What do you look for when buying a new vehicle? For many consumers today, the most important and exciting features are those that are enabled by electronics and software. In episode three of the Future Car series on E/E systems, we dive into how actual vehicle development has changed as a result of shifts in both buyer preferences and larger industry trends. You are going to hear why EVs are becoming more attractive to customers, why OEMs focus on developing advanced vehicles, and the role E/E systems and architecture play in the new, more complex world of the automotive industry. Please enjoy!
Systems Today: Product Development Changes
Aligning the manufacturers’ efforts with the consumers’ needs saves time and helps in creating great products. This is why car OEMs obsess over what your main focus is going to be when buying a car. Even EV companies, which are relatively new, have to first take into consideration the needs of the consumers and then innovate around them. The different needs and preferences of customers make the process of creating viable car designs very complex.
In our last episode, Doug, Dan, and I talked about the overall industry trends that are affecting automotive development engineering, and today, in our third episode of this series, we dive deep into actual product development and what’s driving change in that arena. You are going to hear why EVs are becoming more attractive to the customers, why OEMs focus on developing advanced vehicles, and the role E/E systems and architecture play in the new, more complex world of the automotive industry.
Doug Burcicki is the Global Director of the Automotive & Transportation Heavy Equipment Industries, within Integrated Electrical Systems, part of the Siemens Digital Industries Software.
Dan Scott is the Marketing Director within Integrated Electrical Systems and has previously worked in the automotive industry for 15 years, in a variety of different roles, from Chief Engineer to Sales, to Project Management, working for a variety of suppliers, tier ones, and OEMs.
Tune in to learn how companies change their product development priorities and methodologies to adapt to the current and future market demand.
In this episode, you will learn:
- The current key drivers of innovation in vehicle development. (01:00)
- The complexities OEMs have to face to cater to all types of consumers. (02:29)
- How companies determine what to invest in. (05:56)
- What startups in the automotive industry focus on, at the moment. (08:15)
- Why E/E systems and architecture are becoming more and more important. (11:24)
- The elements that make EVs more attractive to consumers. (14:11)
- The impact EVs have on the environment. (14:50)
- How Tesla is pushing the automotive industry forward. (16:56)
- The importance of over-the-air updates for today’s product development world. (20:21)
- How product traceability changes with the increasing complexity in the automotive industry. (26:03)
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Doug Burcicki – Global Director Automotive & Transportation – Integrated Electrical Systems
Doug Burcicki is the Automotive Market Director for the IES team at Siemens. Prior to, Doug was Director, Advanced Business Development at Yazaki, a globally focused role in which he was responsible for identification of Product and Technology trends resultant from Market, Regulatory and Economic indicators. He established a global process for prioritization of R&D projects, resources and investment as opposed to disparate regional strategies and built the business case to enable and support new portfolio development. Prior to this Doug was Vice President for the Yazaki General Motors BU responsible for global P&L, sales strategy and overall customer relationship driving significant success at the account. Doug holds a Masters in Automotive Engineering (Mechanical focus) from Lawrence Technological University, MAE and Bachelor of Science in Electrical Engineering from Wayne State University, BSEE.
Dan Scott – Marketing Director – Integrated Electrical Systems Division
Dan Scott is the Marketing Director for Integrated Electrical Systems at Siemens Digital Industries Software. He is responsible for Capital, Siemens’ E/E systems development portfolio. This encompasses E/E architecture, electrical systems, communication networks and AUTOSAR embedded software products. He has experience working for OEM’s, suppliers and consultancies in the auto and aero industries, including at Ricardo, Frost EV Systems, Tata Motors and Rolls-Royce. He has published several academic & industry papers on vehicle electrification and system optimisation.
Conor Peick – Thought Leadership Writer
Conor works as a writer covering Automotive and Transportation topics for Siemens Digital Industries Software. In this role, he has helped produce a variety of materials including blogs, articles and whitepapers on automotive topics ranging from wire harness design and manufacturing to embedded software development and overall industry trends.
The Future Car Podcast
The tech-driven disruption of the auto industry cuts across domains, from silicon and software to sensors and AI to smart traffic management and mobility services. Get the chip- to city-scale story in regular interviews with technologists at Siemens and beyond.