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CHAPTER 1
INTRODUCTION
This chapter proves a review of the concept of injected parts and methods of parts
developments. This chapter also relates how parts were produced by using specific tools that
provided in the laboratory. Besides that, this chapter also includes the information about
parameter involves and the material that used in this project. The injected parts also are chosen
so that the sample can be taken nicely to do some analysis.
In 1856, American inventor John Wesley Hyatt developed a plastic material he named
Celluloid, improving on Parkes invention so that it could be processed into finished from.
Together with his brother Isaiah, Hyatt patented the first injection molding machine in 1872. This
machine was relatively simple compared to machines in use today. It worked like large
hypodermic needle, using a plunger to inject plastic through a heated cylinder into a mold. The
industry progressed slowly over the years, through a heated cylinder into a mold. The industry
progressed slowly over the years, producing products such as collar stays, buttons, and hair
combs. (U.S. patent, 1872) The industry expanded rapidly in the 1940s because World War II
created a huge demand for inexpensive, mass-produced products. In 1946, American inventor
James Watson Hendry built the first screw injection machine, which allowed much more precise
control over the speed of injection and the quality of articles produced. This machine also allowed
material to be mixed before injection, so that colored or recycled plastic could be added to virgin
material and mixed thoroughly before being injected. Today screw injection machines account for
the vast majority of all injection machines. In the 1970s, Hendry went on to develop the first gas-
assisted injection molding process, which permitted the production of completed, hollow articles
that cooled quickly. This greatly improved design flexibility as well as the strength and finish of
manufactured parts while reducing production time, cost, weight and waste.
The plastic injection molding industry has evolved over the years from producing combs and
buttons to producing a vast array of products for many industries including automotive, medical,
aerospace and consumer products. (Douglas, 1996)
For the machine specification, the clamping tonnage and shot size are commonly used to
quickly identify the size of the injection molding machine for thermoplastics. Other parameters
include injection rate, injection pressure, screw design, mold thickness, and the distance between
tie bars. The major equipment auxiliary to an injection molding machine includes resin dryers,
materials-handling equipment, granulators, mold-temperature controllers and chillers, part-
removal robots, and part-handling equipment. Injection molding machines can be generally
classified into three categories, based on machines function which are:
General-purpose machines
Precision, tight-tolerance machines
High-speed, thin-wall machines
I. The hopper
Thermoplastic material is supplied to molders in the form of small pellets. The hopper on the
injection molding machine holds these pellets. The pellets are gravity-fed from the hopper through
the hopper throat into the barrel and screw assembly.
II. The barrel
As shown in Figure1.2, the barrel of the injection molding machine supports the reciprocating
plasticizing screw. It is heated by the electric heater bands.
III. The reciprocating screw
It is used to compress, melt, and convey the material. While the outside diameter of the screw
remains constant, the depth of the flights on the reciprocating screw decreases from the feed zone
to the beginning of the metering zone. These flights compress the material against the inside
diameter of the barrel, which creates viscous heat. This shear heat is mainly responsible for
melting the material. The heater bands outside the barrel help maintain the material in the molten
state. Typically, a molding machine can have three or more heater bands or zones with different
temperature settings.
V. The nozzle
It connects the barrel to the spure busing of the mold and forms a seal between the barrel and
the mold. The temperature of the nozzle should be set to the materials melt temperature or just
below it, depending on the recommendation of the material supplier. When the barrel is in its full
forward processing position, the radius of the nozzle should nest and seal in the concave radius
in the supre busing with a locating ring. During purging of the barrel, the barrel backs out from
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the spure, so the purging compounds can free fall from the nozzle. These two barrel positions are
illustrated below.
Figure 1.4: Nozzle with barrel in processing position (a) and nozzle with barrel backed out for purging (b).
Figure 1.6
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1.3.1 Temperature
Range: 370 to 390F (190 to 200C)
The optimum temperature profile depends on many variables, including machine capacity to
shot size ratio, screw design, mold and part design, and cycle time. Generally, barrel temperature
controllers should be of PID type, and set so the material melts gradually, with cooler rear zone
and hotter front zone temperature. For vented barrel machines, a relatively flat temperature
profile is recommended to ensure the polymer is melted by the time it reaches the vent zone
reverse temperature profiles are used occasionally to compensate for improper screw design, to
reduce machine amperage or torque requirements, and to compensate for machines with short
L/D ratios.
1.3.2 Pressure
The injection pressure is the pressure of the melt in front of the screw. The injection pressure
should be low as possible to reduce the part internal stress. On machine, set the injection pressure
to the machine maximum. The purpose is completely exploit the injection velocity of the machine,
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so that the pressure setting valve does not limit the velocity. Because the switch-over to holding
pressure occurs before the mold is completely filled, no damage will be done to the mold.
CHAPTER 2
There is no need to dwell on the challenges facing todays injection molding industry, in the
last couple of years, injection molders have made sizable capital investments to improve quality
and efficiency in an effort to counter competitive pressures as well as rising material and labor
costs. Now injection machines, advanced automation and inspection devices, to automated
assembly machinery and sophisticated materials handling equipment have enabled molding
plants to significantly increase output with a lower operation cost basis. As a result, they now
enjoy the highest historical productivity rates.
However, in spite of all these advances, the injection molding industry faces its biggest
challenge yet. To further optimize efficiency, there is a need for an integrated approach that
guarantees flawless execution from the conceptual stage of part design, to its high volume
production, to its ultimate delivery to the customer. Unfortunately, the injection molding
manufacturing process is a patchwork of disparate systems with which it is difficult to
intelligently exchange data, making the planning, setup and ramp-up of new production lines
time consuming and plagued by inefficient trial and error and fine tuning methods.
good parts processing window. The Predefined DOE runs automatically, so no special expertise
in statistical process control (SPC) is required for a machine operator to determine a robust, good
parts processing window quickly. Once this robust processing window has been determine, the
process is less likely to go out-of-control and produce out-of-specification parts.
Easily and efficiently interchange information with various databases and other software
packages, such as ERP/MRP systems.
Production reporting is a valuable and necessary component of any process or production
monitoring system as it is the mechanism for providing access to critical information in real time
so that informed business decisions can be made.
Chapter 3
Straight ahead. And efficient. As a liner robot (from Engel). Thats how to solve the automation
tasks. The intellignet Engel viper linear robot is the solution for the many of the tasks. It is
powerful, dynamic, stable and fast. It features maximum operation convenience.
But the automation does not only think linear. It always see the injection molding process as
the whole.Thats why we can always expect complete system solutions. Highly integreated
system cells. Turn key. In which the individual system components such as the machine. Multi-
axis industrial robots. Linear devices, camera tech-nology, tracing solutions and much more are
perfectly coordinated.
All this is in the interest of efficency. For premium parts quality stable process and increases
overall productivity for injection molding production.
3.1 Growth
Asia has made a significant contribution of this growth in revenue. A further reason is the
successful launch of the energy-saving ecodrive option which has boosted the market share of
tie=bar=less injection molding machines and of big two=platen machines. Today, half of the
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hydraulic injection molding machines delivered worldwide aare equipped with the
servohydraulic eco drive which depending on the machine type and application bundling
business. In particular with the automotive industry and the significantly increased demand for
all-electric e-motion injection molding machines,
3.2 Robotics and vision systems combine to improve injection molding processes
Robotics and automted vision systems have been combined to provide innumerable benefits
to manufcturing fcilities for a variety of operations, such as inspection, assembly, and pckaging.
Vision Systems can provide the speed and accuracy that high volume manufactring facilities need
that relies heavily on robotics is injection molding. For some parts, such as beverage bottles,
manufacturing volumes are huge, and robotic systems significantly increase the speed of part
handling. Manufacturing, and inspection, resulting in increased efficiencies and reduced
operationl costs. Suppliers have developed complete systems of robotic hardwre, Vision hardwre
and software, sensors, and analysis tools that can be easily deployed without requiring specialized
expertise.
The injection molding process often leaves thin layer of plastic, called flash, along the part
where the two halves of the mold came together, or around ejection pin points. This flash has to
be trimmed away after molding. The location of the flash on the part is predictble, because it is
limited to fixed points on the mold, so the trimming process can be performed by robotic systems.
A robot arm welding a cold or hot knife can be used to trim the flash awy from the surface of the
part , resulting in a smooth surface. Integrated vision systems can help the robotic arm:
The feedback from the vision hardware allows the robotic arm to remove the flash accurately and
maintain the required tolerances in the part.
Quality
A thermal exchange process
Final quality of the injected product depends of the stability of the process
Process stability
Constant cycle time of production
Overall process control
Automated product removal
Produce more injected products with less time
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Axis 1: located at the robot base, allows the robot to rotate from left
to right. Rotate a full 180 range from the center point.
Axis 5: allows the wrist of the robot arm to tilt up and down. This axis
is responsible for the pitch and yaw motion.
Fig 3.2.1 simple intergration of an industrial robot and cost-effective implementation of your six-xis robot application in medical
technology particularly in combination with tie-bar-less injection molding machines and filter-fan units, all benefits are combined in
compact production cell.
In addition to the linear robots, the multi-axis industrial robots can also be fully integrated
into the system philosophy without a Euromap 67 interface. This is made possible by Engel
easix. With this innovation the Engel RC 200 or CC 200 control unit can control the six
rotational axes of industrial robots. The industrial robot is thereby programed with the
Familiar and simple graphical instructions of the RC 200 control unit.
The additional movement instructions for the industrial robot can be seamlessly integrated
into the graphical user interface of the extended view. An operator who is able to prepare the
sequences for linear robots can also quickly learn to program jointed arm robots. ENGEL
customers are thus perfectly prepared to respond to the demands of the future. The trend
towards a higher degree of automation is continuing.
.
Fig 3.6 Servo Sprue Pickers
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3.5 viper
The powerful linear robot maximum stability, impressive dynamics and maximum user-
friendliness. The new Engel viper combines all of these things with ease. It saves weight with its
innovative design using laser- welded steel sections and convinces users with a substan-tially
higher load-bearing capacity.
More efficiency due to intelligence. Clever software such as vibration control and mass
identification, it automatically reduces structure-borne vibration, even with longer axis
dimensions, and optimises its movements and dynamic values to achieve better efficiency. The
impressive results: Ultra-fast cycle times and maximum productivity accompanied by low energy
consumption.
3.6.1 Benefits
Simple operation: Uniform, concise and logical operation of the machine control, also for
robot control
Single data management for injection molding machine and robot
Considerably increased productivity thanks to synchronized movements
3.6.2 Language
It speaks all Languages
A state-of-the-art control unit needs to keep on top of highly processes. While providing for
quick and simple programming. The ENGEL RC 200 fulfils this requirement to perfection. It
speaks the language of the machine operator as well as that of the system adjuster and programer.
The robot control unit speaks the language of the system operator and adjuster
In the so-called simple view the robot sequence is clearly and simply displayed in the form of a
circle. The sequences are graphically visualized in chronological order on the cycle. In addition,
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the operator sees the current working position of the robot. By pressing one of the sequence icons
the adjuster can adapt its function new sequence.
If Complex control tasks are to be performed, the system programer can discharge them quickly
and efficiently with the RC 200 in the extended view. The extended view offers the full spectrum
of functions.
The robots automation is displayed with graphic symbols. To simplify the view, instruction
groups are combined into sequences. This produces a clear overview even of complex sequences.
The zoom function is used to open up sequences and display all instructions of the respective
sequences. Instructions to be inserted are simply selected from an extensive function list and
placed at the appropriate position in the sequences.
Parameters are set directly in the graphic display by processing the instruction graphic in the
sequences. This enables even complex sequences to be configured in the shortest time.
Fig 3.9.1 For programmers extended view of the RC 200: the parameters a inserted directly into the
Graphic display, so that even complex sequences can be quickly configured
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Whether multi-component injection molding, inmold labelling or insert technology: the trend
towards integration of several process steps into a highly-automated production cell continues at
a fast pace.
Do you need complex, highly integrated production cells, in which several injection molding
machines produce parts, linear robots interact perfectly with industrial robots and extensive
processing steps such s quality control using state-of-the-art camera technology, selection and
packing?
The specialists at automation systems will handle the overall concept systems and
implementation of your demanding projects. And they will ensure that all parts are precisely
coordinated and mesh seamlessly into one another.
In the service of efficiency. For premium parts quality, stable processes and increased overall
productivity.
Turnkey door panel production at Dura Automotive in strakonice. Czech Republic: two large
Engel duo 900 machines, each equipped with an Engel viper another. Between them are the units
for finishing molded parts: a laser unit two plasma treatment units, two six-axis robots a foam
unit and a hardening oven.
Extremely compact design of the overall system innovative clean room production of a 2K
medical valve. A six axis robot by a staubli removes the parts, using a camera to inspect and
deposits them sorted by cavity. A highlight: the six axis robot control unit is fully integrated into
the CC 200 machine control.
3.8.1 Flexibility
Flexibility is the ability to produce diverse parts with the same equipment. Greater flexibility
also means moving toward more cells run by 6-axis robots and moving away from the fixed path
of traditionally linear production ultimately, flexibility is all about software, which is one the core
strengths. From the standpoint of production-flow planning, flexible multitasking within cells
can speed overall line efficiency, while also creating possibilities for clever production solutions
when shifting to new products.
robots working rotates a part, another facing robot dispenses a gluing bead, IRC 5 can also run
four robots simultaneously, which reduces space and equipment requirements.
CHAPTER 4
The Automotive industry is one of the most important technological drivers for injection
molding technology. Many components in the outer layer of an automobile or truck the glazing,
the interior, the safety and operation technology and the drive train can be manufactured only
using injection molding. Now procedures and combinations of these are the constantly growing
demands of the automobile industry and of automobile drivers. Injection molding technology
makes automobiles and trucks more comfortable, safe, economic and environmentally friendly.
This integration ensures the highest quality and optimal manufacturing costs.
Injection-molded exterior parts meet very high demands in terms of the surface and the
dimensional stability. Injection molding machines and technologies ensure the best surface
quality and maximum economy, even for large molded parts and those with long flow paths.
Automation includes separation of the sprue, flaming to activate the surface, deburring, quality
control and packaging of the component.
Fig 4.3 Integrated mold change systems reduce the set-up times, increase
the flexibility of the machine and increase the utilization
Fig 4.4 ENGEL duo compounder for preparing and injection molding long glass fiber-reinforced plastics
optimized products that can be totally adapted to customer requirements in terms of geometry,
mounting elements and acoustic properties, are produced in a single operation.
providing the highest level of safety from mold damage and ensuring operational safety and
uptimes of the entire plant.
Fig 4.7 Fully automatic production plant for structural parts with hybrid technique
Fig 4.8 A-column, manufactured by Dura using ENGEL combimelt three component technique
Lighting engineering, which is now based more than ever on plastics, has the greatest potential.
The classic multicolor technique is supplemented by the use of modern LED technology and the
integration of sealing functions. More and more, optical and glazed parts in automobiles are being
made of transparent plastics instead of glass. On the one hand, injection-molded plastic parts
due of the fact that several colors can be combined without problems provide increased design
freedom; on the other hand, they are significantly lighter, thereby lowering the fuel consumption
and CO2 emission of vehicles.
Increasing demands of glazing and lighting engineering also raise the demands in production
technology and the production environment. Therefore, many glazed parts are injection molded
machine-related precautions, such as undirected tie-bars on ENGEL injection molding machines,
provide for very low soiling tendencies.
Fig 4.13 Tie-bar-less injection molding machine with clean-room module for the injection molding of automobile diffusing lenses at ZKW
Slovakia
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Fig 4.14 Diffusing lens for the BMW 3 series, produced by ZKW Slovakia
Fig 4.15 4x multi-component mold on an ENGEL combimelt machine with rotary table
Any arrangement of up to four injection units optimally adapts the machine to customer
requirements.
4.7.2 Reflectors
Reflectors in lamps require a high surface quality so that they can have very specific
properties after metallization. This requires precise molding, if necessary using the ENGEL gas
melt gas injection technique to avoid sink marks.
Fig 4.16 Reflector made of polyether imide (PEI) for an automobile dual headlamp
that will subsequently be enhanced
To produce reflectors from thermoplastics that are resistant against high temperatures, special
screw units provide a long operating life due to low wear. In order to injection mold reflectors
made of thermosets, ENGEL BMC injection units are designed specifically for processing wet
polyester.
Door panels cover power window systems, seals, speakers and cables, and their surfaces have
a high-quality look and feel. Technologies such as ENGEL tecomelt and Dolphin provide comfort
and safely in automobiles.
Whether you need the compact injection molding of panels or interior parts, back injection using
soft foam films, the transfer of injection molded structures in a polyurethane shaped foam plant
or the injection molding of highly stressed structural parts and load-bearing elements from long
glass fiber-reinforced plastics using the inline compounder. ENGEL provide all single-stage
processes on a multitude of injection molding machines in economic production cells with a high
degree of automation.
4.9 Dashboards
While dashboards of economy cars are usually made using standard injection molding, a
multitude of ENGEL special purpose procedures is used for soft or decorative surfaces in vehicles
with higher requirements.
Fig 4.19 All-thermoplastic dashboard, injection molded in one operation using Dolphin
As it is a single-step procedure. Dolphin is more economical than established processes,
requires less space and can produce recyclable all-plastic dashboards in a single operation.
Fig 4.20 Production of back-injected column panels on a tie-bar-less ENGEL injection molding machine lntier head inserts a dual
gripper textile cuttings in the mold and removes the finished parts
4.10.1 Use of entire mold fixing plates for highest degree of economy
As back injection occurs at relatively low pressures in the first place, the entire surface of
the mold fixing plate can be used for bulky molds on tie-bar-less machines. Compared to normal
machines the entire surface of the mold fixing plate can be used for bulky molds on tie-bar-less
machines. Compared to normal machines with tie-bars, tie-bar-less injection molding machines
take full advantage of their higher production efficiency during back injection.
Fig 4.21 Back-injected panels for the A-, B- and C-columns of the Audi A4, produced at Magna Intier
Fig 4.22 Complete interior door panel of the BMW 6 series, produced by back-pressing decorative soft foam film material
Very large parts with textile decoration that are produced in low numbers can be made on
injection molding machines with a vertical clamping unit in the ENGEL tecomelt procedure.
Here, the melt is inserted into the open mold using injection units that can be moved in three
dimensions and is gently pressed onto the textiles at a very low internal pressure. In this
technique, significantly simpler and less expensive molds can be used without a hot runner,
providing an economic advantage for low and mid-sized batch sizes.
Fig 4.23 Production system for large-scale, textile-decorated parts using ENGEL tecomelt technology
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Fig 4.26 Airbag cover for the VW Tiguan, manufactured by TRW using the
ENGEL foammelt technology and MuCell physical foaming
Fig 4.27 Fully automatic production system for airbag covers of BMW models at HTP
Fig 4.28 Metal rods over molded with plastic form the backbone of an automobile seat
4.14.1 Seat belts, belt buckles, belt tensioners and belt deflectors
Safety elements from over molded metal parts are usually produced on small horizontal or
vertical injection molding machines. Modular automation systems for entire families of parts
ensure the fastest possible adaptation capability with replaceable mold cavities: molds do not
have to be removed. Machine and automation technology that are adapted to one parts, keeping
insertion and removal times to a minimum.
overall system. Furthermore, foammelt structural foam molding makes low-distortion, weight-
optimized thermoplastic structures possible.
Fig 4.34 Switches for automobile electrical systems using three component technology
The pleasant interior atmosphere of the vehicle is a major convenience factor. Actuators and
controls, compressors, and heat exchangers, along with air baffles, air baffle controls and vents
rely on a large number of plastic parts that all need to as light and compact as possible. Therefore,
many components are weight-optimized and foamed using ENGEL foammelt technology.
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Fig 4.37 Receptacle for a Valeo electric motor using two-component technology
Fig 4.39 Valeo air flap with sealing function using two-component technology
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Fig 4.42 Air intake manifold for an 8-cylinder engine, manufactured by Mahle
Fig 4.46 A six-axis robot operates two ENGEL elast rubber injection molding
machines at AR-TEX, who manufacture suction pipes for the automobile industry
plastics are used, the pipes have a smooth interior surface. Lines for coolants also have a media-
resistant inner layer.
mold mounting surface. This helps in downsizing the machine equipment as well as during mold
changing.
Fig 4.49 Complex inlet water header for an automobile engine, manufactured by Plastic-Concept
Fig 4.50 Multilayer media pipe, manufactured using ENGEL fluid melt
Fig 4.51 Production cell with a 90-tonne ENGEL insert vertical machine with
Automatic insertion, removal and post-processing
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Fig 4.52 Pedal bearing block with hybrid technology for a Mercedes model
Chapter 5
Conclusion
Durability
Strength
Chemical resistance.
Advantages of plastic are used to produce another product.
Used to reduce soil and wind erosion.
When auto engineers design cars today, they are looking for a couple of key attributes in
addition to attractive looks and functionality. These are fuel-efficiency and safety. Plastics win
over metals in both of these attributes. Carbon-fiber reinforced plastics and other innovative
plastics are strong and light and can be molded into virtually any shape. Since they are light, they
increase fuel efficiency as well as range of the vehicles. The toughness of carbon fiber increases the
safety of these vehicles. In fact, today it is possible to make a car almost entirely of plastic. An
example of a car that is almost completely reinforced plastic.
Lightweight and high-strength reinforced plastics were designed by chemical engineers
and are a tribute to chemistry. They were first used in the aerospace industry. Today they are
widely used in automotive doors, fenders, and chassis and also in hoods and support frames for
the engine and transmission. More than 40 million hybrid components in 70 vehicle classes can
now be found on roads around the world. The main benefit of this plastic-metal hybrid technology
is its excellent integration and weight-reducing potential. In addition to car front-ends made of
lightweight nylon composites in combination with aluminum, plastic-metal hybrid technology is
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now also used to make roof frames and break pedal blocks. We foresee a day in the future when a
car could be made of nothing but plastic.
Automakers have been using plastics as an affective material in the making of automobiles.
Apart from providing fuel-efficiency and safety, it also helps reduce cost and increased profits.
The other advantages are that they can be molded into any shapes quickly. Plastics certainly have
a good future. There is not doubt that plastics will be used more and more by the automobile
industry. In the future we can see almost 90% of the vehicles we drive to be made of plastic. Plastic
will certainly become the "metal" of the future. Plastic composites are really strong and thus a good
substitute to metal. Use of plastic is good but it should be reusable otherwise it may be a very
serious environmental issue.
Since plastic is relatively low cost than metal and weighs far less then metal, it improves
fuel efficiency. The versatility of plastic also makes it easy to mold in any shape. Moreover it does
have to be painted, which further reduces its cost. Another advantage is that plastics are corrosion
resistant against metals that are prone to oxidizing attack which can prove to be expansive
especially in salty conditions. Plastics indeed offer greater advantages in automobile industry.
I think after the industrial revolution, plastic has created another revolution. It can be used
to make cars which also make it safer due to its impact absorbing capability. Plastic cars are
certainly the way to the future.
I totally believe that plastic is a better substitute for metal. Advantages of plastic are it is cost
efficient, light yet very strong and durable. Also it helps in fuel efficiency.
As the development of innovative plastics and polymer composites has impacted the
automotive industry, so has the changing automotive market impacted the focus and priorities of
the plastics industry. While many of the same forces, such as consumer demand and global
competition, continue to shape the automotive market, the marketplace of today is very different
from what it was only a few years ago. In order to remain competitive and prosperous, both the
plastics and automotive industries need an integrated strategy for the future, one that aligns the
interests of both industries and effectively leverages the full potential of plastics and polymer
composites. These industries must also seek to work in partnership with state and federal
governments and non-governmental organizations (NGOs) to further advance the shared goals of
addressing global climate change, ensuring security of energy supplies, and reducing U.S.
dependency on foreign oil.
This roadmap uses a variety of terms to refer to full range of materials that are most
accurately referred to as plastics and polymer composites. Alternative labels include polymers,
plastics, and composites.
These include increasingly rigorous legislative mandates on emissions, safety and quality;
intense pressure to scale, particularly for the emerging markets; new or evolving joint-venture
business models due to all the recent mergers and acquisitions in the industry; and narrowing
product portfolios. All of this must also be tied to a myopic focus on taking the number-one
or number-two market positions and delivering best-in-class project margins.
Speaking about the future of the American automotive industry, Retired Vice Chairman
of General Motors Company Bob Lutz delivered a riveting, sharp-tongued criticism of
automakers. Lutz proclaimed that graduates of U.S. Ivy League business schools including
himself have contributed to the demise of economic growth and product excellence in the
United States. According to Lutz, MBAs dont understand the power of image, style or fashion
trends on vehicle sales and the driver experience. Instead, he said, MBA-produced analysis and
profit optimization models focus only on short-term internal targets, and are not driven by
the consumer market. In a plea for corrective action, Lutz demanded renewed focus on long-
term product, service and customer experience excellence. He said General Motors
management should be less concerned with cost and more concerned with whether the
vehicle is selling in the market. Lutz concluded with a mandate for the industry to correct its
numbers-driven myopia with a broader perspective and corporate culture based on a long-
term vision of consumer-driven product excellence.