#228 – Dr. Robert Prucka | Clemson Deep Orange – Real Project Experience for Future Automotive Engineers

Aseem Kapur is Chief Revenue Offer at GM Energy. He joins to discuss the company's commitment to an all-electric future and the various strategies they are implementing to drive EV adoption. He highlights the importance of customer value propositions, home energy management systems, and commercial solutions for fleet electrification. The conversation also touches on the challenges of public charging infrastructure and the lessons learned by GM Energy as they navigate the rapidly changing landscape of sustainable transportation. Links: Show notes: http://brandonbartneck.com/buildingbetter/aseemkapur Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ linkedin.com/in/brandonbartneck/ https://gmenergy.gm.com/ Takeaways GM Energy is focused on delivering world-class charging and energy management solutions. The mission is to drive EV adoption through education and infrastructure expansion. A comprehensive portfolio of EVs sets GM apart in the market. Bidirectional charging capabilities allow EVs to power homes and share energy with the grid. Customer experience is central to GM Energy's strategy. Home energy management systems can provide energy resilience and independence. Commercial solutions are tailored to meet the unique needs of fleet customers. Public charging infrastructure remains a significant challenge for EV adoption. GM Energy has learned valuable lessons in navigating the evolving energy landscape. The partnership with utilities is crucial for the deployment of innovative energy solutions. About Aseem Aseem Kapur leads GM Energy’s product portfolio which includes hardware, software, and services for EV charging and energy management. Kapur’s teams help to drive the product line strategy across retail, fleet, and utility energy management, an effort which includes identifying new product offerings with strategic partners, to market positioning and launching products with customers. Aseem’s previous roles at General Motors have included Director of Digital Business Technology, where he was responsible for the development and execution of the digital product roadmap for GM’s Energy Cloud, as well as the overall growth of the GM Energy business. This included creating strategic partnerships with energy companies and large commercial fleet customers and providing seamless and integrated energy management solutions designed to drive adoption of EV’s and improve grid resiliency. Prior to joining GM, Aseem was the Director of Distribution Planning for Con Edison where he was responsible for integration of renewables and electric storage, developing marketplace for clean energy resources, and long-term planning for New York City’s electric grid. About GM Energy GM Energy, a wholly owned subsidiary of General Motors, is focused on expanding and accelerating a holistic energy ecosystem through new products, software and services, including broadening access to EV education and resources, expanding public charging infrastructure, and developing new energy management solutions for customers Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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.

Lowell Mora joins to discuss the critical role of finance in business strategy, particularly for family-owned businesses. Lowell shares his extensive experience as a CFO, emphasizing the importance of financial planning, analysis, and the need for businesses to adapt and prepare for transitions. The conversation explores the nuances of financial functions, the significance of cash flow forecasting, and the complexities of business valuation, including the impact of diversification on risk and opportunity. Lowell discusses various aspects of business strategy, including vertical integration, learning from mistakes, diverse sales approaches, optimizing operations, navigating business transitions, and building trust in transactions. He emphasizes the importance of understanding the unique needs of different sales processes and the necessity of a holistic approach to operational optimization. Additionally, he explores the complexities involved in selling a business and the creative solutions that can arise during this process. Links: Show notes: http://brandonbartneck.com/buildingbetter/lowellmora Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ linkedin.com/in/brandonbartneck/ https://www.impactcfo.net/ Lowell Mora Bio: Lowell Mora, President of Impact CFO, brings a wealth of expertise in leading small to mid-sized businesses. His extensive experience spans both family-owned and private equity-owned companies, making him a versatile and strategic advisor to CEOs. Lowell excels in driving record growth and profitability, particularly in equipment business models, working with manufacturers and industrial products, percentage of completion accounting, and managing multimillion-dollar contracts. He is also proficient in leading ERP implementations. With his deep financial leadership across diverse industries, Lowell offers a unique perspective on every project. As a Fractional CFO, he provides invaluable financial oversight, guiding numerous businesses through complex transactions and strategic initiatives. His expert financial guidance has helped businesses navigate transitions and achieve their financial goals with precision and expertise. Focused on driving growth and profitability, Lowell collaborates with businesses of all sizes to implement cost-effective strategies and streamline operations, ensuring long-term success. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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.

This episode is focused on the intersection of systems engineering and business building, emphasizing the importance of creating a sustainable and impactful company culture. It explores the complexities of product development, strategy, sales, marketing, and recruiting, highlighting the need for all functions within a business to work collaboratively towards a common goal. The episodes underscores the iterative nature of these processes and the significance of optimizing the entire system rather than individual components. Links: Show notes: http://brandonbartneck.com/buildingbetter/businessbuilding Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ linkedin.com/in/brandonbartneck/ Takeaways Building a sustainable company requires a focus on systems engineering. Culture is crucial for making a meaningful impact. Strategy is foundational for long-term success. Sales and marketing must align with company values. Recruiting the right people is essential for growth. All business functions must work together effectively. Flexibility and reliability are key in manufacturing. Iterative processes are necessary for continuous improvement. Optimizing the whole system leads to greater impact. Collaboration is vital for successful partnerships. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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.

Santosh Kottalgi discusses the critical aspects of Noise, Vibration, and Harshness (NVH) in automotive engineering, emphasizing its growing importance in vehicle design. He explains the core principles of vibration and acoustics, the various sources of noise in vehicles, and how engineers approach optimization. The discussion also covers the role of simulation in detecting and mitigating production problems, the integration of AI in NVH studies, and the challenges posed by electrified propulsion systems. Santosh highlights the need for active sound management in electric vehicles and the future trends in NVH and vehicle design. Links: Show notes: http://brandonbartneck.com/buildingbetter/santoshkottalgi Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ linkedin.com/in/brandonbartneck/ https://www.ansys.com/events/transportation-summit https://www.linkedin.com/in/santoshkottalgi/ https://www.ansys.com/ Takeaways NVH is becoming increasingly important in vehicle design. Understanding vibration and acoustics is essential for engineers. Engineers typically address individual noise problems before integrating solutions. Simulation significantly reduces the time needed for product testing. AI can enhance the efficiency of NVH simulations. Active sound design helps create a desirable auditory experience in vehicles. Tire noise is a major concern for electric vehicles. The perception of sound is crucial for driver comfort. Each vehicle component must meet specific noise and vibration criteria. Creating a unique sound signature for vehicles is becoming necessary. Santosh Bio: Santosh Kottalgi is a Principal Application Engineer at Ansys, Inc. Over 18 years, Santosh has gained extensive experience in Automotive, Aero, Electronics, and industrial engineering, collaborating with research engineers from startups to Fortune 500 OEM companies. He specializes in NVH and Acoustics with Multiphysics analysis for vehicle electrification and other automotive applications. Company description When visionary companies need to know how their world-changing ideas will perform, they close the gap between design and reality with Ansys simulation. For more than 50 years, Ansys software has enabled innovators across industries to push boundaries by using the predictive power of simulation. From sustainable transportation to advanced semiconductors, from satellite systems to life-saving medical devices, the next great leaps in human advancement will be powered by Ansys. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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.

Tim Noonan is the founder and CEO of Evertrak, a company dedicated to revolutionizing the railway industry with sustainable, high-performance solutions. Links: Show notes: http://brandonbartneck.com/buildingbetter/timnoonan Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ linkedin.com/in/brandonbartneck/⁠ https://evertrak.com/about-us/ https://www.linkedin.com/company/evertrak/ https://www.linkedin.com/in/tim-noonan-8533681ba/ Takeaways Tim Noonan emphasizes the importance of understanding the purpose behind business activities. Evertrak is focused on creating sustainable railroad ties using composite materials. The railroad industry faces significant challenges with traditional wooden ties failing prematurely. Building trust with customers is crucial for long-term success in the industry. The value proposition must focus on total cost of ownership rather than just price. A strong company culture is built on love, respect, and valuing employees as individuals. Tim believes that capitalism can be a force for good in society. The journey of innovation often involves mistakes and learning from failures. Creating a supportive environment for employees leads to better performance and satisfaction. Tim encourages others to have the courage to pursue their unique paths in life. Tim Noonan Bio Tim Noonan is the founder and CEO of Evertrak, a company dedicated to revolutionizing the railway industry with sustainable, high-performance solutions. Since founding Evertrak in 2017, Tim has been steadfast in his mission to build a team that drives innovation into a segment of the railroad industry that has not changed since the Civil War: Railroad ties. Tim is committed to making a positive impact on the environment and the community, fostering a culture where innovation and care go hand in hand. About Evertrak Evertrak is a leading innovator in sustainable railway solutions. Keywords railroad innovation, sustainable solutions , railway industry, composite materials, company culture, entrepreneurship, environmental impact, business strategy Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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.

Rob Prucka the Professor of Motorsports Engineering within the Department of Automotive Engineering at the Clemson University and director of the Deep Orange program. He joins to discuss the importance of real-world experience in engineering education, the role of systems engineering and problem-solving skills, and how understanding customer needs is crucial in vehicle design. Rob shares insights on unique selling propositions in vehicle development, the balance between innovation and practicality, and the significance of mentorship and learning from failure. Links: Show notes: http://brandonbartneck.com/buildingbetter/robprucka Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ About (cuicardeeporange.com) Deep Orange 15 (cuicardeeporange.com) Takeaways Real-world experience is crucial for engineering students. Systems engineering is essential for understanding complex problems. Identifying customer needs is a key part of vehicle design. Unique selling propositions help guide product development. Technology integration is vital for modern vehicle design. Balancing innovation with practical constraints is challenging. Mentorship plays a significant role in student development. Learning from failure is an important part of the process. Communication skills are critical in engineering teams. Continuous learning is necessary to stay relevant in the industry. Dr. Robert Prucka Dr. Prucka is the Professor of Motorsports Engineering within the Department of Automotive Engineering at the Clemson University. His research and teaching interests include the design, control, calibration, performance and emissions of advanced powertrain systems. He is currently researching the use of artificial intelligence and/or optimal control strategies for the design and operation of electrified powertrains used in autonomous off-road vehicles. Clemson University Automotive Clemson is at the forefront of shaping the future of mobility. From electric vehicles, to self-driving cars, to off-road vehicles that can withstand the most treacherous terrains, Clemson is driving innovative transportation solutions for a changing world. Deep Orange is a vehicle prototype program at the Clemson University International Center for Automotive Research for the pioneering education, research and industry collaboration within the graduate degree programs in automotive engineering. The program gives graduate students the extraordinary opportunity to create a prototype vehicle in two years—this marks the only student program of its kind that begins with an idea and culminates with the fabrication of a fully-functional vehicle concept. Students create their own full[1]scale vehicle from scratch and pitch their prototypes to industry partners. Skills and experience gained during this two-year journey make our graduates highly desirable hiring targets for major original equipment manufacturers (OEMs), tier 1 suppliers, and innovative startups. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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. Brandon Bartneck LinkedIn: linkedin.com/in/brandonbartneck/

Broc TenHouten is Co-founder and CEO at Intrinsic Power, a company that actively manages infrastructure in real time allowing for more chargers to run at higher power without expensive infrastructure upgrades. Links: Show notes: http://brandonbartneck.com/buildingbetter/broctenhouten Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ https://www.intrinsicpower.com/ Takeaways: The EV charging market faces significant infrastructure challenges. Intrinsic Power aims to triple the number of chargers at existing locations. Intelligent energy management is key to optimizing charging solutions. Understanding customer behavior is crucial for effective charging solutions. The current charging technology is outdated and needs innovation. A strong team is essential for developing differentiated technology. Being capital light helps in building a sustainable business model. The electrification movement requires localized energy solutions. There is a growing demand for distributed energy solutions. Collaboration and innovation are necessary to solve the charging infrastructure problem. Broc TenHouten Bio: Broc is an experienced technical leader with a general management background in the commercialization of EV technology. Broc was COO and chief engineer of Divergent 3D, developer of the 3D-printed 21C hybrid hypercar. He served as director of technology development at EnerSys Advanced Systems and led the engineering and industrialization of multiple electric vehicle and energy storage companies. Broc began his career at General Motors, where he held various positions in vehicle development. Broc has more than 50 vehicle technology patents issued or in process. He holds an MBA from the University of Michigan-Ross and a BS in Mechanical Engineering from UC Berkeley. About Intrinsic Power: Intrinsic Power actively manages infrastructure in real time allowing for more chargers to run at higher power without expensive infrastructure upgrades. Keywords EV charging, energy management, electric vehicles, infrastructure, sustainable business, technology innovation, customer experience, distributed energy, CEO insights Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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. Brandon Bartneck LinkedIn: linkedin.com/in/brandonbartneck/

Andy Bennett is CEO of EVolve, a Vontier Company featuring Driivz and Sparkion. Takeaways EVolve focuses on software for vehicle electrification. Energy management is crucial for optimizing charging infrastructure. Customer experience in EV charging is complex but essential. Active energy management can significantly increase charging capacity. The U.S. is lagging behind Europe in EV charging infrastructure. Integration of software solutions is key to improving EV charging. A sustainable business model is necessary for long-term success. Personal motivation drives innovation in the EV space. The future of EV charging will see rapid advancements. Patience is needed as the U.S. transitions to widespread EV adoption. Links: Show notes: ⁠http://brandonbartneck.com/buildingbetter/andybennett⁠ Edison Manufacturing Exchange: ⁠https://brandonbartneck.substack.com/publish/home\⁠ Survey results for changing consumer preferences around charging ⁠HERE⁠ and ⁠HERE⁠ Recent update on Driivz moving to Raleigh, NC HERE Recent update on Konect customers and momentum HERE About Andy Bennett Andy Bennett was appointed CEO of EVolve, a Vontier Company, in 2023. Andy spearheads EVolve’s strategic vision to play a crucial role in creating a sustainable global mobility network. Key to EVolve’s customer offer are the market-leading Driivz and Sparkion technology platforms, which provide an interoperable electric vehicle charging and energy management platform solution that enables EV charging providers and fleet operators to simplify and facilitate EV charging economically, at scale, while delivering an exceptional charging experience for customers. Andy has over 27 years of experience scaling software companies focused on the energy industry. Previously, he was the CEO of mPrest, led sales for IBM's AI Applications Business Unit, and served as the GM of Schneider Electric's Energy Business Unit. About Vontier Vontier (NYSE: VNT) is a global industrial technology company uniting productivity, automation and multi-energy technologies to meet the needs of a rapidly evolving, more connected mobility ecosystem. Leveraging leading market positions, decades of domain expertise and unparalleled portfolio breadth, Vontier enables the way the world moves – delivering smart, safe and sustainable solutions to our customers and the planet. About Driivz Driivz, a Vontier (NYSE: VNT) company and part of its EVolve™ e-mobility portfolio, is a leading global software supplier to EV charging operators and service providers, accelerating the plug-in EV industry’s dynamic and continuous transformation. The company’s intelligent, cloud-based platform spans EV charging operations, energy management, advanced billing capabilities and driver self-service tools. Driivz’s team of EV experts serves customers in more than 30 countries, including global industry players such as EVgo, Shell, Circle K, Volvo Group, Centrica, Recharge, St1, ElaadNL, ESB, Mer, Francis Energy, Ennet Corporation and eMobility Power. About Sparkion Sparkion, a Vontier-owned (NYSE: VNT) company, is a leader in energy management solutions for the behind-the-meter industry, with a focus on electric vehicle charging infrastructure (EVSE). Sparkion’s AI-driven Energy Platform enables EV site owners, fleet operators and businesses to optimize energy usage and consumption in real-time, maximize the use of on-site renewables and become energy resilient. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. 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.

Billy Evers is Head of Robotics for the Americas at Hesai Technology, a leader in LiDAR solutions. They discuss the evolution of LiDAR technology, its critical role in autonomous vehicles, and the importance of performance and reliability. Billy shares insights on manufacturing challenges, geopolitical risks, and the future of autonomous driving. The conversation also touches on market segmentation, customer focus, and the healthy competition within the LiDAR industry. Links: Show notes: http://brandonbartneck.com/buildingbetter/billyevers Edison Manufacturing Exchange: https://brandonbartneck.substack.com/publish/home\ https://www.linkedin.com/in/billy-evers-935b0a7b/ https://www.hesaitech.com/ Takeaways: LiDAR may be essential for the development of autonomous vehicles. HSI Technology has shipped over 400,000 LiDAR sensors globally. Performance and reliability are the top priorities for Lidar sensors. Manufacturing quality is crucial for scaling production. The aesthetics of LiDAR sensors have improved significantly over the years. Healthy competition in the LiDAR industry drives innovation and improvement. Geopolitical risks can impact manufacturing and supply chains. LiDAR technology is becoming more affordable and accessible. Market segmentation helps stabilize revenue forecasts for companies. The future of autonomous driving will likely include integrated LiDAR solutions. Billy Evers Bio: Meet Billy Evers, a dynamic leader as the Head of Robotics-Americas at Hesai Technology. With a rich background as a Marine Corps veteran and former collegiate athlete, he embodies a strong sense of commitment and resilience. An ardent advocate for family values, Billy is the proud father of four daughters and a dedicated husband. He maintains an active lifestyle fueled by his passion for fitness and a comprehensive reading habit that keeps his mind sharp. With each chapter of his life, Billy continues to push boundaries, merging technology with the principles of discipline and hard work. About Hesai: Hesai Technology (Nasdaq: HSAI) is a global leader in lidar solutions. The company’s lidar products enable a broad spectrum of applications including passenger and commercial vehicles with Advanced Driver Assistance Systems (ADAS), autonomous driving vehicles, and robotic applications such as last-mile delivery robots and AGVs. Hesai seamlessly integrates its in-house manufacturing process with lidar R&D and design, enabling rapid product iteration while ensuring high performance, high quality, and affordability. The company’s commercially validated solutions are backed by superior R&D capabilities across optics, mechanics, and electronics. Hesai has established offices in Shanghai, Palo Alto, and Stuttgart, with customers spanning over 40 countries. Building Better Building Better with Brandon Bartneck is focused on the people, products, and companies that are creating a better tomorrow, often in the transportation and manufacturing sectors. This show was previously called the Future of Mobility podcast. I aim to have real, human conversations to explore what these leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. If you care about making an impact then this show might be for you. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, impact, leadership, and more. 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. Brandon Bartneck LinkedIn: linkedin.com/in/brandonbartneck/

The Future of Mobility podcast has been renamed to Build Better. This special episode explains why.