Hyundai Engineering Starts with ‘Layman’s’ Approach

TRAVERSE CITY, MI – Suggesting a new engineering design initiative begin by considering the layman’s impression first would be considered heresy in some engineering circles.

But that’s exactly what Dan Vivian, Hyundai director-engineering design, does at Tuesday’s “Rapid Product Realization Through World Class Information Technology” session here at the Management Briefing Seminars.

Dan Vivian

He says Hyundai is obsessed with the idea of having the customer drive engineering discipline, and he wants only one degree of separation between the customer and engineering design.

In addition to scrutinizing how consumers use and experience their vehicles during various stages of ownership, that also means looking at design fundamentals and engineering execution in the mindset of a layman or a consumer – instead of an engineer.

Taking such a step back may be a bit of a leap for technically oriented engineers, most of whom consider themselves far more astute than the average consumer.

However, it’s tough to argue with the idea, given Hyundai’s enormous marketplace success. Global sales jumped 38% from 2000 to 2005, and the auto maker’s initial quality scores have been outpacing Toyota Motor Corp.’s in the non-luxury category.

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