Although these commercial and research systems are still in testing, it is important to understand how AVs are being marketed to the general public and how they are perceived, so that one day they may be effectively adopted into everyday life. People do not want to see a car they do not trust on the same roads as them, so the questions are: why don’t people trust them, and how can companies and researchers improve the trustworthiness of the vehicles?
0° spoilers reduced the wake area behind the car, decreasing pressure drag but also decreasing underbody flow, causing a reduction in drag and downforce. Angled spoilers increased the wake area behind the car, increasing pressure drag but also increasing underbody flow, causing an increase in drag and downforce. Longer spoilers increased these effects compared to shorter spoilers, and short spoilers at different angles did not create significantly different effects. 0° spoilers would be best suited for cases that prioritize fuel economy or straight-line acceleration and speed due to the drag reduction, while angled spoilers would be best suited for cars requiring downforce. The angle and length of spoiler would depend on the downforce needed, which is dependent on the track.
The current automotive industry is at a watershed moment: consumer preferences are shifting in the wake of the COVID-19 pandemic, innovative powertrain technologies have become increasingly viable in new vehicles, and increasingly strict government regulations are forcing many brands to reevaluate their current portfolio and shift their brands focus into this new market of electric vehicles. Within the last 10 years, new start-up brands have taken a strong stance in consumers minds as the go-to for a certain class of vehicle when shopping for an EV, as opposed to what they might similarly shop for in a traditional internal combustion engine (I.C.E). Amongst all of these changing factors, BMW has fallen quite short in updating its brand in preparation for the future. BMW has traditionally stood for executive, sporty, German sedans since the brand introduced the “BMW New Class” of automobiles in 1962. For the last 3 generations of cars, about 10 years, BMW has attempted to shift its brand to a techy, luxury, executive, sedan. Unfortunately, as they enter the electric space, Tesla has a stranglehold on this market segment- and frankly produces the better car for those consumers. While they were one of the first companies to identify the need for electric vehicles, in the i3, their implementation of these ideas was so far away from this core identity of BMW that it has actually hurt their branding moving into this electric future. The goal of this thesis is to investigate these factors, the shift towards electric vehicles, and how BMW fits into this new environment. With this information, a business plan will be created that should point BMW into a direction that continues its heritage as a brand, while appealing to modern consumers and lawmakers.