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sales but have also cut into profits. Promotions may drain the automaker's cash reserves in the near term while in the long run the company. Automakers have since been trying to scale back on incentives, while cutting production. The subprime mortgage crisis and high oil prices in 2008 resulting in the plummeting popularity of best–selling trucks and SUVs, perhaps forcing automakers to continue offering heavy incentives to help clear excess inventory.

In 2008, with high oil prices and a declining US economy due to the Сsubprime mortgage crisis, the Big Three are rethinking their strategy, idling or converting light truck plants to make small cars. Due to the declining residual value of their vehicles, Chrysler and GM have stopped offering leases on the

majority of their vehicles.

иCongress, supported by President Barack Obama have called for a «bridge loan» to assist the Big Three. On October 13, 2008, Obama said that he wanted Congress to double its guaranteed loans to the U.S. automobile industry from $25 billion to $50 billion.

On September 30, 2008, the first automaker loan package, for $25 billion, was signed into law. The bill sets aside $7.5 billion in taxpayer funds needed to guarantee $25 billion in low–interest loans to help US automakers produce more fuel–efficient cars and trucks. The crisis has led to forecasts of massive

unemployment and economic recession if not contained, and Democrats in

On June 2, GM Motors announced the sale of the Hummer brand of off–road

Language practice

1. Examine the phrases and try to translate it.

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2. Match these phrases with the definitions given below: a) try to seduce someone;

b) pressure someone to do something; c) use abilities.

3. Fill in the gaps in the sentences.

Writing

1. According to the text «Automotive industry crisis of 2008–2009» fill in the structure and discuss who has suffered the most.

2.Using phrases and word structures fromИsection «Language practice» write your own report «Automobile production in Russia».

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Unit 4

Section A. Analyze and weight the supporting information

Theory

The purpose of the analysis is to make reasoned sense of the information that Сhas been gathered. The findings of the analysis need to be balanced, justifiable and where possible quantifiable. The process of business planning and market analysis usually starts with the entrepreneur determining what questions need to be answered in order to make better decisions. From these questions, broad research criteria are established, which in turn lead into specific research questions. The иresearch is then designed to provide the data to answer the research questions which then support the business decisions. The research questions take into consideration target market and the type of information required. A research plan is developed which incorporates perceived target markets, methodologies, cost and

research schedule.б

Findings are often compared and contrasted in effort to present the Business Concept or new business ideas in a background that enhances their alignment to the target audience. Detailed facts and figures need to be interpreted by explaining what they mean, what significance they have to the purpose of the report and how significant they are toАthe audience decision making process. It is an accepted practice that the main content section of a business report presents this information in a summarized format, then referring the reader to attachments to the report for the detailed data and analysis. The continuity of relationship between the data

1.What is the aim of the analysisДof supporting information in business report? И

2.What qualities should have the data and findings of the report?

3.What should be taken into consideration in the research questions?

4.What does the research plan incorporate?

5.What is the main aim of comparison and contrast of report findings?

6.What is the need to explain the report’s facts and figures?

7.What are the acceptable ways of explaining for business report?collected, their credibility and the resulting analysis will directly relate to theweightcommercialQuestions:

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Section B. Automobile engineers

Reading

1. Automobile engineers. What do they do?

2. Describe their duties and responsibilities.

3. What qualities should they have?

4. Is this profession in a great demand today or not? Why?

С5. Read the text to learn more about automobile engineers.

Engineers having expertise in vehicle technology are called automotive engineers. Automotive engineering deals with the different elements of mechanical, electrical, electronic, software, and safety engineering, all concerned with automobiles. The technology which goes into designing, manufacturing, and

operation of a vehicle is termed as automobile engineering.

The various sections of automobile engineering may be briefly classified as below:

product engineering, development engineering, and manufacturing engineering. As far as product engineering is concerned,Дthe design engineering part is also included in that section. Product engineers deal with the design of the automobile right from its conceptual stages, taking it through the design phase on to the manufacturing activity. Product engineers are also responsible for testing the sub– assemblies of the vehicle before it is approved to be a qualified part that can be fitted during manufacturing of the vehicle.

Various parts that go into a vehicle have a specification, and this specification is decided by the development engineer in automobile engineering. For example, the development engineer will provide the production engineer with the spring rate that he would want to utilise in the vehicle, so as to achieve the right

in which the development engineer has the responsibility for coordinating delivery of the engineering attributes of a complete automobile (bus, car, truck, van, SUV, etc.) as dictated by the automobile manufacturer, governmental regulations, and the customer who buys the product.

Much like the Systems Engineer, the Development Engineer is concerned with the interactions of all systems in the complete automobile. While there are multiple components and systems in an automobile that have to function as

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designed, they must also work in harmony with the complete automobile. As an example, the brake system's main function is to provide braking functionality to the automobile. Along with this, it must also provide an acceptable level of: pedal feel (spongy, stiff), brake system «noise» (squeal, shudder, etc.), and interaction with the ABS (anti–lock braking system).

Another aspect of the development engineer's job is a trade–off process required to deliver all the automobile attributes at a certain acceptable level. An Сexample of this is the trade–off between engine performance and fuel economy. While some customers are looking for maximum power from their engine, the automobile is still required to deliver an acceptable level of fuel economy. From the engine's perspective, these are opposing requirements. Engine performance is иlooking for maximum displacement (bigger, more power), while fuel economy is looking for a smaller displacement engine (ex: 1.4 L vs. 5.4 L). The engine size, though is not the only contributing factor to fuel economy and automobile performance. Other attributes include: automobile weight, aerodynamic drag,

transmissionбgearing, emission control devices, and tires.

The Development Engineer is also responsible for organizing automobile level testing, validation, and certification. Components and systems are designed and tested individually by the Product Engineer. The final evaluation though, has to be conducted at the automobile level to evaluate system to system interactions. As an example, the audioАsystem (radio) needs to be evaluated at the automobile level. Interaction with other electronic components can cause interference. Heat dissipation of the system and ergonomic placement of the controls need to be evaluated. Sound quality in all seating positions needs to be provided at acceptable levels.

Manufacturing Engineers at Дautomotive companies are involved in a wide array of manufacturing activities. They plan and engineer the assembly of whole vehicles as well as the individual parts that go into the vehicles. Design and layout of equipment and people, machine rates and line rates, specification of automation equipment, and manufacturing safety procedures are all some of the jobs that Manufacturing Engineers do. И

Assembly plants build vehicles from parts they receive...they rarely build parts themselves. Manufacturing engineers at assembly plants plan out the body shop, engine and transmission placement, and the trim and chassis area of the final assembly. Seats, radios, interior trim panels, pick–up bedliners and wheels are examples of parts that need to be manufactured for a vehicle and whose creation would be overseen by an Automotive Manufacturing Engineer. While body panels, usually stamped sheet metal, have typically remained within the OEM, the general trend for all other parts is for them to be bought from outside suppliers. Most vehicles have greater than 60% supplier content (The Toyota Product Development System, Morgan and Liker)

The automotive industry has its own culture that Automotive Manufacturing Engineers need to know to effectively operate. The Automotive Industry Action Group (AIAG), a consortium composed of hundreds of participating companies, have established rules and procedures that ensure parts meet strict quality levels.

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