It has become customary nowadays to discuss the carmaking giant of Bayerische Motoren Werke AG in anguished tones, akin perhaps to the sort of concern one might feel towards a once-reliable friend in the throes of an unnerving and potentially damaging life-crisis. But it wasn’t always thus. A little over a decade ago, the German carmaker was at the forefront of automotive future-thinking and a genuine pathfinder towards zero emission mobility. Not only that, the cars with which BMW entered the EV market were as futurist in appearance as they were beneath their arresting skin panels.
The birth of the BMW i programme goes back to the latter portion of the post-millennial decade, a time of unfettered expansion for the Vierzylinder, not only in commercial and product terms but also in the visionary sense. During this fecund period, in a quiet corner of BMW’s FIZ engineering nerve centre, a radical and potentially transformative project was gaining impetus and momentum. Project i brought together a small group of electrical engineers, chemists and product strategists under the leadership of Ulrich Kranz, to Continue reading “Sons of Pioneers”
A late evening encounter with a synthesized Audi crossover got our Sheffield operative thinking about additives.
Mono Sodium Glutamate, or MSG was invented back in 1908 by a Japanese chemist named Kikunae Ikeda who was searching for a food additive he named umami which is given as “neither sweet, nor salty, bitter or sour” and was marketed by the fledgling Suzuki company, though under the brand name Aji-no-moto, itself a part of Suzuki pharmaceuticals. Its European name is E-621. Do Suzuki make a car with that code name in Japan?
In the halcyon pre-Covid past, a night out at a local Latin American restaurant, where the tapas was tasty, the cigars and rum both plentiful and expensive (neither sampled) and the beats both seductive and loud, led to a rather unexpected (and frustrating) conversation regarding car design with my better half. Well kind of. The rum and ‘gars must Continue reading “Bland Recipe? Add E-621”
Ingolstadt presents ‘the off-roader of the future’. What fresh hell is this?
There has been, I’m reliably informed, a discernible atmosphere of fin de siècle about this year’s Frankfurt motor show; in the curiously underpopulated halls, the appearance of evident cost-cutting amongst some of the larger OEMs, not to mention a marked bi-polarity in the semantics being proffered, particularly by the home team.
But while the metaphorical (and to some eyes, actual) barbarians mass outside the gates, inside the bacchanal continues unabated – at least in some quarters. Volkswagen came to Continue reading “Infra Dignitatem”
Audi’s A2 confounded the buying public and lost its maker billions, but it was a stellar achievement nonetheless.
Carmakers are for the most part, pathologically averse to matters of risk, and for good reason – the costs of failure can be ruinous. For instance, a cogent argument could be made that Fiat Auto never recovered from the commercial failure of their 2003 Stilo programme, precipitating a decline from which they have never truly recovered. Not so Audi, nestled safely within the VW Group mothership, and for decades now, a significant profit centre within the vast German multi-brand automotive titan. Nevertheless, the luxury carmaker is no stranger to the bitter tang of failure, or its financial cost.
Twenty years ago Audi announced the A2, a revolutionary and futuristically styled monopod aimed at elevating the Ingolstadt carmaker’s perception as technological pioneers. Six years later, it was summarily axed, following losses which amounted to around €1.3 bn*, having failed to Continue reading “Space Oddity”
The A2 wasn’t simply the most intelligently wrought Audi ever. It was also their most expensive sales flop. We tell its story.
History marks the Audi A2 as a failure, and with vast commercial losses incurred during a six year lifespan, it’s a simple and convenient dismissal. Since its 2005 demise, the party line has been that Audi took a brave, risky and ultimately doomed gamble into the unknown, one which was studiously ignored by the buying public. But is it as simple as that?
It had been an open secret since the late-1980s that Daimler-Benz had a compact hatchback in development. Such an incursion into the VW Group’s orbit was viewed by Chairman, Dr. Ferdinand Piëch as a gross betrayal, precipitating amongst other things, this overt cost-no-object rival. Schemed on the basis of an ultra-economical VW concept, Piëch tasked Audi engineers to Continue reading “Benchmarks: Audi’s Monospace Capsule”