Wednesday, June 29, 2011

Automatic Vehicle High/Low Beam Sensor
Kimberly Wargo

New Product Strategy:

Ever driven at night and was blinded by the other cars headlights because they had their high beams on? I think we all have. Driving in general requires complete focus but having to switch your high beams to low beams at night every time another vehicle approaches causes distraction. The new and improved Automatic Vehicle High/Low Beam Sensor will enable the driver to stay focused on driving instead of fumbling with the high/low beam switch. It will also give the driver peace of mind not having to worry about blinding the opposing driver with their lights due to quicker reaction time.

Idea Generation:

To solve the high beam problem we have come up with a new and improved Automatic Vehicle High/Low Beam Sensor. The sensor will automatically detect the approaching vehicles light source and switch from high beam to low beam. After the apposing vehicle has passed the high beams will automatically come back on. The sensor will also have a manual switch that can turn off the automatic light sensor; so the driver can either keep their high beam or low beams on for particular instances. The sensor can be mounted on the top of the front inside windshield. Mercedes currently offers a similar product but their sensor can only help you gain 5 seconds of reaction time with a 300 meter range. Our product can double reaction time by 5 seconds to 10 seconds and has a 500 meter range. This is done by extending the infrared light source. This feature is currently only available on high end vehicles but because of our improvement to the product makes it more desirable and the lower price will attract more consumers. Brainstorming and focus groups will be conducted to gather information on the predicted success or failure of the product.

Idea Screening:

The modified product will be presented to the motor vehicle companies by way of a concept test to see if there is a need for the modified product. The demand for the Automatic Vehicle High/Low Beam Sensor will be higher in rural areas but will prove to be valuable in well populated areas as well. This product will provide the consumer with safer night time drives and less distraction.

Business Analysis:

Demand - As previously stated this sensor will allow the driver to not only stay focused on driving but will make their driving experience safer by not be blinded from the opposing drivers lights. Consumers will jump at the chance to not have too manually switch off their high beams when another vehicle approaches. The modification of allowing the sensor to pick up the opposing vehicles lights sooner will help sell the product. Even though, the countries current economic status is weak; this product will prove to generate demand and enhance the motor vehicle companies sales. The Automatic Vehicle High/Low Beam Sensor will sell as a standard option on all vehicles with a projected price of $300.00. A small price to pay for a safer night time drive.

Consumer Benefits - The consumer will not be blinded by the high beams of an opposing vehicle making night time driving safer with less distraction. It will as allow the driver to stay focused on the road. The modified product will allow for quicker high/low beam automatic adjustment.

Risk Failure: There is a risk of failure with this product because the motor vehicle companies could reject the modified product. The other risk of failure could be that the sensor wouldn't properly pick up the opposing vehicles lights.


To develop this product we will go to the suppliers and have a prototype made to present too the motor vehicle companies and the Insurance Institute for Highway Safety for testing. Getting product approval from the motor vehicle companies will allow us to develop the product.

Test Marketing:

The Automatic High/Low Beam Sensor will be test marketed at several motor vehicle companies and a survey will be sent out to consumers to see if this is a product they would purchase. The test marketing will allow for management to assess the marketing mix and see if they fit good together. The test marketing phase also risks the possibility of exposing the modified product; causing copycats to be made before the product is rolled out. The product will be patented to prevent this.


The Automatic Vehicle High/Low Beam Sensor will be marketed as a standard option on all vehicles by way of commercials, internet, brochure, newspaper, and targeting rural areas. This product will only be successful if we listen to the consumers needs. We will have strong leadership guiding the evolution of the product and making sure we follow the product development process to ensure a quality product that will perform and sell as predicted.