A product transformation approach to exploit existing production assets applied to the automotive supplier industry

The automotive industry faces many simultaneous challenges like transitioning from combustion engines to electric vehicles. Suppliers must adapt to changing markets and develop new solutions. Existing transformation approaches focus on strategic goals and comprehensive implementation. However, there is no focus on the transition of the product portfolio. This paper presents a design-thinking-based approach to rapidly generate innovative product ideas. First, company assets, product portfolios, and market environments are analysed to define the ideation focus. Next, these are recombined by interdisciplinary teams to generate ideas, which are then evaluated. In a workshop with 15 experts from an exhaust pipe manufacturer, over 400 ideas were generated and refined into 15 actionable concepts in five hours. This approach supports rapid, cost-effective innovation and strategic transformation.