Publications
Publications
- November 2023
- HBS Case Collection
Geely SEA: New Electric Vehicle Platforms
By: Willy Shih
Abstract
Teaching Plan for HBS Case No. 622-001. 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 teaching plan is for use with Clayton Christensens Integrated vs. Modular framework.
Keywords
Product Innovation; Product Architecture; Product Engineering; Platform Design; Platform Strategy; Product Design; Product Development; Cost Management; Competitive Strategy; Industry Structures; Product Positioning; Auto Industry; China; Sweden
Citation
Shih, Willy. "Geely SEA: New Electric Vehicle Platforms." Harvard Business School Teaching Plan 624-055, November 2023.