Automotive Engineering - June 2021 - 15

COVER STORY
TEARDOWN
TITAN
Munro & Associates is
leading competitive
analysis into the EV
age - and spreading
the gospel with a global
YouTube fan base.
by Lindsay Brooke
Sandy Munro among
thousands of highly scrutinized
Tesla Model 3 components
in his company's expansive
Auburn Hills tech center.
C
ompetitive benchmarking has long played a vital role in the
auto industry, but until recently it's been an insider's game.
Then came a surprise hit on YouTube: Munro Live. The ongoing
series (https://www.youtube.com/c/MunroLive/videos)
is informative, addictive and valuable for those involved in vehicle
development and manufacturing. It's a must-see for engineers seeking
to understand the relationship between cost and quality - particularly
as the industry transitions into the electric vehicle (EV) age.
Who could have guessed that in 2021, YouTube viewers would
flock to watch veteran benchmarking expert Sandy Munro expose
the inner workings of the mysterious " octovalve " heart of Tesla's
HVAC system? In dozens of episodes, he has compared EV electrical
architectures, detailed the intricacies of the new 4680-format battery
cell, revealed new applications of rivet-bonding, cracked open the
latest EV power inverters and explored the trend toward large castaluminum
vehicle structures and the processes used to make them.
To its fast-growing fan base - now 166,000 online subscribers
strong-the charmingly folksy Munro Live is YouTube heaven.
AUTOMOTIVE ENGINEERING
" It's been phenomenally successful for our business, "
noted Munro - a disciple of lean-design guru
W. Edwards Deming - who founded his eponymous
Munro & Associates engineering and consulting firm
33 years ago. The YouTube videos have generated millions
of views and have become a profit center for the
company. They've also been a boon for recruiting.
" We had to reinvent ourselves in the wake of the pandemic, "
he explained. " This meant broadcasting ourselves
in a different way. " He credits his son Alistair and
new company president Cory Steuben for encouraging
him to try YouTube as a platform in early 2020. " I was
on the fence about it; our engineers pooh-poohed the
idea, " Munro, the CEO, noted. " But the videos really
changed our sales model. As a result, companies in
need of our expertise became familiar with what we do
and started giving us a call. We began getting work
from people whom we wouldn't have guessed. "
June 2021 15
LINDSAY BROOKE
https://www.youtube.com/c/MunroLive/videos

Automotive Engineering - June 2021

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Automotive Engineering - June 2021 - CVR4
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