Everything You Need to Know About Platform Sharing - Unhaggle

Posted by | December 03, 2014 | Features, Other | No Comments

Everything You Need to Know About Platform Sharing

Platform sharing is a cost-saving process used by automotive manufacturers to design, engineer and produce a wide variety of vehicles under different brand names. By using similar mechanical components such as chassis, steering, suspensions, brakes, body and axles, car companies create different models of vehicles for different audiences. For example, the FIAT 500 is built on the FIAT Mini platform, which includes the Ford Ka and FIAT Panda.

While some platform-mates are easily identifiable due to their uncanny similarities, such as the Dodge Durango and the Jeep Grand Cherokee, others relation are less obvious. Without research or familiarity, consumers are often oblivious to the automotive alchemy of platform sharing. But, let’s dig deeper into it, shall we?

How Platform Sharing Works

How Platform Sharing Works

Although platform sharing is occasionally defined as “inbreeding” or “incestuous,” the process has made vehicle development and production more efficient. After all, why reinvent the wheel? Using common materials with flexible-manufacturing technology, car companies have developed a culture of being thrifty and resourceful, creating compatible technology and parts.

Manufacturers incorporate cosmetic and performance components to differentiate the vehicles that share the same platform. Exterior and interior elements such as lights, fascias, seats, finishing, instrument panel and other aspects are used to separate two cars built with the same underpinning components. Meanwhile, suspension, dampener, torque, power and other elements can change the performance of the vehicles that rely on the same platform. The Lincoln LS and Jaguar S-Type are both defined as luxury vehicles, but few can guess that those two cars are platform-sharing siblings with different styles.

History of Platform Sharing

History of Platform Sharing

The first instance of platform sharing in North America took place before the thick of World War II and then quickly gained traction once it was over. General Motors, Ford and Chrysler – commonly known as the Big Three – were the leaders of this movement.

By 1940, GM has developed four platform types, known simply as A, B, C and D, to work with GM’s diverse models, including Pontiac, Chevrolet, Oldsmobile and so on. In 1949, Ford was using the same platform for both the Mercury and Lincoln models in order to compete with GM. For Chrysler, the strategy for platform sharing was similar to the others; it lowered the cost of manufacturing and diversified the brand.

Across the Atlantic, the British Motor Company developed the Riley Elf and Wolseley Hornet, conceived from the MINI platform.

Not long after, Japanese and European automotive companies began following suit. Volkswagen, Toyota and Honda are now some of the most prevalent car companies to rely on platform sharing.

Platform Sharing vs. Badge Engineering

Platform Sharing vs. Badge Engineering

Badge engineering, sometimes known as rebadging, should not be mistaken for platform sharing. Similar to platform sharing due to its cost saving aspects, badge engineering is used primarily to sell the same vehicle to a different geographical or cultural audience. The intention of the manufacturers is to develop a vehicle to be marketed under a different brand name, but with minimal changes.

Platform sharing, on the other hand, can change the whole structure of a vehicle, using the same platform for vehicles as diverse as sedans and SUVs. Badge-engineered vehicles for the most part usually remain the same in almost every aspect – except the badge, of course. For example, a badge engineered sedan, such as a Honda Accord, is practically the same vehicle as the Acura TSX. You can learn more about bad engineering in one of our earlier articles.

Advantages and Disadvantages of Platform Sharing

Advantages and Disadvantages of Platform Sharing

Above all else, platform sharing is a cost-saving measure that reduces the manufacturers’ need for different components. This frees up car companies’ resources so that they could produce their vehicles more efficiently, while covering a wider market and keeping car prices relatively low.

However, the nature of platform sharing and the desire to cut cost and reduce differences has resulted in a large market of look-alike cars. A saturated market hurts the credibility and lowers the prestige of an automotive manufacturer. This makes it difficult for the brand to sell premium products with a higher price. That’s why supercar producers, such as Ferrari, still rely on handcrafted vehicles – it helps them retain their credibility.

Another issue with relying on platform sharing is the fact that a defect can affect more than one vehicle lineup. Recalls are not uncommon, but when a faulty component is built into numerous models the result may be costly, depleting all the funds platform sharing might have saved.

Platform sharing can continue to save money for manufacturers without hindering the market, as long as there is a heavy focus on quality control and substantial differentiation. Although saving is an attractive reason for practicing platform sharing, car companies must also recognize that consumers are not blind to the practice – they know they are buying a platform-shared vehicle. Don’t reinvent the wheel, but do try to improve it.

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About Elliot Chan

Elliot is a content writer at Unhaggle. Writing blog posts, reviews and anything else car related, he explores interesting and engaging automotive topics. If Elliot had a choice, he would be cruising down the street in a Cadillac CTS. But if you really want him to dream big, he would say that there is nothing better than living large in a Bentley Continental GT Convertible. He’s classy like that.

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