Elio Engineering
Elio Engineering, Inc.
Hari Sankara, Harald Winkmann
Case I-1
1
OUTLINE
• • • • • ORIGIN OF ELIO ENGINEERING SEAT MECHANISM TECHNOLOGIES INDUSTRY AND REGULATORY ENVIRONMENT TECHNOLOGICAL BARRIERS AND RISKS CAPABILITIES REQUIREMENTS FOR PLAYERS IN THE AUTOMOTIVE SEATS AND COMPANY PROFILES • DECISION TIME
2
ORIGIN OF ELIO ENGINEERING
3
• • • •
Story starts with Paul Elio Since 1996:a revolutionary bike design Received a patent, but the venture failed Started to work for the automotive seat supplier Johnson Controls (JCI) as a part of a product design team • Drew a sketch of a new seat design: NC • “No Compromise”: simultaneous progress on cost, weight and performance
4
• The department was not challenging • “The Structural Design and Analysis Department”
Computer simulations of crashes Structural tests
• Hari Sakara- together 9 years in the department • The aluminum prototype of the concept-1998 • Part of a special class
5
“All belts to seat” (ABTS)
6
• Federal Motor Vehicle Safety Standards (FMVSS) on ABTS higher • Only in luxury cars and high-end sports convertibles • NC: low-cost, lightweight and strong • Potential penetration in all segment of auto market
7
• Paul&Hari: ‘Elio Engineering’ • Capital problems • “Bostrom Seating”
Seat supplier for heavy truck and bus industry looking to develop an ABTS seating
• 1999: licensing deal between Elio and Bostrom
8
Position of Elio within the truck market • 1999: U.S. truck market expected to be ~500.000 units • Bostrom had a 50% market share • Elio expects to get 2-5% royalties on the sales • Right partner for their vision ??
9
SEAT MECHANISM TECHNOLOGIE S
Seat Mechanism Technologies Existing Seat Technologies Elio Engineering ABTS Technology
10
Existing Seat Technologies
• Typical conventional* front seat costs around $500 to the original equipment manufacturer (OEM) • Cost of a conventional seat < cost of ABTS (~$750 to the OEM)
Hari Sankara, Harald Winkmann
Case I-1
1
OUTLINE
• • • • • ORIGIN OF ELIO ENGINEERING SEAT MECHANISM TECHNOLOGIES INDUSTRY AND REGULATORY ENVIRONMENT TECHNOLOGICAL BARRIERS AND RISKS CAPABILITIES REQUIREMENTS FOR PLAYERS IN THE AUTOMOTIVE SEATS AND COMPANY PROFILES • DECISION TIME
2
ORIGIN OF ELIO ENGINEERING
3
• • • •
Story starts with Paul Elio Since 1996:a revolutionary bike design Received a patent, but the venture failed Started to work for the automotive seat supplier Johnson Controls (JCI) as a part of a product design team • Drew a sketch of a new seat design: NC • “No Compromise”: simultaneous progress on cost, weight and performance
4
• The department was not challenging • “The Structural Design and Analysis Department”
Computer simulations of crashes Structural tests
• Hari Sakara- together 9 years in the department • The aluminum prototype of the concept-1998 • Part of a special class
5
“All belts to seat” (ABTS)
6
• Federal Motor Vehicle Safety Standards (FMVSS) on ABTS higher • Only in luxury cars and high-end sports convertibles • NC: low-cost, lightweight and strong • Potential penetration in all segment of auto market
7
• Paul&Hari: ‘Elio Engineering’ • Capital problems • “Bostrom Seating”
Seat supplier for heavy truck and bus industry looking to develop an ABTS seating
• 1999: licensing deal between Elio and Bostrom
8
Position of Elio within the truck market • 1999: U.S. truck market expected to be ~500.000 units • Bostrom had a 50% market share • Elio expects to get 2-5% royalties on the sales • Right partner for their vision ??
9
SEAT MECHANISM TECHNOLOGIE S
Seat Mechanism Technologies Existing Seat Technologies Elio Engineering ABTS Technology
10
Existing Seat Technologies
• Typical conventional* front seat costs around $500 to the original equipment manufacturer (OEM) • Cost of a conventional seat < cost of ABTS (~$750 to the OEM)