Abstract
Automotive Field has become very volatile and main reasons for this are emerging safety regulation, green energy strategies, and digitization, advancement in science and technologies. design field has always been challenged for coping strategies for these new realities, it is very hard to sustain in market if any firm not responding to these new realities, hence; each firm benefits based on how early and efficiently it adopts to new realities. This Paper illustrates a practical and complete Value Innovation chain done for Rear Under-run Protection Devices (RUPD). According to new regulation EC-R58-3 [1], re-innovation of RUPD was necessary to optimize the weight and cost of current design. In any successful Mechanical project, selection of Design and Manufacturing Process is a very important part and connecting these processes and technique plays a vital role in project success. In this Paper a complete value chain is explained, it is mainly on the basis of value innovation and adapting powerful techniques, like Blue Ocean Strategy to entering another new territory by excluding current competition and calls for a whole new design process by analyzing or benchmarking existing opportunities and threats. Design Thinking Process is used to generate the Ideas through Brain Storming Process, and Ashby Chart Analysis to find the most suitable alternate material available in the current market. To arrive at an optimized concept, Design Thinking Process comprising of Concept Generation (Brain storming), Concept Validation through Computer Aided Analysis and for manufacturing feasibility study was done through supplier interaction. Finally, the optimized concept was selected through Pugh Chart Analysis. This paper provides a systematic way to understand the Design Thinking Process in detail with practical application and also shows how to innovate existing components to reduce the total cost and lead time. The design process explained in this paper can be extrapolated to other similar sheet metal parts. This paper evidences connecting more Design Tools in systematic way will yield better results and also supports with alternate concepts as backup for fail safe concept in project success. Validation of these results strongly recommends use advanced material like Advanced High Strength Steel (AHSS) and Composites for structural members, which will reduce the Chassis Component weight without compromising its strength, hence; increases fuel efficiency and payload.