PROPOSAL OF

LARYNX MINI COMPACT CAR

Prepared by:

SITI NUR SARAH BINTI HARUN

(50218215291)

BACHELOR OF ENGINEERING WITH HONOURS

(MECHANICAL)

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1.0 Objective
Larynx commands a substantial share of the domestic market for passenger cars and over
the years has been building up distribution networks in key market centres across the four
regions:

South-East Asia,

the Middle East,

United Kingdom / Western Europe, and

Australasia.

The main business activities of the Group encompass vehicle engineering, research &
development, manufacturing, distribution and after-sales services. The Group is also involved
in financial services and property management in supporting the main business activities. The
Group designs and produces cars for diverse consumer preferences.The Group conducts
research in its centres in Malaysia and the United Kingdom on new technologies to create
cars that are unique in both design and driving performance. Through Lotus, the Group
provides comprehensive and versatile consultancy services to many of the worlds OEMs and
Tier 1 suppliers.

Currently, the Group has almost 12,000 employees who are involved in the whole value
chain of the business, from research, design, development, testing, stamping, casting,
machining and assembly to marketing, distribution and after-sales services. Strong customer
orientation and competitively priced products are the foundation of our business and essential
to our success. We aim to maintain market leadership by continuing to develop innovative
products and satisfy our customers needs better and enhance profitability.

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Market Research

2.1 Executive Summary

It is pleased to present on the result of car purchase behaviour 2015 survey. This report was
prepared in accordance to the research proposal contract that was submitted in becoming
December 2015. As predicate, the report indicates that people get buying a new car same
with people want to second hand car. The report recommends that in order to entice people
into buying a new car, advertising sold emphasize the quality of car, employee friendliness or
service, and the price that offers. These characteristics were found to be most important to
customers when buying a new car.

The survey was distributed using questionnaire. Approximately 100 percent of the surveys
were gathered by questionnaire intercept. The total number of surveys tabulated in the results
is 10. It is believe that these questionnaires are representative of the customers involved in the
study. In preparing the pilot survey questions, information from local group and secondary
data was used. The survey wa found to be complete and addressed a number of areas
including: customer preferences regarding purchase of car and brand choice, car preferences,
factors to buying a car and type of car that preferred.

2.2 Methodology
This research design consisted of exploratory research conducted through a local pilot survey.
A structured questionnaire survey design was used because of it was an inexpensive,
convenient and efficient way to collecting a large and varied amount of information from the
largest audience pertaining to the car behaviour interests and purchase preference. The survey
design included a variety of close ended questions related to the research objectives. Eligible
respondents were age between 22-28. Local target audience members provided the database
for this study. The selection of survey respondents was done by convenience sampling.
Distributors were told to hand out the survey and to allow respondents to fill out the
questionnaire at their desire. The total number of target audience member surveyed was 10.
There was a 100% response rate. Each question on a returned survey was verified to be
answered completely and correctly, but respondents were not contracted to confirm that they
filled out the survey. The statistical methods used to analyse the data were obtained through
the Statistical Analysis Computer Program. Through the program, frequency and cross
tabulation data was generated reflecting the results of the survey.

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2.3 Results

Consumer Behaviour

Carryout

Gender: From the data below mostly the 70% was male respondents and the others 30% was
female respondents.

Age: From the data below 60% of respondents was 20-22 years old. While, 20% of the
respondents was 28-30 years old. And others was 10% is range between 23 until 27.

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Nationality: Mostly the respondents was 60 percent was from Malaysian but 40 percent it is
taking from the non-Malaysian respondents.

Monthly income: From the data collected mostly about 40 percent respondents having
monthly income above RM3000. While 30 percent range around RM1000-RM1500. And
others below RM1000 20 percent.

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Occupation: From the data collected mostly about 40 percent respondents having was retired
and do a business. While 30 percent was a postgraduate. And others 30 percent was an
employee. And 10 percent was unemployed.

Own car: From the data below mostly 66.7 percent was registered under a companys name.

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Process of purchase and brand choice: From the data below mostly respondents choose
collecting information about the brands and the models for purchase a new car. And also 87.5
percent want to test drive first before buying a new car.

Used the most car: From the data collected mostly about 50 percent respondents used the
most car by parents while others 23 percent byself, husband and wife and others.

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Usage of car: From the data below was collected about usage of the by the respodents.

Factors to buying a new car: From the data below was show about factors to buy a new car.

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Prefer to buy a new or second hand car: Respondents that want to buy a new car balance with
buy a second hand car.

Kind of car to buy: As respondents know the compact car or small car was suitable to buying
because it is more cheapest than larger car.

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Vehicles engine capacity: Mostly respondents have choose lowest capacity because it is
more cheapest than larger capacity engine car.

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3.0 Benchmarking

Benchmarking, also referred to as best practice benchmarking or process benchmarking, is

the evaluation of various existing process or programs aspects within a given organization to
the best practices of other organizations, usually within a peer group defined for the purposes
of comparison. The evaluation allows the development of improvement plans or adoption of
best practice, to increase some aspect of organizational performance. Benchmarking is
undertaken by a large majority of report, we utilize an academic methodology.

3.1 CARS SPECIFICATION & FEATURES

The Proton Iriz Standard and Perodua Myvi 1.3 Standard are the most affordable variants for
both models. As the basic variants, they are not equipped with certain features and parts for
an entry level price.

Table 1.1 Comparison the powertrains between Perodua Myvi and Proton Iriz

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3.1.1 Engine and Fuel Efficiency

Perodua Myvi has carried over the previous generation 1.3 DVVT engine to its latest model.
It produces 90 bhp @ 6000 RPM and 117 Nm @ 4400 RPM of torque. Perodua has also
enhanced the automatic gear box with an electronic computer box (named the e-AT) to
improve the fuel efficiency. It can choose between the 5 speed manual and 4 speed e-AT
gearbox for the Myvi Standard variant.

As for the Proton Iriz, Proton has introduced a new engine, ditching the previous CamPro
engine lineup. The engine that Proton has put in the Iriz 1.3 comes with VVT which produces
94 bhp @ 5750 RPM and 120 Nm @ 4000 RPM of torque. You have an option between 5
speed manual and CVT gear box for the Iriz Standard variant.

Fuel efficiency is one of the key factors for the B segment hatchbacks. The Myvi achieves 5.5
liters per 100 km (Manual) and 5.9 liters per 100 km (4 speed e-AT). On the other hand, the
Iriz achieves 5.8 liters per 100 km (Manual) and 6.6 liters per 100 km (CVT).

Despite the CVT transmission gearbox in the Proton Iriz Standard variant, there have been
complaints by owners on its performance. The gearbox has been noted as sluggish; at lower
speeds, it produces gear changes that aren not as smooth as expected. While a new
transmission control unit (TCU) update was implemented at the end of 2014, it has not helped
much. And of course, It is still have the audible CVT whines during regular driving.

Although the Iriz edges the Myvi in engine power output and fuel efficiency, most drivers
would be turned off by a poor performance in the gearbox department. For this, the Myvi 1.3
Standard earns a win in this category.

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3.1.2 Interior Design

These cars are made for daily driving in the city. That is why the interior design and space
could be a possible winner or deal breaker for their market. After all, nobody wants to endure
an hours worth of travel time in an uncomfortable and unsightly car.

Lets start with the Proton Iriz Standard variant. The dashboard is made out of high quality
plastic for a premium feel and touch. The materials used seem to be of a higher quality than
other Proton cars, giving it a bonus point for looking good as an entry-level car. Even the 2-
DIN CD Player is well-designed with good tactile feedback on the buttons, enhancing the
overall interior look of the car. However, the air conditioning knob feels a tad bit fragile,
which is not something customer want when customer adjusting it every day.

In comparison, the Myvi 1.3 Standard has a dashboard that may look dated to some.
However, that being said, the facelift has refined certain aspects of the centre console shape
for a neater and cleaner look.
As for space, the Myvi is famous for its space management, and it continues to shine even
now. Compared to the Myvi, the Iriz offers much less legroom. Even an adult at 180cm will
have extra legroom for comfort when going out for a Myvi. As an added bonus, the rear seats
are foldable for extra storage and boot space.

3.1.3 Comfort and Handling

Comfort and handling is another key feature that is important for helping to choose a car. As
car buyers expect to have their rear ends pampered, these cars will need to have good comfort
level and good handling to attract more buyers.

Lets start with the Proton Iriz Standard. Lotus has been actively involved in the development
of it is handling, something which shows instantly when you go for a drive. There is minimal
body roll through corners, whether in small city junctions or long sweeping ones on the
highways. A ride in the Iriz is comfortable even on slightly uneven roads. The noise,
vibration, and harshness (NVH) levels are low with the car being well insulated against wind
and road noise.

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Through it is many generations and reiterations, the Myvi has never been known for precise
handling. In it is latest version of the 1.3 Standard variant, the handling has a noticeable
amount of body roll, especially during corners. The ride also is not as comfortable as the Iriz
with a harsher suspension. There is a noticeable amount of wind noise and road noise which
can be an annoyance for some.Overall, the Iriz wins in this section as it has better refinement
than the Myvi.

3.1.4 Gadgets

As base variants, both models are lacking the better features of their costlier counterparts.
Both the Myvi 1.3 Standard and Iriz Standard come with a 2-DIN multimedia head unit. In
the Iriz, it is have additional features including a MP3 player, AUX and USB port and
Bluetooth. The Myvi, on the other hand, only offers a CD player, and FM radio. A small but
pleasant feature to note is the addition of an anti-snatch hook for the Myvi.With the extra
gadgets in the Proton Iriz standard, it is say that it is a winner.

3.1.5 Safety

The Myvi 1.3 Standard comes only with 2 airbags, without ABS or traction control for safety.
The lack of safety features is a tad bit disappointing when compared to the Irizs 2 airbags,
ABS, hill start assist, and traction control. In fact, the Iriz has a NCAP rating of 5 stars.Iriz
wins hands down in the safety segment.

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3.1.6 Price

As can see from the prices tabled below, the Perodua Myvi is clearly cheaper than the Iriz.
However, when you factor in the safety suite the Proton has to offer along with a few select
features, it does negate the price differences which is merely a few hundred ringgit between

them.

Table 1.2 Comparison listed price between Perodua Myvi and Proton Iriz

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4.0 Idea development

Product development is the process of creating a new product to be sold by a business or

enterprise to its customers. In the document title, Design refers to those activities involved in
creating the styling, look and feel of the product, deciding on the product's mechanical
architecture, selecting materials and processes, and engineering the various components
necessary to make the product work. Development refers collectively to the entire process of
identifying a market opportunity, creating a product to appeal to the identified market, and
finally, testing, modifying and refining the product until it is ready for production.This
document is focused on the process of developing discrete engineered products, rather than
works of art or informational products.

The process of developing new products varies between companies, and even between
products within the same company. Regardless of organizational differences, a good new
product is the result a methodical development effort with well defined product specifications
and project goals. A development project for a market-pull product is generally organized
along the lines shown in Figure 4.1.

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Concept Development

Good concept development is crucial. During this stage, the needs of the target market
are identified, competitive products are reviewed, product specifications are defined, a
product concept is selected, an economic analysis is done, and the development project is
outlined. This stage provides the foundation for the development effort, and if poorly done
can undermine the entire effort.Concept development activities are normally organized
according to Figure 4.2.

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5.0 Product Design Specification

Product design is the process of creating a new product to be sold by a business to it is

customers. A very broad concept, it is essentially the efficient and effective generation and
development of ideas through a process that leads to new products. Among one of the most
important for the design of a car is by emphasizing safety. The user will choose the car that
more use of safety features. Users also is wise to choose a car that has the features other than
the safety of the engine speed.

1.3 litre K3-VE DVVT engine with 89 hp and 117 Nm

Reflector headlights
LED rear lights
Aerodynamic design bumpers
14-inch eight-spoke alloy wheels
Beige fabric seats, height-adjustable driver seat
ISOFIX child seat mounts
Tilt-adjustable steering wheel
All-black centre console
Beige door cards
Unpainted interior door handles
Amber-illuminated instrument cluster
Multi-info display with service info
Radio CD player with four speakers
Anti-snatch hook
Built-in tissue compartment
Two-motion remote control
Reverse sensors
Space-saver spare tyre
Luggage tray

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Adds on:

Front corner parking sensors

Radio CD player with MP3/WMA, USB and Bluetooth
Black and silver centre console
Leather-wrapped steering wheel with audio controls
Blacked-out B-pillars
Electrically-retractable side mirrors
Front foglights
Chrome door handles (interior and exterior)
Round rear spoiler
ABS, EBD and BA

Due to the powertrain department, the larynx brings forward its 1.3-litre four pot petrol
engines. Performances figure are maintained t 89hp and 117Nm of torque for the 1.3 litre
model. Below is the details for larynx model specification:

Powertrain

Engine Tech 16-valve DOHC, naturally-aspirated with variable valve timing

Capacity 1,298 cc Horsepower 90 hp at 6,000 rpm
Arrangement Inline 4 Torque 117 Nm at 4,400 rpm
Timing Type - Fuel Petrol
Bore x 72mm x79.7mm Compression 10:1
Stroke Ratio

Drivetrain

Type Conventional Automatic Transmission 4E-AT

Name
Ratios 4 Manufacturer Larynx
Driveline Front Wheel Drive

Performance And Efficiency

0-100 km/h - Rated Economy 6.0 L/100 km (Internal)
Top Speed - Co2 -

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Dimensions

Length 3,695 mm Doors 5

Width 1,665 mm Seats 5
Height 1,570 mm Boot Space 208 litres
Wheelbase 2,440 mm Fuel Tank 40 litres
Weight 970 kg Tyre Front 175/65R14
Spare Tyre Rear
Space Saver 175/65R14
Tyre
Factory Powerblitz
Silverstone 1800
Tyres

Chassis
Type Unibody Assembly Malaysia
Front Suspension MacPherson Strut Rear Suspension Torsion Beam
Front Wheels 14" 8-spoke Alloy Rear Wheels 14" 8-spoke Alloy
Front Brakes Ventilated Disc Rear Brakes Drum
Steering Rack and Pinion (Electric Power Steering)
Chassis Notes -

Crash Safety Ratings

EuroNCAP Not Tested
ANCAP Not Tested
ASEAN NCAP (With 5 airbags and no stability control)

Multimedia system with navigation

Technology at your fingertips

Get accurate directions, play a movie or plug in your favourite playlist.
Leather seat covers
Luxurious comfort
Pamper your passengers. Step in and experience the comfort and luxury of the new
leather seat covers.

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Tinted film (all glass)
Cooling protection
Helps keep the cabin cool and protects the interior from premature deterioration.
Fully imported, high quality tinted film from japan.
SmartTag and GPS friendly. Does not affect far infrared radio frequency or
vehicle tracking signals.
Excellent optical clarify in extreme weather conditions.
5-years warranty: valid against peeling, delimitation, oxidation, cracking,
discolouration and fading.
Highest solar heat rejection: Keeps the cabin cool and reduces eye fatigue.
Visible Light Transmission (VLT) which complies with JPJ regulations.

Carpet Mats

Exclusive design
The elegance comes with specially designed carpet mats
Mats on drivers side comes with locking device (screw pin type) to prevent
the mat from shifting.

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6.0 Total product development schedule including manufacturing

The challenges of the marketplace are met by product developers in two ways: development
of innovative products and reducing product costs. Cost reduction alone is not a substitute for
innovation. Cost-oriented product development is systematically engineering work, which
requires an interdisciplinary approach, and needs to be efficient and effective. The costs that
are of interest here are those incurred by the products. Product development has some
important influences on the total costs of the company, see Figure 8.1. Among costs, the
greatest importance is attributed to lowering manufacturing costs, usually within the
framework of the most cost-efficient possible product development. The lowering of costs is
only one aspect of the problem; it is just as important to mould the company structure so that
market changes can be reacted to quickly and flexibly, and that innovation is encouraged.

Figure 8.1. Manufacturing, total and lifecycle costs

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7.0 Product Positioning, Cost and pricing

Product positioning
Launch of New Products

The engine of growth for any car manufacturer lies in its products. Larynxs single-
minded approach to renew its product line-up to meet the evolving needs and requirements of
the buying public resulted in the roll-out of the Larynx and subsequently the iconic Larynx
during the year under review. Having invested much time and effort in the three years that are
typically required to conceive and develop new models, Larynx is indeed pleased to note that
the response to date from car owners has been extremely positive, to say the least.

The first to embody Larynxs philosophy of manufacturing the right car for the right
market at the right time for the right price. The Larynx has received over 50,000 in bookings
as at end December 2015. The Larynx was followed by the unveiling of the new Larynx, the
car that remains the embodiment of Malaysias aspirations to be an internationally
competitive auto manufacturer.

The experience and lessons Larynx has garnered over the years have been embedded
into this new model. This has translated into bookings of almost 70,000 units within six
months since its launch. It is currently the fastest-selling model in Larynxs history. Both the
Larynx are also expected to contribute significantly to Larynxs export sales in the very near
future. Within the Larynx Group, Lotus Group International Limited (Lotus) has also
unveiled a brand new thoroughbred that is set to take the world of performance cars by storm.
The Lotus Evora is the first new Lotus model to be launched in over 13 years. Entering the
market above the Elise, Exige and Europa, this new Lotus will be available in the first half of
2009 and is expected to contribute positively to the Lotus Group.

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8.0 Legal & Ethical issues

The Larynx badge today does not carry much brand equity. Many view Larynx as a
maker of cars that lack excitement but which are relatively cheap compared with Japanese or
South Korean makes.

The company needs more desirable models like the Larynx, which has helped in reviving
sales, and would have to maintain its recent improvements in quality as that would have a
strong bearing on its acceptance level.

Larynx's Campro engine, which is the main staple of its product line, is hardly cutting-
edge given today's technology. Larynx also lacks an engine or platform to expand into the
SUV and MPV markets, or the 2.0-litre and above segments. Larynx may need to collaborate
with a foreign partner much in the way BMW and PSA Peugeot-Citroen are working together
to develop new engines and technologies.

In the longer term, many of the green engine technologies that are emerging as a result of
rising fuel prices and global warming would dictate the direction of automotive development,
and these are beyond Larynx's capabilities. It is of some comfort, therefore, to learn that the
Government is still willing to consider a strong strategic foreign partner in the future.

On its own, Larynx has limited funds for research and development. And the bulk of its
exports are mostly confined to less mature markets, including China and some Gulf
Cooperation Council. A tie-up with a strong foreign brand will enable Larynx to penetrate
more discerning markets.

But how many foreign stakeholders would be willing to invest the money in Larynx to
develop new infrastructure and facilities and share their latest technology without being given
a substantial or controlling stake in the car maker? That is a matter for the Government to
ponder on when the time comes.

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