Gordon Murray gets the principle of dMass, even if he has never heard the term.  A native of South Africa, Murray spent most of his career designing race cars - really fast and successful race cars, like Formula One cars and the MacLean F1.  Cars that won a lot of Grand Prix world championships.   Six years ago, Murray became interested in the real world, where ever more people are wanting (and demanding) access to mobility in the midst of a shrinking resource base needed to build, service, and fuel vehicles.  Since that time, Murray has been focusing his design team's expertise on creating cars that carry three people safely, weigh a fraction of a traditional car, have a quarter of the footprint, use very little fuel, and are fast.   

From a dMass design perspective, what is most significant is that Murray's new car design is the result of rethinking, beginning with the function - the real wealth producing value - of cars, and then finding ways to provide that function with the least possible resources and the least possible negative impacts.  The design is the embodiment of brainpower reinvested to expand wealth while reducing the resource mass required to do it.  Compared with current models, the new car design reduces mass in mining resources, in manufacturing, in distribution, in fuel use, and in infrastructure required.  

Check out yesterday's BBC story on Murray's car  or visit his company's website.

1 Comment