Speaking at the recent launch of Autodesk Inventor - the first new 3D manufacturing design technology in over a decade - Errol Ashwell, Managing Director of Autodesk Africa, said South African manufacturers have some excellent product ideas that have the potential to compete aggressively on the world market.

"Unfortunately this is often negated by import replacement and sanctions-busting-type mindsets that are still prevalent in the manufacturing sector," explained Ashwell. "When manufacturers make a new product, their primary concern is often how to engineer it. Design is usually a low priority and manufacturers often end up licensing an overseas design, reverse-engineering an existing product or, sometimes, even ripping off someone else's design."

"Many of these manufacturers are probably making good money. However, profits could be much bigger - for the manufacturers and the country as a whole - if manufacturers focused on creating the intellectual capital that comes from owning original and innovative designs."

"All we need to do is change the legacy mindset. Manufacturers need to think of design first, then engineering, and then manufacture," explains Ashwell. "If we build on local ideas, designs and innovations, the intellectual capital is ours to use and to sell - and that is a lot more valuable than profits made by simply manufacturing goods designed by someone else."

With the launch of Inventor, Autodesk has introduced new design technology that can help South African manufacturers. The software assists an inventor or designer from the conceptual design stage, right through to production. While computer-aided design (CAD) systems have been around for many years, they have always required designers to commit to the shape and form of the item, before determining whether or not it will work.

"Autodesk Inventor is a totally new design technology that allows designers to explore function (how it will work) before committing them to form (what it will look like). It also offers a smooth transition from traditional 2D drafting to full 3D design," explains Ashwell. "This new Autodesk technology will help South African manufacturers build local intellectual capital for their own benefit and for the benefit of the country as a whole."

About Autodesk

Autodesk is a leading design creation resource. The company is providing software and Internet services to help customers drive business through the power of design. One of the largest software companies in the world, Autodesk helps designs become a reality for more than four million customers in over 150 countries.

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