As a case study to learn about German engineering, I am focusing on the three main German auto manufacturers (Audi, BMW, Mercedes-Benz), with an emphasis on their environmental protection approaches. I am going to look at not only the cars’ efficiency on the road but also the process of manufacturing the cars to see what measures are being taken behind the scenes. I will also look into the history of engineering in Germany as a whole in order to frame the context of the present-day German auto industry.
My preliminary research on Audi turned up some promise for the environment. Audi includes environmental awareness (along with sportiness, emotional design and quality) as a staple of their design identity. Fortunately, this appears to be more than a marketing ploy; Audi publishes their own environmental magazine labeled “Encounter,” and has been honored with the EU emblem of distinction for environmental protection due to their commitment to going above and beyond the environmental regulations that all European auto makers must abide by. Audi manufacturing plants pay special mind environmentally to “waste management, emission control, water protection, energy and environmental programmes” as stated in the environment section of their website. The website also declared that “Audi customers can be sure that maximum attention has been paid to ensuring environmental compatibility, even during manufacture of the vehicle.” Not only does Audi show commitment to minimizing their negative impact on the environment, but also a directive to nurture nature as well. In a joint research operation with the Technical University of Munich, Audi has planted over 36,000 young oaks in what they call a “CO2 reservoir” in Germany. A second forest in Hungary is currently under development as well. Audi’s motto “Vorsprung durch technik” (translated to advancement through technology) has clearly influenced their dedication to the environment in so many areas, most of which aren’t common public knowledge, nor mere marketing campaigns. The company has deemed CO2 reduction a social responsibility, taking it upon themselves to improve their environmental impact.
BMW shows similar dedication to the environment. BMW expresses an approach to overall sustainability as central to their development. This sustainability includes awareness and commitment environmentally, economically and socially. BMW was the first major European automobile manufacturer to be in accordance with the EMAS II environmental legislation regarding auto-manufacturing plants. BMW maintains awareness to the environment in their plants, but even more to efficiency in their vehicles. BMW is a leader in the development of hydrogen fuel cell vehicles, as well as developing gasoline-powered vehicles that are more efficient in the meantime. BMW is the first manufacture with a Vehicle Recycling Network in which old vehicles are stripped to be re-used in any way possible in the production of new vehicles. BMW’s Learning Centre provides free online information about street safety and environmental awareness for kids, among other things.
The LC provides resources for teachers to educate their students in these areas.
A common thread discovered so far is commitment to progress, being on the cutting-edge of auto engineering. BMW and Audi both show dedication to the environment and improving their impact on nature.
I will start off by saying that I love your topic, it is interesting as well as relevant to the class. I think that the information you have found so far is promising (for the world as well as this project). I see that so far your research has focused on the company’s environmental approaches as your thesis states, but I think that it is also important to describe the environmental regulations that all European auto makers must abide by so that as the reader I can see how much each of these companies is actually doing or not doing to go above and beyond. Also if you could find statistics of what their efforts are accomplishing and possibly translate those statistics into numbers the class could understand (i.e. the environmentally friendly practices that these companies implement saves 10 BTU per car they produce which saves 4.2 trees), hopefully you get the idea. Another interesting aspect of your topic could be on the research these companies are doing. You mention fuel cells, but it would be interesting if you researched the progress they are making on more efficient engines and new types of engines. Also, you could talk about the quality of their products and what that means for the environment. The cars these companies produce generally last 50,000 miles longer than the average car which result in less car parts going to junkyards and landfills where they continue to release harmful toxins to the earth and air. An interesting twist of your thesis would be to compare companies from several countries to determine trends in the automobile industry as well as trends across country lines.
ReplyDeleteJeff, great comments.
ReplyDeleteTanner, this is a great research project! And Jeff has some great suggestions.
ReplyDeleteHistorically, German engineering has focused on quality and precision, and understood itself as playing a role in "advancing the nation" / national progress / geist. It sounds as if you might be finding some evidence to argue that these historical dominant images are part of the discourse & practice of green auto engineering in contemporary Germany. I am interested to learn if the environmental discourses are about a safer / less toxic Germany, Europe, and/or world.
In part, I am interested in this question b/c of another concept that came out of Germany: the idea of the "risk society" (Ulrich Beck). This is the idea that in our current industrial/post-industrial age, even rich privileged people can't protect themselves from environmental toxicity.
(The idea of the risk society got particular attention in Germany, in part, b/c of the placement of nuclear power plants on its borders by France, and the movement of nuclear waste on trains through Germany. I believe there were actually new protests this summer.)
So I am curious about when and how these auto manufacturers turned towards green engineering.
It also might be interesting to look at what happened in German engineering post-merger with U.S/other Euro companies (like Chrysler). Has this produced a conflict between different country-based conceptions of environmentalism? Th EU, as a whole, has adopted the precautionary principle - does this play a role in German auto engineering? What is the impact of having Green party candidates in the German legislature?
Additionally, of potential interest, is the environmentalism of Hitler, particularly related to engineering and cars/trains (and/or of course the whole issue of significant involvement by engrs in crematoria design).
Thanks Jeff. Those were great points, I'll definitely do my best to incorporate them into my project. I appreciate the ideas!
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