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Few products or services exist that do not require some supply chain management. The more suppliers that are involved the more complex the supply chain management becomes. Even if the entire supply chain from basic raw materials that come from the earth or out of the minds and actions of people, is not considered there is still a supply chain that must be attended and in today's global economy competition is growing every day, and automotive products (vehicles and components) are often developed in one country though it's made based on global architectures, used and applied in other markets, and to find success in this competitive reality, automakers and/or global business migrated from local suppliers to global sourcing and in today's world of global outsourcing, supply chain management plays an ever important, strategic and expanding role in delivering results once automakers are aiming to launch low cost vehicles and recognized as world best-in-class products.

The automotive competition is growing every day, and automotive products (vehicles and components) are often developed in one country though it's made based on o global architecture, used and applied in other markets, and with the high competition between automakers, engineers can not afford make mistakes during the product development mainly in global architectures. Be the customer or put yourself in the customer's place is the key to good product planning, design, development, and also, marketing, therefore to understand exactly what the customers are complaining about on the current products to consider this lessons learned on the new products the Genchi Genbutsu is key tool to find the root cause of any problem which is the key to a lasting solution and a successful product development. The article describes some successful steps to apply the Genchi Genbutsu during the automotive product development.

Since the globalization, the automotive competition is growing every day, and automotive products (vehicles and components) are often developed in one country though it's made, used and applied in other markets. The operating conditions such as height, climate, topography, customer perception and other variables are often different from one market to another and could influence on the products reliability. If the market operating conditions are not considered in the vehicle development phase, the product may not fully perform its intended function over useful life period, and also may experience an excessive level of field complaints and/or failure modes specific to those markets and also damage the image of the brand.

Reliability, maintainability/serviceability and security are three qualities of product excellence desired by customers and users of products, however customer expectation for product reliability are continually increasing for almost all product and despite of most of the companies has worked on the philosophy of continuous improvement to meet or exceed the customer's expectations, its difficult to avoid failures or its difficult to ensure zero defect. Once it happens, it generate a customer complaint which is registered by companies. The way that companies used to register the complaints is through their warranty system and also a special database. Most of the companies maintain warranty databases for purposes of financial reporting and warranty expense forecasting. In some cases, there are attempts to extract engineering information from such databases. Another application is to use warranty data to detect potentially serious field reliability problems as early as possible.