February 5, 2014
BMW North America is putting its design credibility to the test during the Winter Olympics in Sochi, Russia, by creating the United States two-man bobsled team's sled.
The U.S. team enlisted BMW to design a more efficient bobsled, and the automaker has invested significant resources into the project. For a team that has not won a gold medal since 1936, looking to innovators in alternative fields may provide a crucial edge.
"As a sponsor of Team USA and four national governing bodies, BMW asked to be presented with a technical challenge," said Los Angeles-based Michael Scully, BMW's lead designer on the project.
"The USA Bobsled and Skeleton Federation reached out to BMW North America to help re-design the two-man bobsled in hopes of winning the U.S.’ first gold medal in the event since 1936," he said. "We were truly excited by the opportunity to expand our pre-existing relationship with the USBSF into a true technical partnership.
"We saw it as a natural fit to transfer our methodologies, technology and design resources to the development of the two-man bobsled. Ultimately, the objective of the program has been to enable the U.S. athletes with the very best equipment, and we see the project as a meaningful application of our key principles of vehicle development, namely efficient dynamics."
Pushing off
The BMW team was first assigned the project in 2012 and began by studying the basics of the sport. The three pivotal areas of the bobsled race had to be weighed: the start or push, the drive and the equipment.
Video still of U.S. two-man team pushing off
A host of regulatory specifications had to be considered such as dimensions, weight, construction materials and surface contours.
The level of precision needed to guide a bobsled down the narrow, winding course resonated with a design team accustomed to creating high-performance racing vehicles.
Understanding the drag created by the air and the ice also posed challenges for the team.
This year's course in Sochi has 19 curves and features technology that allows for precise temperature control. Georgian luger Nodar Kumaritashvili died on the Vancouver, British Columbia, course four years ago, so regulators have pushed for more safety measures.
"Our development process re-evaluated the complete vehicle system," Mr. Scully said. "[The] cowling aerodynamics and construction, chassis and steering geometries, athlete fitment and integration were all critical focal points.
"Computer aided modeling, Computational Fluid Dynamics, full size wind tunnel testing, on track testing and athlete scannings were all tools in our development approach," he said.
Computer aided modeling
The BMW team designed three generations of bobsleds, the first two being prototypes.
The third sled features the carbon fiber material found in BMW vehicles, replacing the previous Kevlar and fiberglass body.
A light and strong outer cowling allowed the team to distribute weight from the front of the sled to the center to improve handling and maintain momentum during curves, according to Bloomberg.
The U.S. Olympic two-man bobsled team is facing a long-standing medal drought, but if they can shave even a tenth of a second off their time, it can spell the difference between a victory and a loss.
Team USA's two-man sleds finished 10th and 12th in last year's Olympic games.
Overall, the U.S. bobsled team has the third-most medals of any country with 20, behind Germany and Switzerland.
BMW created a documentary about the design process that aired in January and is rolling out a series of ads to cash in on the positive exposure that this partnership affords.
2014 BMW Team USA Bobsled
Olympic frenzy
Other luxury brands are tapping into the energy surrounding the 2014 Winter Olympics.
For instance, U.S. apparel brand Ralph Lauren heightened its association with the United States Olympic team with a video featuring a select group of athlete brand ambassadors.
In the video, the athletes talk about their feelings about participating in the Olympics and representing the U.S. while sporting the apparel Ralph Lauren designed for the team. Ralph Lauren is continuing its legacy of outfitting the U.S. Olympic team, which gives the brand an opportunity to connect itself to the prestige of the games, and connect with fans following the sporting events (see story).
Also, French jeweler Van Cleef & Arpels highlighted an artistic relationship with Russia by expanding its high-jewelry collection Ballet Précieux to include pieces inspired by five Russian ballets.
The collection of 29 pieces will be available in Russia only for a period of time before being on display in Van Cleef & Arpels’ boutiques elsewhere in the world. As the global community gears up for the Winter Olympics in Sochi, Russia, Van Cleef & Arpels will spread awareness to affluent consumers visiting the region in a culturally-rooted way (see story).
For all brands involved, the next few weeks will yield significant exposure.
"The two-year development process in collaboration with Team USA has been an intense, exciting, and rewarding one and we’re all looking forward Sochi," Mr. Scully said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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