GENCHI GENBUTSU A SUCCESSFUL TOOL FOR QUALITY IMPROVEMENT DURING THE PRODUCT DEVELOPMENT PROCESS

The automotive competition is growing every day, and automotive products (vehicles and components) are often developed in one country though it's made based on o global architecture, used and applied in other markets, and with the high competition between automakers, engineers can not afford make mistakes during the product development mainly in global architectures.

Be the customer or put yourself in the customer's place is the key to good product planning, design, development, and also, marketing, therefore to understand exactly what the customers are complaining about on the current products to consider this lessons learned on the new products the Genchi Genbutsu is key tool to find the root cause of any problem which is the key to a lasting solution and a successful product development.

The article describes some successful steps to apply the Genchi Genbutsu during the automotive product development.