Mr. Denis A. Hicks gives a lecture at a RCAPS Seminar :
On October 6 RCAPS invited Mr. Denis A. Hicks, Commercial Director- Automotive, Huntsman Polyurethanes Asia Pacific Shanghai, for a seminar titled "The Automotive Industry- Where next?".
Mr. Hicks discussed the current situation of the automotive industry and looked at the "Big Three Bail Out" of December 2008, or the decline of the Big Three: General Motors, Ford and Chrysler and why the failure occurred. He also discussed the negative sides to the automotive industry, those being "Climate change and air pollution"; "Hazardous waste from cars will almost double", and "Significant cause of death and injury". Despite these negative effects, Mr. Hicks also showed how China, for example, still has a positive view of the automotive industry believing that the car industry can sustain its economy. Mr. Hicks looked at the size of the automotive industry and how despite its negative aspects, it is today a necessary part of the economy and our daily lives.
Mr. Hicks discussed the history of the automotive industry from the craftsman who made each car, to Ford's mass production methodology, to Alfred P Sloan & GM's use of mass customisation, to Toyota which cut working capital and the cost of quality and maintained mass customisation at far lower cost.
The main points of the seminar were, Mr. Hicks stated, to "Look at the Automotive Industry in a new way", "Appreciate the challenge that is now faces" and "Explain to me what Toyota should do", which was the big question he had for the audience, to discuss where Toyota, as the leading automotive company today, was going and what measures the automotive industry should take in order to survive. He encouraged students to appreciate the challenges that the industry now faces as our societies cannot afford to lose the car industry.
The seminar was very interactive as Mr. Hicks invited students to raise questions during the seminar as well as in the time for discussion following the seminar.
Video(WMV)
Power Point(PDF)
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