Publications
Publications
- January 2022
- HBS Case Collection
Geely SEA: New Electric Vehicle Platforms
By: Willy C. Shih and Shu Lin
Abstract
Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized battery electric vehicle (BEV). He had led the architectural development of the new Geely SEA platforms for its new family of BEVs. The new car would be part of the Zeekr premium lineup. He knew that smaller cars on a given platform inevitably suffered from costs problems, while larger vehicles suffered from less than premium attributes.They could emphasize meeting cost targets on the low end, but that might have a negative impact on the high end. Which platform should they choose?
This case explores the platforms and derivatives strategies used by global auto manufacturers, and some of the changes wrought by the shift from internal combustion vehicles to battery electric. It emphasizes the importance of achieving volume and scale in reaching competitive costs and selling prices, and offers an opportunity to explore the potential impact of open standards and modular interchangability on the structure of the industry.
This case explores the platforms and derivatives strategies used by global auto manufacturers, and some of the changes wrought by the shift from internal combustion vehicles to battery electric. It emphasizes the importance of achieving volume and scale in reaching competitive costs and selling prices, and offers an opportunity to explore the potential impact of open standards and modular interchangability on the structure of the industry.
Keywords
Product Innovation; Product Architecture; Product Engineering; Platform Design; Platform Strategy; Information Infrastructure; Digital Platforms; Information Technology; Product Design; Product Development; Cost Management; Decision Making; Competitive Strategy; Industry Structures; Auto Industry; China; Sweden
Citation
Shih, Willy C., and Shu Lin. "Geely SEA: New Electric Vehicle Platforms." Harvard Business School Case 622-001, January 2022.