What is APQP and How Does it Work?
Advanced Product Quality Planning (APQP) is a structured methodology used in the manufacturing industry to ensure that products meet customer requirements and are produced with high quality. Developed by the Automotive Industry Action Group (AIAG), APQP is a comprehensive framework that guides product development processes from initial concept through production. This methodology is widely adopted to minimize risks, reduce costs, and ensure customer satisfaction by fostering continuous improvement and defect prevention.
Ideally, you should implement an advanced product quality planning strategy at the conceptual stage of product development, to allow time for the integration of quality planning into the design process. More important, you need to get key stakeholders—marketers, suppliers, engineers, and customers—involved from the start. Each group can provide a unique perspective on the design stage, allowing you to align the final deliverable with market demands.
If your design process has already started, you can retroactively implement APQP principles. However, returns tend to diminish as each phase progresses, as does the chance of missing a quality or design issue that requires significant reworking.
But don’t let the fear of a major redesign discourage you from adopting APQP methodologies at a later stage. If you haven’t launched yet, it’s better to uncover quality and performance flaws now than after a product has already gone to market.
The History of APQP
The “Big Three'' automakers—Ford, General Motors, and Chrysler—introduced the concept of APQP in the early 1980s, part of an industry-wide push to improve supplier quality and maintain regulatory standards for the components and systems they produced.
The APQP framework was formalized in 1994 with the publication of the APQP manual, created by the Automotive Industry Action Group (AIAG). Since then, it has been integrated into multiple quality standards, including the ISO/TS 16949 (the globally recognized quality management standard for the automotive industry).
Today, numerous industries use APQP to assist in their supply chain management processes, especially in new product design and development.
Manufacturers of electronics, medical devices, and even toys rely on APQP to build better products, minimize redesign costs, and meet the needs of consumers.
When Should Manufacturers Start an APQP Process?
Ideally, you should implement an advanced product quality planning strategy at the conceptual stage of product development, to allow time for the integration of quality planning into the design process.
More important, you need to get key stakeholders—marketers, suppliers, engineers, and customers—involved from the start.
Each group can provide a unique perspective on the design stage, allowing you to align the final deliverable with market demands.
If your design process has already started, you can retroactively implement APQP principles. However, returns tend to diminish as each phase progresses, as does the chance of missing a quality or design issue that requires significant reworking.
But don’t let the fear of a major redesign discourage you from adopting APQP methodologies at a later stage. If you haven’t launched yet, it’s better to uncover quality and performance flaws now than after a product has already gone to market.
Phases of APQP: Taking it Step by Step
Advanced product quality planning functions as a quality management and optimization tool. When implementing APQP into your own workflows, you’ll need to follow the structured methodology, consisting of five phases. These will guide your product development team from conceptualization through product launch.
In doing so, they help make sure that you build quality into the final deliverable at every stage, allowing you to save money and time by identifying and fixing any potential risks early in the process. However, some models include a sixth phase, known as “Phase 0,” or the “pre-planning” stage.
During pre-planning, you’ll list standard work practices and prior knowledge, identifying any assumptions and concepts that have inspired you to create a new product. It’s also important to identify any areas where you anticipate major changes or purchases before proceeding.
For instance, if you intend to use an innovative manufacturing process to create your product, you’ll need to invest in retooling existing machines or purchase new equipment. Once you know what your assumptions are and can see the big-picture view of your production processes, you can begin working through the five main phases:
1. Plan and Define the Program
Start by laying the foundation for a successful advanced product quality planning process. Now is the time for you and your team to establish your vision for the project by gathering customer insights through surveys, focus groups, and feedback on previous products.
This phase is crucial for setting realistic goals and helping ensure alignment among all stakeholders, including the marketing, design, manufacturing, and quality teams. You should also develop risk management strategies to mitigate potential challenges like prototyping delays or unexpected costs.
Before moving to phase two, your team should have a clear project plan outlining the product’s function, critical milestones, timeline, and budget.
2. Product Design and Development
Your engineering and design teams will work collaboratively to help your ideas take shape: creating initial drawings, finalizing product specs, and choosing materials that meet predefined specs. This phase emphasizes innovation while maintaining alignment with customer needs and regulatory standards.
Your stakeholders will also need to perform design verification—conducting reviews and tests to help ensure the proposed design is robust, scalable, and meets all requirements for successful performance in real-world scenarios.
3. Process Design and Development
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4. Product and Process Validation
Phase four is where theoretical concepts and practical manufacturing collide. You will produce prototypes or pilot runs to validate the project’s ability to meet quality and output requirements under actual manufacturing conditions. This phase tests the feasibility of your process and the reliability of the product in real-world scenarios.
Ideally, you should have addressed most issues during the preceding phases; this stage is only for fine-tuning. A successful validation indicates that both the product and manufacturing process are ready for full-scale production.
5. Feedback, Assessment, and Corrective Action
After product launch, the final phase begins. During this process, you will collect and analyze market data including customer feedback, warranty claims, and production metrics—your aim is to identify any unforeseen problems or areas for improvement.
If you pinpoint an issue, conduct a root cause analysis to determine the cause and implement corrective actions. This may involve altering the product design, manufacturing process, or materials used.
Document what you learn during this phase so you can apply it to future APQP cycles. Ultimately, your product feedback loop will maximize an item’s competitiveness for its entire lifecycle while simultaneously supporting future manufacturing efforts.
Can APQP Help Increase Customer Satisfaction?
Absolutely. The advanced product quality planning framework gets customers involved early and often, which allows you to align your initial purpose and design strategies with the needs of your target audience. By gathering feedback and conducting extensive research, you’ll get a better feel for consumer preferences during multiple stages.
Since the APQP framework integrates consumer feedback during multiple stages using the APQP framework, you can also limit the chances that your final design deviates from the initial purpose and intent of the project. This results in a better product, more overall sales volume, and much happier customers.
Get More Advice on APQP
The advanced product quality planning model is a valuable addition to your design and development strategy, especially when exploring new and innovative products. To learn more about how APQP can enhance your long-term business plans, contact us.
