Crt 4 zs Automotive Headlamps aaa The paradigm shift from standardized glass’sealed beams to today’s plastic custom designs introduction and company background. . « “The General Flee Company Pltie Division (GEP) began a amir sop ple fthemos phe welding compounds sed in ects! components uch fs yc fbe bes and radi cabinets) apd te sld these pee materia the general marke to ther aniactrers of sar devices, The need fc patie ee ats oh nproedpyoeal preperialcd GE ser b> “Thermoneis and Thermoplastes | coche development of new, shemoplatic engines sing plties sich ‘ipsa can) in 99 pepe ne PPO) in act ce eel | Ga, nly ch ww eal ecm 8 a aegis catering pn ae obi cade sa|sky darn Gero os vt eg | Th copay served ie anomie indy fom Sct Te A |e Cd ling pnd opin nd cton yeeros cf GE procs imine inset Cap ote ad the ptr many tien Sees. At pce be neni meet, GEP esabihe ld fee nthe Do pa of Sai, beth cage, seal val and ans mre Iles: eres aac oth 18 whic OEM te Ids perng tem trough the devlopmee of ae ari ren ny tana nten a,the wee hing apt Sots wo rk fe corres enn oe THE HISTORY OF FORWARD LIGHTING— HEADLAMPS touch Bec the comin Ie ht rise el ele caer of he bl (APs rend the etd became ito we and besa the bea bertaly df ea Ings for many eae The ar eke eam wens sed oes ee tea ec i he cred fm keepers can candice igh ul. om he ce 1Wa0e unt 957 they were enable one town ize: sewenanch deer ue Iy wth nents to ride oth lw: nd hgh eam phn Becemng ate ol ey ee thy oe reaty avast low con and eny wo epic By the 1957 model ya, syle ends of Tenge ower ve lets ete veneer syte h 20 ce glow and Anne igh beam ut. Thi tim we rt seen on ih “ome Crier a the 958 Like! with mos ote 1958 woes sping the the 1957 Meesrysat onion Byte nieve rectangle eit beams 2 Dusing mos ft ne, eam n Burge hd diet. The see tem phen never brome mi ett. hala te tbr chet dig ve 68 he ce Sign omen comin ‘ce ad inprove: Typical nts were cried a pu lens, cal rector tnd one ce mre replaceable bib, wk an ndurywanardaed conection a ee ga Daa een starter alee cys wn ‘ply exemplified bythe HE eve flame high/low bea ign in the main ead, wth sng free bl med for loop age deen. of and ether forward ghtngapbeatonn. Eoropean model sold inthe US, hd the ‘designe oii co incorporate the Unie States sealed beam uite—often tthe ‘eriment ofthe vehi sppearnce Inthe cal 1980s, the domination by the conversion incanderent velo beam nthe United Sites war calleged bythe dese fer bate lighting andthe aie of Buropean halogen repcemenr uot in he afermatket—the consumer replacement and rte market. As res lgen bubs were abled to aandardshape, gas beam bralamps,resing 2 premum rings of rode, eodicing a wher righ ight [Acti jute (th the enerption of hen) ll exter ighting on ‘modem vis ad evolved alplanc uit dng to ithe spe ashy tf the co sing replseebe stands bal and connzeuons Acryi tics were ‘rpcally wel fr lense, wth vaso ter ples and meta competing forthe eflecoe/housng ad win compen THE SITUATION, Whee GEP hepn to approach cr companie with he de of plastic healamp.it encountered many obcsons. Some ofthese cjeions were that pti ead Ian sould ot work beese » Compared to gsi beam units hey wl be rable to maintain et sy they ae ot lel or not approved bythe US. Deparenet of tation (DOT), the Natoral Highway Tif Suity Adminton ‘rte Society of Auomotive Engineers SAB) cont more and, therefore fer no incentive to change Be epi mncin Sre,teC p ee ceric anon rt 0hor with thee ection, few meters of the GRP makeing eam headlamp cou be bee spent on few people wee pepe 10 Det ther aes on THE MARKETING PLAN. Benefits (GEP makeing people beg sarang nd Selig in abo te beni bcc headlamps 9 OPM. Thy concede primary benef of ir '¢Plsice alowed the cation of nie design wat easier opi deal rp icon than Zs, aowing vee manufac dng » more de tooth, serine fom end wih he ralamps tegrated it che veal ‘bic shape td monte Bush to acer ces “The pltiralogen bl combination could ‘end eallsion—sie the Lexan wae vial beste; and ven token, the bulb lament was separately enced. Threloe the kre wan ceded compared tothe pia nae bam et wh its incdscnt Saent xpos when broken “The Lez amo woul be infamy ter thin a gasecale-beam amp, centing ote or lower wei weight Thc benefit, when combined st pacha cul rove 2 nat for man frre 9 make thei cs look beter and ieee and ave dt aap eet ‘he competes getentilly rade collin haz ani contribute to he ove rales proce uc veils Indend a hin, thr wae aeghened cence cai tn nso neds Inaddion tothe ey aspect, GEP not the ropsed fash desig ig me serra, us coming ket (ener ener wn auc tagged the Sexy dhe tera was vod ding dewlopiet and ap7etion) ot with iss, ba or estomers an forthe (Guide Lamp Divisio now par of Delphi Autonet) asescaled beam headlamps to GM, whe the GEoer Lamp Divan (esgic cash cow) ws the eget plier che ret of che ‘Neth American mare. Th Guide Lamp Divison was uenerpive, nd a gene ral manager pie this by wating emphatically that was not going change fom gue wo lai bcaue and wil away be cheaper than ol” The GEP prov pam suger real eng practally vow ot of «mesg by he Bead of (GE¥ then Misttce Lamp Departnet at Nel Pa, nee Cleveland Formal, , {GEPPe management the Pitted, Metechaetn, beadguciere backed te forts sn Detroit and provide polis uppore within GE for personne. Finding the Right Customer “The GEP approach othe customer then hanged: Realising that che potential tore within the tomer were acl those who woul! vale the beefis of ‘ong een te ecoed onthe deg ad eying oration. 95 wal mangers in pro inning and marketing In other word atetoncentced onthe people t For who acl about the way a ear locked and sl, The vehicle ‘invfcrter cotomea were ae the conten egetng ad purchasing people but eal the marketing, yling/esg, and prod nnn dosent with egineerng a necessary. fsometines kcal. At the cme ne, GEP Aeveloped champion within the Ford rgnsaton: an opermindd, creative may agen advanced engisering—who mot only “go bt wanted to ee ir happen el Afer takings ory ol the major eat companies, GEP ceasing ocaned ts fs on Ford a he agse—percciingit tobe the mot Hey er Challenging the Standard. “Though the effort wae considered to be a wast of time by many Ford personnel GEP marketing people stared to pltey but systematically goeton “egal assumptions, They mae some inporant discoveries. Everyone had asumed the Incoment desi toe ns bi tht rove otto the care The ee atin place prinanly a esgn guideline to desrbe these mounting a sning pots and 0 on of sealed beam ating or determining performance: GEP also decide 10 I aenomptins at the extra agency level. The GEP program ef senior DOT cfc in Wethington, D.C, and aranged + nese headlamp es. At this meting the official indicated ely rel concen was hat heslighs pried driers om over the period oftheir if or that ofthe car) In fic, the not ate about the headlights material or shape. The GEP repre: afety benefit of the pli concept. The plastie/tlogen bulb ce the rth of ire in a rarend colsonsince the Lexan sable and, even broken, he bulb filmene was separately re the risk of fire was reduced compared to the risk with the tht inandeses en expned hen brokenValidating the Concept viewed with Fray well as withthe apogee gencin Ford and GE died er valde theconspe natal fil te, The fst platen : wule bubs t igh source. Ie ad a njston mole lens wth UY peste sv coating bonded ton injestion molded dad costed elec housing The veh application arte ater (high namcnl) wis on the 1960 sncaln Town Ca. of which approximately 60.000 eamgles were prodiced and ‘old ht yes Conventional ts wealeP beam nit were ed or te oer Nighow beam pir of headlamp. The pup was wo un prod se expr nce ad prove the duality ofthe pte mp n acl ildue These se were manutscnced by GE Ministre Lanp Drona pt of develope eject fndedby GEP and Ford. Tha test aplcaion was deemed soecessu sai headlamps sdf fi the ir wer the arm They dened te resets wider we wh ae tice wok Acosta tine, GE Lamp withew wppor of the development pera, While Ford was eet a the amuse of ars parte we Inge captive melding faces nthe dry. wae convinced ht the develop pied ck be in decrement iment ceueds cooperative lamp manufacnrer Over inet wih AGP reps ee egg ce Ferd ponon cle: Tod wn {sng to gn abesé wth th acrodynamic Imp develapment. Ford prefered to at ‘ex wath GE, as GE nd both pasties ighing experi. Hosen would no ‘efnn fom cing nthe ihting anscrr and another pasts sper and Heine dew together int a ec eg, a vale never) to ake the prec happen: “The ied VP ated she GEP roproentstiv to a that mesge bck to GE ANALYSIS See chen cid wih nricon A fw ‘people witha a company haves bight ea hat would benefit the cosy Azepted ad inplemene. However, the curenc intr ssaton i characterized a