futurebysemcon#22013
“Idon’tgetoutof
thewateruntilI
candothetrick”
HELÉN HOLMGREN
AFTER
WORK
name Helén Holmgren.
at workT...
2 FUTURE BY SEMCON 2.2013
CONTENTS #2.2013ARTICLES IN THIS ISSUE OF FUTURE BY SEMCON
36Futuremodel
VolvoTruckshasspentteny...
FUTURE BY SEMCON 2.2013 3
32 MEETSEMCON’S
SHARPESTMINDS
InSemconBrainsmeetCharlotte
­Wellrath-Jacobssonwhosavesspare
parts...
4 FUTURE BY SEMCON 2.2013
PEOPLE #2.2013PEOPLE IN THIS ISSUE OF FUTURE BY SEMCON
The auto industry is facing challenges th...
FUTURE BY SEMCON 2.2013 5
charlottewellrath-jacobsson,
sparepartsaftermarketspecialist,semcon
Howmuchmorecantheautoindustr...
Newconditionsareprovidingnew
opportunitiesfortheautomotive
industry.Whoevercracksthecodewill
havethekeytoahugemarket. Here...
S
teve Mahan closes the door
to his house, goes out to his
light blue Toyota Prius parked
outside, gets in and drives off
...
knocking on the door, while at the same time it
has never been harder to predict what the future
will look like. Future ta...
clining steadily - in some cases dramatically,
especially in American and European cities.
In Stockholm, now only 9% of 18...
number of vehicles it can sell. This in turn
means that the lifespan of a car will become
more and more important, somethi...
more there than in ­traditional ­markets. One of
the car manufacturers’main challenges is to
establish themselves in advan...
future. We have a hybrid technology that we
call eAssist, with a small lithium-ion battery
and electric motors connected t...
“Many people probably think that we most-
ly work on powertrains and fuels, but many
things can reduce fuel consumption. M...
find expectations about how the car will become
part of our connected life.In the mid 00s,the
limits of technology were mo...
“The user can do an incredible number of
exciting things in the car. In recent years it
has changed from being a safety sy...
simply, the GPS, sensors, radars, cameras and
lasers collect large amounts of data, which is
put together so that the car ...
once. The new technology will be implement-
ed step by step and probably build on existing
technologies such as cruise con...
must always be engaged and aware of what is
happening during the journey.
THE FASCINATION WITH THE driverless, con-
nected...
THE SOLUTIONHOW SEMCON SOLVED THE CUSTOMER’S PROBLEM
ASSIGNMENT: When Perten Instruments bought the
Australian company New...
TOUCH-SCREEN
Thenewinstrument comeswithaproper
screenandacompletelynewuserinterface.
Thesoftwarefocusesonclearinformation
...
22 FUTURE BY SEMCON 2.2013
MatthewHawkins
Constructionengineer,
Semcon
MartinBergqvist
Technicalmanagerof
­distributionequ...
Fivedegreesaboveabsolutezeroistoohot.Storing
liquidheliumispreciseworkwhereeventhetiniest
leakcanresultinmillionsofkronorl...
costs down,”explains Matthew. There are lots
of pipes that need connecting to the tank, and
each pipe is a potential way i...
PORTABLE
MUSIC MACHINE
KEYSTATION MINI 32
“I’ve just come back
from an assignment
that meant I worked
on and off in Budape...
A
uthentication tokens with
a self-destruct mechanism,
sturdy military laptops
called“Rocky”, highly se-
cure communicatio...
what time and whether they have forward-
ed it to people outside the organization.”
CERTAIN SINA PRODUCTSare approved for ...
28 FUTURE BY SEMCON 2.2013
QA ELIF ÖZCAN VIEIRA
SOUND DESIGN EXPERT
Soundisn’tonlyatechnicalproperty
ofaproduct,it’salsoab...
FUTURE BY SEMCON 2.2013 29
30 FUTURE BY SEMCON 2.2013
What is good sound?
You must understand the context: the
product, function, user and expectatio...
FUTURE BY SEMCON 2.2013 31
signals perfectionism and stability. I’ve been
told that BMW has over 150 engineers work-
ing o...
32 FUTURE BY SEMCON 2.2013
TEXT JESPER HULTÉN, LINDA KARLSSON  JOHAN LARSSON
PHOTOS CHRISTER EHRLING, SEBASTIAN BERGER  RI...
FUTURE BY SEMCON 2.20103 33FUTURE BY SEMCON 2.2013 33
BEHINDTHESCENES
ATSEMCONBRAINS
Want toknowmoreabout
Charlotte,herjob...
34 FUTURE BY SEMCON 2.2013
NO CAR LOVER woulddeny that
XuehongFuhasadreamjob. With
amajorGermanOEMas themain
customer,heis...
FUTURE BY SEMCON 2.20103 35FUTURE BY SEMCON 2.2013 35
ERIKA KLINGER HELPS projectmanagers
andothermanagersimprovetheirlead...
36 FUTURE BY SEMCON 2.2013
FUTURE BY SEMCON 2.2013 37
Volvo FH has been Volvo Trucks’
flagship for almost 20 years. The work
on the latest version st...
38 FUTURE BY SEMCON 2.2013
O
lof Pawlowski testing engineer
at Semcon is standing in front
of a huge graphite grey truck
a...
FUTURE BY SEMCON 2.2013 39
new platform. Olof Pawlowski is one of the
engineers that worked on the unique, cutting
edge te...
40 FUTURE BY SEMCON 2.2013
MariaBalthammar
Title:Industrialdesigner,
Semcon
RikardOrell
Title:Designmanager,
VolvoTrucksPr...
FUTURE BY SEMCON 2.2013 41
optimizing the shock-absorbers, steering gear
characteristics, steering column and wheel
spindl...
42 FUTURE BY SEMCON 2.2013
SEMCON UPDATEWHAT’S HAPPENING IN SEMCON’S WORLD
A TEAM FROM SemconinSweden tookpart
in theNASAS...
FUTURE BY SEMCON 2.2013 43
SemconwonVCC
Innovationchallenge
ThejurychoseSemconamong tough
competitionfromcompaniessuch
asÅ...
futurebysemcon#22013
“Idon’tgetoutof
thewateruntilI
candothetrick”
HELÉN HOLMGREN
AFTER
WORK
name Helén Holmgren.
at workT...
5 trends in the automotive industries - Future by Semcon # 2 2013
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New conditions are providing new opportunities for the automotive industry. Whoever cracks the code will have the key to a huge market. Here are the trends that will affect what you drive, how you drive – but also who will drive tomorrow’s car.

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5 trends in the automotive industries - Future by Semcon # 2 2013

  1. 1. futurebysemcon#22013 “Idon’tgetoutof thewateruntilI candothetrick” HELÉN HOLMGREN AFTER WORK name Helén Holmgren. at workTechnical illustrations for companies like Volvo Cars and Qoros. after work Kitesurf as often as I can. current challenge Fixing a“blind judge”, which is a difficult kitesurfing trick. TEXT:MAGNUSCARLSSONFOTO:ANNASIGVARDSSON About me “I’m very stubborn and don’t give up until I’ve done what I set out to do.I’m 30 years old and live with my boyfriend in Göteborg,but it sometimes feels like I live on the motorway to the sea.I surf as often as I can,meaning lots of trips to and fromVarberg on the Swedish west coast.” About work “I started at Semcon as a construction engineer,but after a while wanted fresh challenges and became an illustrator.I currently work a lot with illustrations for Volvo’s product and service information. It’s creative and a lot of fun.” About kitesurfing “I started five years ago after taking a kite surfing course inVarberg,and then I was addicted to it.When I surf I can really let go of everything else and just focus on what I’m doing.I surf as much as I can and have been on surfing holidays to Australia,the Philippines and Zanzibar. I’m a team surfer for a shop in Varberg,but I don’t compete.I com- peted in athletics when I was younger and became so tired of competing that when I stopped I promised never to compete in anything else again.” What I’ve learned from kitesurfing “Kitesurfing has made me tougher.I now know that it’s possible to be good at anything,even if you find it hard to be- gin with.When I make up my mind to do a trick I don’t get out of the water until I’m satisfied and have done the trick.I’m sometimes out very late in the evening, so it’s a good job that the sun doesn’t set until very late during the summer.” FACTS: KITESURFING Kitesurfers use a kite and a surf- board to make their way through the water.The sport was developed in the 70s when people experi- mented with various forms of kites, but it only became commercially popular at the end of the 90s. + A MAGAZINE ABOUT THE ART OF CREATING THE FUTURE #2 2013 TRENDS THAT ARE CHANGING THE AUTOMOTIVE INDUSTRY VOLVOTRUCKS EYEINGTHE FUTURE ELIFÖZCANVIEIRAABOUT THEIMPORTANCEOF SOUNDDESIGN HOWCRYO KEEPSHELIUM ­(REALLY)COLD
  2. 2. 2 FUTURE BY SEMCON 2.2013 CONTENTS #2.2013ARTICLES IN THIS ISSUE OF FUTURE BY SEMCON 36Futuremodel VolvoTruckshasspenttenyearsdeveloping itsflagship,theVolvoFH.Joinusonthetest trackandinthedesignstudiowhereSemcon hashelpedwiththedevelopment.
  3. 3. FUTURE BY SEMCON 2.2013 3 32 MEETSEMCON’S SHARPESTMINDS InSemconBrainsmeetCharlotte ­Wellrath-Jacobssonwhosavesspare partsandmoneyforcustomers, ­XuehongFuwhodevelopsenginesfor DaimlerandErikaKlinglerwhocoaches customersinsuccessfulleadership. 14 SAFEAPPSINCARS Consumersdemandthem,buthow doyoumakeappsincarssafeand functional?Semcon,alongwithVolvo Cars,tookonthechallengeaspartofan innovationproject. Website: semcon.com Letters: Future by Semcon, Semcon AB, 417 80 Göteborg, Sweden. Change of address: future@semcon.com Publisher: Anders Atterling, tel: +46 (0)70-447 28 19, email: anders.atterling@semcon.com Semcon project manager: Madeleine Andersson, tel: +46 (0)76-569 83 31, email: madeleine.andersson@semcon.com Editorial production: Spoon, spoon.se. Editor: Katarina Misic. Designer:Mathias Lövström.Repro: Spoon. Printing:TrydellsTryckeri,Laholm.Translation: Cannon Språkkonsult AB.ISSN: 1650-9072. EDITORIAL The future is already here 22 LIQUIDHELIUM –ACHILLYCHALLENGE Storingheliumisachillypieceofpreci- sion,whereafewdegreesofinaccuracy cancostmillionsofkronor.Cryoisoneof fewcompaniesthatcandothisandcon- structionengineerMatthewHawkins fromSemconhasbeenhelpingthem. 28 SOUNDDESIGNTHAT MAKESADIFFERENCE ElifÖzcanVieiraresearcheshow consumersareaffectedbyproducts’ sounddesign.Readmoreabouthow productsoundscanbeusedtostrengthen brands,enhancefeelingsandpromotethe productexperiencetonewlevels. MARKUS GRANLUND,CEOSEMCON T he auto industry has been a goldmine and driving force for new technologies for over 100 years. It’s given us free- dom and mobility in a way that would have been hard to imagine a century ago. But it’s also an industry facing challenges and change, which will change the bedrock of its business and products it creates. Many in the auto in- dustry’s ecosystem consider this development disturbing, others see it as a way of creating new opportunities for innovative technological development. In this issue of Future by Semcon we look closely at the five trends we believe will shape the auto industry’s future – and what’s striking is that the future, to a certain degree, is already here. Semcon’s ambition is to create the future together with its customers and it’s in the auto industry that we will encounter many new, ex- citing challenges over the coming years. In this issue we have also visited Volvo Trucks’test track and design studio to take a closer look at their flagship, the Volvo FH. You can also read about how to keep helium really cold (-269°C) at Cryo, how to work with IT se- curity at the highest level at secunet in Germany and why you should invest in designing sound into your products. You also, as usual, get to meet some of our experts at Semcon who are the foundation of our own and our cus- tomers’future. Happy reading! 1
  4. 4. 4 FUTURE BY SEMCON 2.2013 PEOPLE #2.2013PEOPLE IN THIS ISSUE OF FUTURE BY SEMCON The auto industry is facing challenges that could revolutionize the entire industry. Meet some people in Future by Semcon who talk about the future of the auto industry. elifözcanvieira,bscinsounddesignandassistant professoratdesignaestheticside/tudelft What doessounddesignmeanforcarsofthefuture? “Acarhas twolisteners:thedriverand thepersonon thestreet.Tomorrow,like today,soundwillbeneeded toprovidedriverswithinformativefeedbackabout speed,brakingandengineproblems.But I’mhopingforachangein theoutside sound–quietercars that warnof theirarrivalinotherways.” viacheslavizosimov,safetysystemsmanageratsemcon Aredriverlesscarsarealisticfuturevision? “Yes.We’llbeseeingacompletelyautonomouscarreallysoon.But it’sdown to customerdemand.Nobodywants tomakeaproduct that won’t sell.It’sabout creatingvolumes.The technologyalreadyexists.” 17 PAGE 36 PAGE 28 PAGE rikardorell,design manager,volvotrucks productdesign What’sthebiggest challengefor heavyvehiclesinthefuture? “Energyandfuelconsumption.Clarify- ing thisandallothersub-systemsina functional,well-arrangeddesign.Also expressingVolvo’sphilosophyandcore valuesin thepureform.”
  5. 5. FUTURE BY SEMCON 2.2013 5 charlottewellrath-jacobsson, sparepartsaftermarketspecialist,semcon Howmuchmorecantheautoindustryoptimizehandlingspareparts infuture? “It’sallabout optimizingeverything,design,productionand theaf- termarket.Onewayof tackling theproblemisexaminingwhat parts arechangedat variousserviceandrepairintervals.It would thenbe possible to“kit”variouspartsbypackaging them togetherundera commonarticlenumber.Doit cleverlyandit wouldbepossible touse different“kits”onanumberofmodels.Savingmoney.” fuxuehong,teamleaderdesignengineering/ integrationandpowertrain/chassis,semcon Howdoyouthinkcarengineswilldevelopoverthenext 20years? “Ibelieve that theentireautoindustry’sfocusover thenext 20yearswillbe governedbyhowenergysourcesdevelop.Consumershavestrict demands,but ournaturalresourcesareindecline.Thequestionisife-mobilityisreally the best andultimatesolutionforaneco-friendlyworldwithcars.I’mnot sosure.” anderslindbom,technicalspecialist, ­infotainment,volvocars What’sthebiggest challengeinputtingappsintocars? “Makingit interestingandsimplefor thirdpartydevelopers to comeupwithapps that suit ourcars.Infotainment functionsare increasinglyimportant whencustomerschoose theircars.Thepre- requisitesforsuppliersshouldn’t be toospecific,whileVolvowants tobeable toprovideitscustomerswithuniqueexperiences.” 33 PAGE 32 PAGE 14 PAGE
  6. 6. Newconditionsareprovidingnew opportunitiesfortheautomotive industry.Whoevercracksthecodewill havethekeytoahugemarket. Here arethetrendsthatwillaffectwhat youdrive,howyoudrive–butalso whowilldrivetomorrow’scar. TEXT MARCUS OLSSON TRENDS CHANGINGTHE AUTOMOTIVE INDUSTRY
  7. 7. S teve Mahan closes the door to his house, goes out to his light blue Toyota Prius parked outside, gets in and drives off to do his daily errands. Hardly a revolutionary act, except that Steve Mahan is nearly blind and the car he’s in drives itself with a rotating radar on the roof. The clip of Steve Mahan on YouTube has been seen by over 4 million viewers since Google posted it in March 2012 and is, of course, not quite as straightfor- ward as it may seem. The route Steve drives is carefully programmed in advance and beside him there is a Google technician who can inter- vene if something goes wrong. There are still many technical challenges and legal hurdles before Steve can actually use a driverless car in his day-to-day life, but no one can deny that Google has come an amazingly long way since it started its driverless car project in 2010. EVERYONE, HOWEVER, IS NOT as impressed. The chairman of Daimler, Dieter Zetsche, com- mented at a recent conference that“Google’s self-driving car looks like a moon-landing vessel”. For Zetsche, the future was more about embedded sensors with wireless communica- tion that can assist the driver during dull mo- ments like traffic jams, but could hardly rule out the driver completely out of the driving ex- perience. Who will be right in the end remains to be seen, but it’s an issue that could funda- mentally change the car industry. Especially considering that there are new players, such as Google, Microsoft and Apple, starting to take an interest in the future of mobility. Driverless cars are not the only trend challeng- ing the automotive industry. Views about mobili- ty, about what we can do with a car, about the sta- tus of owning a car, are in transition. In addition, there are the technical challenges regarding how the car of the future will be driven and how it can be made safer, easier and smarter. Car manufac- turers have to contend with endless choices in a fragmented global market, still partly influenced by the recent financial crisis and with new players FOCUS: THE AUTO INDUSTRY OF THE FUTURE “It is almost impossible to predict beyond 10 to 15 years. It is extremely difficult to predict the technologies of the future.” Dr Irene Feige, director of the Institute for Mobility Research PHOTO:KARENBLEIER/AFP/SCANPIX 8 FUTURE BY SEMCON 2.2013
  8. 8. knocking on the door, while at the same time it has never been harder to predict what the future will look like. Future takes a look at the key trends that can shake up our view of mobility, cars and the industry that has given us dreams of freedom over the last 100 years. 1THE CAR BUYER IS CHANGING. Dr Irene Feige is director of the Institute of Mobil- ity Research in Munich. Together with her colleagues, she’s trying to figure out how our view of the future of mobility and transporta- tion will look. “Our timeline for various scenarios is usu- ally between 10 and 15 years. It’s virtually impossible to predict beyond that. Otherwise it almost becomes Utopian. It’s extremely difficult to predict the technologies of the future,”she says. On the board of the institute are players such as Lufthansa, Deutsche Bahn, MAN and Siemens, but the institute is part of BMW and demonstrates the importance of these issues for one of the world’s most successful car manufacturers. “Many factors will change our views about mobility. The fact that we are getting older is one thing, the fact that we are becom- ing healthier and living better is another. This means that more people are driving for longer, which in turn means that there will be more cars in the future. One of our analyses shows that this will offset the pattern we are seeing in younger generations. In developed countries, the average income for this group of people has declined over the past 20 years. They drive less frequently,”she says. BMW’s analysis shows that a growing mid- dle class and more people investing in their ca- reers is leading to having families later in life. “When people have a family they are more likely to need a car. First-time car buyers are getting older. There are greater demands on better fuel economy, lower emissions and bet- ter infotainment systems. We will therefore see more variations of car models in the fu- ture,”she says, continuing: “The number of female buyers is increas- ing, as is their influence when a family buys a car. 20 years ago, it was much more common for the driver to be a man, but female drivers are becoming more and more commonplace. By 2020, we could have as many as a billion potential female car buyers.” THERE IS A growing challenge regarding the number of young people learning to drive de- FUTURE BY SEMCON 2.2013 9
  9. 9. clining steadily - in some cases dramatically, especially in American and European cities. In Stockholm, now only 9% of 18-year-olds in the city centre have a licence. In the US, the number of 18-year-olds with driving licenses fell from 80% to 65% in 25 years. The reason? The costs of owning and driving a car, access to alternative modes of transport and young people social networking on the internet. With more megacities on the rise, there are also challenges regarding parking and emissions. “Big cities like New York and London have started to share their“big data”with their resi- dents. This means that motorists can plan their travel in a smarter way. Consumers and their cars are directly connected to timetables and traffic updates in real time. People can find out the best way to travel between A and B, whether it’s best to use the underground, cycle or drive, for example. In the future, more people will choose different options,”says Antony Douglas, sales manager at BMW’s mobility service. ONE SOLUTION IS car-sharing. Customers sign up for a car pool. They pay a fixed monthly fee and additional charges per mile driven. “All the major car manufacturers are mov- ing towards car-sharing solutions,”he says. “BMW’s car sharing programme DriveNow has upwards of 9,000 new customers each month. However, in big cities like Berlin and Munich, only 20% know what car sharing is. As awareness grows, car sharing will increase.” And with car-sharing (and by extension the vision of driverless vehicles which can be ordered as required, like a taxi) a different view of the car is developing. Instead of a sta- tus symbol that says something about us, the car will be one of several available means of transport where the main requirement is for it to take us from A to B, rather than engine performance, the colour of the paint or which year it was made. In such a world, car manu- facturers’revenue will be based on the number of miles a vehicle can drive rather than the S tefanOhlsson,President forbusi- nessareaAutomotiveR&Dat Semcon,isconstantlylooking to the future.Heworkscloselywith themajor carmanufacturers.Heseesbigchanges incompletelynewmarketsandemerg- ingcustomergroups. “TheBRICcountries–Brazil,Russia, IndiaandChina- togetherwithwhat is knownas theNext Elevenare thefuture ofemergingmarkets,”Mr.Ohlssonsays. “Chinahassucceededbycopyingother technologiesandI thinkit willbecomea successfulcountryofinnovation.TheChi- nesewillcatchuponeverylevel.Qorosis agoodexampleofanewChinesebrand.” Ifhe’sright,manyof thenewcarbuyers of thefutureareinBangladesh,Egypt, Withtechnologyas aprimemotivator Asiahasthenewcustomersandmarkets ofthefuture–andinnovationisthekey inattractingthemtobuycars.ForStefan Ohlsson,technologyisdrivingdevelop- mentforward. TEXT MARCUS OLSSON PHOTO LARS ARDARVE NEW MARKETS AND CONSUMERS FOCUS: THE AUTO INDUSTRY OF THE FUTURE
  10. 10. number of vehicles it can sell. This in turn means that the lifespan of a car will become more and more important, something that will place quite different demands on devel- opment departments within the car industry. “The concept of short replacement cycles will change as we move into the era of driver- less cars and car manufacturers change from selling cars to selling transport solutions. We will be passengers rather than owners,”writes Thomas Frey, an editor and author, in an arti- cle on futuristspeaker.com. 2NEW MARKETS WILL TAKE OVER. It’s not just the car users of the future who will change their behaviour. The cars of the future will not only be developed, manufactured or driven in Europe, the USA or Japan. More like China, India and Brazil. The world’s road map is being redrawn and the car industry’s expansion in China is the biggest reason. There has been a clear shift, and Europe has lost its dominance as the world’s most important manufacturing region. In 2002, only three million vehicles were manufactured in China. Just over a decade later, the figure is nearly 20 million, according to a report by OICA, the car manufacturers’organi- zation. The same survey states that manufactur- ing in the U.S. has declined by 16%, to 10 million cars per year. At the same time, global demand has risen by over 40%. “The growth of the whole industry in China has been phenomenal,”says Dayna Hart, Head of Communications at General Motors China. It has been the world’s largest market for the past four years. And there is potential for even greater growth. TWO LARGE EMERGING markets are in south-east Asia. Indonesia, with around 250 million peo- ple, is about to overtake Thailand as the largest market in the region. A report by the Boston Consulting Group shows that there are current- ly about 15 million Indonesians sufficiently af- fluent to purchase new cars. By 2020 this group is expected to be three times as large. Other big emerging markets are India and Brazil. Car ownership is low in developing coun- tries, while disposable income is ­increasing THEEXPERT Stefan Ohlsson Title:President forbusinessarea AutomotiveR&D. Indonesia,Iran,Mexico,Nigeria,Pakistan, Turkey,SouthKoreaandVietnam. “Whyis this thecase?Well,becauseof alargepopulationandagrowingmiddle class.Whenyoureachacertainstand- ardofliving,manypeoplewant two televisionsandacar.Volumeswillclearly increasein thesecountries.” With thehelpofnew technologiesand widerrangesofmodels,newgroupsof customersare temptedintobuyingcars. “Therearemoremodelsindifferent priceranges today.It isawayofadapting to theneedsof theconsumer,ranging from thefirst-timebuyer tofamilycars andrecreationalvehicles.This,coupled withalowercar-lifeexpectancy,isdriving development in themarket.” “Take theGolfasanexample.It isone of theworld’sbest-sellingcars.Previously, it hadalifeofnineor tenyearsbeforea newmodelcameout.Thiswasduringthe timeof theGolf1andGolf2.Nowweare at theGolf7,andthecarshavealifespan ofclosertofouryears,”Mr.Ohlssonsays. Oneof themost important salesstrat- egiesof thefutureis tosecurefirst-time buyers. “In theautomotiveworld-just like inallconsumermarkets- thereisgreat brandloyalty.It’seasier tosellanewcar toanexistingcustomer thansellinga newcar toabrandnewcustomer.What wearegoingseeisalargeincreasein low-pricedcars.InIndia,brandslikeMa- hindraandSuzukiarebig.Todayyoucan get acarforless than4,700Euro,within afewyearsit willbe2,300Euro.” Anotherinterestinggroupofcustom- ersis thegenerations tocome. “Formanypeopleof thenext genera- tion,buyingacarwon’t beat the top of thelist.For them,carswillbeabout gettingfromA toB.Carsharingincar poolswillbecomemorecommonfor thisgroup.Thenit won’t beabout selling onecar toonecustomer-maybeit’llbe about sellingseveral thousandvehicles toasinglecustomerwithacarpool.” “Thenewmarketsandnewcustomers willbeattractedtobuycarswithnewtech- nology.Autonomousdrivingwillbecomea reality,newpowertrainswillbedeveloped, lightweightmaterialswillincrease,aswill connectivity.Allofthisencouragesnew technologicaldevelopments.”1 “The growth of the entire industry in China has been phenomenal. And there is potential for even greater growth.” Dayna Hart, Communications Manager, General Motors China percent is theexpectedannual growthofChina’spremiumcar market up to2020. SOURCE: MCKINSEY& COMPANY FUTURE BY SEMCON 2.2013 11
  11. 11. more there than in ­traditional ­markets. One of the car manufacturers’main challenges is to establish themselves in advance of long-term investments in these markets. However, the largest growth market is un- doubtedly China. There, the number of cars sold per year is expected to increase from 15 million currently to over 35 million by 2030. All this is according to a joint report by Volkswagen China and the Society of Automotive Engineers. There are clear differences between the old- er traditional markets and emerging markets. “Despite the explosive growth we’ve seen, vehicle ownership in China is still less than a tenth of that in the United States. In China there are only 60 cars per 1000 inhabitants - compared with 800 per 1 000 in the U.S. or 550 per 1 000 in Germany. Between 75 and 80% of car sales in China are to first-time buyers,”she says. Sales growth in China and the relocation of production to the region is having an effect on product development. One trend is that the growing middle class in China is switching from mid-sized cars to SUVs, for status and comfort. “Most car models are sold globally and are not unique to China. But on the other hand, great emphasis is placed on unique preferenc- es in certain sectors. Because the market is so strategically important for the future, Chinese buyers’preferences are important in global vehicle development. China is also playing an increasingly central role in automotive design, research and development. This will make the country a centre for vehicle development rather than merely a base for car manufactur- ing,”she explains. 3THE POWERTRAIN. The car industry has al- ways been a development-intensive indus- try and the amount of technological innovation over the years has been significant in compari- son with other industries. However, there are constantly new challenges around the corner. One of the biggest is regarding how the car will be propelled in a world where fossil fuels will sooner or later run out. The entire automotive industry is working on finding new fuels which will take over,”says Dan Flores, General Motors’ spokesman for advanced technologies. “Our major focus is on what we can do to minimize and limit our dependence on fossil fuels. Over 98% of cars on the road today are propelled by fossil fuels. I think the figure is the same for both the U.S. and the rest of the world,”Dan says, continuing: “There is a limit to how much fossil fuel we can produce on this planet. If you include carbon dioxide emissions in the calculation, there are a variety of factors leading every ve- hicle manufacturer to look for alternatives. A change is slowly happening. “There are huge efforts being made to streamline the internal combustion engine, as it will be with us for many decades to come. One of our strategies is to do a lot of work on “downsizing”, introducing smaller, turbo- charged engines. They can perform like a larger engine - but with lower fuel consump- tion. Other fuel options, such as ethanol and biodiesel, are being worked on. But we believe most of all in electric vehicles,”he states. By 2016, GM will have 600 000 such cars on the road. “There are many ways to achieve this and even more. There is currently a lot of develop- ment revolving around electric battery solu- tions. It’s the short-term alternative for the W hentheXL1isoutandabout, morepeoplestopandstareat it thanatabrand-newsports car.It’sflatterthanaPorscheBoxster, shorterthanaVolkswagenPolo,weighs just795kgemptyandhasanaerodynamic monocoquemadeofcarbonfiber.With dolphin-likelines,itsdragcoefficienthas beenreducedtoarecordlowofonly0.189. Withits27hpelectricengine,the two- seaterrunsincity trafficforup to50km withzeroemission.Theplug-inhybrid alsohasa48hp two-cylinderdieselen- gineforlongerdistancesofup to500km. It onlyuses8.4hpat aconstant speedof 100kphand thelithium-ionbatterycan VolkswagenXL1: TheFutureisNow Thefirstfleetoftheplug-inhybrid ­VolkswagenXL1hasbeenoutonthe streetssinceJuly.Withfuelconsumption ofjust0.9Lper100km(261mpg),itmarks anautomotivemilestone TEXT FLORENCE OPPENHEIM PHOTO LARS ARDARVE POWERTRAIN percent of theworld’scarfleet willbehybridcarsby2040. SOURCE: EXXONMOBIL FOCUS: THE AUTO INDUSTRY OF THE FUTURE 12 FUTURE BY SEMCON 2.2013
  12. 12. future. We have a hybrid technology that we call eAssist, with a small lithium-ion battery and electric motors connected to the wheels. When a car starts, it’s the electric motors which first propel it forward,”says Dan. Then the petrol engine takes over. Fuel con- sumption is significantly reduced, in some cases by up to 25%, according to GM. Hybrid alterna- tives are the first step towards future solutions. “It’s hard to say exactly when, but we will have cars powered entirely by electricity in some form. How it will be generated is the big question. It may be through batteries or why not solar cells? It will probably be a combina- tion. Having said that, we still believe that hydrogen fuel cells have enormous potential, especially considering that the only emission is water. We are also continuing to develop that alternative. There are still a lot of con- cerns about the costs and infrastructure for it. We’re still not in a position where it can be seen as the obvious main alternative,”he says. The ten largest automotive manufacturers in the world are investing heavily in research and development. In total, they are spending 37 billion Euro a year on improvements and innovations, according to a report by OICA. Whatever propels the cars, one thing is for sure. The cars will be lighter. Dan continues: befullychargedonahouseholdoutlet in 90minutes.Volkswagen’s technological flagshiphasbrokenfuelconsumption records,usingjust 0.9literfor100km. Volkswagenhasalreadybuilt thefirst fiftycarsandisnowproducingasmall seriesof200.Volkswagenwillreuseits experiencewith theXL1byimplement- ingaplug-inhybridenginein theAudiA3 e-tronand theVolkswagenGolf7Twin- DriveBlueMotion,asearlyasnext year. “Theplug-inhybridcombines the best ofbothworlds,”saysHolgerBock, XL1project managerin the technical development department atVolkswa- gen.It combineszeroemissionfrom the e-motorwithalongrangedue to the efficient dieselengine. Semconhasbeenpart of theXL1devel- opment teamfrom theoutset,assisting Volkswagenwithcalculation,simulation anddesign.At thepeakof theproject, some80employeeswereinvolved.“For anengineer,it’sreallyexciting tobeable toworkonsomethingcompletelynew- something that hasn’t existedup tonow andforwhich therearenobenchmarks,” saysUlfSchönemann,managerof Semcon’s officeinVolkswagen’shome townofWolfsburg.“Theproject hasde- mandedalot ofcreative thinking.” Volkswagensees theXL1asa techno- logicalflagship that willhelpprepareit for thefuture.“Thebiggest challenge was tocombineoptimalaerodynamics withextremelylight constructionand ensure thecarwassuitableforusein everydaylife,”notesHolgerBock.“We madeit veryflat but easy toget intoand out ofwith thegull-wingdoors that fold into theroof.” Oneunusual thingabout theXL1is that it hasnowingmirrorsinorder tore- ducedrag.Theyarereplacedbye-mirrors usingcamerasanddigitaldisplays,with highresolutionforextrasafety. “Aswellascontinuingdevelopment of theXL1’sengineandelectroniccompo- nentsforfutureprojects,we’llalsobedo- ingmoreworkwith thematerials,using acombinationofsteel,aluminumand carbonfiberaspart ofourmulti-material strategy,”commentsHolgerBock. According toVolkswagen,alternative engineswillbecomemainstreamwhen widespreadbatterychargingfacilities and theright politicalconditionsarein place.Thecompanysaysit isimportant tointroduceincentivesforpeople to adopt e-vehicles,suchasfreeparkingin citycenters.Thesenewcarconceptsalso providefunctionssuchascoastingand brakeenergyrecuperation,whichincite drivers todrivemoreefficiently.“With the XL1,driverscanrecoveralot ofpowerby drivinginaproactiveway,because the electricmotorisusedduringbraking to recoupenergy,”explainsHolgerBock. Volkswagenisobserving theXL1in everydayconditionswithafleet ofcars andawiderangeofdifferent drivers tounderstandwhichmode theyuse, when theycharge thebatteryandwhat consumption theyachieve.Thecarof the futureishere today.1 “The entire automotive industry is working on finding new fuels which will take over.” Dan Flores, spokesman for advanced technologies, General Motors FUTURE BY SEMCON 2.2013 13
  13. 13. “Many people probably think that we most- ly work on powertrains and fuels, but many things can reduce fuel consumption. Making the engine or the entire car lighter are two ma- jor changes. There is huge development within lightweight materials right now. Use of carbon fibre and magnesium is continually increasing. We will see more of it. Almost as much work is put into developing lightweight materials as finding alternative fuels for the future.” Another major change is the car’s design. “Many studies show that aerodynamics is a key factor in improving fuel consumption - with less resistance from the air around the car it doesn’t require as much fuel. Making edges and corners softer on a car is a simple way to improve the aerodynamics,”Dan explains. 4CONNECTIVITY. Changing consumer behav- iour,emerging markets,the question of how the car is propelled - with these challenges we also P rojekt Plinta is an innovative project which revolves around minimizing the negative safety impacts of the use of mobile internet-based functions while driving.Specifically,the aim is to develop a platform for a possible future system in which functions and apps can easily be added,updated and deleted without affecting functions which are critical to the safety of the car.The pro- ject will also develop proposals on how hardware and software will look in the future and find new ways of coopera- tion. LeadingthisinitiativeisAndersLindbom, technicalspecialistininfotainmentatVol- voCars’developmentcentreinGöteborg. “People todayareaccustomed to constantlyhavingaccess tonewapps,” hesays.“Ourgreat challengeisinfinding systems that aresustainableover time. Acar takesat least three tofouryears todevelopandis thenaroundformany years.Therearehundredsof thousands ofappsandnewonesareaddedall the time.Theremaybearoundadozen important features that arerelevant and safe tousewhendriving thecar.Then,of course,youhave theoption touseothers when thecarisstationary.” Themainpurposeofacaris todrive it.Infotainment systemsmust not be Safe,smartappsin thecarofthefuture Consumerswanttobeabletousetheir smartphonesandappsintheircars.But howcanitbedonesafely?Thisisoneof thechallengesforProjectPlinta. TEXT FLORENCE OPPENHEIM PHOTO LARS ARDARVE perceivedasintrusiveand theycannot compromiseothersafety-criticalfunc- tionsin thecar. “Unfortunately,youoftenseedrivers playingwith theirmobilephoneswhile driving.Wecanlegislateasmuchaswe like,but I thinkpeoplewillcontinue to use theirphonesin theircars.Forusit’s important toachieve thisfunctionalityin thecar toavoid thesafetyrisksinvolved inusingamobilephonewhiledriving.” Plinta-Platformfor thesafeintegra- tionofuserfunctionsin thecar-will runfor threeyearsandisacollaborative project betweenVolvoCars,Semconand HiQ,withsupport from theSwedishin- novationagencyVinnova. “Weusually take theappropriateskills fromservicecompaniesandorganize the workourselves,”saysAnders.“With this project,we’veinsteadchosenanimble structure,i.e.anagileapproachwith regularcheckswhere thedirectionof theproject canbechangeddepending on theresultsachieved.Volvo’sambition is touseourfindingsinanupcoming product project.” ForVolvo,it’sabout beingable to provide theircustomerswith theunique Volvoexperiencebut stillusingstandard technologyat abasicsoftwarelevel. Thecloserit is to theoperatingsystem, themoresimilar thesystemsare.One strengthof thepartnershipisinhelping eachother tosee trends toimprove the development work.Theproject promotes cross-fertilizationbetweencompanies withdifferent skillsandallows thepar- ties to takedevelopment astepfurther. “Theway that peopleinteract and communicatewith theirmachineswill changein thefuture.Improvedvoicecon- trolanddifferent typesofsolutionswith gestureswethinkwillbreak throughvery soon.In thisproject,weseeourselvesina wayasaplumber,withSemconandHiQ creating theconditionsfor thedevelop- ment offuturesmart solutions,”hesays. Semcon’smainareawithinPlintais investigating the technicalsafetyof integratingnewfeaturesandappsin the car.Howcanyoucommunicatesecurely betweendifferent partsofanetworkof internet-basedfeatures? “Ifyouhaveanapplication that you want toinstall,thenit mayneed toac- cessotherfeaturesin thecar,”saysJens Pommer,softwaredeveloperat Semcon andproject leaderforPlinta.“It maybe, forexample,that thevolumeon the stereoautomaticallyincreaseswhenyou accelerateand theenginesoundgets louder,without disturbingotherfunc- tionsin thecar.Or that thecar“finds”the sensoryouhaveinstalledandknows that it isapproved.” Theproblemisinhow thesystem detectswhichapplicationsareapproved, what theyareallowed todoandnot do, and thelanguage-i.e.thecommunica- CONNECTIVITY FOCUS: THE AUTO INDUSTRY OF THE FUTURE 14 FUTURE BY SEMCON 2.2013
  14. 14. find expectations about how the car will become part of our connected life.In the mid 00s,the limits of technology were moved thanks to the new smartphones.Around 2010 it was the turn of tab- lets to do so even further.Now the car is the new digital arena - when Apple unveiled its new operat- ing system iOS 7 in June,the“iOS in the Car”was demonstrated,with many of the phone’s features integrated into the car’s infotainment system. As early as 1997, Toyota launched its Monet infotainment system, which made it possible to read email and internet pages behind the wheel. Nowadays, the connected car is an estab- lished concept. It has already managed to transform the driving experience and interac- tive capabilities for the driver and passengers. Many mobile applications have spread from tablets and phones to the car dashboard. Today there are multiple systems and plat- forms providing connectivity. Volvo On Call is one of them. tionprotocol-which thesystemfollows. Hereyouneed thecarmanufacturer to haveaslowa thresholdaspossiblewith- out compromisingsecurity. Infact,Plintaisacoming togetherof thelast 20years’focusonsafetyand the new,internet-based technologies’need forprotectionfromintrusionanddis- ruptionofsafety-criticalfunctions.The innovationin thisproject isinbringing together technologyfromdifferent areas toworkin thecar.Semconalsohopes that theexperiencescanbeusedin otherindustries,suchas thewindpower industry,where therequirementsare quitedifferent but thesame technology couldbeused. In theautomotiveindustryit isimpor- tant for technology tokeepupwith the rapiddevelopment andmeet custom- ers’needforchange.In theproject,Jens Pommerandhiscolleagueslookedat themarket andpickedout acoupleof themeswhich theystudiedinmore detailat and then tested. DavidGillblomisanHMIexpertatSem- conandworksprimarilyoncreatingsolu- tionsaroundhowthedriverinteractswith technology,suchaswhetheritshouldbe doneviaascreenorthroughvoicecontrol. “Every interaction should be quick and easy to perform without needing any visual attention,”says David.“The idea is that we should allow as many features as possible without compro- mising safety.It is particularly exciting to explore this area together withVolvo without being as blinkered as you can get in a difficult situation in a product project.”1 JensPommer Softwaredeveloper,Semcon AndersLindbom Technicalspecialist ininfotainment, VolvoCars FUTURE BY SEMCON 2.2013 15
  15. 15. “The user can do an incredible number of exciting things in the car. In recent years it has changed from being a safety system to providing state-of-the-art connectivity,”says Robert Jagler, commercial connectivity man- ager at Volvo Cars. The various connectivity systems have features that help the user navigate to a car park or petrol station, listen to music or watch movies. The text-to-speech feature means that a computerized voice reads out everything from email to the latest updates on Twitter or Instagram. Using connectivity to make driving safer is also an important development. THERE IS MORE ON THE WAY. For example, Ford is developing an application to measure the blood sugar levels of diabetic drivers and, if necessary, recommend nearby restaurants. Location-based advertising and promotions, which are projected onto the windscreen or dashboard, are also about to become a reality. “The future of connectivity has to be intui- tive, and you must be able to control every- thing from near the steering wheel. How but- tons and other things are positioned around the driver is very important for safety,”says Robert. Usually everything is controlled by the driver or passengers with either buttons, movements on a touch screen or via voice control. Soon it will also be possible to use gesture control, similar to Microsoft’s Kinect for video game consoles. Audi Connect is the system closest to creating that opportunity. One problem so far has been with integrat- ing different mobiles and tablets with the car’s existing systems. The solution is to re- place mobiles and tablets as information hubs in the car and instead store the data in a data cloud or in the connectivity system. The risk that the car’s computer system can be hacked or infected by computer viruses can also be minimized. In Ford’s SYNC sys- tem, the user applications are separate from the equipment controlling the car’s handling. There are more good reasons for separating them. The development of a new car model is significantly slower than the development of something like a mobile phone. “It’s one of every car manufacturer’s great- est challenges. The time from a car’s birth until it’s replaced is about seven years and the infotainment system usually remains dur- ing that period. If you look at the mobile and technology industry, much of the equipment has a lifetime of as little as seven months. What we do is try to separate the connectivity from other parts of the car,”says Robert. IN THE FUTURE, it’s unlikely that connectivity technology will be obsolete when a new car is launched. Integrated systems will only require a simple software update rather than a brand new car purchase to receive the latest technology. “If I had to look into my crystal ball, I would say that the next big step - and what will be the future of connectivity - is“car to car”. Therefore, cars are not just going to talk to the driver but the vehicles will be talking to each other a great deal. But then we are talk- ing about something completely different - a whole new level,”he says. 5THE DRIVERLESS CAR. The ultimate vision for the connected, smart and communica- tive vehicle is, of course, the driverless car. Ful- ly autonomous driving is all about cars which monitor the traffic and manoeuvre themselves while the driver is doing something else. Put FOCUS: THE AUTO INDUSTRY OF THE FUTURE millionvehicleswillhave technologyfor theintegrationofsmartphonesby2016. SOURCE:JUNIPER RESEARCH 16 FUTURE BY SEMCON 2.2013
  16. 16. simply, the GPS, sensors, radars, cameras and lasers collect large amounts of data, which is put together so that the car can know and act in response to what is happening around it. Just as with Google’s driverless car. “The car taking over is nothing new,”says Dan Flores.“Look at speed limiters, stability control and antilock brakes. They have been around for between ten and 30 years. The dif- ference is that the car of the future will do much more than what today’s cars are capable of.” “The focus is on improving safety. The first step towards the fully autonomous car is to create cars that are able to avoid accidents on their own. The final step is cars which can drive themselves regardless of external cir- cumstances.” CERTAIN PEOPLE PREDICT a battle regarding con- nectivity and driverless cars with companies like Google, Microsoft and Apple in one cor- ner and the established vehicle manufacturers in the other. Others believe in cooperation. Regardless of how we get there, the transition to more autonomous cars will not happen at V iacheslav is systems safety man- ager responsible for Semcon’s Swedish centre for safety-critical systems.He sees many exciting chal- lenges involving autonomous driving. “Oneof thebiggest issues tosolveis whichplatform tousein thefuture.Cur- rently thereisnoplatformforautono- mousdriving- the technologyisrathera complement to traditionalplatforms,he says,continuing: “Therearedifferent levelsofau- tonomous technology.Most probably peoplewillneverneedfullyautonomous ViacheslavIzosimov believesinasafer, autonomousfuture Forsystemssafetymanager,Viacheslav Izosimov,anautonomouscarisultimately saferthanacarwithoutsuchtechnology. Thenextstepisforcustomerstoaccept autonomousdriving. TEXT MARCUS OLSSON PHOTO NICKE JOHANSSON THEEXPERT Viacheslav Izosimov Title: Systems Safety Manager Company:Semcon,Sweden ­driving,because theywant tomake somedecisionsfor themselvesand the driverwantsabsoluteultimatecontrolof thecar.Someroutes,however,youmay choose todrivecompletelyautonomous- ly,likewhengoing toandfromwork.You willalwayshave theability to takecon- trolof thecar,but inmanycases thecar willactuallymakebetterdecisions than thedriverwouldmanage.Thismayin- cluderapiddecelerationinanaccident.” Customeracceptanceof the technol- ogyis thebe-allandend-allinadvancing the technology. “Butitwilltaketime.Somepeople finditdifficult toacceptchange.Some peopleincertaincountriesstilldon’tuse seatbelts,forexample.Wehavetocollect statisticsanduserdataforscepticsto understandthatanautonomouscar isultimatelysaferthanacarwithout that technology.Almost all trucksin the transportsectorwillprobablybe completelyautonomouswithin50years. Thereisanincentivetodrivemore.There arelimitationsrightnow.Insomecoun- tries,atruckdrivercannotdrivemore than8hoursatatimewithout takingan off-dutybreak,andinEUcountries,only fourandahalfhoursareallowed.” Infutureallcarswillbeconnected, but the transition tomoreautonomous carscreateschallenges that have tobe addressed.Thequestionofliabilityat ac- cidentsisonesuchchallenge. “Ifyouremove theresponsibilityfrom thedriver,thecarcompaniescouldbe responsible.It’sabigquestion.External circumstancesalmost alwaysplayabig part inaccidents.However,incertain countries therearenolegalobstacles to this,soautonomousdrivingcan,in principle,start.” Viacheslav predicts that today’s car manufacturers will drive development forward. “TechnologycompanieslikeGoogle are certainly interested in developing technologies for autonomous driving. But building an entire car from scratch – I don’t know. Here, I believe more in the traditional car manufacturers.” Otherareashaveprogressedfurther than theautomotivesector. “At Semconwe’renot just workingon this technologyincars,but alsoonaero- planes,trainsandmilitaryuses.Thereis alreadygreat acceptancefor this.It’sa muchmorecontrolledenvironment than out on themotorwayin traffic.”1 THE DRIVERLESS CAR “The next big step is for cars to communicate with each other. But then we are talking about something completely different – a whole new level.” Robert Jagler, commercial manager for connectivity, Volvo Cars FUTURE BY SEMCON 2.2013 17
  17. 17. once. The new technology will be implement- ed step by step and probably build on existing technologies such as cruise control, parking assistants and automatic braking, thinks Dan. Google’s radar system for self-driving cars is part of about a dozen test vehicles right now. The equipment costs around USD 70,000 - per car. The new Mercedes Benz S- Class, to be released this autumn, will be the first vehicle on the market that is fully capa- ble of driving itself, but it does so only under almost ideal conditions. The built-in steering assistant can keep the car in the same lane at up to 200 kilometres per hour, but the driver has to turn manually. In“start and stop”, traffic cameras and sensors keep track of nearby cars and other aspects, and take care of the driving - as long as your hands are on the wheel. Otherwise, the sys- tem shuts down. There are still laws and practical details which prevent a fully autonomous vehicle from being used in traffic. “Semi-autonomous cars are already here. But cars that drive themselves without any assistance from the driver are definitely be- tween ten and twenty years off.” Practically all of the major car manufac- turers are looking at this area today - Audi, BMW, Ford, VW, Hyundai, Toyota and others. Dan believes that the autonomous car will change our view of mobility altogether. “Yes, in line with customers accepting the technology. Even today, many people want to do other things in their car than merely driv- ing it. All of us have been stuck in a traffic jam and seen certain drivers with a shaver in one hand and the steering wheel in the other. See- ing someone apply make up is not unusual. Some studies that say that driving itself is becoming a distraction. A big difference in the future will be that motorists wanting to do more than merely driving will do it in a safer environment,”says Dan, adding: “The progress of technology is changing the behaviour of drivers all the time. With autonomous driving you will be able to relax more. The experience will be safer and more enjoyable. Anyone who has been driving for a long time knows that you can get tired. This will ease the burden. However, the driver “Some studies say that driving itself is becoming a distraction.” Dan Flores, spokesman for advanced technologies, General Motors FOCUS: THE AUTO INDUSTRY OF THE FUTURE percent ofallvehicleswillbe autonomousby2040. SOURCE: IEEE BILD:GENERALMOTORS 18 FUTURE BY SEMCON 2.2013
  18. 18. must always be engaged and aware of what is happening during the journey. THE FASCINATION WITH THE driverless, con- nected and shared car is also about a vision of fewer accidents, better use of motorways and reduced emissions. The fact that in just a few years Google has managed to develop a prototype that can drive a blind man in an ur- ban environment shows that the car industry is not immune to the kind of revolutionary technologies affecting other industries (mo- bile phones, music sales, computers). For whoever manages to find a profitable and successful strategy for challenges such as new markets, changes in consumer preferences, new propulsion technologies, connectivity and cars that drive themselves, there is a huge market and huge demand. And this is a challenge that today’s car manufacturers can not afford to ignore. “A car manufacturer doesn’t want to be on the sidelines when Google, a China-funded conglomerate or other large player comes in and copyrights all the ground breaking intel- lectual property and gets the advantage of being first on the scene,”writes the innova- tion strategist and author Chunka Mui in a series of articles on Google’s driverless car in Forbes. According to him we are in the same posi- tion as in the transition from horse-drawn carriages to motorized cars (then called the horseless carriage, just as the driverless car is named after what it lacks...). “Making horses superfluous didn’t just mean that it was good to be Henry Ford and no longer so good to be a horse breeder. The“horseless carriage”had far-reaching effects which not only redefined our transport network, but also laid the foundation for our modern economy, and even changed the way we live by making the suburbs possible,”he writes. Similarly, he thinks that driverless cars will have an impact on our society, our economy and our lives in a way that you can only speculate about right now, with billions of dollars at stake. It’s not difficult to understand that many want a piece of this future. 1 FUTURE BY SEMCON 2.2013 19
  19. 19. THE SOLUTIONHOW SEMCON SOLVED THE CUSTOMER’S PROBLEM ASSIGNMENT: When Perten Instruments bought the Australian company Newport Scientific, Semcon was assigned to review the design of the company’s analysis instruments for grain, flour and feed for the food and agriculture industry. SOLUTION: Together with Perten, Semcon came up with a general design making it easy to recognize Perten’s instruments, while conveying the company’s core values of ease of use, accuracy, innovation and quality. RESULTS: Pertens DA 7250 combines superior analytical accuracy with speed, ease of use and robustness. In parallel with developing the new design Semcon came up with a 36-page guide to support all of Perten’s future instruments. The guide describes in detail how to visualize Perten’s brand and the company’s core values in design. TEXT OLLE RÅDE PHOTO PERTEN Designthatgives aclearidentity 20 FUTURE BY SEMCON 2.2013
  20. 20. TOUCH-SCREEN Thenewinstrument comeswithaproper screenandacompletelynewuserinterface. Thesoftwarefocusesonclearinformation andisdesigned tobeassimpleaspossible for theoperator.It’seasy tounderstand what youaredoingandrequiresonlyoneor twooptionsbefore theinstrument canstart ananalysis. ADJUSTABLE ARM On thepreviousmodels thescreenwasfixed andcouldonlybeangledupanddown.The newscreenisset onanadjustablearm,allow- ingit tobemovedupanddown,side-to-side andangled towards theuser,irrespectiveof where theuserisstanding. LIGHT BLUE RUBBER GRIP Thesidesof thescreenhavearubbergripfor maximumeaseofuse.Thelight bluecolour isnowstandardonPerten’sproductsand indicatesakindofphysicalinteractionwith theoperator. LOGO TO MARK QUALITYASSURANCE ThemetalbadgewithPerten’slogoonisa markofqualityassurance,indicating that theproduct isapprovedandready tobe used.It’smadeofmetaland theideaof qualitybrings tomind that Pertenworks with theright qualityoffoodproducts. TACTILE CORE VALUES Toconveyaccuracy,oneofPerten’s corevalues,thedesignissharpand concise.Thesurface towards theuser isslightlyconvex toprovideastronger impression. OPTICAL SENSITIVITY Theinstrument that carriesout the analysisconsistsofablacksurface where theoperatorplacesanopen containercontaining thesample. Alamp thenshinesdownfrom the machineand thelight isreflectedin thesample,wherebyit’sanalyzedby sensorsin themachine.Thedesign makesus thinkofvisualcamera opticsand theroundedsilverdesign makesus thinkofacameralens. CLEAR COLOUR RANGE Using thesamecoloursonallitsproductscreatesafeel- ingofuniformityand theuserimmediatelysees that it’s aPertenmachine.Thecoloursinquestionare PertenWhite,PertenBlueandPertenGrey.Thelighter greyis thebackgroundcolourofallitsproductsand the darkergreyandblueareused tohighlight details. FUTURE BY SEMCON 2.2013 21
  21. 21. 22 FUTURE BY SEMCON 2.2013 MatthewHawkins Constructionengineer, Semcon MartinBergqvist Technicalmanagerof ­distributionequipment,Cryo’s headofficeinGöteborg.
  22. 22. Fivedegreesaboveabsolutezeroistoohot.Storing liquidheliumispreciseworkwhereeventhetiniest leakcanresultinmillionsofkronorliterallyvanishing intothinair.Cryoisoneofafewcompaniesthatcan managethischallenge. TEXTKARIN AASE PHOTO ANNA SIGVARDSSON I t all actually began in Switzerland, at CERN, to be precise. The vast particle accelerators required helium, and to store it requires storage tanks that can withstand -269°C, just four de- grees above absolute zero. One degree warmer and the helium starts to convert to gas form, and risks leaking out and millions of kronor vanishing. ONE OF THE VERY FEW organizations in the world that can construct a tank to meet these demands is Cryo, part of the German Linde Group. The company has been working with cryo technology for more than 50 years with storing, transporting and handling liquefied gas, and this experience meant that the com- pany was soon able to develop the right tank that CERN needed. The first was delivered in 2007, and since then the company has con- structed another 3 for CERN and a further 6 for other customers worldwide. AND AT ONE of Cryo’s huge workshops in the port at Göteborg, the next tank is already be- ing welded together. Cryo received a request from a Russian gas company in 2012. It had found helium at one of its natural gas sources and needed a tank to store it in, could Cryo help? The obvious answer was yes. THERE WAS ONLY one problem. Every tank that Cryo constructs is based on the same basic construction, with installation made-to- measure and customized according to the customer’s requirements. When the Russian company placed its order it meant that Cryo needed someone who could use 3D in Inven- tor, and although they had the expertise they didn’t have enough construction engineers. “If we hadn’t found this resource then we would have lost the order, worth millions of Euros,”says Martin Bergqvist, technical man- ager at Cryo. Matthew Hawkins from Semcon therefore started in November to customize the tank according to the Russian customer’s require- ments. “The challenge is to keep the heat out and CHILLY ­ASSIGNMENT About Cryo Cryo is a Swedish subsidiary of the German company Linde Gas,previously owned by Aga. The company’s offices and production are in Göteborg with customers worldwide. Cryo concentrates on cryo technology for storing,transporting and handling liquefied gas.The company has 157 employees and around 60 consultants. Cryo is Greek for cold. FUTURE BY SEMCON 2.2013 23
  23. 23. costs down,”explains Matthew. There are lots of pipes that need connecting to the tank, and each pipe is a potential way in for heat. The larger connection points are insulated using the same vacuum and insulation technology used for the tank itself, but that would be too expensive for the smaller pipes and regulators. MATTHEW’S SOLUTION was to construct a cool- ing box that surrounds the connections and pipes that cannot be insulated separately. The box is filled with a perlite insulation and Matthew demonstrates how he elongated the connection point on the pipes that lead into the box to hopefully making the distance too long for heat to penetrate. So far the cool- ing box is on the side of the workshop, where mechanics are still experimenting on new ways of guaranteeing the insulation works properly.“I like that fact that the workshop is here so that I can work with the people who work here,”he says.“I’m here a couple of times a day to try out various ideas, and together we see what works and what can be improved.”The tank stands on the workshop floor and looks like a submarine, 22 meters long, 3 meters in diameter and a capacity of 128 m3. Heavy traffic can be heard outside the workshop, music blaring from radios, but above all the other sounds the mute sound of the vacuum pump can be heard, which stands on a little table close to the front of the tank. It’s kept running 24/7 for one month to create the vacuum needed to keep the tank’s inside temperature so low. CRYO HOPES THAT DEMAND for the tanks will continue to grow, and another tank is actually being built next to the Russian tank for deliv- ery to a customer in the US. “Helium is used a lot in healthcare and re- search and has been in scarce supply in recent years so there is a backlog of demand,”Martin explains. “New sources are being opened up in Qatar and Russia, meaning increased access to he- lium, and the need to store it.” FOR CRYO THIS HOPEFULLY means a market boost, but Matthew also sees other benefits to the assignment. “I love physics and my aim is to work with absolute cutting edge technology, which is what I get to do here, just a few degrees from absolute zero. Getting to also work with something that helps healthcare and research feels great.”1 FACTS How the helium tank works ¢Cryo’sinsulation technologyiswhat enables theextremelylow temperatures inside thehelium tank. ¢The tankconsistsofaninnercontainer that stores thehelium.Theinsulation materialandoutercontaineract asa shieldagainst theoutsideworld. ¢Theinnercontainerisbuilt upinlayers ofinsulationconsistingofaluminium andglasspaper.Theinnercontaineris thenplacedin theoutercontainerso that thereisminimalcontact between the two,creatingalayerofairand insulation.Thisareais thenconnected toavacuumpumpcreatingavacuum between thecontainersso that nothing canconduct heat to theheliuminside theinnercontainer. ¢Before theinsulationisfitted to the tank thesurfacesareheated tobeas cleanaspossible tominimizemoisture orchemicalsconverting togasinside theinsulation,orconductingheat to the innercontainer. “The challenge is to keep the heat out and costs down.” Matthew ­Hawkins, designer, Semcon 24 FUTURE BY SEMCON 2.2013
  24. 24. PORTABLE MUSIC MACHINE KEYSTATION MINI 32 “I’ve just come back from an assignment that meant I worked on and off in Budapest for six months.Because I took my portable Keystation Mini 32 I was able to spend a lot of my spare time composing music, which is a passion of mine.Keystation is a USB keyboard,which,despite being so small,has 32 keys.Connect it to a laptop and you get quite good quality sound if you use an X-mini Max II Capsule Speaker.” TOMAS NYSTRÖM TECHNICAL INFORMATION, SEMCON HOBBIES: Music LAST GADGET BOUGHT: The Bleep Drum. GADGETS I LIKE SMALL, PRACTICAL SPEAKER X-MINI MAX II CAPSULE SPEAKER “You can use headphones when mak- ing music,but you soon get tired.X-Mini Max II is small,has inbuilt,rechargeable batteries and better bass than one might think.Its biggest benefit’s that it’s light enough to take on business trips,and works really well when sitting playing in your hotel room.” FLEXIBLE STAND GRIP TIGHT GORILLAPOD STAND “This stand,with its flexible legs is perfect for taking with you when recording background sounds or filming with a telephone.The fixing works for telephones,cameras and microphones and the flexible legs can wrap around branches and posts.And because it’s so compact it’s always easy to take with you.” SMART WALL SOCKET EXXACT 4-OUTLET CLASS II “If you like music and electronic gadgets then you’ll appreciate solutions that make managing network wires simpler.Exxact is a wall socket for flat European plugs, meaning they don’t stick straight out of the wall.Especially useful for iPhone chargers,which often end up in the way of furniture.” VALUE-FOR-MONEY ANALOGUE SYNTHESIZERS KORG MONOTRONS “The slightly plastic design,the compact format and blister packaging make them look like a toys when they’re in the shop.Which is not all bad,because they are so much fun to play on.The inbuilt,battery-driven speakers are not power- ful,but Monotrons are easy to modify and can also be linked to a PA system.I like using gadgets and programs with limitations as it ­encourages creativity.” PHOTO:PÄRPERSSON “Perfect for composing music when out travelling.”
  25. 25. A uthentication tokens with a self-destruct mechanism, sturdy military laptops called“Rocky”, highly se- cure communication lines and user manuals that even the minister of foreign af- fairs might flick through. These are topics for Semcon, who has been involved in secunet technologies since 2006 as an exclusive sup- plier of technical documentation. “I initially had concerns about whether somebody from outside could identify and reflect the complexity and specifics of our product portfolio sufficiently,”says Dr. Kai Martius, head of the Public Sector business unit at secunet.“But after the training period, Semcon proved they could understand our products and their properties very well.” ThereisonlyoneIPsec-basedcryptosystemintheworldthathasbeen approvedforthehighestGermannationalsecurityclassificationof TOPSECRET: the“SecureInter-NetworkArchitecture”(SINA)fromtheIT companysecunet.Here,theeliminationofsecurityvulnerabilitiescomes first– andthatgoesforthetechnicaldocumentationtoo. TEXTLINDA KARLSSON ELDH PHOTO SECUNET KALLE SINGER A SECURE SOLUTION secunet, with headquarters in Essen, is a specialist in high-security IT and works par- ticularly closely with German authorities and related industries. It focuses on the Secure Inter-Network Architecture (SINA), which was developed on behalf of Germany’s Federal Office for Information Security (BSI). The system protects the processing, storage and transmission of classified information and other sensitive documents. “Currently, we are developing SINA further to enable it to securely track the compilation and sharing of documents,”Martius explains. “The Wikileaks affair is a good example of a se- curity breach that may occur when it’s difficult to prove who has had access to information at secunet and SINA The German IT company,with headquarters in Essen,provides products and services related to IT security.secunet has been a security supplier to the German government since 2004.The company’s Public Sector business unit is the largest with 200 employees.The company’s total sales in 2012:67.2 million euros. SINA has been developed since 2002 for the German Federal Office for Information Security (BSI).SINA is based on a number of state-of-the-art security technologies.Smart cards in a Public Key Infrastructure (PKI) that authenticates users by means of certificates and digital signatures,various cryptographic functions and a highly secure operat- ing system platform are a few examples. 26 FUTURE BY SEMCON 2.2013
  26. 26. what time and whether they have forward- ed it to people outside the organization.” CERTAIN SINA PRODUCTSare approved for the highest German national security clas- sification (TOP SECRET) and are used in communication environments where unau- thorized access may endanger the very ex- istence of the German Federal Republic or one of its states. Currently there are more than 30,000 SINA components in opera- tion worldwide. Semcon writes the user and administrator manuals for this broad product range, from workstations and gate- ways to SINA Management, which is used for the configuration and administration of SINA components in the network. “At the beginning, we established an XML environment to manage and pub- lish different types of formats,”explains Robert Hinesley, technical writer and managing editor at Semcon in Munich. “As they are based on the same source file, the user manuals can be published in PDF and as online help as well as in different languages and user versions.” SINA has a very heterogeneous user base, ranging from IT professionals to clerks. This is why secunet places great importance on manuals that make the SINA system easy to understand for any user. “Semcon has worked on everything from descriptions of operating processes to possible scenarios in the form of use- cases,”says Dr. Martius.“They have done a great job and our documentation is now much more user-friendly.” 1 Dr.KaiMartius HeadofPublicSector BusinessUnit,secunet SecurityNetworksAG Robert Hinesley Technicalwriterand ­managingeditor,Semcon FUTURE BY SEMCON 2.2013 27
  27. 27. 28 FUTURE BY SEMCON 2.2013 QA ELIF ÖZCAN VIEIRA SOUND DESIGN EXPERT Soundisn’tonlyatechnicalproperty ofaproduct,it’salsoaboutaesthetics andpsychologyandisplayingan increasingroleincreatingtheright feel.ElifÖzcanVieirastartedhercareer composingjingles.Shenowresearches theimportanceofsoundonbrands andpeople’sbuyingdecisions. hen Elif Özcan Vieira worked at a student radio sta- tion when studying industrial design in Ankara, Tur- key, she focused on making sound. In her jingles and radio theatre effects she used a ruler against a tabletop to create the sound of a trampoline jump, a bag of flour created the sound of walking in snow. She realized that what was making the noise wasn’t important, it was the result of the sound that mattered. This got her interested in the psychol- ogy and importance of sound in everyday prod- ucts, which resulted in a degree and an assistant professorship at the university of technology in Delft, Holland. There she works in a small laboratory called Product Sound Design, which mainly works with companies to develop product sounds and research effects and significance. Product sounds can be split into tow main cat- egories: consequential and intentional. “Consequential sounds are those that the prod- uct makes while being used. A hairdryer blowing or an electric toothbrush rotating for example. The sound will tell you whether or not something is working properly. An electric toothbrush with bat- teries that are dying can be quickly detected and we can immediately decide that it’s time to change the batteries due to the sound. Intentional sounds are designed to warn and make us more aware, for example an alarm clock. Here we need to design the sound so that it conveys the right message and right effect so everyone understands.” TEXT SOFIA ERIKSSON PHOTO JEROEN BOUMAN WREAD MORE about Semcon’s offering within sound design at semcon.com
  28. 28. FUTURE BY SEMCON 2.2013 29
  29. 29. 30 FUTURE BY SEMCON 2.2013 What is good sound? You must understand the context: the product, function, user and expectations. The combination creates the experience. A loud, crisp sound might be perfect in some cases, while not in others. For example, my wash- ing machine is an expensive German model. When on the spin cycle it sounds like an aero- plane. This doesn’t live up to my expectations of German engineering, which I associate with well-designed, low noise, and it doesn’t suit my home where I want peace and quiet. I thought at first that there was something wrong with it so I called and complained, but they said it was supposed to sound like that. So that isn’t a good sound because it creates the completely wrong effect and feel. A really good sound on the other hand is the“pop”you get when opening a bottle of Grolsch beer. Just Grolsch? “Yes. It might sound simple but it’s really not. You need the right shape bottleneck, the right amount of beer in the bottle and the clip cork with the rubber ring. That’s a typi- cal Grolsch sound, which is now so strongly linked to the product that it acts as a single reference associated with the brand and feel that Grolsch wants to promote.” What have product sounds meant historically? “Product sounds have been a source of fascination since the industrial revolution. Noisy automobiles, the roar of steam engines, steam train whistles, the clatter of typewriter keys and the increased speed of a sewing machine, all these sounds have had deep psy- chological effects on people, not to mention if something is switched on, on the road, or working. Namely wealth, man’s progress and technical innovation. When some products were new there was a fascination with noise and I’ve seen adverts for cars from the 50s where the noise was advertised as something positive. That’s not the case today.” What is it like today? “The auto and aviation industries in par- ticular have a huge responsibility today to cut noise pollution and strive to make quieter products. We consumers also expect a well- designed sound when we buy something expensive with a particular image. It needs to suit us. How a car sounds is just as important as how it looks, feels or smells and one of the product’s properties that contributes to how we value it.” An example? “It’s all about brand identity. BMW for example is known for making sporty cars so the engine sound must be just right. But they also need to be reliable, so they have de- signed the doors to close with a sound that “When some products were new there was a fascination with noise. That’s not the case today.” ElifÖzcanVieira,sounddesignexpert 1 USABILITY Understanding of function.Sound is needed to confirm that a product works and is cooperating,i.e.does what we expect it to,which improves its usability. 2 FEELINGS Emotional effect.The right sound promotes feelings:pride,confirmation, and well-being. 3 BRAND Improved experience of the brand’s intentions that complement the other impressions – a sporty sound strengthens a sporty profile,quiet engines signal environ- mental consideration for example. 3 thingsthat goodsound design cangivea product QA ELIF ÖZCAN VIEIRA SOUND DESIGN EXPERT
  30. 30. FUTURE BY SEMCON 2.2013 31 signals perfectionism and stability. I’ve been told that BMW has over 150 engineers work- ing on sound design alone – that shows how important it’s.” Give us an example of poor sound design! “I bought a well-designed cute looking coffee machine, and I was very pleased in the shop. I’d also heard that it made excel- lent coffee and I thought that the display and functions seemed simple and attractive. But when I got it home I was very upset. When a product is so well designed and whose job it’s to create wellbeing, i.e. a good cup of coffee, it can’t sound like a threshing mill that makes the entire worktop shake. If I pay EUR 80 for something I want a proper sound, not noise. The coffee machine should have had a softer sound with the same associations as its ap- pearance. But that’s something that product manufacturers don’t always think about.” What are companies’product sound develop- ers good at? “Manufacturers are generally good at inten- tional sounds, such as the pling of a micro- wave or dishwasher or mobile phones and clocks when the alarm sounds. But there is a lot of improvement to be made. We are sur- rounded today by so many signals so product developers need to make sounds as functional and simplified as possible.” How? “One of my colleagues has worked on a warning sound project on an emergency ward with machines that monitor heart, lung and kidney functions. The problem is that there are no standard sounds for this. For instance the same manufacturer can have different sounds on different versions of the same product so nurses find it difficult identify- ing what’s wrong. In cases like these the right alarm sound can save lives and avoid catastrophes. So instead of different bleeps they developed a blowing warning sound for lung function, a drop sound for kidneys and a sound similar to a heartbeat for heart func- tion. In this way staff were immediately able to detect what was wrong, thanks to sound design.” Electric cars are becoming more popular.How will this affect the sound of cars? “That’s very interesting. Electric power is quieter and signals sustainable, environmen- tal commitment, which in turn means a re- ally quiet car. But neither manufacturers nor consumers are quite ready for that. How do you combine a quiet car with traffic safety for example? How will other road users be aware that there is a car approaching? I’m all for qui- et and we should embrace the new technology so that we no longer have the noise of mil- lions of cars on the roads. The challenge is a gradual development of ways to create aware- ness, because we can’t put that responsibil- ity on the pedestrian. Visual signals, warning sounds sent to sensors so that blind people get a warning signal. Designers have a huge responsibility because we shouldn’t expect other road users to‘get used to it’.” Do you always think about sound? “Yes. It’s an occupational hazard. The first thing I did when my children were born was to listen to them to make sure everything was OK. I can’t listen to music on the way to work because I’m too busy listening to my sur- roundings so I don’t miss any signals.”1 Elif Özcan Vieira Title:BSc in sound design and assistant professor at the section of Design Aesthet- ics IDE/TU Delft Qualifications: Industrial design at the Mid- dle EastTechnical University in Ankara,PhD in Sound Design fromTU Delft. Lives in: Delft in Holland Hobbies: Photography,jogging and tennis. Favourite sound: :The sound my newborn daughter makes when she swallows while I’m breastfeeding her.This is an interactive sound that signals that she’s contented, making me feel complete as a mother.
  31. 31. 32 FUTURE BY SEMCON 2.2013 TEXT JESPER HULTÉN, LINDA KARLSSON JOHAN LARSSON PHOTOS CHRISTER EHRLING, SEBASTIAN BERGER RICKARD KILSTRÖM SEMCON BRAINS 32 FUTURE BY SEMCON 2.2013 Spare parts specialist CHARLOTTE WELLRATH-JACOBSSON helpscompa- niesdevelopstrategiesandprocessesforoptimal sparepartmanagement,forthemselvesandtheir customers-somethingthatinvolvestheentirechain, fromconstructiontotheaftermarket. “Acarproject lastsanaverageoffiveyears,sowe want tobeinvolvedasearlyaspossibleandset de- mands,toinfluence theright levelofdetailin terms ofsparepart composition.” “Changingsmallpartsona truckisjust not fea- sible,becauseit takes toolongandeachstoppage costsmoney.Compared tocarsit pays therefore to changealargersparepart moduleoneachoccasion. Thismeansfewer,but morecomplex,spareparts.” Otherindustrieshavealot tolearnfrom theauto industry.Charlottehasjust workedonaproject with acustomerinanotherindustry,wheresheshowed them that it’spossible tocut thenumberofspare partsbysmart planning. “Welookedat twoseparateproductswithdiffer- ent functionsandexaminedhowmuchofareduc- tionin therespectivemachines’sparepartswecould achieve.Wemanagedsavingsof45and65percent respectively.Thisjust shows that it’spossible tocut costsinindustriescharacterizedbycustomer-specif- icordersandrelativelyshort productionruns.” “But youneed tobe toughasanaftermarket man- ager tosucceedinprojectscoveringmanylayersof thevaluechainandinvolvingpeoplefromdifferent countriesandcultures.” charlotte wellrath-jacobsson, aftermarket spare parts specialist, semcon sweden
  32. 32. FUTURE BY SEMCON 2.20103 33FUTURE BY SEMCON 2.2013 33 BEHINDTHESCENES ATSEMCONBRAINS Want toknowmoreabout Charlotte,herjobandwhat challengesshehasfoundat Semcon?Watch thefilmat semcon.com
  33. 33. 34 FUTURE BY SEMCON 2.2013 NO CAR LOVER woulddeny that XuehongFuhasadreamjob. With amajorGermanOEMas themain customer,heisable toparticipatein thedevelopment ofautomobileen- ginesforsomeof theworld’sbest- sellingcars.Bydoingso,heworkson projectsfrom theinitialcustomer request andproposal through to theconstruction,calculationand finallyprototypesand tests.In the last coupleofyears,hehasbeenable toworkonenginessuchas theMer- cedesBenzV6,V8andV12. “Formepersonally,theV6Turbo wasanespeciallyexcitingproject,” hesays.“Iwasinvolvedasadesign engineerandworkedon theproject from thebeginninguntilshortly before theproductionstage”. Thecardriversof todayhavehigh expectationswhenit comes to mobility,drivingpleasureandenvi- ronmentalfriendliness.“Currently, we’reconcentratingonfindingways tomake thecombustionengine greener,”Fuexplains.“However,a great enginesoundandotheras- pectsofdrivingpleasureneed tobe fulfilledat thesame time.” Asadevelopment partnerof manufacturersin theautomo- tiveindustry,it’simportant for the company tolistencarefully to the customer’sconcerns.That’swhy communicationwith thecustomers isoneofhismost important tasks. “Theworkisbuilt on trust,”hesays. “Thecustomerbringsusinto thecompanyasexternalexperts becausewecanalsooffervaluable skillsincertainareas.This trust demandsacertainamount of ­sensitivity.” The engine expert xuehong fu, team leader design engineering / integration and powertrain/ chassis, bad friedrichshall and stuttgart semcon Deutschland SEMCON BRAINS 34 FUTURE BY SEMCON 2.2013
  34. 34. FUTURE BY SEMCON 2.20103 35FUTURE BY SEMCON 2.2013 35 ERIKA KLINGER HELPS projectmanagers andothermanagersimprovetheirlead- ershipandcommunicationskillsusing provenmethodsandintuition. “The best description of what I do as a coach is to say that I’m a catalyst. It’s about bringing out the potential in people.” Erikahasworkedinproject manage- ment for19years.Shealsoteachesproject management andleadership.But beinga coachisdifferent torunningcourses. “Asateacheryouteachwhatyou know.Butacoachdoesn’t teach,you justaskstrongquestionstohelpothers becomeawareofwhat theywantand howtoachieveit.” Erikaisfascinatedbyhowmuch peoplelearnabout themselveswhen theyaregiventimetoreflect,findtheir motivationandstartacting. “It’s very powerful.I can often see after the first day that the person has more energy.I think this is because they have set a path and they want to know how much they can affect themselves.” “Coaching is mainly aimed at ­managers and project managers.But it’s really for anyone who wants to achieve change,”she says. “I’veseenthatpeoplesoonbecome clearerintheirleadershipandcom- municationabilities.Andtheybecome moretarget-oriented.Thiscanhappenin justamonth.Animportantpartofthisis aboutself-confidence.Havingcleargoals andbelievingthat theyaredoingthe right thingstoachievetheirgoalsgives peopleself-confidence.” The coach erika klingler, senior project management consultant, semcon sweden
  35. 35. 36 FUTURE BY SEMCON 2.2013
  36. 36. FUTURE BY SEMCON 2.2013 37 Volvo FH has been Volvo Trucks’ flagship for almost 20 years. The work on the latest version started in 2003, focusing on safety, driving quality, driver comfort and fuel economy. It’s now arrived and Semcon helped. TEXT MARIANNE OVESEN PHOTOS SÖREN HÅKANLIND, LARS ARDARVE VOLVO TRUCKS  MODEL FOR THE FUTURE
  37. 37. 38 FUTURE BY SEMCON 2.2013 O lof Pawlowski testing engineer at Semcon is standing in front of a huge graphite grey truck and looks up at its giant grille. He can’t help but smile. “It’s much cooler working with trucks than cars,”he says. The truck in question is Volvo Trucks’new FH, a truck with the same name as its prede- cessor – but that’s the only thing they share in common. The new FH is something totally different. Olof strolls from the truck to the workshop by Volvo’s test track at Hällered outside Borås. Eve- ry truck and its technology is thoroughly tested here before being released onto the market. As a test engineer at Semcon, Olof has worked with Volvo Trucks on many occa- sions. His speciality is steering and road- holding, two of the areas that Volvo has in- vested that little bit extra in on the new truck. THE NEW VOLVO FH has a lot to live up to. Over the Volvo FH:s 20-year life the model has been Volvo Trucks’biggest success to date with over 650,000 trucks sold, which today is equivalent to a significant part of overall sales. Expectations are high for the new version to lead the company into the future. “The FH is our backbone. Many see Volvo Trucks and the FH model as synonymous. The new FH series is the bedrock for continued successful marketing for us,”says Claes Nils- son, CEO of Volvo Trucks, in a press release connected with the launch of the new truck. THE FUTURE DEMANDS on trucks when work on the new FH began were that it should be ahead of legislation, pass the Euro 6 emissions limits with margin, and be equipped with tomorrow’s safety technology. It should also drive more like a car and be more homely inside the cab. Billions of kronor and many engineer- ing man-hours later Volvo Trucks had done it. Over the years Semcon has assisted with different areas of expertise, including testing and design, but also electrics and electron- ics, chassis, ergonomics and designing the “No other truck in the world has such good roll stability, steering wheel sensitivity and road- holding reliability.” Stefan Axelsson, responsible for road performance at Volvo Trucks OlofPawlowski Test engineer,Semcon StefanAxelsson Responsibleforroadperfor- mance,VolvoTrucksFVV(Feature ­VerificationValidation)
  38. 38. FUTURE BY SEMCON 2.2013 39 new platform. Olof Pawlowski is one of the engineers that worked on the unique, cutting edge technology, in his case the individual front suspension system, which on heavy trucks uses the same basic technology used on horse-drawn cabs back in the 18th century. To get the market’s best road-holding, Volvo Trucks instead developed individual front suspension with rack steering gear. This is technology used in most modern cars, but almost a revolution in heavy trucks. This was completely untested and required a lot of en- gineering expertise. INDIVIDUALFRONTSUSPENSIONmeans that the front wheels move independently of one another. If the right wheel goes into a depression or over a bump in the road the left when acts as if nothing hap- pened. The result is a much more pleasant driving experience with less vibration and roll in the cab and chassis, something that’s really important for long-distance drivers, especially on winding narrow roads. The rack steering gear provides a more direct transfer of the driver’s steering wheel movements, providing a clearer feel for the road. It’s now time for Olof to demonstrate what it’s like on Hällered’s test track. He climbs up into the truck and slowly drives away. AFTER A WHILE DRIVING on the long and wind- ing track he arrives at a stretch prepared with a variety of deep, and not so deep, lumps and bumps, some of them so high that the bumper can be heard scraping them. Olof and Stefan Axelsson, responsible for road-performance at Volvo Trucks, have test- ed the individual front suspension, kingpin and shock-absorbers, cab and chassis, over and over again. “We measured vibration in the cab, keeping in mind driver comfort. We also measured friction, acceleration, distortion and other forces that affect steering and road-holding. Using the results we identified problems and suggested remedial measures,”Olof explains. STEFAN AXELSSON, WHO accompanied Olof in the truck, adds that a lot of time was spent HOWITWORKS Keycomponentsforindividual front suspension The challenge for the construction engineers was to create a construction with lots of moving parts that work as a solid unit. This is their solution. RACK AND PINION POWER STEERING GEAR Steeringwheelmovement is transferred to thegearrackviaagearedsteering column.Movement is then transferred toasteeringarmviabearingsandrods. Thesteeringarm,fixed to thesteering spindle,allow the truck’sfront wheels to turn,thereby turning the truck.Because therackedsteeringgearhasmuchshorter rodsandeachwheelisindependently linkedstraight to thegearrack,it stabilizes thesystem.Lessflexibility,providingim- provedresponseandprecisioncompared withaconventionalsteeringsystem. SHOCK ABSORBERS Vibrationenergyisabsorbedby shockabsorbersassembled to the kingpost on thebottomand to the chassisframeon the top. KINGPOST Upperandlowerlinkarm, shockabsorbers,axleshaft,air bellowsandsteeringsystem areallconnected to theking- post.Towithstandheavyloads thekingpost ismadefrom high-tensilematerials.The constructionhascorrect axle andkingpinangles,providing excellent road-holdingand minimum tyrewear. LOAD-BEARING CONSTRUCTION Theupperandlowerlinkarms areassembledonaload-bear- ingconstruction that keeps theentireinstallationinplace. Theload-bearingconstruction ismadefromcast ironand mountedon thechassisframe. DOUBLE CONTROL ARMS Thefront wheelsareconnected toakingpinoneachsideand individuallyhungon thechas- siswithanupperandlowerlink arm.Anairbellowsbetween thekingpinandframecarries theweight andabsorbsmove- ment that ariseswithuneven roadsurfaceswhiledriving.
  39. 39. 40 FUTURE BY SEMCON 2.2013 MariaBalthammar Title:Industrialdesigner, Semcon RikardOrell Title:Designmanager, VolvoTrucksProduct Design The new instrument panel is angled towards the driver’s seat,with all buttons and controls very clearly arranged and accessible and extra smart storage solutions. The steering wheel has integrated controls for many functions,including cruise control, telephone and navigation. Semcon’s assignment, NewVolvo FH Semcon has worked closely withVolvo Trucks in a variety of areas:engine cooling, air-intake systems,cab interior design and instrument panel,cab construction,chassis, HMI (Human Machine Interface),software development for the new electronics platform and air suspension,chassis and infotainment,testing and driver instruction manual.
  40. 40. FUTURE BY SEMCON 2.2013 41 optimizing the shock-absorbers, steering gear characteristics, steering column and wheel spindles from Olof’s analyses of the measure- ment results. “We have fine-tuned everything to beat the ordinary Volvo FH, which was our nearest rival. And we succeeded, no other truck in the world has such good roll stability, steering wheel sensitivity and road-holding reliability,” says Stefan. Olof has now completed his assignment with individual front suspension and rack steering gear, but has quickly moved onto a new test project. He points at a white truck circling around far off into the distance on the test track. “I’m working on that truck now, but I’m not supposed to divulge any info, it’s top secret.” There are not many testing engineers for heavy vehicles, and Volvo Trucks has no in- tention of letting Olof go just yet. This suits him very well because his passion for big trucks has not diminished over the years. “I started here in 1998, just after starting work at Semcon. That’s 15 years ago and for 11 of them I’ve worked on various assignments for Volvo Trucks,”he says. Olof’s long-term relationship with Volvo Trucks is not unique. The same is true in de- sign. Volvo Trucks employed the services of Semcon’s industrial designer Maria Baltham- mar in 2007 to develop the new truck’s cab interior. She worked for three years at Volvo Trucks’large, airy design studio in Lundby, Hisingen, outside Göteborg. She tells us that there were three designers at the start whose job was to brainstorm. “The main focus was on finding and con- veying a feeling. Everything in the cab also had to match and be a home for the person who would be spending a lot of time there.” The cab also had to have a very Volvo feel, with simple, Scandinavian design. Volvo Trucks’design manager Rikard Orell shows us around the studio, where there are real trucks standing alongside mockups made out of aluminium, wood, clay and polysty- rene. A clay modeller finely tunes details on a model and the air has a slight aroma of glue and paint. RIKARD TELLS US that the product develop- ment process always gravitates; it starts at a visionary level and is then drawn towards something that is considered to be realistic. He therefore wants to be as open as possible at the start of the process. “We often choose a challenging concept, one that can stand up to being properly twist- ed and molded, before it turns into something that works in reality.” And the reality is drivers and their eve- ryday lives. To get drivers’ opinions Volvo placed interior models of various instru- ment panels at a number of Truck Stops around Europe. Thousands of truck drivers got to test the panels and provide their opinions. This allowed designers to see how drivers moved their line of sight over the instruments and how they reached the ­buttons. “Drivers’opinions were collected and reviewed as input as we proceeded with the design,”says Rikard. APART FROM ALL THE SYSTEMS from climate control to instrument clusters, needing to be fixed behind the instrument panel, they also need to be brought forward and shown on the front of the panel. Maria says that it was both exciting and difficult. Not least the work on the climate control. “The climate department has very strict rules to adhere to in relation to air ducts and their positioning.” But the trickiest thing was getting all the packing behind the panel. “I realized it wasn’t possible so we had to rethink. Was there, for example, new, less bulky packing on the market? There was, and we found it after a lot of searching.” But before work had reached this stage Maria’s idea for an instrument panel, with its soft, flowing lines, was considered to have that Volvo feel. It was also visionary enough to be realized by the design team. “I got my inspiration from curved wooden furniture. I wanted the shape to express pu- rity, simplicity and calm,”she remembers. Apart from all the instruments and buttons the panel is also equipped with accessible compartments and coffee sup holder. Every- thing is within arms reach, even the“bird- bath”, which is a non-slip bowl on top of the instrument panel. Rikard points out that the instrument panel has taken a quantum leap forward compared to its predecessor, despite the fact that the classic Volvo FH instrument panel was very popular. He and Maria are both very pleased with the result. 1 “Everything in the cab also had to match and be a home for the person who would be spending many hours there.” Maria Balthammar, industrial designer, Semcon
  41. 41. 42 FUTURE BY SEMCON 2.2013 SEMCON UPDATEWHAT’S HAPPENING IN SEMCON’S WORLD A TEAM FROM SemconinSweden tookpart in theNASASpaceAppsChallenge.Approx- imately9,000developers,designersand creativeprofessionalsworkedsimultan- eouslyaround theworld tocreateinnovative solutionsusingdatafromNASA. In48hours theSemcon teamcreateda webapp that showswhereon theplanet renewableenergyisbeingused,suchassolar, windandhydro-electricpower.Theappalso showswhereconditionsaregood touse renewableenergyandglobaldifferencesover time.Theteamdiscoveredthat nowadaysless renewableenergyisused than40yearsago. “Byusing theappyoucanget ablackand whitepictureof thesituation-wehopeit can get people tounderstand that theproblem isglobaland that wehave topull together worldwide toget asustainableenergysolu- tion,”saysAndreasFolkestad,experience designerat SemconinGöteborg. The team’sappdidn’t gofurtherin theglo- balcompetition,but therewasgreat interest in theappfromcompaniesandorganiza- tions. “Wehope that thissolutioncanbeusedin thefuture,eitherforenergyproducersor to showconsumersproblemsandopportuni- ties,”saysAndreas. Thepurposeof theNASASpaceAppsChal- lengeis tofindsolutions toproblems,both onearthandinspace.TheSemcon teamcon- sistedofTorGuttormsen,SichengChenand AndreasFolkestadfrom theDesign/Human Factorsdepartment. “Ifyoubring togethersmart peoplefrom different disciplinesunder theright circums- tances,youcanperformmagic.Thenyoufind newinnovativesolutions,”saysAndreas. Newideas inNasaapp ­competition PHOTO:NASA
  42. 42. FUTURE BY SEMCON 2.2013 43 SemconwonVCC Innovationchallenge ThejurychoseSemconamong tough competitionfromcompaniessuch asÅF,Consat,CybercomandHiQ to mentionafewof thecompaniescom- petingwithinActiveSafety. “Weareveryproudof thisaward.A great benefit is that wehaveextensive expertisegatheredat Semconwho couldcontribute.During thecontest wealsohadalot offun.”saysMagnus Carlsson,TeammanagerwithinSys- temsSoftware,Semcon. SemconwinsMAN awardforthe developmentof softwaretesting SemconBrazilhas developedatool forsoftwareand functiontesting forMANthat bothimproves qualityandhalves thetestingtime. Theprojectwon aprizeatMAN’s AnnualAwards forBrilliantMinds intheTotalPro- ductiveCategory. “It wasarelativelysmallproject that led tobig timesavings,increases inproductivityandwhichwillnow enableus tocarryout ourassignments inabetterway,”saysFabricioCampos, CTO,SemconBrazil. Steeringsafely towardsthefuture Semconisstartingacollaborationwith Sentient,workingon thecompany’s steeringsoftware.The technology involvessoftwareforactivesafetyand amorecomfortablesteering“feel”. “We’reconfident that thesoftware canbenefit ourcustomersin theauto- motiveindustry,”saysStefanOhlsson, President forbusinessareaAutomo- tiveRDat Semcon. Ajoint teamfromSemconand Sentient willworkon thedelivery, integrationanddevelopment of the technology. Newpatentopensupopportunities Largeclimatechamber inplaceinIngolstadt THE WAY AIR FLOWS behindavehiclecan greatlyaffectfueleconomy.Semconhas patentsinActiveFlowControltechnology -whichcanreducefuelconsumptionin vehiclesincludingtrucksbyjustover5%. “ActiveFlowControlcanreducedrag in trucksbyup to25%.Thisoccursbyre- ducingdesignresistancein thevent,the part behind the truckwithlowairpres- sureandaswirlingairflow.It savesboth energyandmoney,”saysPontusWettrell, headof theComputerAidedEngineering department at Semcon. Semcon’sActiveFlowControl techno- logyutilizesactivelyinducedflowstruc- turesin thevehicle’srear toreduce the sizeof thewakebehindit.This technique canreducecosts,particularlyforheavy vehiclesdrivinglongdistances.It canalso beusedinbuses,trainsandcars. “Semconhas twopatentsinActive FlowControl technology,whichoffers great potentialforfurtherdevelopment andproduction,”saysPontus. SemconinIngolstadt hasopened theplant’s thirdclimatechamber.Thechamber tests howvehiclesvibrateundervariouscondi- tions.Different climaticandenvironmental situationscanbesimulatedandvehiclescan be testedat different temperatures. “Thenewclimatechamberiswiderand longer thanpreviousones,andcanbeused withlargerparts,”saysMathiasBrandis, headof the testingdepartment. SemconhasinvestedEUR175,000in the newclimatechamber,whichmanycusto- mersrequested. “Wenowhavegreatercapacityanda shorterdelivery time.Inaddition,wecan test largervehiclesandpartsin thenew climatechamber,whichcanalsobecomple- telycovered,”saysMathias.
  43. 43. futurebysemcon#22013 “Idon’tgetoutof thewateruntilI candothetrick” HELÉN HOLMGREN AFTER WORK name Helén Holmgren. at workTechnical illustrations for companies like Volvo Cars and Qoros. after work Kitesurf as often as I can. current challenge Fixing a“blind judge”, which is a difficult kitesurfing trick. TEXT:MAGNUSCARLSSONFOTO:ANNASIGVARDSSON About me “I’m very stubborn and don’t give up until I’ve done what I set out to do.I’m 30 years old and live with my boyfriend in Göteborg,but it sometimes feels like I live on the motorway to the sea.I surf as often as I can,meaning lots of trips to and fromVarberg on the Swedish west coast.” About work “I started at Semcon as a construction engineer,but after a while wanted fresh challenges and became an illustrator.I currently work a lot with illustrations for Volvo’s product and service information. It’s creative and a lot of fun.” About kitesurfing “I started five years ago after taking a kite surfing course inVarberg,and then I was addicted to it.When I surf I can really let go of everything else and just focus on what I’m doing.I surf as much as I can and have been on surfing holidays to Australia,the Philippines and Zanzibar. I’m a team surfer for a shop in Varberg,but I don’t compete.I com- peted in athletics when I was younger and became so tired of competing that when I stopped I promised never to compete in anything else again.” What I’ve learned from kitesurfing “Kitesurfing has made me tougher.I now know that it’s possible to be good at anything,even if you find it hard to be- gin with.When I make up my mind to do a trick I don’t get out of the water until I’m satisfied and have done the trick.I’m sometimes out very late in the evening, so it’s a good job that the sun doesn’t set until very late during the summer.” FACTS: KITESURFING Kitesurfers use a kite and a surf- board to make their way through the water.The sport was developed in the 70s when people experi- mented with various forms of kites, but it only became commercially popular at the end of the 90s. + A MAGAZINE ABOUT THE ART OF CREATING THE FUTURE #2 2013 TRENDS THAT ARE CHANGING THE AUTOMOTIVE INDUSTRY VOLVOTRUCKS EYEINGTHE FUTURE ELIFÖZCANVIEIRAABOUT THEIMPORTANCEOF SOUNDDESIGN HOWCRYO KEEPSHELIUM ­(REALLY)COLD
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