大陆轮胎培训2)Market Requirement PLT 2

nullnullMarkets and Market Requirements Passenger & Light Truck Tires PDI PD Benchmarking H. Sturk, J. Fu November 2006nullAgenda Markets global markets characterization of markets (road conditions, climate, customer behaviour…) from markets to market requirements why do we need market requirements ? Market Requirements & Challenging Markets performance criteria what is a challenging market (definition, overview, examples…) Practical Exercise (identify challenging markets ‚sw impact resistance‘ and ‚endurance‘, identify tires from certain markets)nullMarkets can be…ChinaSouth East Asia Global Regions Specific countries + Vehicle segment (PC, Van, Light Truck…)nullMarkets can be mainly characterized byClimateRoad ConditionsCustomer BehaviourLegal requirements‚Norms & Standards‘ Training (J.J. Baumhöfer)§nullClimate conditions – Example: China (regional temperature profiles)regional differences in one country may have to be taken into consideration !nullRoad conditions – Example: RSA (Republic of South Africa) 130,000 kilometers unpaved, gravel or earth roadsInformation by Field Testing Department 93,000 kilometers all-weather, paved roads 5,943 kilometers freeways rough gravel smooth gravel HighwayExamples of Road Surfaces:nullCustomer Behaviour Examples: USA: e.g. poor tire inflation pressure monitoring/maintenance China: e.g. tendency to park agressively (w. curbstone contact !) Germany: e.g. tendency to drive at high speed.null gives developers as much information as possible about design and performance requirements for a given market input from Market Requirements leads to products that perform better in specific markets and have greater market acceptance is an integral part of the Design Check list for Release Notices (-> see training schedule) From Market to Market Requirements: why do we need them ?Information on Market RequirementsnullFrom Market to Market RequirementsMarketMarket characterizationProduct‚Product Characterization‘ via Performance CriteriaMarket RequirementsWhat are the Performance Criteria ?nullPerformance Criteria (PLT Tires) Endurance High Speed Aging Crack Resistance General Appearance Sidewall Indentations / Bulges Regular Wear Sidewall Impact Resistance Tread Cut Resistance (groove) Chip Resistance (blocks/ribs) Tread Impact Resistance Vibration Mileage Comfort Noise Handling Winter PerformancenullPerformance Criteria Definition: 3 Examples** full list of definitions is available via BM Intranet presentation on Market Requirements /Challanging markets EnduranceSidwall Impact ResistanceMileage endurance is defined as the long term structural durability of a tire under field conditions in the market of interest Mileage(tread life) is defined as the number of kilometers that can be driven on a given tire before the tread of the tire has been worn down all tires have so called tread wear indicators which let drivers know when it is time to replace tires this is a comparative criteria based on customer experience and expectation sidewall impact resistance covers any damage that could occur to the sidewall of a tire caused by contact with objects in the path of travelnullHow to write down Market Requirements ?matrix approach based on individual market:Market Requirements Matrix (excerpt) for USA:. . .. . .Identify Challenging Markets for all performance criteria ! Option 1: Option 2: …leads to a market profile !…tells you where to look for potentially good design solutions !nullChallenging Markets… …are selected markets that are considered to have the toughest requirements for a given performance characteristic based on available information Tires that show good performance in a specific performance criteria in these markets are considered to be well accepted in other markets for that specific performance criteria other markets may also be challenging but are covered by the selected markets for a specific performance criteria based on current informationDesign Recommendations !nullExample: Tread LifeThe USA represents a challenging market in the area of tread life due to the following: expectation that a tire with longer tread life is a better, safer product Americans tend to drive more than in other parts of the world people want the convenienceof not having to replace tires too often high usage of all season tires same tire used all year leads to more mileage on the tire people want the convenience of not having to replace tires too often tread life is the one thing that is guaranteed when a tire is sold each tire has a tread wear rating tires are marketed based on the mileage one can expect to get Identify Challenging Markets for all performance criteria ! null… created based on the experience of a group of experts from … Customer Service Quality Product Review International ContactsChallenging Markets Overviewpart of exercisepart of exercisenullSome important remarks: there are markets where our knowledge is poor ! the information we collect and present is based on best available knowledge & experience knowing Market Requirements means also constant learning from market feedback you find more detailed information on the Benchmark Intranet page under ‚Market Requirements‘nullTime for 2 practices !null Please fill in the following countries into the Challenging Market Matrix under criteria ‚endurance‘ or ‚sidewall impact resistance‘: USA, China, RSA, Turkey, Israel, Brazil, Russia use the definitions given on those criteria before & the following short characterization of the markets in question*1* hand-out papers w. market characterizationpart of exercisepart of exercisepart of exercisepart of exercisenull please try to identify the presented tires with respect to the market where they come from use the brief info about sidewall lettering on the next pages. 2nullTire Size, e.g. 155/80 R13 79 TTire Sidewall Lettering (Excerpts / PC Tire)Brand name, e.g. ContinentalTrade / Pattern, e.g. EcoContactCountry of production, e.g. GermanyLoad Capacity, Inflation Pressure, number of ply layers sidewall / center !UTQG Rating (Tread / Traction / Temperature)nullShort Market CharacterizationsUSA, China, RSA, Turkey, Israel, BrazilnullShort Market Characterization USA wide range of climatic conditions ranging from hot and arid in the desert south west to arctic conditions in Alaska aggressive legal environment legal environment is largely consumer oriented and driven potentially large settlements due to the legal possibilities, consumers often believe that products, including tires, are good and will stay that way over the life of the product poor consumer understanding of proper tire maintenance tire maintenance begins with proper tire inflation pressure North American culture tends to be convenience oriented and regular checks of tire pressure is not convenient most service stations charge for air which may also deter consumers from maintaining proper tire pressure many people lease automobiles which may result in a nonchalant attitude towards vehicle and tire care average vehicle turn over rate is higher than in other parts of the world with the same resulting attitude tendency for over loading (especially in certain tire segments like light truck tires) null local (state) inspection, where tire pressure would be checked on a regular basis, vary widely a large percentage (compared to other parts of the world) of the vehicles driven (SUVs, pick-up trucks) are prone to over loading by consumers OE recommended tire inflation pressures sometimes contradict those that would be recommended by tire manufacturers (ride optimization) spare tires on some vehicles (SUVs, pick-up trucks) are stored on the outside of the vehicle, exposed to the sun and environment (aging may have a negative influence when the tire is then used) large portions of the country have lots of sun which may age the tires more quicklyShort Market Characterization USA (II)nullSource: http://www.fhwa.dot.gov/ohim/hs98/hs98page.htmsource: CIA World FactbookShort Market Characterization USA (III): roads & climatenullShort Market Characterization China while new roads and highways in China are very good (as good, if not better than Europe), there is a large network of older roads that are in poor condition long stretches of road with construction no systematic road maintenance frost damage (especially in northern regions of China) water related hazards on roads prone to flooding (mud, large rocks) large pot holes aggressive parking with lots of curb contact source: CIA World FactbookRoads:nullsource: The Karakoram Highway and Beyond„„Short Market Characterization China (II)HighwayPotholes in a Beijing streetnullShort Market Characterization RSA (see also examples in 1st part of this presentation) relatively high temperatures throughout the year relatively high vehicle speeds over long distances local and regional roads that can be very rough both in terms of road surface and the abundance of potholes and construction areas off road possibilities poor consumer understanding of proper tire maintenance tendency for over loading and under inflation (especially in certain tire segments like light truck tires and van tires)source: CIA World FactbookRoads:nullShort Market Characterization Turkeysource: CIA World Factbook roads are relatively poor no systematic road maintenance large pot holes aggressive parking with lots of curb contact Roads:nullShort Market Characterization Israelsource: CIA World FactbookSpeed Limit (actual maximum speed): • Highways 90-100 (130) km/h • Other roads70 (100) km/h hot, arid climate in the desert areas poor consumer understanding of proper tire maintenance tendency for over loadingClimate & roads:null roads are relatively poor no systematic road maintenance large pot holes tires are purposely under inflated due to poor roads (comfort) aggressive parking with lots of curb contact Short Market Characterization Brazil roads in Brazil are made with a poor quality asphalt which becomes brittle in summer. Roads deteriorate quickly. Maintenance is performed on roads but it cannot keep up. Brazil is a humid country. Rayon carcass tires do not perform as well because rayon absorbs moisture more so that polyester leading the cords to expand which reduces the cord strength (kink effect) roads:Details:source: CIA World Factbook