tlcomparison

The continuity of product definition, from prototype and on through engineering to production, should maintain and actually strengthen the design by evolution of the original design intent. Without a concerted effort for consistent design details, integral parts of the design can be lost for seemingly good reason. It could be cost reduction, use of common parts, a designer's "It is easier for me today" issue, or a supplier desiring a simple tooling path, resulting in risk of a lessened product to the customer. This is a fascinating issue in its need for the small design decisions to be seen with the larger picture. Individual designers and managers are responsible for this tough task.

Added to this challenge are the difficult decisions when program cost objectives are being pushed from upper management as the highest priority at a late point in a program. Amazing still, is the fact that the same company might be simultaneously increasing spending in Advertising and Corporate Image building and placing high priority in investment for styling gains in another similar project (that has yet to reach the point of being scrutinized for cost concerns). For the student, you will note that this is not covered in your coursework. For the upper management overviewing a range of product, this is something to stay keenly aware of and guard to maximize overall corporate goals. This emphasizes the need for communication with the corporate vision in order to assure corporate wide consistencies.

Above is an early build of the TL tractor as developed which conveys a solid simplicity of design, with a fluid, consistent style denoting a well proportioned robust tractor for the money; great value. For illustration purposes, this tractor is discussed as an example of budget goals and priorities of one project, causing a production result actually contrary to overall corporate product image goals. It is not our intent to suggest that this example problem is only encountered at New Holland. In fact, New Holland is notable in the industry for its concerted effort for product line styling consolidation during the 90's. The problem noted here is a common struggle, and this particular example is utilized for it's more visible effect.

This photo provides a more clear illustration of the impact of the color difference on the steering console of the TL35, on the left, and that of the TS65 on the right. The TS having a blue painted injection molded component matching the hood, while the TL35's injection molded component is black, as molded, for about a $12 cost reduction. Which tractor appears to have the more robust engine package? The question when aiming for the maximum competitive image for marketing is: Was this the best place to achieve this cost reduction? Or, are there other places which do not effect the overall value perception or diminish the overall corporate styling strategy?

Open energetic dialogue within the design team allows testing of the ideas in question with the opinions of those around you before changing details affecting styling. There is no fault in having low sensitivity to style effects and it should be noted that it is easier to design for people who don't particularly care about design. However, the real challenge is to design for the higher discriminating user which allows coverage of the broadest market. Here, attention is needed to the overall design result rather than point concerns.

BE CAREFUL FOR LOSS OF DESIGN DETAILS

An essential point of styling is it's use to convey a message. The more consistent your design is toward the message you wish to convey, ( best quality producer, low cost producer, best value producer, etc.) the better it communicates your desired message to your customer. Remember, the customer will use this product for 4-8 years, and possibly 20 or more. Doing the extra effort for the customer is the true reward for the conscientious designer.

The above photo is of the tractor as it went to production. Note the result of a decision for cost reduction removing the blue paint from the steering console on this TL Series tractor.

Example of the struggle with program pressures. Meet the challenge.