Global viewpoints: Europe embraces the AT-factor
Land Rover introducing new technologies through Range Rover
 As Land Rover's Director of Product Development, Steve Ross insists that engineers figure out how to maximize vehicle performance for both on- and off-road circumstances. |
As Director of Product Development for Land Rover, Steve Ross faces some tough challenges. Land Rover (bought last year by Ford from BMW, to become part of its Premier Automotive Group) is all about SUVs. It makes no other product, and its model range stretches from the workhorse Defender with its roots in the original Land Rover concept of 1948 to the luxurious Range Rover, which will be redesigned and restyled for the 2002 model year. Few details have been released, but it is certain to embrace a plethora of technology. Said Ross, "A particular challenge for us is to manage technology in such a way that we accomplish demanding engineering objectives to meet on- and off-road needs in a manner that is invisible to the customer. But if it is technology that requires customer interface, then it must be as simple as possible to operate."
Unlike some of the world's SUVs, which may not be designed to tackle much more than a muddy track or a few centimeters of snow, most of Land Rover's products are serious off-roaders. The Range Rover may be plush enough to compete with the world's premium cars, but it still has a go-almost-anywhere capability. "All this makes our task more complicated," said Ross. "For example, the use of DSC (Dynamic Stability Control) is becoming more widespread in the car business, but it takes on a unique dimension off-road. For future products, starting with the new Range Rover, we have developed some very sophisticated algorithms to really enhance off-road dynamic performance. The customer will be aware of far greater off-road traction and overall capability than with the previous model.
"However, for us, technology is used to enhance both off- and on-road capabilities. Technology is a means to an end in achieving greater safety, security, and refinement. But we do not use technology for technology's sake. As for cost, of course, initial applications tend to bear the brunt of new technology applications, but there is a lot of migration that sees those costs falling over time."
 Land Rover Freelander assembly at the company's Solihull facility in England. |
Modularization can also bring cost benefits through economies of scale, in Ross's view. "We can focus on one really outstanding design and, if we can commonize it, we can produce it in high volumes. The result is a better component at lower cost," he said.
Ross believes that being a technology leader in some sectors is very important. He cited Hill Descent Control fitted to the Freelander as an example of technology leadership, and added that the company is pursuing other exclusive technologies that "sit comfortably with the Land Rover brand." Safety and the environment are particularly important areas for Land Rover, he added, with the development of software being a very significant contribution to both.
As well as conventional safety systems such as airbags and seatbelt tensioners, the Range Rover's computer-controlled air suspension, which can vary vehicle height on and off road, is an added safety element, lowering the center of gravity (c.g.) when necessary, according to Ross. Another contributor to a lower c.g. is the use of aluminum. Land Rover has extensive knowledge of the material, and all the closures of the new Range Rover will use it. Looking further ahead, although still in what he refers to as the "near-term," Ross indicated that advances in safety will include the introduction of collision-avoidance systems, particularly those using opto-electronics. He believes they will become optional on premium production cars, and confirms that they are being "actively looked at" by Land Rover.
Although Land Rover, like any business, must control costs, Ross says this is not causing problems with regard to technology and its development. "Our purchasing is deeply linked with Ford, and Ford has great leverage," he said. "As we coordinate our different business units with Ford, we can offer a supplier substantial volume. We are achieving the quality levels we require, and so the end user gets better value." As part of Ford's Premier Automotive Group, Land Rover benefits by having access to the particular expertise of Jaguar and/or Volvo. Land Rover continues other alliances, too, buying diesel engines from its former owner, BMW.
 A redesigned Range Rover (shown is a 2001 model) is planned for model year 2002. |
Land Rover is also able to input expertise into Ford, Ross emphasized. "We recently held a seminar with CAD specialists in Ford groups from around the world and demonstrated some interesting solutions which are very much leading-edge for Ford," he said. "We have some particularly significant solutions concerning body and trim parametric modeling."
Land Rover's model mix brings some complex manufacturing challenges. With the arrival of the new Range Rover, which will have a ladder frame design, each model will use a different construction method. Only the Freelander is a full monocoque. "We are trying to rationalize," said Ross. "But the Defender will continue to be built in many versions as long as customers want them. Defender is our brand icon, and selling into about 150 countries, it is literally a global product."
Ross regards e-commerce and the Internet as significant elements in the company's future. "Internally, e-commerce is helping us to rationalize and revolutionize the way we communicate and test components," he said. "Externally, we use the Internet to interface with customers. Soon they will be able to order Land Rovers from their homes."
Government regulations may be getting tougher, Ross said, but technological advances often are led by the automotive industry itself. "Much is voluntary," he said. "The industry effectively partners with the European Union in this area. Certainly the trend is towards environmentally friendly vehicles and, yes, they do give us a challenge and initially costs are high, but as industry adopts new technologies, prices inevitably decrease."
One of Ross's concerns for the future is the potential lack of engineers with the qualities and qualifications needed by a company like Land Rover. "Many areas of technology are changing fast," he said. "We need to use the latest CAD tools with great skill and ability, and we need to work more closely with universities to help develop curricula that facilitate meaningful hands-on experience relative to those technologies."
