Using 3D Printing Technology for Manufacturing Interior Aesthetic Components for Customisation in the Automotive Industry

Abstract

The research is a business venture proposal focusing on exploring the concept of automobile interior customisation through a 3D printing. The research gap of inclusivity in the current offering of the automobile interior was articulated. Theories of digital transformation, digital maturity, innovation, lean innovation and entrepreneurship were used to inform this study. The conceptual framework was developed using the variables of age, gender, customisation, connectedness and purchasing intent. The qualitative research strategy was adopted for the research and probability sampling was used to sample random respondents. Reliability and validity were determined using CFA and SEM. The findings of the study revealed that the concept of customisation is not dependent on age and gender therefore an inference drawn was that market segmentation ought to be done by needs and preferences as opposed to demographics. The findings further revealed that there is a need for this customisation offering as both customisation and connectedness were found to be drivers of purchasing intent. The business case for Mageza 3D printing was advised by the findings of the study where the target market was identified. The business strategy focused on the market penetration, the staggered approach in the operations rollout to 2035 as well as the marketing plan for the concept of customisation. The business showed profitability of 15% from the first year reaching 26% by the fifth year. The main limitation of the study was in the research methodology adopted whereby the inclusion of a qualitative research strategy would have offered a more holistic understanding of concept buy-in across the value chain. In this regard, future research was recommended to assist in solidifying this business case