So This Happened on the Show Floor at IEC2019

“I tell my suppliers to use you all the time.”  – Exact words from an engineer in charge of purchasing key components for a major automaker when he stopped by our booth at the International Elastomers Conference in Cleveland.

“Not all of them listen and there’s one I really wish would hear me. They tell me ‘there is no money for more software and testing’. But we use your software internally and we KNOW it can help them. This supplier has been working on a bushing for us for over a year and they still can’t hit our requirements.”

He went on to tell me how the supplier’s current design is not sufficiently evolved. How it is too risky. How it might compromise vehicle performance.  How he can’t take chances.  How he sure wished they would hear what he’s been saying because he really doesn’t want to pull their business and go to another source but he is running out of time. “I can’t wait much longer.”

“We could use your tools, but profits are measured in pennies. Rubber is a tough industry with low margins and high competition.”  – Exact words spoken probably 15 minutes later from an engineer with a major Tier 2 supplier. This fellow went on to lament how he just had equipment moved out of his facility to another division after losing a contract with a big customer.  “Corporate” decided the equipment would be better utilized elsewhere.  “It’s hard for us to bring in new technology unless our customers will pay for it.”

“Look at the ROI.” – Exact words from Endurica’s president as we were discussing these conversations after the show.  We give out 100 Grand bars at our booth to kick start this kind of conversation, but there is easily more than $100,000/year at stake.  Have you ever calculated your development costs? What if you had durability right the first time, every time? Here is a typical scenario – you can put in your own numbers.  This isn’t the only way to estimate the ROI.  You could also come at it like we did here, or here.

Traditional Development Process With Endurica
Compound Selection 2 months + $20,000 Same
Product Design 2 months + $20,000 3 months + $30,000
Mold and Tooling 6 months + $50,000 Same
Prototype Production 3 months + $25,000 Same
Component Testing 3 months + $25,000 Same
Fleet/Field Testing 12 months + $100,000 Same
Regulatory Compliance 1 month + $10,000 Same
Sub-total, Per Iteration Cost 12 months + $250,000 12 months + $260,000
Development iterations per project launch 2x Right the first time
Total Cost 24 months + $500,000 12 months + $260,000
Development Cost Savings, per product launch 12 months + $240,000

twitterlinkedinmail

It sounds like magic but it’s really advanced science and technology

When people ask me what Endurica does I tell them: You give us a computer file of one full use cycle of your design – be it a tire design or one rotation of a pump that you’re building a seal for – along with a sample of the rubber you’re making the product of and Endurica will tell you when it will break and where. There are many companies who can do that for metals but we’re the only ones who have figured it out for rubber. It all started with our founder’s Ph.D. work in mechanical engineering and his years in tire design. We actually have more clients outside of the U.S. than in, and our non-disclosure agreements don’t allow us to share names but some of the clients who have published technical papers using our software include General Motors, Caterpillar and Tenneco.

I’ve learned that over-engineering seems to be the status quo in the rubber industry. Because Endurica’s methods aren’t as well-known as we would like, many companies do things the way they always have: test the rubber part for a lifetime of use at the most intense conditions to ensure it fails LONG past the time it could ever be used. That build-and-break routine is so embedded in the industry it led to an interesting insight from an engineer who stopped by our booth at a recent conference.

 We don’t have time to do it right, but we do have time to do it over.
     – 2019 SAE World Congress Event Attendee

It seems the company they worked for budgets for five to seven full development cycles (design, build, test to breaking point. Re-design; build…..) I’m told that in the tire industry each round of this process  easily tops $50,000 when you factor in the engineering time, breaks in actual production schedules for samples to be made, plus months in physical testing. It seems that because many do not understand Endurica’s processes and the foundational science/engineering/technology behind it they continue with the accepted norm of “make and break” even though it costs them hundreds of thousands of dollars annually.

To prevent failure how much do YOU plan to fail?

If that is too strong of a question let me ask it this way: How many design cycles do you have in the budget this year? Simulation is a powerful tool in design and if you are designing on computer already, adding Endurica’s methods to your simulations is the next logical step to, as we say, Get Durability Right.

Consider using the same design budget you already have but replace just one “round” of traditional design with the purchase of Endurica’s training and a software license. By adding our software to your simulation design system (Abaqus, ANSYS or MSC/Marc)  you can have results within HOURS (not the months of traditional testing) for the durability of each version of your product design. Envision the impact this technology could have on your firm: reduced time to market; greater design flexibility, increased profitability; reduced costs in both engineering and production…

If there was a better way, would you take it?

Endurica does not advocate that you go directly from simulation to production. We simply make it easier for you to do MANY design cycles to get the best design possible before you do actual FEA testing on the best possible option. Maybe it’s time to reconsider your budget for design cycles, and factor in budget money for both the training to thoroughly understand the science behind Endurica’s methods as well as the software which will enable you to have INFINITELY MORE design iterations for the same overall budget. It isn’t magic but it is pretty advanced science and technology. Let’s talk.

twitterlinkedinmail
close
Trial License RequestTrial License RequestTrial License RequestTrial License RequestTrial License Request