With cars, it's always been about freedom — and about going faster.
That doesn't change when it comes to the design and development of tomorrow's vehicles. With electric vehicles, innovation is moving faster than ever. The pedal-to-the-metal pace automakers are establishing is changing the game for suppliers, offering new challenges and opportunities along the way.
That makes this an exciting time to be in the auto innovation space, according to Chris Couch, Cooper-Standard Automotive Inc.'s senior vice president and chief technology and procurement officer.
But with that excitement comes challenges.
"It is not easy to balance the need to go fast for innovation related to electrification with the other requirements of developing or launching automotive products," Couch said. "And I think it is putting a lot of pressure on companies to make difficult choices about where to spend the R&D dollars."