My time in the auto industry has seen growth and recession on numerous occasions and for numerous reasons.I have seen auto companies attempt to shape consumer behaviour by pre-empting future demand. Again this scenario looms as non auto tech companies join the market with autonomous cars.Managing product change has been my focus for all of my career through development purchasing, programme management, new product launch at suppliers, creation and development of the R@R process and more recently new product launch for manufacturing with a bias on DFM-DFA. A view to the future must include the ability to adapt and improve processes or create new ways of doing business built on past lessons aware that product development cycles are now much shorter so quality in is absolutely more valuable than measuring quality out.,