Brand Identity In the Global EV Market w/ Joe Grace

AVL's Reimagine Mobility Podcast

In this episode Stephan sits down with Joe Grace to discuss global mobility trends, the role of hybrids in the future, the next advancement in passenger vehicles, and differentiating between brands.
Electric vehicles (EVs) are a growing category, with hybrids, plug-in hybrids, and range-extended electric vehicles featuring gas engine generators for electrical power. These vehicles have variable-sized batteries, ranging from the minimum to some in some cases. Larger batteries can provide the EV experience if the consumer plugs in and charges up while consuming the battery, allowing the gas engine generator to generate electrical power. The complex emission requirements and electrification issues make EVs challenging to achieve. Some manufacturers strive to achieve a fully electric solution with zero emissions while providing the necessary range. However, North America's truck market is particularly challenging, with pickup truck owners used to heavy payloads, towing, and long distances. The Cybertruck, a new offering from Ford and General Motors, aims to meet these consumer needs, but it is challenging to meet all their needs.

Manufacturers face challenges blending passenger cars with electric vehicles due to pressure on aerodynamics and energy efficiency. The general shape of sedans and crossover SUVs is similar, making it difficult to differentiate between them. The convergence of shape and performance is particularly challenging for electrified vehicles, which offer incredible performance numbers. To differentiate and maintain brand consistency while providing a unique experience, manufacturers must differentiate their products while still appealing to consumers.

Recently retired from Stellantis, Joseph M. Grace led the Physical and Functional Design & Integration organization. In this assignment Grace had responsibility for the global development of all Stellantis product programs from Concept Development, Virtual Engineering and Vehicle Integration through final Validation across the 14 Stellantis brands. The group has responsibility for all segments and global markets. Prior to this assignment, Grace led the Total Vehicle Integration organization at Fiat Chrysler Automobiles which led all vehicle development, integration and validation globally.

From 2018 to 2021, Grace was responsible for Maserati Product Development in Modena, Italy with full responsibility for Maserati and Alfa Romeo product programs. From 2012 to 2018 was responsible for Advanced Concepts and Platform Development at FCA. In this position, Grace led the creation phase for all future vehicle programs and the development of new architectures to support global applications.

Previously, he held the position of Vehicle Line Executive – Street and Racing Technology (SRT) and A/B Segment Vehicles, Chrysler Group. In this position, Grace was responsible for the engineering management of all current and future SRT vehicle platforms along with the on-track motorsports efforts for factory-supported motorsports teams. Grace was also responsible for A/B Segment Vehicle Programs.

First joining the former Chrysler Corporation in 1985 as a product engineer, Grace led numerous product programs in Body Engineering, Vehicle Integration, Manufacturing and Program Management.

Grace holds a Master of Business Administration degree from University of Michigan (1992), a Master of Science degree in mechanical engineering from the University of Michigan-Dearborn (1987) and a Bachelor of Science degree in mechanical engineering from the University of Notre Dame (1985).

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