An Exploration on New Product Development Process of Malaysian Small-Sized Automaker

  • H. Boejang Universiti Teknikal Malaysia Melaka
  • H. Ariff Universiti Teknikal Malaysia Melaka
  • M. Z. Hassan Universiti Teknikal Malaysia Melaka
  • S. Esa Perusahaan Otomobil Nasional Sdn Bhd
  • M. Rauterberg Eindhoven University of Technology (TU/e, The Netherlands)


This paper focused on the identification and description of a new product development (NPD) approach adopted by one of the small-sized car producers in Malaysia. The NPD processes for European, Japanese and American auto makers have been studied and discussed in literature. However, the business strategy of NPD approach of small-sized car makers remains unidentified and less understood. This research involved semi-structured face-to-face interview sessions at several occasions with senior project managers and development team members, a senior product planning manager together with a selected first tier vendor. The information obtained through literature on the NPD process was used as secondary data to correlate with the data obtained from the primary source (interview). Results derived from both sources later were used to completely identify and describe the NPD process of this car maker. The results indicated that the NPD process of the automaker was not that distinct as compared with the generic product development of others. In addition, the findings also showed the automaker has adopted the concurrent engineering practices in the product development process. This paper also highlighted the importance of a formal NPD with regard to the frequency of the new product introduction and managing risks and uncertainty.


Download data is not yet available.

Author Biographies

H. Boejang, Universiti Teknikal Malaysia Melaka

Hambali Boejang is a senior lecture at Jabatan Teknologi Kejuruteraan Pembuatan, Universiti Teknikal Malaysia Melaka (UTeM). He got his MSc in Rapid Product Development from De Montfort University, UK in 2005. He is currently a sponsored PhD student of UTeM, undertaking a research study in new product development and concurrent engineering. His research interest also includes rapid prototyping, reverse engineering, rapid tooling and renewable energy.

H. Ariff, Universiti Teknikal Malaysia Melaka
Dr Hambali Ariff is an Associate Professor at the Department of Manufacturing Design, Faculty of Manufacturing, Universiti Teknikal Malaysia Melaka (UTeM). He obtained his PhD in 2010 at the University Putra Malaysia (UPM). His research area is focused on Concurrent Engineering, New Product Development (NPD), Product Design and CAD/CAE.
M. Z. Hassan, Universiti Teknikal Malaysia Melaka

Muhammad Zahir HASSAN graduated with honours degree in Mechanical and Aerospace Engineering from the Seoul National University, South Korea in 2001. He received the M.Sc. In Automotive Engineering degree from Coventry University, United Kingdom in 2004. In 2009, he received the PhD. degree from The University of Leeds, United Kingdom.  He began his career Production Office at Estec Electronic (M) Sdn Bhd. He leaves to join Universiti Teknikal Malaysia Melaka as a tutor at the Faculty of Mechanical Engineering, Universiti Teknikal Malaysia Melaka (UTeM) in 2001. He was made Senior Lecturer at UTeM in 2010 and was appointed as the Head of Department (Automotive Engineering) in 1 January 2010 for 2 years. His research interest is focusing on the aspect of automotive design and technology

S. Esa, Perusahaan Otomobil Nasional Sdn Bhd
Saharudin ESA is currently a Project Manager for PROTON Saga (Sedan) Project at Perusahaan Otomobil Nasional Sdn Bhd (PONSB), PROTON. Prior to this, he was also in the Project Management team  for M27 (Pick Up Truck), Satria NEO (2-Door Hatchback), Saga FL and Saga FLX Project where he managed total development from front loading activities until Start of Production (SOP). PROTON has been his workplace since 1995 and was tasked in most of major departments such as Production Engineering, Industrial Engineering, Production and R&D. He received his bachelor degree in Mechanical Engineering from University of Leeds while gaining the Master degree of Business Administration from Universiti Teknologi Mara (UiTM) in 2014
M. Rauterberg, Eindhoven University of Technology (TU/e, The Netherlands)
Matthias RAUTERBERG received a B.S. in Psychology (1978) at the University of Marburg (Germany), a B.A. in Philosophy (1981) and a B.S. in Computer Science (1983), a M.S. in Psychology (1981) and a M.S. in Computer Science (1986) at the University of Hamburg (Germany), and a Ph.D. in Computer Science/ Mathematics (1995) at the University of Zurich (Switzerland). From 2006 till 2015 he was the head of the Designed Intelligence research group, department of Industrial Design at the Eindhoven University of Technology (TU/e, The Netherlands). He has over 400 publications in international journals, conference proceedings, books, etc
How to Cite
Boejang, H., Ariff, H., Hassan, M. Z., Esa, S., & Rauterberg, M. (2017). An Exploration on New Product Development Process of Malaysian Small-Sized Automaker. Journal of Advanced Manufacturing Technology (JAMT), 11(2), 33-46. Retrieved from