Product architectures (PA) have during the last ten years gained increasing interest from both academia and industry. There is no doubt that implementation of PA has the potential to significantly reduce time to market and time to money. The transition from current way of working, to Product Architectures is however very difficult. The Product Architecture Day will present state of the art theory and practice in the area.

For more information please contact: Chair: Prof. Niels Henrik Mortensen

Sponsored by:

Sponsor opportunities available!

Time Schedule/Event


Registration & Coffee


Welcome Introduction

Prof. Niels Henrik Mortensen, Head of Section of Engineering Design & Product Development, DTU-MEK

In more than 20 years, Professor Niels Henrik Mortensen has studied 200+ industrial projects on modularity and developed a state of the art method for developing product families. The presentation explains how modular product development can significantly reduce time to market for new products. Also, the innovation level can be increased due to a more focused approach. The basic principles will be described: Interfaces stable over time, right number of architectures and scalability of key systems and modules.


An Architectural runway to support new business opportunities

Magnus Antonsson, Architecture Strategist, Volvo Car Corporation

Magnus Antonsson is working as Architecture Strategist for Volvo Cars with long term strategies, agile architecting/architecture and variability management. Before that he worked as global electrical platform manager for Volvo Trucks for four years and as System Architect for four years. Magnus has also worked for Ericsson for more than fifteen years with architecture and system development and he has an M.Sc in Electrical Engineering & Computer Science from Chalmers University of Technology.


How Volvo Construction Equipment succesfully implemented Modulairzation

Talfryn Finniear, Global Director Product Architecture

Heads up the Global Product Architecture team at Volvo Construction Equipment, which is responsible to ensure product consistency and optimize product complexity for construction equipment produced by Volvo. Talfryn is a Chartered Engineer. Originally a graduate mechanical engineer working at OEMs producing railway rolling stock, Talfryn has 25 years experience in leading product development teams at Volvo and other construction equipment manufacturers. Talfryn is passionate about products, keeping things simple and concentrating resources on value added activities.




Modularization in Construction

VP Anders Kudsk, NCC


Modularization challenge part 1




Modularization challenge part 2


Modularization challenge part 3




Embedding Modularity in Management Processes

Ron Sanchez, PhD


Digital Modular PLM... – experience from implementation journey in a big international engineering company

Christian Eskildsen, VP Global Operations & Head Modularization, Electrolux

Christian has a background in R&D but has spent much of his career in leadership and managerial positions at Electrolux. For the last 8 years he has worked as Vice President Global Operations & Head of Modularization




Wine reception