What is difference between assembly plant compared to more typical auto assembly plants? -
Why do you think there are no robots or other automation needed in the plant to do the production?
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it all," says Andrew Stokes, a UAW craftsman who works in underbody
When the board-games company Bob Moog created in 1985 sought
and heavy repair. "I'm one of the first 12 to work on the Prowler," he
growth through global expansion 2 years later, Moog faced the usual two
added. "The Prowler is a little easier to assemble but a little harder to re-
options: export the product or manufacture it overseas for local distribu-
pair. The Viper seems to be a lot more open than the Prowler is-the car
tion. Moog chose the latter. "We decided for a number of reasons to
seems to be built around the engine and trans and that makes it a little
manufacture our board game, '20 Questions,' in Holland for distribution
harder to work on." Thanks to such an interest from car buyers in this
throughout Europe," said Moog, president of University Games Corp. of
plant, Daimler Chrysler allows Viper customers to pick up their car as it
Burlingame, CA. R ecently the company expanded into Australia. Unlike
comes out of the final assembly, to meet the employees who built it, and
the European ventures, however, Moog decided that it was more eco-
to drive it home from the plant instead of from the dealership.
nomical to import its products into Australia from the U.S. manufacturing
facility because "anticipated initial sales in Australia just did not warrant
a manufacturing operation there at this juncture," Moog said. "If sales
Questions:
pick up down the line, we may then examine local manufacturing."
1.
What is difference between assembly plant compared to more typi-
Moog's dual strategy is not unique. One of the toughest questions a com-
cal auto assembly plants?
pany confronts when pondering an international sales strategy is: to ex-
port, or not to export? While exporting is often the least risky method of
2.
Why do you think there are no robots or other automation needed
selling overseas, it frequently involves significant transportation, logis-
in the plant to do the production?
tics, and tax-related costs that may make it uneconomical when com-
pared with foreign manufacturing. On the other hand, foreign manufac-
turing, while potentially a more competitive way of entering an overseas
market, has its own bugaboos. Political instability, fluctuating market
CASE STUDY (LOCATION PLANNING ANALYSIS)
conditions, and the huge capital costs to set up an overseas
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we've just added another 10,000 square feet to improve our process flow
and improve our quality. And it provides a little more space since we
CASE STUDY (PROCESS SELECTION)
added the Prowler. "It will allow us to do a better job of reaching the
Prowler's ultimate capacity. It's about a $1 million expansion-for other
large plants, that's nothing but for a facility this size it's a lot of money.
Daimler Chrysler's plant that builds Viper and Prowler is the Motor City's
"hottest ticket." The Viper-Prowler plant is not your typical Detroit as-
sembly operation. Instead of mass production techniques using robots,
"For me it's a dream job. I've been a 'hot rodder' all my life and build
it's "craftsman-style" production for hand-building Vipers and Prowlers.
race cars and racing engines, and how many hot rodders get to lead the
With mass production, Daimler Chrysler can produce up to 75 cars per
team that runs the only hot-rod plant in the world?" Conner Avenue is a
hour. With late shifts, Daimler Chrysler's nearby Jefferson North Assem-
throwback to early 20th Century, pre-mass assembly techniques. Vipers
bly Plant can crank out 1,114 Jeep Grand Cherokees in a 24-hour work-
and Prowlers are built on parallel 720foot assembly lines, each with a
day. By comparison, the Viper plant produces 13 Vipers a day and has a
dozen or so workstations, where the cars are hand-assembled. In a rarity,
capacity for 20 Prowlers. At 392,000 square feet, the Viper plant is a
there are no robots in this plant. When each workstation completes its
boutique compared to most massive auto plants, such as Saturn Corp.'s
task, the entire line advances to the next station. So in those 45-minute
Spring Hill, Tenn., manufacturing complex, which is 5 million square feet.
stops, the employees are relatively free to grab a cup of coffee or talk to
The Jefferson North plant has 2.4 million square feet. " We're not the
tour groups, something they could never do in a plant cranking out 73
biggest plant in the area, but we've got the best workforce and build the
units per hour. The automaker's flexible labor agreement with UAW Lo-
most exciting products-the Plymouth Prowler and Dodge Viper," said
cal 212 means everybody working in the plant is a "craftsman" and can
Hinckley, who has spent 33 years working in various Detroit auto plants
solve any problem anywhere on the line-in most plants, job categories
for General Motors and Chrysler and is known for building and driving
are sharply defined and protected. Most large auto assembly plants still
"kit car" racers. "We're expanding our plant, too. We also are part of the
require 2,000 or more workers, while the Viper plant needs only 260.
revitalization of Detroit. "Our plant was about 380,000 square feet and
"We do everything from forklift driving to mopping and sweeping, we do
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