Photo - Azlan Othman, Chief Designer at Poton Holdings in front of Proton Iriz.
According to Malaysian automaker Proton Holdings [Proton], 3D design software from Autodesk has helped it stay ahead by meeting customer expectations.
Azlan Othman, chief designer at Proton, said the use of Autodesk digital prototyping has allowed the developing of a design identity across ithe company's latest car models.
"Technology advancements are changing the business landscape for us - especially in design. Our investment in design technology and focus on developing our design DNA are our key differentiators," said Azlan.
"It is critical for us to use the best design and visualisation technology to experience our vehicles before they are physically built," he said. "This lets us stay ahead and meet our customers' expectations. Autodesk Digital Prototyping technology - such as Alias Design, Alias Automotive and Autodesk Product Design Suite - has empowered us with unprecedented design capabilities to explore various design innovations."
Azlan said Autodesk Digital Prototyping technology has helped to cost-effectively speed up the design, visualisation, and simulation used in product development.
He said the Autodesk suite provided a complete toolset for sketching, illustration, image editing and integrated 3D environments. This has allowed Proton to reduce the use of expensive physical models along with time-consuming linear processes.
Azlan said business advantages include:
- As the conceptualisation of a new car can take between 18-24 months at Proton, high penalties incurred by changes in later phases can be eliminated by better focus in the design phase in the initial 30 percent of the this phase
- Autodesk digital prototyping technology has also helped the company to reduce the total time spent on car design by 20 percent, allowing for increased productivity and additional projects
- Proton has reduced the time and cost of scale model development by 65 percent for the Proton Prevé, which was launched in 2013.
"ASEAN has a key role to play in the automotive industry and it is expected to be the fifth largest automotive market in the world by 2019 9Frost & Sullivan]. We foresee an exciting time for global manufacturing ahead and are privileged to be part of Proton's success. With investments in technology and engineering, Malaysia's automotive industry is poised to become a regional hub," said V R Srivatsan, managing director for Autodesk ASEAN.
Srivatsan said Autodesk customers can use digital prototyping processes by using Autodesk Product Design Suite, Autodesk Factory Design Suite, and Autodesk Alias Automotive. In addition, Autodesk Maya software will support workflows including product design, design optimisation, simulation and manufacturing engineering.
All recent car models manufactured by Proton such as the Suprima S, Prevé, Exora, Saga FLX, Persona, and Satria Neo, including the latest Proton Iriz were designed using Autodesk technology. PROTON Iriz is the long-awaited compact car built on a new platform for Malaysians and the global market.
Established in 1983, Proton is a wholly-owned subsidiary of Malaysia-based conglomerate DRB-HICOM Berhad With operations from the UK to the Middle East, and across South-East Asia and Australasia.
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