Tag Archives: colleague

Opinion

Why simulators are the way forward for engineering

I’m indebted to (and slightly envious of) my colleague Richard Lane for his current go to to the Ansible Motion simulator.

I’ve spent a very good period of time in simulators over the previous decade – greater than my colleagues, to the purpose that I’ve felt like I’m our sim correspondent.

They do have extra visible influence in individual than they do in photographs for you, pricey reader. If we drive an actual prototype automobile, there might be pictures of it on ice, in a desert or at a monitor, because it throws up snow or sand or is chucked sideways by a heroic check driver.

See a prototype automobile throughout simulated improvement and, it doesn’t matter what it’s doing or the place it just about exists, it would at all times appear like an enormous display and a few thick cables in a darkened room. Make that look thrilling in the event you can. I suppose it’s like every driving.

Driving or racing is enjoyable to do, and watching it’s good too. But digital driving? I like racing video games, however they’re an acquired style, much less thrilling than the actual factor, so watching any person else taking part in one should be much more acquired.

If precise racing is like consuming wine, watching any person race a simulator isn’t even like watching another person consuming wine. It’s like watching them faux to.

But again to business sims. Horiba MIRA, the check centre that till lately hosted our efficiency automobile street checks (inconveniently for us, they’re constructing a photo voltaic array on our dealing with monitor) has a brand new one.

It’s not from Ansible, reasonably VI-Grade, however the entire set-up, together with a much less superior supplementary sim, has nonetheless value it £4 million and incorporates the very useful capability to place an engine or drivetrain in a separate room and make it reply to actual human inputs.

Opinion

Why do not automobile corporations have good slogans anymore?

Whatever occurred to ‘engineered like no other’?

My colleague Steve Cropley final week requested this about Mercedes-Benz’s erstwhile promoting strapline, which was first talked about in promotional copy in 1956 (with ‘…in the world’ on the tip) and which routinely accompanied the corporate’s publicity till 1995.

It was adopted, for those who keep in mind, by ‘the best or nothing’, a extra nothing than greatest phrase that also will get airtime immediately. It’s the title of a web page on Mercedes’ US web site not less than, though it doesn’t spotlight the tip of any new adverts I’ve seen.

Today, on-line, the place most adverts are seen, Mercedes advertisements are principally signed off solely by the three-pointed star and a clickable hyperlink to a related net web page. Sometimes there’s a distinct, model-appropriate slogan just like the additionally forgettable ‘so AMG’.

There isn’t, then, an overarching single Mercedes message – one factor that you need to affiliate with the model each time you see it.

Maybe in a world the place the mannequin vary and the promoting of it have each modified a lot and the place old-school engineering sits behind, say, type or connectivity, Mercedes doesn’t assume lasting consistency issues prefer it as soon as did. It nonetheless shouts about engineering immediately, however principally by means of its Formula 1 workforce. 

The world’s two different best-known automotive practitioners of the slogan artwork aren’t but prepared to present them up. 

BMW has toyed with just a few completely different phrases however primarily retains the identical ‘Freude am Fahren’ (‘sheer driving pleasure’) line it first utilized in 1965, adjusting it to ‘the ultimate driving machine’ for its two largest English-speaking markets, the US and the UK, in 1972.

News

Two CAKE Riders Are Going Coast To Coast Through The United States—Unassisted

CAKE’s Electric Journey Takes on USA in Stage 2 of “The Electric Conquest of Continents”

Two CAKE riders, Jackie Rosenstein and Bobbie Long, are embarking on an extraordinary adventure – an unassisted ride across the United States. This groundbreaking journey showcases the future of zero-emission motorcycling and is led by women.

CAKE, the Swedish manufacturer of lightweight, premium electric motorcycles, is now entering Stage 2 of “The Electric Conquest of Continents.” This stage focuses on a remarkable journey across North America. Jackie Rosenstein, CAKE US Sales Manager, and Bobbie Long will be piloting this momentous passage. Their journey begins in New York City at the CAKE :Site, where they will then join the Trans-America Trail (TAT) in Ripley, West Virginia. Traveling mostly on dirt, gravel, forest, and farm roads, they will make their way to Albuquerque, New Mexico. From there, they will embark on a scenic trip down Route 66 until they reach their destination – the Santa Monica Pier. The adventure concludes at CAKE’s LA :Site in Marina Del Rey.

The ride is set to begin on October 19, 2023. This stage of “The Electric Conquest of Continents” follows Sinje Gottwald’s solo and unassisted journey from Barcelona to Cape Town in the spring of 2023. Sinje continues to be an inspiration for this global project, reinforcing its mission and vision.

“The Electric Conquest of Continents encompasses multiple ambitions. We are focused on zero-emissions, the joy of riding without disrupting the environment, and testing the durability of CAKE gear,” says Stefan Ytterborn, Founder and CEO of CAKE. “Ultimately, our goal is inclusivity and sustainability, inspiring more women to embrace motorcycling and fostering confidence, self-esteem, and independence. I want to express my gratitude to my amazing colleagues Jackie, Sinje, and Bobbie for embarking on this journey. They have already inspired and will continue to inspire thousands, leading the way in areas where we need to accelerate.”

Luke Tuttle, CAKE’s Managing Director for North America, remarks, “It’s truly inspiring to see a CAKE colleague take on the monumental challenge of being the first to cross the USA on an electric motorcycle. This is our second continent conquered on our Kalk electric motorcycle, furthering our vision of zero-emission transportation. We eagerly await Jackie’s return to LA and the stories she will share. Our colleagues serve as ambassadors for the future of transportation, demonstrating what is possible and empowering new riders while convincing any remaining skeptics of electric vehicles!”

The objective of this global project is to conquer each continent, one by one, with women riders leading the way. In addition to promoting fossil-free transportation and the exhilaration of silently riding, it also presents an opportunity to test the durability of the CAKE gear.

About Jackie Rosenstein & Bobbie Long

Jackie and Bobbie, both passionate motorcycle enthusiasts and close friends, have teamed up for this cutting-edge journey. With their shared love for motorcycles and their extensive experience, they are set to become the first women to cross North America on electric motorcycles.

About Sinje Gottwald

Sinje, a central figure in “The Electric Conquest of Continents,” is a seasoned motorcycle adventurer who gained attention for her solo circumnavigation of the world. She continues to mentor this project, and her journey through Africa on a CAKE bike showcased the continent’s diverse languages, cultures, and achieved significant advancements in technology and society.

About CAKE

CAKE is a Swedish company that produces premium lightweight electric motorcycles and mopeds. Their mission is to inspire a zero-emission society by combining excitement and responsibility. The current model range includes the off-road beast Bukk, the versatile off-roader Kalk, the modular utility bike Ösa, the urban commuter Makka, and the strong and practical e-bike Åik. With a wide range of accessories and configurations, CAKE caters to various users and applications, including commercial use for last-mile delivery and urban transportation. The company has received numerous awards for its design and innovative approach to mobility and societal challenges. It was recognized as one of the world’s most innovative companies by Fast Company in 2020 and 2021, and received the Time Magazine 100 most important inventions award in 2021.

Explore with respect.

Learn more about CAKE at ridecake.com

@ridecake