Ariel Motor Company

uses bramble

Ariel Motor Company

Ariel Motor Company, operating from rural premises on the outskirts of Crewkerne in Somerset, was established in 1999 with the first version of the now iconic Ariel Atom being delivered to customers in 2000. With over 2500 cars having been produced the Atom is now in its fourth generation and was joined by the Ariel Ace motorbike in 2014 and Ariel Nomad in 2015.

They have an in-house knowledge and capability across a broad range of technology, structures and drivetrains in niche volumes, most recently shown in the 4 wheel drive, range extended electric HIPERCAR released in 2022.

The Challenge

We know use of simulation early and often in the product development lifecycle reduces development costs and time to market, whilst increasing profit margins. But simulation is not open to all. Many niche vehicle manufacturers such as Ariel are presented with significant cost and knowledge barriers that prevent the widespread adoption of simulation in their own development lifecycles.

Prior to now, Ariel have relied on external consultants such as TotalSim for its CFD simulation work. However, the cost of this has forced Ariel to limit the number of simulations, impacting the development of their vehicles. Ariel was looking for ways they could continue to develop their vehicles without dramatically increasing the cost.

The bramble solution

After a morning of training and with bramble’s easy-to-use tools, and high-fidelity best practice workflows Ariel were running simulations. The many safety features within bramble ensured results were of a high fidelity and the user-friendly tools and database allowed Ariel to run simulations and analyse results with little or no CFD experience.

bramble was able to provide high fidelity simulations at affordable prices for Ariel. Thanks to its PAYG simulations which has no license or subscription fees and the fact that bramble is in the cloud so no additional hardware was needed.

The bramble solution

After a morning of training and with bramble’s easy-to-use tools, and high-fidelity best practice workflows Ariel were running simulations. The many safety features within bramble ensured results were of a high fidelity and the user-friendly tools and database allowed Ariel to run simulations and analyse results with little or no CFD experience.

bramble was able to provide high fidelity simulations at affordable prices for Ariel. Thanks to its PAYG simulations which has no license or subscription fees and the fact that bramble is in the cloud so no additional hardware was needed.

Value Realised

Ariel was able to continue developing their vehicles beyond what budget had previously allowed. With minimal CFD knowledge they were able to successfully use the bramble platform to undertake, in-house, detailed aerodynamic development of their vehicles. Previously, this would have been by external consultants.

Access to BRAMBLE software has given us in-depth insight into the aerodynamics of our vehicles. It has helped indicate and solve problem areas that would have never been found otherwise. This level and speed of analysis would not have been financially viable for small companies like us without a ‘PAYG Do it Yourself system’. We now use BRAMBLE on every project.

Simon Saunders

Founder and Director, Ariel Motor Company

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