thank you very much for that nice introduction and very warm welcome here
introduction and very warm welcome here
introduction and very warm welcome here to often and we invested in our best
to often and we invested in our best
to often and we invested in our best weather and well I just came back
weather and well I just came back
weather and well I just came back yesterday morning from Boston from and
yesterday morning from Boston from and
yesterday morning from Boston from and yearly annual show of a leading software
yearly annual show of a leading software
yearly annual show of a leading software American software company and you
American software company and you
American software company and you believe it or not it happened on a stage
believe it or not it happened on a stage
believe it or not it happened on a stage that was the original later stage of
that was the original later stage of
that was the original later stage of lady gaga and well I was feeling a bit
lady gaga and well I was feeling a bit
lady gaga and well I was feeling a bit uncomfortable and I said to all these
uncomfortable and I said to all these
uncomfortable and I said to all these because I was very impressed this is
because I was very impressed this is
because I was very impressed this is pure American we couldn’t do that in
pure American we couldn’t do that in
pure American we couldn’t do that in Germany but if I look here I think it’s
Germany but if I look here I think it’s
Germany but if I look here I think it’s coming close to that so warm welcome and
coming close to that so warm welcome and
coming close to that so warm welcome and my topic is new paradigms of product
my topic is new paradigms of product
my topic is new paradigms of product development on the example of electrical
development on the example of electrical
development on the example of electrical vehicles that we are trying to push a
vehicles that we are trying to push a
vehicles that we are trying to push a bit forward push a bit forward push it
bit forward push a bit forward push it
bit forward push a bit forward push it push a bit forward and well it is very
push a bit forward and well it is very
push a bit forward and well it is very interesting how our innovation process
interesting how our innovation process
interesting how our innovation process can or could or will happen in the
can or could or will happen in the
can or could or will happen in the future the only thing we as German
future the only thing we as German
future the only thing we as German traditional engineers know already is it
traditional engineers know already is it
traditional engineers know already is it will be different and because it is
will be different and because it is
will be different and because it is difficult to do market surveys to
difficult to do market surveys to
difficult to do market surveys to understand what customers really want we
understand what customers really want we
understand what customers really want we have a lot of volatility it is well the
have a lot of volatility it is well the
have a lot of volatility it is well the opposite of play Noble is is is
opposite of play Noble is is is
opposite of play Noble is is is uncertainties very difficult to build
uncertainties very difficult to build
uncertainties very difficult to build our plans and on their circumstances of
our plans and on their circumstances of
our plans and on their circumstances of uncertainty it is all so much
uncertainty it is all so much
uncertainty it is all so much interdependent that it’s complex over
interdependent that it’s complex over
interdependent that it’s complex over complex we even say in German and
complex we even say in German and
complex we even say in German and ambiguity is well it is a hard hard to
ambiguity is well it is a hard hard to
ambiguity is well it is a hard hard to tell and for engineers that’s perhaps
tell and for engineers that’s perhaps
tell and for engineers that’s perhaps the worst and I would start with with
the worst and I would start with with
the worst and I would start with with one important part and electrical
one important part and electrical
one important part and electrical vehicles
vehicles
vehicles are a good example I mean we see lots of
are a good example I mean we see lots of
are a good example I mean we see lots of movement a lot of international or
movement a lot of international or
movement a lot of international or worldwide interest on that for very easy
worldwide interest on that for very easy
worldwide interest on that for very easy to understand reasons in Germany for
to understand reasons in Germany for
to understand reasons in Germany for instance I think we have right now about
instance I think we have right now about
instance I think we have right now about 30 electrical cars pure electrical cars
30 electrical cars pure electrical cars
30 electrical cars pure electrical cars that you can buy but if we put that
that you can buy but if we put that
that you can buy but if we put that roughly in comparison to what number of
roughly in comparison to what number of
roughly in comparison to what number of cars are sold nobody buys it so the
cars are sold nobody buys it so the
cars are sold nobody buys it so the question is actually in one of my last
question is actually in one of my last
question is actually in one of my last lectures in that semester somebody of
lectures in that semester somebody of
lectures in that semester somebody of the students said to me I know now why
the students said to me I know now why
the students said to me I know now why these car guys especially in Germany
these car guys especially in Germany
these car guys especially in Germany they love so much the combustion engine
they love so much the combustion engine
they love so much the combustion engine they just had to develop these cars but
they just had to develop these cars but
they just had to develop these cars but they don’t want to sell them so perhaps
they don’t want to sell them so perhaps
they don’t want to sell them so perhaps well I doubt that but the question is
well I doubt that but the question is
well I doubt that but the question is how to figure out what customers really
how to figure out what customers really
how to figure out what customers really want or so what’s at the other side of
want or so what’s at the other side of
want or so what’s at the other side of that bridge and if so and I believe we
that bridge and if so and I believe we
that bridge and if so and I believe we could do better in recognizing what
could do better in recognizing what
could do better in recognizing what customer needs with facts with big data
customer needs with facts with big data
customer needs with facts with big data with a lot of new approaches however
with a lot of new approaches however
with a lot of new approaches however this wouldn’t push the fork completely
this wouldn’t push the fork completely
this wouldn’t push the fork completely away on that bridge so even if we would
away on that bridge so even if we would
away on that bridge so even if we would do better in the beginning with the
do better in the beginning with the
do better in the beginning with the orientation where to where to shoot with
orientation where to where to shoot with
orientation where to where to shoot with our ideas what what markets we’d like to
our ideas what what markets we’d like to
our ideas what what markets we’d like to address there will be a big remaining
address there will be a big remaining
address there will be a big remaining part of not being secured and that needs
part of not being secured and that needs
part of not being secured and that needs agility agility in product development
agility agility in product development
agility agility in product development in terms of well we have to start I
in terms of well we have to start I
in terms of well we have to start I think a big big issue is in all the good
think a big big issue is in all the good
think a big big issue is in all the good ideas if you have a good basic idea get
ideas if you have a good basic idea get
ideas if you have a good basic idea get started and don’t waste too much time in
started and don’t waste too much time in
started and don’t waste too much time in too much of inquiries and surveys and so
too much of inquiries and surveys and so
too much of inquiries and surveys and so so forth but if you do so you have to be
so forth but if you do so you have to be
so forth but if you do so you have to be capable to adjust and that is very
capable to adjust and that is very
capable to adjust and that is very difficult with our traditional very
difficult with our traditional very
difficult with our traditional very domain and department and silo oriented
domain and department and silo oriented
domain and department and silo oriented organizations in companies and and we
organizations in companies and and we
organizations in companies and and we tried to figure out why are we as as
tried to figure out why are we as as
tried to figure out why are we as as human beings in our social groups and
human beings in our social groups and
human beings in our social groups and companies so hesitating and we found out
companies so hesitating and we found out
companies so hesitating and we found out five
five
five Caressa characteristics in our natural
Caressa characteristics in our natural
Caressa characteristics in our natural behavior what we normally do and one is
behavior what we normally do and one is
behavior what we normally do and one is we associate progress with tiny tiny
we associate progress with tiny tiny
we associate progress with tiny tiny step-by-step advancement on what we know
step-by-step advancement on what we know
step-by-step advancement on what we know on existing concepts and that leads
on existing concepts and that leads
on existing concepts and that leads automatically to incremental innovations
automatically to incremental innovations
automatically to incremental innovations and especially German engineers are very
and especially German engineers are very
and especially German engineers are very proud to work so solidly in in being
proud to work so solidly in in being
proud to work so solidly in in being secure in deep dives in in deep surveys
secure in deep dives in in deep surveys
secure in deep dives in in deep surveys to improve something at least in a tiny
to improve something at least in a tiny
to improve something at least in a tiny step but in a known environment in a
step but in a known environment in a
step but in a known environment in a known concept environment and so forth
known concept environment and so forth
known concept environment and so forth first problem second we have something
first problem second we have something
first problem second we have something like completeness paranoia I know that
like completeness paranoia I know that
like completeness paranoia I know that in the US especially Germans are blamed
in the US especially Germans are blamed
in the US especially Germans are blamed to have that paranoia because we came
to have that paranoia because we came
to have that paranoia because we came over some 25 years with s AP and s AP
over some 25 years with s AP and s AP
over some 25 years with s AP and s AP was one of the the leading business
was one of the the leading business
was one of the the leading business software vendors in the world and
software vendors in the world and
software vendors in the world and especially in America a lot of people
especially in America a lot of people
especially in America a lot of people said it is so annoying to get all data
said it is so annoying to get all data
said it is so annoying to get all data structured and complete because of it
structured and complete because of it
structured and complete because of it before you can start that that software
before you can start that that software
before you can start that that software that’s German completeness paranoia you
that’s German completeness paranoia you
that’s German completeness paranoia you don’t need it but they want it so and I
don’t need it but they want it so and I
don’t need it but they want it so and I think something is true on that to be
think something is true on that to be
think something is true on that to be honest and sometimes it’s helped it
honest and sometimes it’s helped it
honest and sometimes it’s helped it helps but nowadays it hinders also third
helps but nowadays it hinders also third
helps but nowadays it hinders also third we have that behavior without thinking
we have that behavior without thinking
we have that behavior without thinking it’s it’s just more a habit that we
it’s it’s just more a habit that we
it’s it’s just more a habit that we think in known patterns very normal very
think in known patterns very normal very
think in known patterns very normal very human so to say so that means I stick to
human so to say so that means I stick to
human so to say so that means I stick to my
my
my the plane for instance as a mechanical
the plane for instance as a mechanical
the plane for instance as a mechanical engineer I typically have some doubts to
engineer I typically have some doubts to
engineer I typically have some doubts to really step into electrical engineering
really step into electrical engineering
really step into electrical engineering or one step further or in in data
or one step further or in in data
or one step further or in in data science data analytics in sophisticated
science data analytics in sophisticated
science data analytics in sophisticated MS for instance and so that means it is
MS for instance and so that means it is
MS for instance and so that means it is very difficult to think over-the-counter
very difficult to think over-the-counter
very difficult to think over-the-counter if myself if I have doubts if I hesitate
if myself if I have doubts if I hesitate
if myself if I have doubts if I hesitate to to really allow myself to think in
to to really allow myself to think in
to to really allow myself to think in the neighbor departments or domains the
the neighbor departments or domains the
the neighbor departments or domains the the fourth thing is the capability just
the fourth thing is the capability just
the fourth thing is the capability just to think in short term adoptions we we
to think in short term adoptions we we
to think in short term adoptions we we if we if we have a great idea and there
if we if we have a great idea and there
if we if we have a great idea and there are lots of great ideas around not only
are lots of great ideas around not only
are lots of great ideas around not only was young people not only with startups
was young people not only with startups
was young people not only with startups there are great ideas around in all
there are great ideas around in all
there are great ideas around in all these companies but they they very soon
these companies but they they very soon
these companies but they they very soon very early people stop thinking that way
very early people stop thinking that way
very early people stop thinking that way if these ideas would lead them beyond
if these ideas would lead them beyond
if these ideas would lead them beyond that what the the social system in which
that what the the social system in which
that what the the social system in which they are working would not be used to do
they are working would not be used to do
they are working would not be used to do that and so and all that divided
that and so and all that divided
that and so and all that divided responsibilities this decentralized
responsibilities this decentralized
responsibilities this decentralized system brings just short-term little
system brings just short-term little
system brings just short-term little incremental the above point as as as the
incremental the above point as as as the
incremental the above point as as as the potential step or step lengths in
potential step or step lengths in
potential step or step lengths in innovation we normally achieve yeah and
innovation we normally achieve yeah and
innovation we normally achieve yeah and and the last is we find beautiful we
and the last is we find beautiful we
and the last is we find beautiful we like those things we are knowing the
like those things we are knowing the
like those things we are knowing the best so standards are very important for
best so standards are very important for
best so standards are very important for us especially in Germany we like
us especially in Germany we like
us especially in Germany we like technical standards we when we start to
technical standards we when we start to
technical standards we when we start to invent something we first look in a
invent something we first look in a
invent something we first look in a standard book or we know these centers
standard book or we know these centers
standard book or we know these centers so there is a resistance to step out of
so there is a resistance to step out of
so there is a resistance to step out of that frame that is already given in
that frame that is already given in
that frame that is already given in standards look on autonomous driving we
standards look on autonomous driving we
standards look on autonomous driving we are very much hesitating to
are very much hesitating to
are very much hesitating to at least design rules above the level 3
at least design rules above the level 3
at least design rules above the level 3 assistant highly assisted driving and
assistant highly assisted driving and
assistant highly assisted driving and and really automatic driving starts on
and really automatic driving starts on
and really automatic driving starts on level 4 and especially on level 5 and no
level 4 and especially on level 5 and no
level 4 and especially on level 5 and no safety driver is involved anymore more
safety driver is involved anymore more
safety driver is involved anymore more so I would like to step in a few of
so I would like to step in a few of
so I would like to step in a few of these items and how we tried in our
these items and how we tried in our
these items and how we tried in our little arm valley to well step out of
little arm valley to well step out of
little arm valley to well step out of these borders and one was to overcome
these borders and one was to overcome
these borders and one was to overcome that incremental innovation thing and
that incremental innovation thing and
that incremental innovation thing and you know if you talk now about the new
you know if you talk now about the new
you know if you talk now about the new mobility of course a lot of people say
mobility of course a lot of people say
mobility of course a lot of people say of course that is purely electrical and
of course that is purely electrical and
of course that is purely electrical and it has to well really replace the known
it has to well really replace the known
it has to well really replace the known car with the the combustion car with all
car with the the combustion car with all
car with the the combustion car with all its features that that combustion cars
its features that that combustion cars
its features that that combustion cars normally have well we had that situation
normally have well we had that situation
normally have well we had that situation before you remember Henry Ford those
before you remember Henry Ford those
before you remember Henry Ford those days he claimed that he said in 1908 he
days he claimed that he said in 1908 he
days he claimed that he said in 1908 he said if I would have asked the market he
said if I would have asked the market he
said if I would have asked the market he would have the market would have
would have the market would have
would have the market would have answered faster horses you know we are
answered faster horses you know we are
answered faster horses you know we are about to do the same the whole auto
about to do the same the whole auto
about to do the same the whole auto industry well at least in Europe missed
industry well at least in Europe missed
industry well at least in Europe missed the first shot of starting into real EVs
the first shot of starting into real EVs
the first shot of starting into real EVs then they realized the second one that
then they realized the second one that
then they realized the second one that was a Tesla approach and they were
was a Tesla approach and they were
was a Tesla approach and they were surprised it took quite some years and
surprised it took quite some years and
surprised it took quite some years and then they invented first departments
then they invented first departments
then they invented first departments Tesla fighting departments in more or
Tesla fighting departments in more or
Tesla fighting departments in more or less all of these om companies that’s
less all of these om companies that’s
less all of these om companies that’s probably not the worst idea but a late
probably not the worst idea but a late
probably not the worst idea but a late idea it the name even tells you that
idea it the name even tells you that
idea it the name even tells you that it’s a late idea and now they’re in the
it’s a late idea and now they’re in the
it’s a late idea and now they’re in the third wave and they think they
third wave and they think they
third wave and they think they understood what you what we really want
understood what you what we really want
understood what you what we really want and they asked us and we said faster
and they asked us and we said faster
and they asked us and we said faster horses I know more range I think it’s
horses I know more range I think it’s
horses I know more range I think it’s the same
the same
the same so we invest now in big batteries and
so we invest now in big batteries and
so we invest now in big batteries and charging stations everywhere and and
charging stations everywhere and and
charging stations everywhere and and high-speed charging and so forth if you
high-speed charging and so forth if you
high-speed charging and so forth if you are on that bridge looking in that fog
are on that bridge looking in that fog
are on that bridge looking in that fog there are other ways to find out for
there are other ways to find out for
there are other ways to find out for instance if you realize what you really
instance if you realize what you really
instance if you realize what you really really can achieve with with electrical
really can achieve with with electrical
really can achieve with with electrical power trains that of course is a mission
power trains that of course is a mission
power trains that of course is a mission free at the place where it’s used not
free at the place where it’s used not
free at the place where it’s used not where the energy is is gained or
where the energy is is gained or
where the energy is is gained or transformed and so why don’t you just
transformed and so why don’t you just
transformed and so why don’t you just stand with several people counting
stand with several people counting
stand with several people counting downtown cities where this emission is
downtown cities where this emission is
downtown cities where this emission is quite high like in our we are one of the
quite high like in our we are one of the
quite high like in our we are one of the 22 cities in in Germany that are blamed
22 cities in in Germany that are blamed
22 cities in in Germany that are blamed from the EU commission that they are
from the EU commission that they are
from the EU commission that they are above the levels of emission so we will
above the levels of emission so we will
above the levels of emission so we will get some some whatever measures to take
get some some whatever measures to take
get some some whatever measures to take against that and the best the only
against that and the best the only
against that and the best the only measure I can imagine of is stopping
measure I can imagine of is stopping
measure I can imagine of is stopping some of the traffic in the cities so
some of the traffic in the cities so
some of the traffic in the cities so that’s perhaps not the nicest idea
that’s perhaps not the nicest idea
that’s perhaps not the nicest idea because people even want to live more in
because people even want to live more in
because people even want to live more in cities than less so what we did we just
cities than less so what we did we just
cities than less so what we did we just stood in in the city in the city of our
stood in in the city in the city of our
stood in in the city in the city of our and looked in the faces that good ad
and looked in the faces that good ad
and looked in the faces that good ad with as we could of those people driving
with as we could of those people driving
with as we could of those people driving in the city and it came out that there
in the city and it came out that there
in the city and it came out that there are some 15 customer types and then we
are some 15 customer types and then we
are some 15 customer types and then we said on that custom idea did a customer
said on that custom idea did a customer
said on that custom idea did a customer journey and looked what this customers
journey and looked what this customers
journey and looked what this customers potential customers do on a normal day
potential customers do on a normal day
potential customers do on a normal day and that is the well in Germany we call
and that is the well in Germany we call
and that is the well in Germany we call it mama taxi or family taxi this is you
it mama taxi or family taxi this is you
it mama taxi or family taxi this is you know getting up bringing kids to school
know getting up bringing kids to school
know getting up bringing kids to school arriving at school going in and offers
arriving at school going in and offers
arriving at school going in and offers in this case a part-time job of the the
in this case a part-time job of the the
in this case a part-time job of the the mother arriving in an meeting going in a
mother arriving in an meeting going in a
mother arriving in an meeting going in a grocery store waiting at school to pick
grocery store waiting at school to pick
grocery store waiting at school to pick the kids up and having further transfer
the kids up and having further transfer
the kids up and having further transfer kids to sport and so forth and so forth
kids to sport and so forth and so forth
kids to sport and so forth and so forth no rental car no car sharing can solve
no rental car no car sharing can solve
no rental car no car sharing can solve that
that
that you don’t need a normal car with normal
you don’t need a normal car with normal
you don’t need a normal car with normal range because it is an average we
range because it is an average we
range because it is an average we counted seven to eight drives per day in
counted seven to eight drives per day in
counted seven to eight drives per day in total 65 kilometers or in this day even
total 65 kilometers or in this day even
total 65 kilometers or in this day even less 35 so six lounges 35 kilometers per
less 35 so six lounges 35 kilometers per
less 35 so six lounges 35 kilometers per day waiting time for one hundred and
day waiting time for one hundred and
day waiting time for one hundred and thirty minutes so charging possibility
thirty minutes so charging possibility
thirty minutes so charging possibility either at home or at the working place
either at home or at the working place
either at home or at the working place where you are and then we did the same
where you are and then we did the same
where you are and then we did the same with all the other user descriptions and
with all the other user descriptions and
with all the other user descriptions and we found out it is important for drivers
we found out it is important for drivers
we found out it is important for drivers even those who are not interested in
even those who are not interested in
even those who are not interested in cars how the car look like it’s like
cars how the car look like it’s like
cars how the car look like it’s like like your address you care how you look
like your address you care how you look
like your address you care how you look and if you’re sitting in a car your
and if you’re sitting in a car your
and if you’re sitting in a car your dress is the car so most people are
dress is the car so most people are
dress is the car so most people are interested even those who have no idea
interested even those who have no idea
interested even those who have no idea about or no no passion with cars and and
about or no no passion with cars and and
about or no no passion with cars and and a lot of people don’t want to change
a lot of people don’t want to change
a lot of people don’t want to change cars because how to use them I just
cars because how to use them I just
cars because how to use them I just talked to somebody who drove first-time
talked to somebody who drove first-time
talked to somebody who drove first-time rental Mercedes and you saw what big
rental Mercedes and you saw what big
rental Mercedes and you saw what big block is that behind the steering wheel
block is that behind the steering wheel
block is that behind the steering wheel blue and then it writes to use a blinker
blue and then it writes to use a blinker
blue and then it writes to use a blinker you know with the temple mat and well so
you know with the temple mat and well so
you know with the temple mat and well so user habits are very important privacy
user habits are very important privacy
user habits are very important privacy is important availability is important
is important availability is important
is important availability is important and that gives a complete new story to a
and that gives a complete new story to a
and that gives a complete new story to a car and so we said a small car but it
car and so we said a small car but it
car and so we said a small car but it must be capable to carry stuff it must
must be capable to carry stuff it must
must be capable to carry stuff it must be a four-seater it could be small and
be a four-seater it could be small and
be a four-seater it could be small and it would be affordable so anybody could
it would be affordable so anybody could
it would be affordable so anybody could afford that if we do that completely
afford that if we do that completely
afford that if we do that completely different than an existing car so not
different than an existing car so not
different than an existing car so not and to early assumption to take just the
and to early assumption to take just the
and to early assumption to take just the same things like anybody takes and the
same things like anybody takes and the
same things like anybody takes and the first idea was is it possible to make
first idea was is it possible to make
first idea was is it possible to make such a small car with a non carrying
such a small car with a non carrying
such a small car with a non carrying exterior that’s just plastic term
exterior that’s just plastic term
exterior that’s just plastic term thermoform plastic is it possible to
thermoform plastic is it possible to
thermoform plastic is it possible to make that safe and so we build it with a
make that safe and so we build it with a
make that safe and so we build it with a specs list of 20% of the whole car only
specs list of 20% of the whole car only
specs list of 20% of the whole car only we builded these rolling chassis and and
we builded these rolling chassis and and
we builded these rolling chassis and and assumed what is the safety what is the
assumed what is the safety what is the
assumed what is the safety what is the Tresh safety what is the driving
Tresh safety what is the driving
Tresh safety what is the driving behavior next single test next crumb
behavior next single test next crumb
behavior next single test next crumb loop next iterative loop was to figure
loop next iterative loop was to figure
loop next iterative loop was to figure out whether it is possible to have a
out whether it is possible to have a
out whether it is possible to have a nice driving feeling a speedy feeling
nice driving feeling a speedy feeling
nice driving feeling a speedy feeling good acceleration with a very small
good acceleration with a very small
good acceleration with a very small electrical car using again some
electrical car using again some
electrical car using again some technology benefit of electrical engines
technology benefit of electrical engines
technology benefit of electrical engines that’s the boost function and since we
that’s the boost function and since we
that’s the boost function and since we got an arrangement with Bosch and God
got an arrangement with Bosch and God
got an arrangement with Bosch and God start your engines from big cars two of
start your engines from big cars two of
start your engines from big cars two of them as our our powertrain and that you
them as our our powertrain and that you
them as our our powertrain and that you know my specs my most important specs
know my specs my most important specs
know my specs my most important specs that I gave worse if it starts at the
that I gave worse if it starts at the
that I gave worse if it starts at the traffic light you know that’s very
traffic light you know that’s very
traffic light you know that’s very important it has to make black lines you
important it has to make black lines you
important it has to make black lines you know so you have to push the boost
know so you have to push the boost
know so you have to push the boost function and so this car is faster in
function and so this car is faster in
function and so this car is faster in acceleration at the traffic light than
acceleration at the traffic light than
acceleration at the traffic light than my portion I see you don’t believe that
my portion I see you don’t believe that
my portion I see you don’t believe that well we actually it m well the next
well we actually it m well the next
well we actually it m well the next traffic light should be close and now
traffic light should be close and now
traffic light should be close and now and now we figured out how how close
and now we figured out how how close
and now we figured out how how close it’s three meters so however it’s really
it’s three meters so however it’s really
it’s three meters so however it’s really fun to start with that and so we had in
fun to start with that and so we had in
fun to start with that and so we had in in total we developed that car from that
in total we developed that car from that
in total we developed that car from that first idea five times five times the
first idea five times five times the
first idea five times five times the different car we knew that we have
different car we knew that we have
different car we knew that we have iterations so we were not pushed we
iterations so we were not pushed we
iterations so we were not pushed we really wanted to learn with each
really wanted to learn with each
really wanted to learn with each iteration and so a couple of weeks ago
iteration and so a couple of weeks ago
iteration and so a couple of weeks ago we introduced that car that’s now the
we introduced that car that’s now the
we introduced that car that’s now the final comp we did this like the other
final comp we did this like the other
final comp we did this like the other car makers as well we did the biggest
car makers as well we did the biggest
car makers as well we did the biggest possible ties on but you can order it
possible ties on but you can order it
possible ties on but you can order it with smaller ties if you wish
with smaller ties if you wish
with smaller ties if you wish I wouldn’t recommend because of yet
I wouldn’t recommend because of yet
I wouldn’t recommend because of yet black lines you know so that is the
black lines you know so that is the
black lines you know so that is the complete different of starting with a
complete different of starting with a
complete different of starting with a full specs list for a car
full specs list for a car
full specs list for a car we started with 20% or so we had a
we started with 20% or so we had a
we started with 20% or so we had a Waterloo in the middle of that
Waterloo in the middle of that
Waterloo in the middle of that development we wanted to develop that as
development we wanted to develop that as
development we wanted to develop that as a very small kind a different category
a very small kind a different category
a very small kind a different category than normal cars that was a micro car
than normal cars that was a micro car
than normal cars that was a micro car cattery that we category that was just a
cattery that we category that was just a
cattery that we category that was just a bit altered in it in its rules in
bit altered in it in its rules in
bit altered in it in its rules in Europe it was it is called el 7e
Europe it was it is called el 7e
Europe it was it is called el 7e category and the normal house I our m1
category and the normal house I our m1
category and the normal house I our m1 category and we this gallery is is less
category and we this gallery is is less
category and we this gallery is is less stress II with homologation which all
stress II with homologation which all
stress II with homologation which all day does the rules you have to obey so
day does the rules you have to obey so
day does the rules you have to obey so we wanted to be built that car in that
we wanted to be built that car in that
we wanted to be built that car in that category however even with less safety
category however even with less safety
category however even with less safety requirements we wanted to make it as
requirements we wanted to make it as
requirements we wanted to make it as safety as possible but then all of a
safety as possible but then all of a
safety as possible but then all of a sudden two movies in YouTube appeared
sudden two movies in YouTube appeared
sudden two movies in YouTube appeared showing two cars in that category in a
showing two cars in that category in a
showing two cars in that category in a crash test and that was such an horrible
crash test and that was such an horrible
crash test and that was such an horrible movie that we said that but we we are in
movie that we said that but we we are in
movie that we said that but we we are in that category but we are safe that story
that category but we are safe that story
that category but we are safe that story will nobody believed so we changed in
will nobody believed so we changed in
will nobody believed so we changed in early of December last year a completely
early of December last year a completely
early of December last year a completely ready design car and decided to all to
ready design car and decided to all to
ready design car and decided to all to change the category and that meant we
change the category and that meant we
change the category and that meant we made the car 20 centimetres wider so
made the car 20 centimetres wider so
made the car 20 centimetres wider so anybody of you had ever to do with the
anybody of you had ever to do with the
anybody of you had ever to do with the auto industry and do tell them that you
auto industry and do tell them that you
auto industry and do tell them that you approximately six weeks before you want
approximately six weeks before you want
approximately six weeks before you want to go into a homologation you make the
to go into a homologation you make the
to go into a homologation you make the car 20 centimetres wider you can imagine
car 20 centimetres wider you can imagine
car 20 centimetres wider you can imagine it’s not just putting some metal of 20
it’s not just putting some metal of 20
it’s not just putting some metal of 20 centimetres in the middle of the car it
centimetres in the middle of the car it
centimetres in the middle of the car it is a bit more engineering in that and it
is a bit more engineering in that and it
is a bit more engineering in that and it involves all of those unfortunately even
involves all of those unfortunately even
involves all of those unfortunately even our previous design was not possible it
our previous design was not possible it
our previous design was not possible it was awfully looking in that wider size
was awfully looking in that wider size
was awfully looking in that wider size of car of course a lot of mechanics has
of car of course a lot of mechanics has
of car of course a lot of mechanics has had to be changed even some electrics
had to be changed even some electrics
had to be changed even some electrics and electronics and some of the software
and electronics and some of the software
and electronics and some of the software had to be changed so if we would have
had to be changed so if we would have
had to be changed so if we would have worked in the traditional disciplines
worked in the traditional disciplines
worked in the traditional disciplines that change requests that’s the biggest
that change requests that’s the biggest
that change requests that’s the biggest challenge in industry right now I being
challenge in industry right now I being
challenge in industry right now I being capable to to really have a mature
capable to to really have a mature
capable to to really have a mature change requested even partly automated
change requested even partly automated
change requested even partly automated change requested
change requested
change requested that’s that normally would lastly now to
that’s that normally would lastly now to
that’s that normally would lastly now to industry let’s say almost a year and we
industry let’s say almost a year and we
industry let’s say almost a year and we did it in nine weeks so of course we’re
did it in nine weeks so of course we’re
did it in nine weeks so of course we’re a small company nice nice startup
a small company nice nice startup
a small company nice nice startup mentality that makes a lot of things
mentality that makes a lot of things
mentality that makes a lot of things easy
easy
easy however that was an incomparable speed
however that was an incomparable speed
however that was an incomparable speed just because we we stepped out of that
just because we we stepped out of that
just because we we stepped out of that functional department thinking and we
functional department thinking and we
functional department thinking and we worked with a common set of data which
worked with a common set of data which
worked with a common set of data which we called smart data level where we put
we called smart data level where we put
we called smart data level where we put aggregated condense data of each domains
aggregated condense data of each domains
aggregated condense data of each domains in a an accessible data level that we
in a an accessible data level that we
in a an accessible data level that we can address with with with touch tools
can address with with with touch tools
can address with with with touch tools with with some easy-to-use tools to
with with some easy-to-use tools to
with with some easy-to-use tools to really have collaboration easy so if the
really have collaboration easy so if the
really have collaboration easy so if the software guy wants to alter his stuff he
software guy wants to alter his stuff he
software guy wants to alter his stuff he sees already all the for him relevant
sees already all the for him relevant
sees already all the for him relevant data from the neighbor department yeah
data from the neighbor department yeah
data from the neighbor department yeah that is finally that story we wanted to
that is finally that story we wanted to
that is finally that story we wanted to build a car that would have been a bit
build a car that would have been a bit
build a car that would have been a bit more nicer design but approximately like
more nicer design but approximately like
more nicer design but approximately like this and then we we decided on the 13th
this and then we we decided on the 13th
this and then we we decided on the 13th of December to make that car wider to
of December to make that car wider to
of December to make that car wider to integrate side airbags to change the
integrate side airbags to change the
integrate side airbags to change the complete design to implement that in our
complete design to implement that in our
complete design to implement that in our prototype assembly and we made a market
prototype assembly and we made a market
prototype assembly and we made a market presentation and err on the cbut in a
presentation and err on the cbut in a
presentation and err on the cbut in a NOFA on the 20th of March and well I
NOFA on the 20th of March and well I
NOFA on the 20th of March and well I would say without that smart data level
would say without that smart data level
would say without that smart data level without that horizontal integration
without that horizontal integration
without that horizontal integration above domains and with a lot of partners
above domains and with a lot of partners
above domains and with a lot of partners on a PLM base with the idea all relevant
on a PLM base with the idea all relevant
on a PLM base with the idea all relevant data are in the single source of truth
data are in the single source of truth
data are in the single source of truth manner stored that you have the precise
manner stored that you have the precise
manner stored that you have the precise access to the very actual data in each
access to the very actual data in each
access to the very actual data in each of these domains and disciplines and
of these domains and disciplines and
of these domains and disciplines and finally we just look into the yeah
finally we just look into the yeah
finally we just look into the yeah normally working with standards and to
normally working with standards and to
normally working with standards and to overcome that and to work in in other
overcome that and to work in in other
overcome that and to work in in other settings
settings
settings it needs yeah some welly I think that’s
it needs yeah some welly I think that’s
it needs yeah some welly I think that’s one part of Silicon Valley that makes it
one part of Silicon Valley that makes it
one part of Silicon Valley that makes it so strong and there are so much good
so strong and there are so much good
so strong and there are so much good relationships beyond domain
relationships beyond domain
relationships beyond domain and beyond even branches that there’s so
and beyond even branches that there’s so
and beyond even branches that there’s so much easier in the way to conduct new
much easier in the way to conduct new
much easier in the way to conduct new business models that’s very necessary
business models that’s very necessary
business models that’s very necessary because that helps any single expert to
because that helps any single expert to
because that helps any single expert to step into let’s say a neighbor domain
step into let’s say a neighbor domain
step into let’s say a neighbor domain and and start to contribute to an
and and start to contribute to an
and and start to contribute to an unusual setting we all in Germany we
unusual setting we all in Germany we
unusual setting we all in Germany we cause it’s industry for user stories
cause it’s industry for user stories
cause it’s industry for user stories will be written different differently
will be written different differently
will be written different differently and they can be the basis of a new
and they can be the basis of a new
and they can be the basis of a new requirement understanding in markets and
requirement understanding in markets and
requirement understanding in markets and I think one important part is as early
I think one important part is as early
I think one important part is as early as potted possible get started get
as potted possible get started get
as potted possible get started get started and try to objectively as
started and try to objectively as
started and try to objectively as objective as possible to learn from that
objective as possible to learn from that
objective as possible to learn from that second the the the number of
second the the the number of
second the the the number of requirements has to be much more
requirements has to be much more
requirements has to be much more structured and there should be
structured and there should be
structured and there should be priorities on the real things that you
priorities on the real things that you
priorities on the real things that you want to make differently we wanted to
want to make differently we wanted to
want to make differently we wanted to make an affordable car so we didn’t want
make an affordable car so we didn’t want
make an affordable car so we didn’t want to accept any significant capex so that
to accept any significant capex so that
to accept any significant capex so that car should be affordable even if you
car should be affordable even if you
car should be affordable even if you just produce ten thousand cars in a year
just produce ten thousand cars in a year
just produce ten thousand cars in a year which is a little number in the auto
which is a little number in the auto
which is a little number in the auto industry and so prioritization instead
industry and so prioritization instead
industry and so prioritization instead of completeness or completeness paranoia
of completeness or completeness paranoia
of completeness or completeness paranoia third the the semantic conflicts between
third the the semantic conflicts between
third the the semantic conflicts between domains have to be solved through our
domains have to be solved through our
domains have to be solved through our behavior but now in the internet age it
behavior but now in the internet age it
behavior but now in the internet age it can be helped very much because we have
can be helped very much because we have
can be helped very much because we have access to all these domains via internet
access to all these domains via internet
access to all these domains via internet if we prepare the raw data from all
if we prepare the raw data from all
if we prepare the raw data from all these priorities we have that access and
these priorities we have that access and
these priorities we have that access and and prepare that level of data what we
and prepare that level of data what we
and prepare that level of data what we would call the smart data level and that
would call the smart data level and that
would call the smart data level and that would help very much to resolve these
would help very much to resolve these
would help very much to resolve these domain limits in semantic base
domain limits in semantic base
domain limits in semantic base collaboration and the first thing is to
collaboration and the first thing is to
collaboration and the first thing is to really
really
really concentrate on the capability of an
concentrate on the capability of an
concentrate on the capability of an organization of change requests that
organization of change requests that
organization of change requests that begins in the very early stage of an
begins in the very early stage of an
begins in the very early stage of an development process and that that should
development process and that that should
development process and that that should be continues the whole life of the of
be continues the whole life of the of
be continues the whole life of the of the product our car will be a product
the product our car will be a product
the product our car will be a product that you can buy but even better is if
that you can buy but even better is if
that you can buy but even better is if you subscribe it because we will offer
you subscribe it because we will offer
you subscribe it because we will offer you the you have learned that from Tesla
you the you have learned that from Tesla
you the you have learned that from Tesla but we will not only or basically offer
but we will not only or basically offer
but we will not only or basically offer software updates we will offer you heart
software updates we will offer you heart
software updates we will offer you heart and software combined combined updates
and software combined combined updates
and software combined combined updates and that’s possible because the frame of
and that’s possible because the frame of
and that’s possible because the frame of the car last hundred years that will
the car last hundred years that will
the car last hundred years that will won’t get weak like self carrying cars
won’t get weak like self carrying cars
won’t get weak like self carrying cars all the cabling all the engines there’s
all the cabling all the engines there’s
all the cabling all the engines there’s nobody in the world producing nice
nobody in the world producing nice
nobody in the world producing nice electrical engines that lasts less than
electrical engines that lasts less than
electrical engines that lasts less than hundred years so why don’t we keep that
hundred years so why don’t we keep that
hundred years so why don’t we keep that and the rest of the car can be
and the rest of the car can be
and the rest of the car can be refurbished disassembled and assembly
refurbished disassembled and assembly
refurbished disassembled and assembly again there so starting to step in real
again there so starting to step in real
again there so starting to step in real digital products in any domain also in a
digital products in any domain also in a
digital products in any domain also in a very traditional domain of cars and we
very traditional domain of cars and we
very traditional domain of cars and we need learning organizations like what
need learning organizations like what
need learning organizations like what you are doing here so it was a great
you are doing here so it was a great
you are doing here so it was a great honor for me to be a small part of that
honor for me to be a small part of that
honor for me to be a small part of that event thank you very much
event thank you very much
event thank you very much [Applause]
”
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