autonomous cars that pick up and drop off people.

These and other emerging influences will affect the way cars are designed and built. With greater use of digital design, manufacturing, and business systems that link collaborative data and social media, OEMs can eliminate development silos, make faster design changes, simulate vehicle operation before cutting any metal, and create efficient manufacturing, according to Sappin.

He noted that OEMs still need time to develop cars from scratch. But they can "dramatically reduce" the man-hours and expense by automating the development work. And this doesn't have to affect the workforce: "The same number of engineers can be used to develop more new models," he said.

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While there is some pushback to greater use of digital tools, Sappin said automakers understand their need to adapt their product development procedures to the changing times.

"They have to rethink engineering, eliminate silos, develop closer partnerships with suppliers, and integrate high-tech electronics," he remarked. The last is especially important for such services as remote diagnostics and the in-car experience drivers and passengers derive from entertainment, communication, and even custom lighting systems.

Dassault is adding capabilities to its software that facilitate these and other changes. Earlier this year the company acquired Modelon, a German firm that specializes in model-based systems and control design. Dassault also works closely with Akka Technologies, a global French high-tech engineering services company whose markets include automotive.

Sappin said Dassault works with various automakers to digitalize their operations. Toyota, for example, uses the company's software to automate a lot of engineering work. Jaguar Land Rover cites development time reductions of 40% with the software. Tesla applies the software to electric car design and manufacturing plant layout. BMW made extensive use of Dassault's simulation software in the development and operational evaluation of the i3 electric car and i8 plug-in hybrid vehicle.

Sappin predicts ongoing changes in automotive engineering and use in the next 10 years. Digital technology, he believes, will give OEMs the ability to capitalize on new opportunities and meet changing market demands.

Pat Toensmeier has more than 30 years of experience writing for business-to-business publications. His main areas of coverage have been defense, design, manufacturing, technology and chemicals, especially plastics and composites. He has reported extensively on developments in these areas from the U.S. and Europe, and covered industry events as well in Brazil and Asia. Toensmeier has held various positions at major publishers such as the McGraw-Hill Companies and Hearst Corporation. A graduate of the University of Missouri, he is a contributing editor for several print and online publications. Toensmeier is based in suburban New Haven, Conn.

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