Dissertation Section 2 - The Design Stage

AN INDEPENDENT VEHICLE DESIGN MAGAZINE

FUELLED ISSUE 01 | SPRING 2016

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Chapter 6

Design Stage

6.0 Project 1 Future of Automotive Design - Introduction: 6.0.1 This design project represents the author’s vision for vehicle design in 10-15 years. The decision was made to frame the design around an already exiting established brand. The selection for the hydrogen fuel cell vehicle was narrowed down to 3 main options, BMW’s ‘i’ division, Tesla and Bentley.

After more research was performed, the designer made the decision based on which brand had the best space in their current vehicle range. Which had the best potential, and would to also suite the size of vehicle the design would be based on (compact hatchback class).

The BMW ‘i’ range was first considered because it currently does not offer a mid-size vehicle. The i3 is the smallest compact electric city vehicle BMW offers. The sporting area of the market has also been covered by the i8. This leaves a potential gap in the market to introduce a medium sized model into the ‘i’ range, an i5 for example. The only issue with this option was the restrictions of the design language. As previously discovered, the ‘i’ range is designed around an extremely distinctive language. The new model would be a very generic distillation of this, not exactly a preferable option for the designer when trying to create a new language for a futuristic vehicle, not a current one.

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As for the second option, Tesla appears to be a much more preferable choice. Particularly as the companies chassis architecture and technological capabilities aligns very well with the brief (to design an electric hydrogen fuel cell vehicle of the future). However upon further consideration and research into the vehicle range, there were many reports of Tesla developing a medium size vehicle to take on the mainstream market leaders such as BMW 3 Series, Audi A3, VW Golf and Ford Focus. This complicated matters as the designer wanted to tackle a brand with a vehicle unlike anything in the company’s foreseeable future. Sure enough, these rumours were justified by the most recent launch of the Tesla Model 3. This in turn confirmed the ruling out Tesla as a potential target brand to be a wise decision.

The third option was to look to a more luxurious British brand such as Aston Martin, McLaren or Jaguar Land Rover. After extensive research and carful consideration into many options, the decision was made that Bentley Motors was the best fit for the type, nature and size of vehicle. Bentley of all the brands has the most distinguished reputation for luxury and autonomous potential. The other brands were ruled out because of their core values which are far more driver orientated, Aston Martin, McLaren and JLR in particular are more about sporting pedigree and having a true connection with the absolute best of British racing heritage. Bentley Motors are more about the owner experience and being pampered in the highest of class and luxury. The company currently has also shown no design activity in the medium size category, especially an electric driven autonomous vehicle.

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6.1 Project 1 - Project Summary:

6.2 Project 1 - Results & Feedback:

6.1.1 Following on from the research done by the designer on future technologies and the automobile’s that will utilise these technologies, it is clear to see that a dramatic change is going to occur throughout the automotive industry. With most cars becoming so electronically assisted, its only a matter of time before vehicles will be able to drive themselves completely independently with no human intervention. Autonomous vehicles are going to be present in tomorrow’s world; the only uncertainty is exactly how far away that tomorrow is. With so many car companies becoming more interested in autonomy and the potentially huge market it could attract, the race to see which company will be first to achieve a full level 4 autonomous vehicle is well underway. Offerings not only from big names in the industry such as VW Group, Mercedes, BMW and Tesla, competition from other industry leaders such as tech giants Apple and Google are moving in.

6.2.1 Upon initial feedback, the first stage designs where focusing on keeping a strong brand image. This was achieved initially, however what also became clear was that the designs were currently too safe, too predictably Bentley. Although taking inspiration and design queues from Bentley’s of old (a key factor to understanding the brands design language), the author had to be careful not to let others designs rule his own.

The designer decided to focus on specific elements that feature in all Bentley’s and carry those forwards, as well as other inspirational features from several other designs.

Traditionally new technologies are often developed and derived from Formula 1 or the military. It is then slowly adopted by the automotive sector, starting off as an expensive option on high-end luxury vehicles, until the technology becomes less expensive, more accessible and affordable, eventually becoming a standard feature in all vehicles. Taking what we know from past examples of this trend, it is logical to assume that autonomous vehicles will be much the same. This is why a luxury brand such as Bentley fits the criteria for an autonomous vehicle perfectly. It also aligns with the company’s core values and image, placing their customers in the highest of class and luxury.

Not necessarily to drive, instead be driven.

Research & Findings: Bentley EXP10 Speed 6 Concept: The latest of Bentley’s concept vehicles demonstrates the company’s newest iteration of design language. The design takes many features from previous Bentley models whilst introducing new loud features combined into a package that illustrates a confident athletic and dynamic appearance. The main feature lines have been analysed and evaluated to understand what the core values of the brand are.

The main shoulder line defines the shape. Wrapping around the rear of the vehicle, over the rear wheel arches, creating the trademark Bentley shoulder line, which then cuts down into the side of the vehicle, and along the sill.

Modern design features include the hidden side gills, cutting into the front wing, which then echoes a negative surface down the door creating crease lines and a subtle aggression.

The front features the modern day quad circular light clusters, which feature on all modern Bentley’s. The EXP10 Speed 6 evolves these features by sculpting them into the front curve of the bonnet and front face of the vehicle. The lights have become standalone sculptures using extremely complex angles that follow the curves and contours of the front face they sit flush with.

Mercedes F015 Concept: This concept heavily influenced the authors own design language. It demonstrates a new idea for how vehicles may look and be used and also introduced a unique minimalistic shape which suggests the main features of the vehicle will be much more subtle and sophisticated on the exterior.

This is no longer a piece of transportation, but framing a larger, interactive, intelligent mobile living space of the future.

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6.3 Project 1 Technical Details & SpeciďŹ cation: 6.3.1 Based on the VW group MQB platform wheelbase, the Instinctive design is the same size as the mark 7 Golf 5 door. The concept is a duel-electric motor vehicle, powered by a Hydrogen Fuel Cell system. Designed to introduce a new method of luxury transportation, the Instinctive is a hybrid level 4 autonomous vehicle meaning it can drive its self in any real-world conditions completely independently. The hybrid interface means that the occupant can take manual control of the vehicle when in the correct circumstances. This allows the vehicle to cater to a much larger audience.

General: Production Length Width Height Weight Fuel Delivery Transmission Gears

Costs: 2030 Concept 4300 mm 1800 mm 1380 mm 1600 kg Hydrogen Fuel Cell Automatic 1 Speed

Performance: Engine Size Cylinders 0-60 mph Top Speed Power Output Valves Torque

List Price MPG Insurance Group Euro Emissions Standard CO2 Emissions VED Band

ÂŁ 500,000.00+ 50 0 g/km A

Practicality: Under 5 secs 155 mph (limited) 500 bhp 880 Nm 721 lb-ft

Wheelbase Luggage capacity Fuel Capacity Turning Circle Unbraked Towing Weight Braked Towing Weight

2800 mm 730 litres 10.5 m -

6.4 Project 1 - Business plan: 6.4.1 The Instinctive concept is designed to be sold as both a traditional vehicle anyone can purchase for their own personal use, or as a business investment for Bentley or other companies who wish to utilise the vehicles fully autonomous capabilities.

Leasing the vehicle as an experience or taxi service to paying members of the public (similar to limos or Uber vehicle) presents a very profitable business opportunity.

The autonomous vehicle will be a limited run of around 3,000 vehicles for the first 3 years of production. The ratio of privately owned Bentley Instinctive vehicles will be allocated only 1,000 units. All other units will be reserved for the car renting style business opportunities. The price of the vehicle to buy for private use would be in the region of £500,000 to £1,000,000.

This figure has been based on the price of the current Bentley range. Additionally the autonomous technology, Hydrogen Fuel-cell, lithium-ion battery pack and electric motor system, means the asking price would easily push the vehicle into a higher premium category. The vehicle would also be available to buy through finance plans such as HP agreement (Hire Purchase), PCH contract (Personal Contract Hire) or a PCP contract (Personal Contract Hire).

As the number of units is so limited, the price of owning this exclusive Bentley is also justified. As a car sharing/renting vehicle the Bentley would cost the purchasing company less to initially buy. However other finance options previously mentioned could be offered as well.

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F U AN

U T AC

D E OV

R P AP

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6.5 Project 1 - Manufacturing: 6.5.1 As the vehicle chassis architecture is derived from the MQB platform and a skateboard layout (similar to Tesla Model S platform), the manufacturing methods are already well established. The dierence between the Instinctive chassis and the parent chassis is the replacement of the combustion engine, drivetrain, fuel systems and tank. In their place are duel electric motors, a fuel cell boot converter, power control unit, fuel cell stack, high-pressure Hydrogen tanks and a bank of lithium-ion batteries. The batteries will be integrated into the chassis oor early in the manufacturing stage. They not only provide power to the motors, but also act as a structural component within the chassis creating more torsional stiness.

An electric motor is positioned at either end of the vehicle inline with the wheel axles. This means the entire suspension; drivetrain, mechanical parts, all electronic equipment, fuel cell systems and chassis are all assembled as a whole unit, which is then married to the body shell of the vehicle.

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6.6 Project 1 - Marketing & Promotion: 6.6.1 The marketing potential of the Bentley project is aimed towards disruptive marketing and specific groups of society, such as the middle and upper class wealthy individuals living in large cities such as London, Birmingham and Manchester. The vehicle launch needs to be associated with a large, media intense event and features in high-end magazine articles that the target markets will be exposed to such as The Wall Street Journal. The disruptive events could be introduced through the Uber taxi service app. The proposal is to add a 4th option on the bottom toggle of the app, which would appear only when the user is in a major city with an autonomous Bentley program. This new Bentley icon will appear in faded grey in the app and will simply say ‘Coming Soon’ when selected on the toggle in the app.

At a closer date to launch, the public will be drip-fed information about the new autonomous Bentley program and it’s launch date.

Another event could include a convoy of identical autonomous Bentley’s driving from Buckingham Palace, up the Mall through and around rich and tourist attracting areas in London on a strategically planned active weekend, with no official publicity prior to the event. This will encourage members of the public to post on Facebook, Instagram and Tweet online about mysterious vehicles driving through the city. The event is designed to create hype through viral means encouraging ordinary people to seek-out information about the vehicle themselves. The potential for these publicity vehicles could also mean wrapping them in camouflage, a common sight on prototype vehicles underdoing testing and development. The camouflage used is normally a black and white powerful randomly illustrated zebra pattern, which makes it difficult to distinguish the shape and contours of the vehicle.

The other alternative is to cover the vehicle in a matt-black cloth covering fake swelled body panel shapes, which completely eliminate people from recognising the vehicle. This option maybe to effective and confuse people as to what car make it is.

Upon launch at the Geneva Motor Show, the vehicle will be available to order in any colour of the customer’s choice, excluding one. This one specific colour will be reserved exclusively for the Bentley autonomous experience fleet. This will help to create a distinguishable difference between those who own a Bentley Instinctive and those who are paying to have the experience of traveling in one. This creates even more exclusivity and desirability for those who are purchasing an Instinctive for personal use.

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Clay Modelling

6.7 Project 1 - Design Review: 6.7.1 The Bentley Instinctive introduces a new design language into the automotive industry. The main focus is the expansion of the vast interior space spreading from the front to the far back of the vehicle. Almost all other modern day vehicles continue the traditional package shape of a typical front-engined vehicle (a deďŹ ned engine bay leading to a larger sculpted cabin/greenhouse, followed either by a shorter racked saloon style boot extension, or a curved hatch creating the popular modern day pear shape).

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Low & Muscular

Design Development

Good front to rear height change Obvious branding

Low & Imposing Boxy front wings

To safe - needs a bolder language

attractive shoulder to front wheel line

Distinctive Subtle Details

Good front to rear proportions

Not coherent - top section does not match the lower section

More interior space needed

Shape is to common today

Fluid Contours

Interesting pod shape

Too boxy more shape needed

development on lights needed

window line makes the car appear lower

Avoid framing the grill - to alien

Sharper windscreen

front heavy bad proportions

better taller stance at rear

Good shoulder line and raised window line concept

subtle rounded front & rear sections

Softer Angle Shoulder line

Tapered inwards front wings

Wrapped over bonnet looks muscular

Main shoulder line needs a more graceful curve

Too much Lexus design influence

The Instinctive cabin shape dramatically changes this common method of design by stretching the interior space much more forwards and rearwards. This is possible thanks to the vehicles self-driving capabilities. This allows the front row of seating to no longer be restricted to facing forwards.

Another attribute allowing this new configuration is the choice of propulsion system, a Hydrogen Fuel cell. This permits a far less limited arrangement of the internal electrical systems and fuel tanks, with the bonus of no engine block, electronics and coolant systems to worry about.

The exterior takes inspiration from some key modern day vehicles, such as the BMW i8 (introducing 2 tone dynamic body shapes), along with fluid futuristic pod like greenhouse elements from the Mercedes F 015 concept. The design also includes features such as the traditional Bentley rear quarter shoulder line, as well as a low powerful muscular stance from Bentley’s of old which continue through the current range.

The raised side window panels are inspired by a combination of the Mercedes F 015 and the BMW 100 concept. Featuring a gradient from the body colour into the tinted side glass panels. The gradient effect creates a futuristic appearance that makes it difficult to read where the bodywork finished and the side glass begins. This is used to great effect on the BMW 100 concept and allows the glass to appear more coherently integrated into the overall shape of the vehicle. The Bentley ‘B’ feature has also been integrated into a number of elements in the design.

The lights form the same shape as the ‘B’, framing the front and rear negative surfaces where vents inlets and outlets would normally be. The ‘B’ feature is a well-used DNA trait in Bentley’s modern design language making it a must have addition.

Illusion of a full car lenth panoramic roof

Final Developments Less cluttered face

Hidden true A pillar thanks to the side window line starting aquarter of the way down the cabin

Interior height & space maintained

More graceful yet powerful shoulder line

Better rear dominance

Sill feature helps the eye move along the car discussing it’s height

more subtle flow from front to rear

Interior Space Comparison - Designed like a Tardis

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Orthographic drawing: 6.8 Project 1 - Evaluation & Conclusions: 6.8.1 Project 1 was a design study to understand the potential future of automotive design. To combine the findings from the Chapter 2 Literature Review and combine that with the designers own creative style and visions. The decision to refine the brief and aim the project towards a single manufacturer allowed the designers to tailor the language and content in a more professional selective manor.

As discussed previously, new technology normally begins at the expensive, exclusive end of the market, before becoming more available and affordable to everyone.

Bentley represented the ideal candidate for this opportunity, to introduce an autonomous Hydrogen fuel-celled vehicle into the premium area of this expanding market sector. The potential profitability of the Instinctive’s car sharing/renting business plan presents a promising future direction for this luxurious British brand.

Even the Queen of England travels to events in a Bentley State Limousine, the Instinctive aims to make that same experience more accessible and affordable.

The chassis takes inspiration from the widely used MQB platform from Bentley’s umbrella company the VW Group. By integrating this with the concept of a ‘hybrid autonomous system’, the Instinctive joins a small number of companies and concept vehicles with this capability. The design successfully shows the possibilities that Bentley is a perfect candidate to branch into the autonomous sector. Taking design cues from classic Bentley’s through to the modern day language, this concept echoes the core characteristics of a true Bentley.

The wide rear wheel arches and powerful side contour lines are featured on every Bentley, along with the traditional square grill and 4 round headlight clusters. What’s new to the language is the introduction of a larger interior cabin with a pod-like greenhouse presenting a graceful single line from front to rear.

Similar to the inspirations of the BMW 100 and Mercedes F 015, the Instinctive uses less frequent, yet more pronounced features such as the side cut line continuing past the front wheels, round to the front of the car. The rear uses a large stretched single hexagonal shape to create the body opening. This houses the ‘B’ shaped rear LED light strips. The front features a similar opening, this time in the shape of the traditional square Bentley grill.

Manual Mode:

Autonomous Mode:

General: Production Length Width Height Weight Fuel Delivery Transmission Gears

2030 Concept 4300 mm 1800 mm 1380 mm 1600 kg Hydrogen Fuel Cell Automatic 1 Speed

Practicality: Wheelbase Luggage capacity Turning Circle

2800 mm 730 litres 10.9 m

The most notable modiďŹ cations to this feature is the lack of an opening, chrome and mesh. In its place is a square gloss black body panel with a distinctive centre line that suggests this is where the grill would normally be. This follows on from the Tesla style aerodynamic electric design language (as there is no need for a large air-intake, they do not include one).

Instead the air intakes are located at the lower areas and underneath the car to feed oxygen into the fuel cell stack.

The duel-colour paint job is also a nod to both the past and future of Bentley. The front bonnet-like section acts as an unbroken connection between the blacked out front grill and the tinted glass greenhouse. This black sculptured feature continues all the way over the vehicle, owing down into the back hexagonal shape at the rear. From a distance this creates a distinct and futuristic appearance. All corner body panels have been sculpted to wrap around the vehicle and almost meat the opposite side in a graceful arch. This is designed to impersonate the Bentley wings, a powerful and sophisticated feature.

The Bentley Instinctive ďŹ ts the original brief to design a desirable concept Hydrogen autonomous vehicle for 2030. It introduces technologies still under heavy development and aims them towards a rapidly accelerating market area. As discovered in the research stage, car sharing/renting is already a huge market in Asia and autonomous vehicles are already on the horizon. The author believes this concept successfully introduces a promising, desirable, viable application into alternative fuels and autonomous technology for Bentley Motors.

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THE FLAT

PACK CAR

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6.9 Project 2 Shell Eco-Marathon Urban Concept - Introduction: 6.9.1 The main aim of this project was to design the chassis and exterior bodywork of the Urban Concept vehicle as a member of Aston University’s Shell Eco Team 2016. The vehicle has many restrictions and constraints that the designer needed to comply with. Due to the requests of the client (Aston University) the 2015 vehicle also needed to be reengineered and the previous sandwich structure made of a Plywood and Balsa wood was to be replaced with a lattice structure in an effort to reduce the overall vehicle weight.

6.10 Project 2 - Project Summary: 6.10.1 The Shell Eco Marathon is a very competitive and opportunistic event, which brings together university teams from across the world to showcase their skills and abilities in one collective application. The challenge is to build an efficient vehicle that uses as little fuel as possible to carry the occupant and a specific amount of cargo in the furthest distance achievable.

The Urban Concept category is designed to introduce a car of both efficiency and real world practicality. A vehicle in this class must be close to road-legal, comply with a large amount of regulations including parameters such as door apertures, lights, windscreen & wipers, with a minimum vehicle height, length and width.

The project design hoped to offer more than just a competitive vehicle, but also one that showcased a new interesting idea of what and how urban vehicles of the future could be like. The design team wanted to create sustainable, inspired vehicle capable of winning the design award.

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6.11 Project 2 Technical Details & Specification: 6.11.1 The Urban Concept car also used a Hydrogen fuel cell and a small electric motor driving one rear wheel. Due to the low speeds this vehicle travels, one wheel-drive is acceptable, as the unbalanced nature of doing this only becomes an issue at much higher speeds. The energy loss is far less compared to a completely rear-wheel driven vehicle. The fuel cell produces 1kW of electricity (peak output). This is mated to a super-capacitor, which supplies the additional power required to propel the vehicle up steep gradients.

6.12 Project 2 - Business plan 6.12.1 The 2016 urban concept was a vision of what the Aston University’s team believed is a promising sustainable future vehicle. The project as a whole does not have a strong business case, which would discourage production. This is due to the substantial use of Plywood. Realistically it makes very little sense to make a wooden based production vehicle. It would need far more chemical and engineering processes in order to resist weathering and day-to-day usage on public roads. However development of the lattice chassis concept itself is more promising. The initial idea of creating a ‘flat-pack’ vehicle design possesses far more business opportunity. A car that can be easily slotted together allowing a much less wasteful and energy intensive manufacturing. A good example would be Gordon Murray’s iStream system.

Costs:

General: Production Length Width Height Weight Fuel Delivery Transmission Gears

2016 2770 mm 1200 mm 1142 mm 150 kg Hydrogen Fuel Cell Automatic 4 Speed

Performance: Engine Size Cylinders 0-60 mph Top Speed Power Output Valves Torque

List Price MPG Insurance Group Euro Emissions Standard CO2 Emissions VED Band

£ 10,000 N/A N/A

Practicality: Under 15 secs 50 mph 1kW 35 Nm 29 lb-ft

Wheelbase Luggage capacity Fuel Capacity Turning Circle Unbraked Towing Weight Braked Towing Weight

1800 mm 70 litres 10.5 m -

Card & Foam Modelling

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2.

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6.13 Project 2 Manufacturing: 6.13.1 The Shell vehicle is made of a Marine Plywood lattice structure, which is sandwiched between 2 layers of additional Plywood skin.

Each cross member of the structure is CNC cut from either 4mm or 6mm thick sheets. The build process was achieved in several set stages. The first stage of which included the construction of the lower parts of the main chassis.

These were the first pieces to be CNC cut to optimise build time. While the first stage was completed, the second stage was being cut including smaller less critical outer edge cross sections. This allowed the team to build the car in parallel with the lead times of the CNC company, optimising time and resources.

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6.14 Project 2 - Marketing & Promotion: 6.14.1 The Shell Urban Concept was promoted through the team’s social media streams with posts on the state of build, photos and general sneak-peaks and comments on Facebook, Twitter & Instagram. The event itself is extremely well publicised as Shell themselves promote the event globally. The Aston team members were responsible for marketing the progress of their vehicle in collaboration with the university’s own marketing team.

Specific events such as the channel 4 special were also utilised to help mediate and circulate the team. The filming event took place on the 10th May 2016 at a large indoor go karting facility in Charlton, Greenwich, London. The program was both an entertainment and educational piece intended to increase awareness on how to be more sustainable and get more out of the fuel we use. The Shell Eco-Marathon was the main driving force towards this goal, and featured 3 celebrities and 3 students from Aston University.

The challenge was to make the 2 teams battle on the track to see who could travel around the track using the least amount of fuel.

6.15 Project 2 - Design Review: 6.15.1 The design language of the urban concept vehicle is derived from the shape of the 2015 vehicle. The pear shape was integrated into the design with the modification of adding a rear section onto the package, in the effort to make the car appear more whole and complete. The design was guided by several constraining factors. The Shell competition regulations and the client (Aston University) who requested the replacement the Balsa wood (used in the 2015 car), with a lattice design. This new design meant that the sides of the vehicle were restricted to a 90° angle, and all faces of the vehicle are formed by a series of gradually changing profiles.

The square nature of the new design was disguised with a combination of a large sculptured spoiler; flared wheel-arches with bolthole features and a duel-tone vinyl body wrap design. These qualities create the illusion that the car is more planted with wide stance. The duel-tone vinyl wrap also created powerful confident colour breaks helping your eye read the lengths of the car rather than it’s square upward height.

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6.16 Project 2 - Evaluation & Conclusions: 6.16.1 The 2016 Aston Shell car was designed primarily not for performance reasons but efficiency and innovative design solutions. Based on the guidelines given to the designer, the results of the work show a lot of forward thinking and insightful ways of solving problems, while integrating them down into a single part. The aesthetic appeal of the vehicle clearly divides opinion, some like it; others can see the concepts potential. The main constraints such as vehicle height, using Plywood and a lattice-based chassis meant the designer was restricted to effectively 1 axis of design. This was extraordinarily difficult to give the car an appealing proportion and overcome the boxy nature of the lattice.

Designing the ‘Urban Concept’ the designer feels he has achieved and learnt a lot from this project. Elements such as the swelled wide wheel arches and rear spoiler help to break the flat-sided profile of the car. Other clever features include the side skirt slots, which act as both integral side stiffeners for the chassis, but also form the profile upon which the wheel arches and sills are connected. 2 interior perpendicular tabbed members were used to reinforce the flat-sided door panels.

These members were also designed to act as armrests, door handles and cup-holders.

Designed by: Steven Bruno, Dennis Mann, Malachy Clarke All Shell CAD rendering by: Dennis Mann

The door aperture chassis members also featured doorstopper tabs and cutaway slots in the skin to allow the door catches to operate correctly. Weight was saved wherever possible in the lattice design using rounded triangular cut-outs in the large interior members. Even though the team had supplier issues (the Marina Plywood only withstanding far less force than stated on the suppliers spec sheet), a weight saving over last years vehicle was still achieved. This is a proud accomplishment for both the designer and the team. As for the success of this year’s vehicle, the concept has great potential in both its design and its ease of manufacturing. As for achieving the design award, only hard work, time and eort getting the car around the challenging course will tell.

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