During the recession beginning in the early 1990s, Mercedes-Benz (MB) struggled with product development, cost efficiency, material purchasing, and problems in adapting to changing markets. In 1993, these problems caused the worst sales slump in decades, and the luxury carmaker lost money for the first time in history. Since then, MB has streamlined the core business, reduced parts and system complexity, and established simultaneous engineering programs with suppliers.
In their search for additional market share, new segments, and new niches, MB started developing a range of new products. New product introductions included the C-Class in 1993, the E-Class in 1995, the new sportster SLK in 1996, and the A-Class and M-Class All Activity Vehicle (AAV) in 1997, Perhaps the largest and most radical of MB’S new projects was the AAV. IN April 1993 MB announced it would build its first passenger vehicle-manufacturing facility in the United States. The decision emphasized the company’s globalization strategy and desire to move closer to its customers and markets.
Mercedes-Benz United States International used functions groups with representatives from every area of the company (marketing, development, engineering, purchasing, production, and controlling to design the vehicle and production systems. A modular construction process was used to produce the AAV. First-tier suppliers provide systems rather than individual parts or components for production of approximately 65,000 vehicles annually.
THE AAV PROJECT PHASES
The AAV moved from concept to production in a relatively short period of time. The first phase, the concept phase was initiated in 1992. The concept phase resulted in a feasibility study that was approved by the board. Following board approval, the project realization phase began in 1993, with production commencing in 1997. Key elements of the various phases are described next.
Concept Phase, 1992-1993
Team members compared the existing production line with various markets segments to discover opportunities for new vehicle introductions. The analysis revealed opportunities in the rapidly expanding sports utility vehicle market that was dominated by Jeep, Ford, and GM. Market research was conducted to estimate potential world wide sales opportunities for a high-end AAV with the characteristics of a Mercedes-Benz. A rough cost estimate was developed that included materials, labour, overhead, and one-time development and project costs. Projected cash flows were analysed over a 10-year period using net present value (NPV) analysis to acquire project approval from the board of directors. The sensitivity of the NPV was analysed by calculating “what-if” scenarios involving risks and opportunities. For example, risk factors included monetary exchange rate fluctuations, different sales levels due to consumer substitution of the AAV for another MB product, and product and manufacturing costs that differed from projections.
On the basis of the economic feasibility study of the concept phase, the board approved the project and initiated a search for potential manufacturing locations. Sites located in Germany, other European countries, and the United Sates were evaluated. Consistent with the company’s globalization strategy, the decisive factor that brought the plant to the United States was the desire to be close to the major market for sport utility vehicles.
Project Realization Phase, 1993-1996
Regular customer clinics were held to view the prototype and to explain the new vehicle concept. These clinics produced important information about how the proposed vehicle would be received by potential customers and the press. Customers were asked to rank the importance of various characteristics, including safety, comfort, economy, and styling. Engineers organized in function groups designed systems to deliver these essential characteristics. However, MB...