Lear Drives Mass Customization and Relentless Advancement
6 March 2000
Common Architecture, Uncommon Results: Lear Corporation Drives Mass Customization and Relentless Advancement in Automotive Innovation LEAR CORPORATION - COMMON ARCHITECTURE Common Architecture throughout is designed to accommodate any number of unique interiors. It undergoes rigorous safety testing; customers receive fully validated modules ready for assembly. (PRNewsFoto)[KC] DETROIT, MI USA 03/06/2000 LEAR CORPORATION - COMMON ARCHITECTURE Generation Y spins "Common" into unique, using Lear Corporation's Common Architecture.(PRNewsFoto)[KC] DETROIT, MI USA 03/06/2000 LEAR CORPORATION - COMMON ARCHITECTURE Boomers turn "Common" into luxurious, using Lear Corporation's Common Architecture. (PRNewsFoto) [KC] DETROIT, MI USA 03/06/2000
DETROIT, March 6 Lear Corporation today
introduced its Common Architecture Strategy that makes mass customization of
vehicle interiors feasible. The end result could provide the consumer with
unprecedented freedom to literally "create" his or her own unique vehicle
interior!
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Lear's Common Architecture Strategy is based on a standardized common
structure that supports the use of interchangeable, modular components built
off of the same substructures. It provides the flexibility to enable
cost-effective production of multiple interior variations. It also reduces
both cost and lead-time for the vehicle manufacturer while continuing to
instill a sense of brand.
Consumers could have the opportunity to order vehicles with individualized
interiors that reflect their own personal taste and lifestyle. This ability
to customize could take place not only when the consumer initially orders a
vehicle but also throughout the ownership experience. Upgrading or adding new
features as the owner's needs, lifestyle and earnings evolve -- and as
technology advancements are introduced -- would enhance owner satisfaction,
build brand loyalty and sustain vehicle longevity.
Lear's innovative Common Architecture Strategy was unveiled at the
company's massive display at the Society of Automotive Engineers (SAE) 2000
World Congress and Exposition. By reconfiguring a complete vehicle interior
for two vastly differing market segments using a common structure, Lear was
able to demonstrate the amazing simplicity of this product differentiation
process.
"Lear's interchangeable modules can be 'mixed and matched' because all are
totally compatible with one another," said Lear Technology Division President
Jim Masters. "For automakers, this is great news because we've minimized
complexity by making it possible to use common structural parts across
multiple models."
Global production across multiple classes and brands is possible with
Lear's Common Architecture Strategy, while still reinforcing the
manufacturer's identity in the marketplace. Common architecture throughout is
designed to accommodate any number of unique interiors and undergoes rigorous
safety testing so that the modules arrive at the vehicle assembly pre-tested
and ready to install.
"Lear's modular components contain all electronic connections, switches
and electrical distribution systems, so when they are married in whatever
configuration is selected, they are instantly operational because the
electronics that run them are built right in and validated by Lear -- before
they reach the final assembly line."
Lear's demonstration of its Common Architecture Strategy at SAE produced a
complete vehicle interior for two completely different market segments using
one common architecture -- an "edgy" custom Generation Y creation that is
colorful, fast, fun and "uniquely me" and a custom "New Lux" luxury version
for the upscale consumer who craves a customized environment of comfort, style
and sensibility. While both are interested in technology, Gen Y views
technology -- especially Internet connectivity -- as a given.
It is the Gen Y's tremendous market potential (some 80 million strong) and
its search for products unique to their generation that form the driving force
for mass customization in the auto industry.
Lear's Common Architecture is a base structure for the five interior
systems -- instrument panel and console system, seat system, door and interior
trim system, overhead system, and flooring and acoustic system -- linked by
Lear's "neural network" of electronic and electrical distribution systems. As
the only Tier One supplier capable of fully integrating this sophisticated
network of wiring, switches and electronic control modules indispensable to a
vehicle's operation, Lear can unite electrical distribution technologies and
electronic components into interiors thus enabling mass customization.
"Boundaries are eliminated when modular systems are created incorporating
complete electrical distribution and electronic interior capabilities,"
Masters said. "The result is reduced costs, enhanced product reliability,
increased versatility and value, and greater consumer satisfaction.
"For example, Lear innovations in the integration of flat flexible cables
and electronic technologies have allowed us to create a hidden storage space
behind the radio and temperature control systems on the instrument panel's
center console," Masters said.
The Common Architecture for the instrument panel system is the lower
platform and structural cross-car ducts, common electrical architecture,
steering column support bracket, pedals and heater/air conditioning unit case.
Reconfigurable items include the "topper" (top portion of the instrument
panel), gauges, displays, console features, steering wheels, and the controls
for the headlamps, sound system, and heating, ventilation and air conditioning
(HVAC) system.
The seating system's Common Architecture displayed at SAE consists of a
standardized frame, Modular Adjuster Family seat track system, ProTec(TM)
Self-Aligning Head Restraint (SAHR) and one-step, folding rear seats. The
seats' bolsters (seat cushion side supports), body cloth, belt systems, power
controls and add-on features like four-way power lumbar support are among
those items open to consumer choice.
The overhead system is based on a modular console design and twist-lock
visor attachment. Its distinctive options include Lear's revolutionary
OASys(TM) Overhead Audio System that converts the entire headliner into a
speaker using flat-profile sound drivers mounted overhead to replace bulky
cone speakers, as well as flexible front console features, rear seat
entertainment, Rear Vision Camera and removable combination dome lamp/first
aid kit.
A common mini-cassette module provides the Common Architecture for the
door and interior trim panels. Consumer selections could include a covered
map pocket, flush-mounted storage bins, removable trash bins and CD storage
pocket, as well as armrest, door and window controls, and various trim
options.
Common Architecture for flooring and cargo areas include integrated HVAC
ducts and standardized cargo retention fixtures. Among the feature choices
would be a sports rack (for bikes, snowboard and skis), flexible storage
platforms that attach to anchors in the load floor or seats, extendable
grocery bag hooks and various flooring materials.
The pace and extent of the auto industry's move into mass customization is
anyone's guess. Lear stands ready with its Common Architecture Strategy to
assist the automakers that make up its worldwide customer base whenever the
time is right for them.
Lear Corporation, a Fortune 200 company headquartered in Southfield,
Michigan, (USA), is one of the world's automotive largest suppliers, with 1999
sales of $12.4 billion. The company's world-class products are designed,
engineered and manufactured by more than 120,000 employees in over 300
facilities located in 33 countries. Information about Lear and its products
is available on the Internet at http://www.lear.com .