4 System Analysis 4
4.1 Voice of Costumer (Costumer requirements). Assumptions 4
4.3 Engineering hypothesis of the analysis. 5
4.4 AUDI S4 Sedan (2012) 5
4.4.1 Data Inputs (Importance) 6
4.4.2 Result Analysis. 7
4.5 BMW M3 Sedan (2012) 10
4.5.1 Data Inputs (Importance) 11
4.4.2 Result Analysis. 12
4.6 Mercedes Benz CLS63 AMG Sedan 15
4.6.1 Data Inputs (Importance) 16
4.6.2 Result Analysis. 17
5 Conclusion 19
6 References 20
Table of Figures
Figure 1 - House of Quality Process Summary 5
Figure 2 - Audi S4 2012 6
Figure 3 - AUDI S4 HOQ 7
Figure 4 - BMW M3 2012 11
Figure 5 - BMW M3 HOQ 12
Figure 6 - Mercedes Benz CLS63 AMG 16
Figure 7 - Mercedes Benz CLS63 AMG 2012 HOQ 16
1 Introduction
The objective of this project is to understand what user trade-offs were selected and prioritized when each of the three systems were being developed. The Systems to be analyzed will be: • 2012 Audi S4 Sedan • 2012 BMW M3 Sedan • 2012 CLS63 AMG Sedan
In order to understand this relationship, a reverse engineering concept will be done using the QFD-HOQ model on all three of the above systems.
Traditional Enginnering concepts will be utilized during the system analysis making design considerations (i.e. speed vs. weight vs. acceleration) all of these systems. It will be according to reverse engineering and the importance of each user requirement associated with the system by paying specific attention to the relationship between the voice of the customer and the engineer.
2 Abbreviations
HOQ House of Quality. QFD Quality Function Deployment.
3 House of Quality Summary
Whether a cascaded set of houses of quality or a simple top level what vs. how matrix is used, a quality function deployment is a labor-intensive process. Essentially, it invests time in planning to reap a profit in a shorter overall development cycle, based on an insight into the customers' wants. The same insight should also minimize the need for redesign.
An illustration o HOQ can be found below.
[pic]
Figure 1 - House of Quality Process Summary[i]
4 System Analysis
Reading the chapter before you can realize that there is a linear thinking in terms of compliance with costumer requirements the linear thinking would be the technical requirements in order to attend the customer requirements.
The Systems will be analyzed in terms of reengineering of those systems.
4.1 Voice of Costumer (Costumer requirements). Assumptions
For the analysis of those three systems we will have as costumer requirements the following items. • Engine Power • Cabin Size • Handling • Safety • Price • Comfort ability • Warranty • Speed • Reliability • Fuel Efficiency
The Costumer Requirements have been defined by the author of this work referring the author as the customer. The Costumer Requirements defined in this work are costumer requirements of the author acting as the costumer of the three systems. The author defined those requirements reading reports[ii] from the reference source. Those requirements were selected based on most as common requirements.
4.3 Engineering hypothesis of the analysis.
The utilized hypothesis is the observation of the apparent correlation between the voice of engineering (Technical Requirements) and Voice of Costumer (Costumer requirement). It holds that, people who claim science expertise whilst advocating creationism tend to be dedicated to attend the customer requirements via science expertise evaluating the level of effort and difficult. This hypothesis does not address whether engineers tend to be creationists; however, it has been speculated that engineering predisposes people to a creation science. For the analysis of the systems the hypothesis utilized in this analyses will based on reserve engineering, getting each function or feature of the system analyzed and insert that as “manner” to attend the customer requirement.
4.4 AUDI S4 Sedan (2012)
[pic]
Figure 2 - Audi S4 2012[iii]
By analysing the specification of car[iv] AUDI S4 Sedan and also the specialized press web sites[v], we were able to quantify and qualify the system analyzed.
The House of quality below is the result of the analysis of the AUDI S4 sedan.
[pic]
Figure 3 - AUDI S4 HOQ[vi]
4.4.1 Data Inputs (Importance)
By analyzing the AUDI S4 Sedan specifications (AUDI, 2013) and data (Top Gear, 2013) we qualify the weight and importance of customer requirements. With the customer requirements importance level defined we oversight the technical specifications and data from source (Top Gear, 2013), looking for the functions and feature that will attend the customer requirements of the AUDI S4. With the functions and features defined we post those in the technical requirements and define the relationship of the them with the customer requirements, the relation between customer requirements and technical requirements is represented by a “value” which means weight of the determined function or feature (Technical requirement) over the customer requirement. Defining the relationship of customer requirements with the functions and features we will end up with values of functions and features that will influence the system analyzed. Having costumer requirements, function and features of AUDI S4, we need create the correlation among the functions to be used to attend the costumer requirement on the roof of HOQ, it is necessary in order idealize how one function influence each other. The relation of influencing is an important point because the engineering will be looking on that, in order to create functions or features.
Having all said the functions and features to attend the customer requirements of the AUDI S4 are:
• Audi adaptive light
• All steel parts are 100% dual-side zinc-galvanized
• Seven-speed dual-clutch S tronic® transmission with Audi quattro® all-wheel drive
• Sport Seats "Recaro"
• Parking system plus with rear view camera
• Interior Dimensions
• Audi side assist
• Audi MMI® Navigation plus
• Highway 28 mpg
• 3.0 TFSI® Engine 333hp @ 5500 rpm
• Cruise control with coast, resume and accelerate features
• Three-zone automatic climate control
• Driver and front passenger dual-stage airbags, thorax side airbags and Sideguard® head curtain airbags
• Audi new vehicle limited warranty | 4 year/50,000 mile new vehicle limited warranty
• Dual-circuit brake system with diagonal split, Anti-lock Brake System (ABS), Electronic Brake pressure Distribution (EBD) and Electronic Stabilization Control (ESC); tandem brake booster
4.4.2 Result Analysis.
The results of the AUDI S4 HOQ show that following items were created to attend the costumer requirement and the relationship of them with the customer equipment.
• Audi adaptive light
Influence: Safety, Price and Comfortability.
Audi S4 has a Xenon Lights which makes the car safer to drive, more comfortable to drive, but increases the price.
• All steel parts are 100% dual-side zinc-galvanized
Influence: Reliability.
Audi S4 has all steel parts are 100% dual-side zinc-galvanized which makes the car more reliable.
• Seven-speed dual-clutch S tronic® transmission with Audi quattro® all-wheel drive.
Influence: Safety, Price, Comfortability, Speed and Fuel Efficiency. It’s got classification as 115.9 in terms of Importance. So it’s a “MUST HAVE”
It’s one of the best functions of the AUDI S4, it makes the car, safer, more comfortable, faster, and reduce the fuel consume, but because of the high level technology needed to develop this function it increases the price.
• Sport Seats "Recaro"
Influence: Price, Comfortability.
It’s special feature of the AUDI S4 and provides more comfortable, but influences the price.
• Parking system plus with rear view camera
Influence: Navigation System, Handling, Safety, Price and Comfortability.
It makes the car easier to hand. This Parking system is integrated with the Navigation system and also makes the car safer, and more comfortable. Price also increases.
• Interior Dimensions
Influence: Comfortability.
It makes the car more comfortable, but it’s not the biggest car of the three system analyzed.
• Audi side assist
Influence: Navigation System, Safety, Price.
It’s an important item as well. It’s integrated with the navigation system, and also makes the car safer, but more expensive.
• Audi MMI® Navigation plus
Influence: Navigation System, Safety, Price and Comfortability.
It’s an important item as well. It’s the navigation system of the Audi S4, and also makes the car safer, and more comfortable, but more expensive.
• Highway 28 mpg
Influence: Fuel Efficiency, considering it’s a 333 HP engine, it’s a good MPG.
• 3.0 TFSI® Engine 333hp @ 5500 rpm
Influence: Engine, Speed and Fuel Efficiency.
It’s a good engine it does 4.9s 0 to 60 MPH, with good Fuel Efficiency, good top speed.
• Cruise control with coast, resume and accelerate features.
It does the car safe and easy to hand, and improves the fuel efficiency, but increases the price.
• Three-zone automatic climate control
Influence: Comfortability.
It does make the car more comfortable.
• Driver and front passenger dual-stage airbags, thorax side airbags and Sideguard® head curtain airbags
Influence: Safety, price.
It does the car more expensive and improves the safety.
• Audi new vehicle limited warranty | 4 year/50,000 mile new vehicle limited warranty.
Influence: Warranty.
It’s a standard Warranty, but not different of other systems
• Dual-circuit brake system with diagonal split, Anti-lock Brake System (ABS), Electronic Brake pressure Distribution (EBD) and Electronic Stabilization Control (ESC); tandem brake booster
Influence: Handling, Safety and Price.
It’s good brake system, which increases the safety and also price.
As result of the AUDI S4 Sedan HOQ looking the weight of the functions the engineering the main functions of the AUDI S4 are the:
• Seven-speed dual-clutch S tronic® transmission with Audi quattro® all-wheel drive;
• Driver and front passenger dual-stage airbags, thorax side airbags and Sideguard® head curtain airbags
Those must be consider as a “MUST” by customer willing to buy the AUDI S4
4.5 BMW M3 Sedan (2012)
[pic]
Figure 4 - BMW M3 2012[vii]
By analysing the specification of car[viii] BMW M3 and also the specialized press web sites[ix], we were able to quantify and qualify the system analyzed.
The House of quality below is the result of the analysis of the BMW M3 Coupe.
[pic]
Figure 5 - BMW M3 HOQ[x]
4.5.1 Data Inputs (Importance)
By analyzing the BMW M3 Coupe specifications (BMW, 2013) and data (Top Gear, 2013) we qualify the weight and importance of customer requirements. With the customer requirements importance level defined we oversight the technical specifications and data from source (Top Gear, 2013), looking for the functions and feature that will attend the customer requirements of the BMW M3 Coupe. With the functions and features defined we post those in the technical requirements and define the relationship of the them with the customer requirements, the relation between customer requirements and technical requirements is represented by a “value” which means weight of the determined function or feature (Technical requirement) over the customer requirement. Defining the relationship of customer requirements with the functions and features we will end up with values of functions and features that will influence the system analyzed. Having costumer requirements, function and features of BMW M3, we need create the correlation among the functions to be used to attend the costumer requirement on the roof of HOQ, it is necessary in order idealize how one function influence each other. The relation of influencing is an important point because the engineering will be looking on that, in order to create functions or features.
Having all said the functions and features to attend the customer requirements of the BMW M3 Coupe are:
• Xenon Adaptive low- and high-beam headlights with auto-levelling and Cornering Lights function
• M Double-clutch Transmission with Drivelogic
• Power front seats with driver seat memory with heater
• Park Distance Control (rear only)
• Interior Dimensions
• Navigation System
• Highway 20 mpg
• 4.0-liter 32-valve 414-hp V-8 engine with M Double-VANOS "steplessly" variable valve timing
• Dynamic Stability Control (DSC) with M Dynamic Mode (MDM)
• Automatic climate control includes micro-filter, automatic air recirculation, left/right temperature control, temperature- and volume-controlled rear outlets.
• Front-seat-mounted side-impact airbags
• 4 year/50,000 mile Limited Warranty
• 4-wheel BMW M vacuum-assisted ventilated, cross-drilled compound disc brakes with floating brake rotors
4.4.2 Result Analysis.
The results of the BMW M3 HOQ show that following items were created to attend the costumer requirement and the relationship of them with the customer equipment.
• Xenon Adaptive low- and high-beam headlights with auto-levelling and Cornering Lights function
Influence: Safety, Price and Comfortability.
BMW has a Xenon Lights which makes the car safer to drive, more comfortable to drive, but increases the price.
• M Double-clutch Transmission with Drivelogic
Influence: Safety, Price, Comfortability, Speed and Fuel Efficiency. It’s got classification as 115.9 in terms of Importance. So it’s a “MUST HAVE”
It’s one of the best functions of the BMW M3, it makes the car, safer, more comfortable, faster, and reduce the fuel consume, but because of the high level technology needed to develop this function it increases the price.
• Power front seats with driver seat memory with heater
Influence: Price, Comfortability.
It’s special feature of the BMW M3 and provides more comfortable, but influences the price.
• Park Distance Control (rear only)
Influence: Handling, Safety, Price and Comfortability.
It makes the car easier to hand. This Parking system is integrated with the Navigation system and also makes the car safer, and more comfortable. Price also increases.
• Interior Dimensions
Influence: Comfortability.
It makes the car more comfortable, but it’s not the biggest car of the three system analyzed. However the BMW M3 is the biggest one.
• Navigation System
Influence: Navigation System, Safety, Price.
It’s an important item as well. It’s integrated with the navigation system, and also makes the car safer, but more expensive.
• Highway 20 mpg
Influence: Fuel Efficiency, considering it’s a 414 HP engine, it’s a good MPG.
• 4.0-liter 32-valve 414-hp V-8 engine with M Double-VANOS "steplessly" variable valve timing
Influence: Engine, Speed and Fuel Efficiency.
It’s a good engine it does 4.5s 0 to 60 MPH, with good Fuel Efficiency, good top speed.
• Dynamic Stability Control (DSC) with M Dynamic Mode (MDM)
It does the car safe and easy to hand, and improves the fuel efficiency, but increases the price.
• Automatic climate control includes micro-filter, automatic air recirculation, left/right temperature control, temperature- and volume-controlled rear outlets.
Influence: Comfortability.
It does make the car more comfortable.
• Front-seat-mounted side-impact airbags
Influence: Safety, price.
It does the car more expensive and improves the safety.
• 4 year/50,000 mile Limited Warranty
Influence: Warranty.
It’s a standard Warranty, but not different of other systems
• 4-wheel BMW M vacuum-assisted ventilated, cross-drilled compound disc brakes with floating brake rotors
Influence: Handling, Safety and Price.
It’s good brake system, which increases the safety and also price.
As result of the BMW M3 HOQ looking the weight of the functions the engineering the main functions of the BMW M3 are the:
• Dynamic Stability Control (DSC) with M Dynamic Mode (MDM)Driver and
• Front-seat-mounted side-impact airbags
However, the BMW M3 does not have items such as:
• Side assistance
• All steel parts are 100% dual-side zinc-galvanized.
• NO SEDAN Version
Therefore, BMW M3 engineering team has to be working to improve those functions and features.
4.6 Mercedes Benz CLS63 AMG Sedan
[pic]
Figure 6 - Mercedes Benz CLS63 AMG[xi]
By analysing the specification of car[xii] Mercedes Benz CLS63 AMG and also the specialized press web sites[xiii]we were able to quantify and qualify the system analyzed.
The House of quality below is the result of the analysis of the Mercedes Benz CLS63 AMG.
[pic]
Figure 7 - Mercedes Benz CLS63 AMG 2012 HOQ[xiv]
4.6.1 Data Inputs (Importance)
By analyzing the MB C63 AMG Sedan specifications (MBUSA, 2013) and data (Top Gear, 2013) we qualify the weight and importance of customer requirements. With the customer requirements importance level defined we oversight the technical specifications and data from source (Top Gear, 2013), looking for the functions and feature that will attend the customer requirements of the MB C63 AMG Sedan. With the functions and features defined we post those in the technical requirements and define the relationship of the them with the customer requirements, the relation between customer requirements and technical requirements is represented by a “value” which means weight of the determined function or feature (Technical requirement) over the customer requirement. Defining the relationship of customer requirements with the functions and features we will end up with values of functions and features that will influence the system analyzed. Having costumer requirements, function and features of MB C63 AMG Sedan, we need create the correlation among the functions to be used to attend the costumer requirement on the roof of HOQ, it is necessary in order idealize how one function influence each other. The relation of influencing is an important point because the engineering will be looking on that, in order to create functions or features.
Having all said the functions and features to attend the customer requirements of the MB C63 AMG Sedan are:
• Bi-Xenon headlamps with Active Curve Illumination
• Body structure (HSLA) High-strength/low-alloy
• 7-speed AMG SPEEDSHIFT MCT transmission
• 14-way power front seats with memory
• Park Distance Control
• Interior Dimensions
• Active Blind Spot Assist
• COMAND hard-drive navigation with Zagat® Survey
• Highway 19 mpg
• Handcrafted AMG 6.3L V-8
• 3-stage Electronic Stability Program (ESP®)
• Dual-zone automatic climate control misting sensor, MAX A/C, heat at rest, and recall of individual user settings
• Front-seat-mounted side-impact airbags
• 4 year/50,000 mile Limited Warranty
• AMG high-performance braking system
4.6.2 Result Analysis.
The results of the MB C63 AMG Sedan show that following items were created to attend the costumer requirement and the relationship of them with the customer equipment.
• Bi-Xenon headlamps with Active Curve Illumination
Influence: Safety, Price and Comfortability.
MB C63 Sedan AMG has a Bi Xenon Lights which makes the car safer to drive, more comfortable to drive, but increases the price.
• Body structure (HSLA) High-strength/low-alloy
Influence: Reliability.
MB C63 Sedan AMG has all steel parts are 100% High-strength/low-alloy which makes the car more reliable and safer
• 7-speed AMG SPEEDSHIFT MCT transmission
Influence: Safety, Price, Comfortability, Speed and Fuel Efficiency. It’s got classification as 115.9 in terms of Importance. So it’s a “MUST HAVE”
It’s one of the best functions of the of Mercedes Benz the AMG shift, it makes the car, safer, more comfortable, faster, and reduce the fuel consume, but because of the high level technology needed to develop this function it increases the price.
• 14-way power front seats with memory
Influence: Price, Comfortability.
It’s special feature of the MB C63 Sedan AMG and provides more comfortable, but influences the price.
• Park Distance Control
Influence: Navigation System, Handling, Safety, Price and Comfortability.
It makes the car easier to hand. This Parking system is integrated with the Navigation system and also makes the car safer, and more comfortable. Price also increases.
• Interior Dimensions
Influence: Comfortability.
It makes the car more comfortable, but it’s the biggest car of the three system analyzed.
• Active Blind Spot Assist
Influence: Navigation System, Safety, Price.
It’s an important item as well. It’s integrated with the navigation system, and also makes the car safer, but more expensive.
• COMAND hard-drive navigation with Zagat® Survey
Influence: Navigation System, Safety, Price and Comfortability.
It’s an important item as well. It’s the navigation system of the MB C63 AMG Sedan, and also makes the car safer, and more comfortable, but more expensive. Also integrated with an entertainment system which provides; survey ratings for restaurants, hotels and golf courses.
• Highway 19 mpg
Influence: Fuel Efficiency, considering it’s a 451 HP engine, it’s a good MPG.
• Handcrafted AMG 6.3L V-8
Influence: Engine, Speed and Fuel Efficiency.
It’s a fantastic engine it does 4.4s 0 to 60 MPH, with good Fuel Efficiency, good top speed.
It does the car safe and easy to hand, and improves the fuel efficiency, but increases the price.
• Dual-zone automatic climate control misting sensor, MAX A/C, heat at rest, and recall of individual user settings
Influence: Comfortability.
It does make the car more comfortable.
• Front-seat-mounted side-impact airbags
Influence: Safety, price.
It does the car more expensive and improves the safety.
• 4 year/50,000 mile Limited Warranty
Influence: Warranty.
It’s a standard Warranty, but not different of other systems
• AMG high-performance braking system
Influence: Handling, Safety and Price.
It’s good brake system, which increases the safety and also price.
As result of the MB C63 AMG Sedan looking the weight of the functions the engineering the main functions of the BMW M3 are the:
• 7-speed AMG SPEEDSHIFT MCT transmission
• Handcrafted AMG 6.3L V-8
• 3-stage Electronic Stability Program (ESP®)
Therefore, MB C63 AMG Sedan engineering did a good job and this car will be the car which meets the costumer expectations.
5 Conclusion
As a final conclusion the use of House of quality exposed the customer needs. Targeting the customer needs we were able to think which functions would be used or not to reach the customer needs. The HOQ created the relationship between Costumer Needs and also design of the function and improvements of the functions. Having the HOQ with all numbers weights set up, we easily could verify that checking the value of the numbers we have the main function to be implemented and checking the roof the impact in others functions.
Thus we ended up with;
• 2012 Audi S4 Sedan With a feasible price and mainly with improvement needed of functions that already has a good performance but need to be improved such engine power.
• 2012 BMW M3 Sedan Mainly needs improvement of the function already present, but also has a big challenger to improve the reliability to meet the customer needs. And create functions not found in BMW M3 Coupe. As main NEED we have the Sedan version. So BMW needs create a Sedan version if wants to compete with Mercedes Benz and Audi in this category.
• 2012 CL63 AMG Sedan Mainly does not need an improvement and creation of new functions or features. However not all costumers can afford the cost of this option.
6 References
The following documents contain provisions which, through reference in this text, constitute provisions of the present document.
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[i] QMS | QA/QC | ISO | Lean | Six Sigma; Homepage online. Available from http://iso-qms.blogspot.com/; Internet; accessed 10 May 2013.
[ii] Consumer Report ; Homepage online. Available from http://pressroom.consumerreports.org/pressroom/cars/ Internet; accessed 10 May 2013.
[iii] Car Spec Review ; Homepage online. Available from; http://carspecsreview.com/; Internet; accessed 10 May 2013.
[iv] AUDI USA; Homepage online. Available from http://models.audiusa.com/s4-sedan/detailed-specifications Internet; accessed 10 May 2013.
[v] BBC TOP GEAR; Homepage online. Available from http://www.topgear.com/uk/car-reviews ; Internet; accessed 10 May 2013.
[vi] QFD Online; Template available online. Available from; http://www.qfdonline.com/; Internet; accessed 10 May 2013.
[vii] BMW USA; Homepage online. Available from; http://www.bmwusa.com/; Internet; accessed 10 May 2013.
[viii] BMW USA; Homepage online. Available from; http://www.bmwusa.com/Standard/Content/Vehicles/2013/M/M3Coupe/default.aspx; Internet; accessed 10 May 2013.
[ix] BBC TOP GEAR; Homepage online. Available from http://www.topgear.com/uk/car-reviews ; Internet; accessed 10 May 2013.
[x] QFD Online; Template available online. Available from; http://www.qfdonline.com/; Internet; accessed 10 May 2013.
[xi] The New York Times; Template available online. Available from; http://wheels.blogs.nytimes.com/2010/11/18/2012-mercedes-benz-cls63-amg-more-power-less-guzzle/; Internet; accessed 10 May 2013.
[xii] Mercedes Benz USA; Homepage online. Available from; http://www.mbusa.com/mercedes/vehicles/model/class-C/model-CLS63; Internet; accessed 10 May 2013.
[xiii] BBC TOP GEAR; Homepage online. Available from http://www.topgear.com/uk/car-reviews ; Internet; accessed 10 May 2013.
[xiv] QFD Online; Template available online. Available from; http://www.qfdonline.com/; Internet; accessed 10 May 2013.
