Bob Purcell has over 30 years of experience in the highly competitive world automotive industry creating and launching new technologies, business models and organizations. He is a recognized expert in strategic planning and a pioneer in electric drive technology and vehicle development, manufacturing, and commercialization. Takeaways Problem-solving and optimization are crucial in the evolving mobility ecosystem. Systems engineering is key to improving transportation and creating optimized systems. Bringing new technology to market requires collaboration with suppliers and setting cost targets. Mass reduction and innovative solutions play a significant role in improving vehicle efficiency and performance. Start with first principles engineering by understanding the physics and laws of the universe. Apply first principles thinking to optimize various aspects of a product, such as aerodynamics and airflow. Extend first principles thinking beyond engineering to areas like supply chain and organizational systems. Collaboration between academia, government, and industry is crucial for driving real change. Transitional capacity in manufacturing can provide high-quality, cost-effective solutions for products that don't fit within traditional production systems. Links: Show notes: http://brandonbartneck.com/futureofmobility/bobpurcell Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ https://www.linkedin.com/in/robert-c-bob-purcell-6b7b8211/ https://purcelladvisorygroup.com/ Keywords mobility, problem-solving, optimization, systems engineering, transportation, GM EV1, technology, suppliers, cost targets, value proposition, mass reduction, efficiency, performance, first principles engineering, physics, laws of physics, aerodynamics, airflow, hybrid vehicle, teardrop shape, supply chain, organizational systems, academia, government, industry, transitional capacity, manufacturing Chapters 00:00 Introduction and Background 05:19 The Changing Landscape of Transportation 09:26 Challenges in Launching New Technology 12:34 Collaborating with Suppliers for Success 15:36 The Importance of Mass Reduction and Efficiency in Electric Vehicles 33:03 Aerodynamics and First Principles Engineering 39:27 Applying First Principles Thinking to Systems and Processes 43:39 Understanding Requirements in Real Systems Engineering 49:44 The Future of Transportation and Access 55:45 Transitional Capacity in Manufacturing 01:00:43 Thinking Differently to Improve Performance 01:01:43 Problem-Solving and Optimization in the Mobility Ecosystem 01:02:44 Rethinking Assumptions for Improved Transportation 01:03:43 Building Optimized Supply Chains and Production Systems 01:04:11 Implementing Technology Solutions for Impact in the Mobility Industry Future of Mobility: The Future of Mobility podcast is focused on the development and implementation of safe, sustainable, effective, and accessible mobility solutions, with a spotlight on the people and technology advancing these fields. Edison Manufacturing and Engineering: Edison is your low volume contract manufacturing partner, focused on assembly of complex mobility and energy products that don’t neatly fit within traditional high-volume production methods. linkedin.com/in/brandonbartneck/ brandonbartneck.com/futureofmobility/