{"id":33553,"date":"2018-11-13T16:52:47","date_gmt":"2018-11-13T21:52:47","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/detroit-and-the-future-of-the-automobile-will-additive-manufacturing-help-gm-beat-silicon-valley-at-its-own-game\/"},"modified":"2018-11-13T16:53:47","modified_gmt":"2018-11-13T21:53:47","slug":"detroit-and-the-future-of-the-automobile-will-additive-manufacturing-help-gm-beat-silicon-valley-at-its-own-game","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/detroit-and-the-future-of-the-automobile-will-additive-manufacturing-help-gm-beat-silicon-valley-at-its-own-game\/","title":{"rendered":"Detroit and the Future of the Automobile: Will Additive Manufacturing Help GM Beat Silicon Valley at its Own Game?"},"content":{"rendered":"

The American automotive industry is no stranger to additive manufacturing.\u00a0 This process, commonly referred to as \u201c3D Printing,\u201d turns many traditional notions of manufacturing on their head.\u00a0 Instead of removing material from a larger whole to arrive at a desired object (think: carving a statue from a marble block), additive manufacturing enables the creation of objects by joining materials together, layer by layer, to form a more precise end product with less waste.[1]<\/a>\u00a0 For more than three decades, Detroit automakers have used some version of this technique to enhance their prototyping processes, quickly iterating on precise three-dimensional models rather than having to hand-carve new models from clay.[2]<\/a><\/p>\n

But as technology companies begin to impinge on these automakers\u2019 traditional turf, from Tesla\u2019s electric cars to Otto\u2019s self-driving trucks, traditional automakers are forced to innovate at a far more rapid pace.\u00a0 As they find themselves needing to co-opt the techniques used by these technology giants in order to survive, a key tool in this fight will be the adoption of additive manufacturing.<\/p>\n

One company, General Motors (GM), appears to recognize its importance. \u00a0Ever since its 2009 bankruptcy and government bailout, GM has attempted to redefine itself with what CEO Mary Barra calls \u201ca huge sense of urgency [on] transformative technologies.\u201d[3]<\/a>\u00a0 Additive manufacturing is \u201ckey to developing\u201d[4]<\/a> the car of the future, the firm says.<\/p>\n

In the short term, the company has announced a partnership with software company Autodesk to combine artificial intelligence capabilities with 3D printing to rapidly develop and test new part designs.[5]<\/a>\u00a0 This marks a major process improvement, as it dramatically improves the company\u2019s ability to iterate with speed.\u00a0 For example, as a result of this partnership GM has been able to build a reduced scale wind tunnel, which tests models 40% the size of production vehicles far earlier, cheaper, and faster.[6]<\/a><\/p>\n

In the medium term, product development is improved as well.\u00a0 GM\u2019s additive manufacturing activities have resulted in remarkably lighter vehicle components. \u00a0These directly increase the company\u2019s ability to compete in the fast-growing electric and hybrid segments, since lessening a vehicle\u2019s overall mass reduces emissions and requires less of alternative propulsion.[7]<\/a>[8]<\/a><\/p>\n

Moving forward, it is crucial that GM continues this focus on technology.\u00a0 GM\u2019s competitors are no longer traditional car companies but rather technology firms\u2014\u201cthe automotive 3D printing industry is likely to reach $2.73 billion by 2023\u2026a CAGR of 19.7%\u201d.[9]<\/a>\u00a0 To survive, the company will need to adopt the Silicon Valley traits of rapid iteration and minimal viable product focus as core cultural practices.<\/p>\n

To do so, it first needs to build intellectual property.\u00a0 Automakers have purchased many autonomous vehicle companies; now the race is on to buy components of their production verticals.\u00a0 Just as Detroit\u2019s original mastery was not the building of the car but the assembly line, Ford and Porsche have already purchased stakes in 3D printing companies.[10]<\/a>[11]<\/a>\u00a0 If GM does not follow suit, will it find itself far behind or, worse, shut out from 3D printing altogether?<\/p>\n

Looking out further, GM will need to develop its own core competency in additive manufacturing and other techniques.\u00a0 To do so, it must actively learn from the cultural practices of the companies it acquires and imbue them throughout GM as a whole.<\/p>\n

The question is, can GM continue to change its innovation culture?\u00a0 Less than a decade after its bailout, the company talks a big game about its commitment to technology.\u00a0 But technology is \u00a0\u00a0not a fad; it is a mindset.\u00a0 Whether GM can adopt to this new world remains to be seen.<\/p>\n

Word Count: 799<\/p>\n

 <\/p>\n

[1]<\/a> Source: Choon Wee Joel Lim et. al.<\/em>, \u201cAn Overview of 3-D Printing in Manufacturing, Aerospace, and Automotive Industries,\u201d IEE Potentials Volume 35, Issue 4 (Jul-Aug 2016), IEEE Xplore Digital Library, accessed November 2018.<\/p>\n

[2]<\/a> Sharmistha Sarkar, \u201c3D Printing: A Game-Changer for the Automotive Manufacturing Industry,\u201d Area Development, 2018, http:\/\/www.areadevelopment.com\/Automotive\/q3-2018-auto-aero-site-guide\/3D-printing-game-changer-automotive-manufacturing-industry.shtml, accessed November 2018.<\/p>\n

[3]<\/a> Joann Muller, \u201cMary Barra Is Running GM with a Tight Fist and an Urgent Mission,\u201d Forbes, May 2, 2017, https:\/\/www.forbes.com\/sites\/joannmuller\/2017\/05\/02\/mary-barra-is-running-gm-with-a-tight-fist-and-an-urgent-mission\/#320241971bdb, accessed November 2018.<\/p>\n

[4]<\/a> General Motors Company, \u201cAdvanced Software Design Technology Leads GM into Next Generation of Vehicle Lightweighting,\u201d https:\/\/media.gm.com\/media\/us\/en\/gm\/news.detail.html\/content\/Pages\/news\/us\/en\/2018\/may\/05 03- lightweighting.html accessed November 2018.<\/p>\n

[5]<\/a> Ibid<\/em>.<\/p>\n

[6]<\/a> General Motors Company, \u201cNew GM Wind Tunnel Accelerates Fuel-Saving Designs,\u201d https:\/\/media.gm.com\/ media\/us\/en\/gm\/news.detail.html\/content\/Pages\/news\/us\/en\/2015\/nov\/1110-windtunnel.html accessed November 2018.<\/p>\n

[7]<\/a> General Motors Company, \u201cAdvanced Software Design Technology Leads GM into Next Generation of Vehicle Lightweighting,\u201d https:\/\/media.gm.com\/media\/us\/en\/gm\/news.detail.html\/content\/Pages\/news\/us\/en\/2018\/may\/05 03- lightweighting.html accessed November 2018.<\/p>\n

[8]<\/a> Patti Domm, \u201cElectric vehicles: The little industry that could take a bite out of oil demand\u201d CNBC, March 2, 2018, https:\/\/www.cnbc.com\/2018\/02\/28\/soon-electric-vehicles-could-cause-an-oil-crisis-.html, accessed November 2018.<\/p>\n

[9]<\/a> Sharmistha Sarkar, \u201c3D Printing: A Game-Changer for the Automotive Manufacturing Industry,\u201d Area Development, 2018, http:\/\/www.areadevelopment.com\/Automotive\/q3-2018-auto-aero-site-guide\/3D-printing-game-changer-automotive-manufacturing-industry.shtml, accessed November 2018.<\/p>\n

[10]<\/a> Christoph Rauwald, \u201cPorsche SE Buys Minority Stakes in 3D-Printing Manufacturers\u201d Bloomberg, November 2, 2017, https:\/\/www.bloomberg.com\/news\/articles\/2017-11-02\/porsche-se-buys-minority-stakes-in-3d-printing-manufacturers, accessed November 2018.<\/p>\n

[11]<\/a> Kelly J. O\u2019Brian, \u201cFord invests $65 million in 3d-printing startup Desktop Metal\u201d Boston Business Journal, March 19, 2018, https:\/\/www.bizjournals.com\/boston\/news\/2018\/03\/19\/ford-invests-65-million-in-3d-printing-startup.html, accessed November 2018.<\/p>\n","protected":false},"excerpt":{"rendered":"

Software and tech have eaten the automotive industry. Is 3D printing the key to Detroit's survival? 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