Designing vehicles that drivers want

Today's press release from Siemens PLM Systems says that the company is helping "to shape the future of mobility" at a technical congress. The subhead reads:

[President of Siemens PLM Software] Dr. Helmuth Ludwig Explains How Siemens PLM Software Balances Environmental, Economic and Social Concerns While Assisting Automakers in Developing Vehicles Consumers Want

Problem is that North American drivers don't want cars that balance environmental, economic, or social concerns; they want SUVs and pickup trucks. 

(Evidence: take a look at the vehicles on any California freeway and count the tiny number of nice cars, like Prius, vs SUVs. Futher evidence: car makers shutting down their nice car development plans, and doubling shifts for SUVs.)

Reading on, we see that Mr Ludwig is fairly realistic:

* Improvements to efficiency of gas and diesel engines.
* Further integration of electronic controls with mechanicals.

But then things become murkier as our misty friend, Research Shows, begins to pontificate: "However, research predicts the decrease of the conventional car to begin between 2017 and 2018 at the same time a strong increase of hybrid and electric vehicles begins." The source of the research is not given, but it would appear that the Age of Hybrids is still three-quarters of a decade away. 

Here are the four factors Mr Ludwig feels "are shaping our future" -- and my comment on each:

* Urbanization -- been in place in the Western world for quite some time, but now significant in China and will become significant for Africa.

* Demographic shift -- always a dangerous one upon which to place predictions, since demographics have a way of shifting away from predictions. (Remember all the vacations today's rich retired people were going to be taking?)

* Climate change -- last year's myth; pollution is the real issue.

* Globalization -- already shaping our present.

The point to the press release is remind us that Siemens PLM Systems' software is ready for automotive companies, no matter in which direction they shift their design and production.

Source.

Comments

[Tony]

Actually, there's a good argument that for typical drivers, Prius & similar cars are less environmentally friendly (extra cost up front, batteries, etc) -- in general, diesels would be a better match.

And let's not get started on such environmental disasters (sold as great new "green" tech) such as MTBE and ethanol.

[DF]

Futher evidence: car makers shutting down their nice car development plans, and doubling shifts for SUVs.

Hasn't the Hummer production line shut down?

[Norm C.]

Maybe a majority of North American drivers want SUVs and pickup trucks, but it is neither true of the whole continent (case in point: Quebec province) nor the rest of the world. Maybe I'm mistaken, but I thought Siemens PLM's target market wasn't only in the States.

As for saying that climate change is last year's myth... well that is your opinion.

@ DF
I'm pretty sure that when we see the economy get back on its feet, Americans will be back in droves to car dealers to purchase big guzzling behemoths again. And GM and every other car maker will be happy to provide them.

But I was unaware of car development plans being shut down. Not with all those showroom prototypes and ads about hybrids from about every car manufacturer...

[Dave Taylor - automotive marketing, siemens industry automation]

Ralph, you’re right the release is to remind people that our software is ready for automakers no matter where they’re headed in design and production. Thanks for your feedback and perspective. Managing a portfolio that accounts for all the different consumer preferences, economics and government regulations around the world is an enormously complex challenge.

Norm C. is right that our market is global – that’s why Helmuth was speaking at this conference in Germany. He’s talking but also listening to the issues the Germany automakers face. One constant we’re hearing around the globe is the complexity OEMs need to address in product development as they address the consumers ever increasing appetite for more innovation in and around the vehicle. They want more safety, more fuel economy (whether it’s an SUV or a compact), more comfort.