project and innovation managementplatone.host2go.net/_vehiclevirtualdesign/20181018... · brazil...

Project and Innovation Management

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› Ducati history

› Ducati organization

› PEP - What is Innovation?

Agenda

A fascinating History

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Ducati’s remarkable history began in 1926 with the launch of Radio Brevetti. Ninety-two years of history and beyond.

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1926 The Cavalieri Ducati family and other investors found the Radio Brevetti in Bologna. Their aim isto provide industrial components, based on Adriano Ducati’s patents, for the growing field of radiotransmissions.

1935 The cornerstone of the Borgo Panigale factory is laid and the product range extended to includeitems as diverse as electric razors and cameras. During the Second World War production is converted tomilitary use, ending in 1944 when the factory is destroyed in a bombing raid.

1946 The Cucciolo appears: this small auxiliary engine for bicycles is soon a worldwide success. Beforelong the Cucciolo evolves into a true, miniature motorcycle and begins collecting race victories, beginningwith Mario Recchia’s historical triumph in the Emilia Romagna Championship.

1954 Ducati Meccanica is founded, its aim to build motor vehicles. The arrival of top-flight technicianssuch as Fabio Taglioni sees the introduction of unique engineering solutions that are still being developedtoday. And Ducati keeps on winning: Motogiro, Swedish GP and the GP of Nations.

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1972 Ducati wins the legendary Imola 200 Miles on the Desmodromic twin cylinder 750, a superbcompetition motorcycle from which another exceptional 750, the Super Sport, would be developed. In

1978 Mike Hailwood wins the legendary Isle of Man TT race on the 900 SS.

1987 Two years after the company is bought by the Castiglioni brothers, along comes the brainchildof Ducati engineer Bordi: the amazing 851. This bike brings a breath of fresh air to the motorcyclingworld with its injection-fuelled, water-cooled Desmoquattro engine. Marco Lucchinelli becomes the

historic, first ever World Superbike race winner at Donington in 1988.

1994 The year of birth of the 916, still one of the most stunning bikes ever designed. In 1996, TexasPacific Group and Federico Minoli oversee Ducati’s transformation from a specialist engineeringmanufacturer to an all-round entertainment company. The Superbike successes keep rolling in and in

2001, Troy Bayliss wins the World Championship, the first of three titles claimed on the back ofthree different Ducatis: the 996, 999 and 1098.

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2003 The Ducati adventure in MotoGP is launched. A podium finish in the first round, poleposition in the third and victory in the sixth are proof of what a winning partnership the Desmosedici

and Loris Capirossi made. In 2006 the Desmosedici RR is unveiled as the first and only MotoGPReplica ever produced.

2007 A year after the company is taken over by Andrea Bonomi’s Investindustrial, Casey Stonerand the Desmosedici GP07 win Ducati’s first ever MotoGP World Title – also the first time in 34 years it

has gone to a non-Japanese brand. In 2010, with work beginning on a new plant in Thailand, Ducatibecomes a truly global company.

2012 Ducati Motor Holding S.p.A. is acquired by Audi AG. The year closes as the second in a row of

record global sales, after 44,102 motorcycles are delivered to owners worldwide. In 2016, Ducaticelebrates its ninetieth anniversary and kicks off a year of celebrations that will be crowned during theWDW2016.

Mission

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Ducati is a Premium Brand which conceives and produces sport motorcycles with exclusive Italian design, distinctive features and superior performance proven on the racetracks all over the world.

Mission

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STYLE PERFORMANCESOPHISTICATION

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The world of Ducati

Safety

D.O.C. Clubs

Accessories

Apparel

Licensing

Ducati CorseRacetrackAcademy

Events

Maintenance Costs

Ducati Approved

EnduroAcademy

SafetyAcademy

Tribuna DucatiDays of Joy

Riding Experience

Borgo Panigale

RadioScrambler

Ducati

RidingExperience

Facts & Figures

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Ducati at a glance

*New 2018

Main Production Plant:Borgo Panigale, Bologna

Site surface: 114,873 m2

Built surface: 71,657 m2

Italy Thailand

Assembly Plant:Amphur Pluakdaeng Rayong

Site surface: 45,000 m2

Built surface: 22,000 m2

Ducati Motor HoldingHeadoffice and main plantBologna, Italy

DNADucati North

America

CupertinoCalifornia

DWEDucati West

Europe

ParisFrance

DJDucati Japan

TokyoJapan

DMDDucati Motor

Deutchland

CologneGermany

DCHDucati

Schweiz

FeusisbergSwitzerland

Brazil [Dafra]Service Provider

DAPACDucati

Asia Pacific

RayongThailand

CKD Assembly Plant:Manaus

DDBDucati

do Brazil

Sao PaoloBrazil

DINDDucati India

New DelhiIndia

DNEDucati North

Europe

SilverstoneGreat Britain

DCHINA*Ducati China

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Ducati retail sales - Worldwide(Units)

34.58235.985

42.23344.102 44.287

45.117

54.809 55.451 55.871

2009 2010 2011 2012 2013 2014 2015 2016 2017

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› Ducati history



Agenda

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Company Organization

HR & CORP. RESPONSIBILIT

YSALES &

MARKETING

CEO

PR & COMMUNICATION

HEALTH, SAFETY & ENVIRONMENT

GENERAL COUNSEL

R&DFINANCE,

SYSTEMS & C.C.O.

DUCATI CORSE DIVISION

QUALITY

PRODUCTION PURCHASING

PROGRAM MANAGEMENT

MOTORCYCLE RELATED

PRODUCTS

DESIGN CENTER

G

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YSALES &

MARKETING

CEO

PR & COMMUNICATION


GENERAL COUNSEL

R&DFINANCE,

SYSTEMS & C.C.O.


QUALITY


PROGRAM MANAGEMENT

MOTORCYCLE RELATED

PRODUCTS

DESIGN CENTER

G

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Company OrganizationR&D

R&D

VEHICLE ELECTRIC & ELECTRONIC ENGINE

R&D TECHNICAL SERVICES

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Company OrganizationR&D: Vehicle

VEHICLE TESTINGHOMOLOGATION

VEHICLE

VEHICLE DESIGN

MODEL AND PROTOTYPE

CONSTRUCTION

INNOVATION DEPT.

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YSALES &

MARKETING

CEO

PR & COMMUNICATION


GENERAL COUNSEL

R&DFINANCE,

SYSTEMS & C.C.O.


QUALITY


PROGRAM MANAGEMENT

MOTORCYCLE RELATED

PRODUCTS

DESIGN CENTER

G

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Company OrganizationProgram Management

PROGRAM MANAGEMENT

VEHICLEPROJECT

MANAGEMENT

ELECTRIC & ELECTRONIC

PROJECT MANAGEMENT

ENGINE PROJECT

MANAGEMENT

ACCESSORIES PROJECT

MANAGEMENT

PRODUCT DEVELOPMENT PURCHASING

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› Ducati history



Agenda

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEPProject Evolution Plan

layout mule drawing prototype industrialization test homologation

internal industrialization production

request for quotation supply chain definition production order

clinic test advertising launch

supplier homologation internal check ok for shipment

brief + budget estimated direct cost technical approval

Cost budgeting and control

0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research

sketch clay clinic color & graphicConfidential

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PEPRACI Matrix

RACI Matrix (Responsible Accountable Consulted Informed)

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Design Review:

› 5 Internal meetings, arranged along the duration of the project› Several Company divisions are involved› The whole project is discussed and evaluated:

› Technical and style aspects› Timeline of the project› Economic / financial aspects› Quality issues

PEPProject monitoring: Design Reviews

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PEPProject monitoring: Checklist

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEPProject Evolution Plan








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research

sketch clay clinic color & graphicConfidential

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PEPMarket research

Analysis of the existing situation

› Market analysis:› Segments› Main competitors› Pricing› Technical features

› Customer analysis :› Age› Riding skills › Budget availability

BRF SKE CLA PRO AVA PRE SOP

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PEPBasic characteristics definition

:Side-view Profile Comparison


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PEPInnovation Management

Inspirations:

› Ducati Corse › Internal Development & problem solving› Automotive › Competitor analysis› University collaborations› Open innovation programs› External consultants› Main suppliers (es. cornering ABS)

Creation of a Technological roadmap, consideringall the new features and contents for the next 5-10 years.


What is Innovation?

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What is Innovation?

› Google: about 206,000,000 results

› «Turning an idea into a solution thatadds value from a customer’sperspective» (Nick Skillicorn, founder of ideatovalue.com)

› Staying relevant» (Stephen Shapiro, American business author, consultant, and public speaker)

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Nasa scientists have pioneered more than 6,300 technologies during their bid to understand space that are now routinely used in day-to-day living

› Medicine / health care (Ear thermometer)

› Communications (satellite television)› Food Industry (freeze-dried foods,

water filters)› Material technology (insulations,

foams)› HMI (Joystick)› Technical clothes

What is Innovation?

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What is Innovation?

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What is Innovation?

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Safe

ty

Hom

olog

atio

ns

Rel

iabi

lity

What is Innovation (In Ducati)?

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SLM (Selective Laser Melting) Technology allows to realize directly metal prototypes, ready to be tested or used as definitive parts. Available metals include Titanium (Ti64 grade 5), CobaltChrome (F75), Aluminium (AlSi10Mg), StainlessSteel 17-4 and StainlessSteel AISI316L.

Motostudent swing arm project: Al AlSi7Mg0.6 additive manufacturing SLM

› Target weight: 3,50kg

Additive Manufacturing

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Additive Manufacturing

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEP








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research

sketch clay clinic color & graphic

Project Evolution Plan

Confidential

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Concept and Positioning• The way to enter the Ducati sports bike world. The smallest of the “Panigale

family” retains design and content of its bigger brother offering the highestlevel of performance and innovation in its category.

• USP’s: performance, mainly focused on driving pleasure and comfort onstreet road, and the unmistakable design of a Ducati sports bike, available atan attractive price.

Product highlights• Superquadro engine – 898cc displacement• Oval section throttle body diam. 62mm – one injector for each cylinder• Monocoque frame with dedicated steering nuts • Fully adjustable Showa BPF front forks • Fully adjustable rear mono-shock – not adjustable wheelbase• Steel fuel tank• Steel trellis rear sub-frame with aesthetical side plastic covers• Double sided swingarm• 3 Riding modes that act on: Engine map, EBC, DTC, ABS• Full ride by wire system with electronic e-grip• Dashboard with LCD display

Target cost (margin % ITA / margin % USA) / Best estimate at SOP (margin % ITA / margin % USA)

• 899Panigale ABS € xxx (xxx% / xxx%) / € xxx (xxx% / xxx%)

Target Retail Price (KoH) / USA (MSRP)• 899Panigale ABS € xxx / xxx $

Sell in volumes:• 899Panigale ABS xxx / year

Performance• Max torque 10 kgm• Torque % at 50% rpm Pmax 74%• Power 148 cv• Weight (wet, no fuel) 186 kg

Investment• Engine xxx M€• Vehicle xxx M€• Total xxx M€

Milestones• Kick Off 10-01-11• Design freeze 01-04-12• Avanserie 15-01-13• SOP 09-09-13

xxxx - Project Highlights (xxx)


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First sketches

› The Designer puts his ideas on paper

› First involvement of the R&D

PEPProject Milestones


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Preliminar Lay-out

› R & D designers study the positioning of components, considering them as simple volumes

› The main inputs are the sketches of the Design Center, together with strategic decisions and innovative contents that it was decided to insert (eg monocoque)



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Final Sketches

› The designer develops “the winning idea”, drawing the vehicle from different points of view (front, rear, side, of ¾, ...)

› The designer defines all the details (dashboard, exhaust terminals, projectors, ...)



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Mule

› A moving vehicle is assembled, normally based on an existing model, with ergonomic and chassis dimensions of the new product



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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEP








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research



Confidential

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Clay

› A 1: 1 scale maquette is created: it represents the final design of the vehicle (definitive and well finished surfaces)



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Clinic

› After several interactions with R & D, a painted maquette is created and the final graphics are applied

PEP


Project Milestones

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Engine Start

› At least 3 months before the first prototype is produced, the first bench motor is tested

› Implementation of a first calibration to be able to test the proto

PEP


Project Milestones

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Prototype

› The design of the vehicle and the engine are linked to each other

› R & D has finished the design of the motorcycle components

› The components are made without using mass production technologies (eg, machined from solid and not die cast)

PEP


Project Milestones

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEP








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research



Confidential

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Avanserie

› R & D implements modifications based on prototype tests

› The components are made by nominated suppliers, with definitive equipment

› The bikes are still assembled by expert personnel

PEP


Project Milestones

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEP








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research



Confidential

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Preserie

› Minor changes are still implemented

› Purpose of the pre-series is the validation of the production process (both supplier and company)

› Line personnel are instructed

PEP


Project Milestones

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S&M

PM

Design

R&D

Quality

Purchase

Production

Finance

PEP








0

SOP

-3

PRE

-11

AVA

-20

PRO

-27

CLA

-34

SKE

-37

BRF

-40

K-O

market research



Confidential

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SOP

› “Quarantine” period

› Debriefing (Lessons Learned)

PEP


Project Milestones

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Multi – Project management

2012 2012 2014 2015 2016 2017

1199 Panigale Hypermotard Monster1200 Multistrada XDiavel SuperSport

Scrambler

MTS FL Diavel FL 1299 MTS Enduro Monster797

Desert Sled

Panigale1199R Superleggera Panigale R Monster R MTS 950

899 Monster821 959 Panigale Monster1200

HYM 939 1299 SL

Cafè Racer

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