Based on our research, the central reasons for automotive product-launch delays are the increased complexity of software and electronics and an approach to software development that fails to keep up with growing system-level complexity. This problem inflicts new industry entrants and established OEMs alike. The failure to launch smoothly can jeopardize an entire company’s competitiveness and brand trust, while disrupting its financial performance. And that doesn’t include the damage to a company’s brand and reputation. However, product-launch delays have multiplied rapidly in recent years in the automotive industry-often with hundreds of millions of euros or dollars at stake for an OEM or tier-one supplier. Mastering a successful product launch with respect to time, cost, and quality is a core capability for every organization.
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