BMW at TED2007: From left: Test driving the Hydrogen 7; Dr. Frank Ochmann, BMW's VP of Clean Energy, discusses hydrogen at a special lunch; The Hydrogen 7 in the conference Simulcast Lounge.
When we decided, in Spring 2006, to make the talks from TED public for the first time, we knew we needed a visionary sponsor -- one who believed in the mission of spreading ideas, knew the value of being first, and placed a premium on innovation.
We approached BMW because of their passion for technology and design (BMW Group Design Chief Chris Bangle spoke at TED2002) and because they had a strong history of supporting innovative media (BMW Films are a case in point). They came on board when TEDTalks was just an idea -- and a risky one at that.
In June 2006, we launched the groundbreaking podcast series TEDTalks with BMW as our exclusive sponsor. It proved a very successful experiment: The talks outpaced our expectations, drawing more than 8.5 million views to date. But what impressed us more than the numbers was the impact the talks had on viewers; bloggers wrote emotional accounts of their viewing experience, and passed a great deal of their gratitude on to BMW (With comments like, "Thank you BMW for making these available on my iPod").
This initial response convinced us we were on to something much bigger than we anticipated. And so we began to reimagine what TED might become online. The result: This new website. Also sponsored, in part, by BMW.
Through the process of working together, we've discovered a lot of common ground between BMW and TED, stemming from the fact that we're both independent, idea-driven organizations. And one of BMW's main focus points holds particular interest to many in the TED community: sustainable mobility.
BMW's Idea: Pioneering a carbon-free future
BMW has a history of not just being a pioneer in car technologies but also thinking ahead into the future. That is why in terms of a long term vision BMW has invested in a 20-year R&D project to develop sustainable transportation for a post-carbon world. Their proposed solution: Hydrogen. It's a plentiful resource. And the exhaust produced by a hydrogen engine is 99% water. It's not an uncomplicated solution. But provided we can figure out how to extract it from water cheaply, manufacture it efficiently, and build out the infrastructure of hydrogen fueling stations that will make deployment practical, it could be viable.
As a first step toward making this a reality, BMW developed the Hydrogen 7, which runs on gasoline and liquid hydrogen. It's not an end solution, but a manufacturable proof-of-concept. One they wanted the world's influencers to see up close and try for themselves.
But BMW does not stop here. In keeping with their pioneering spirit BMW launched Club of Pioneers, an open dialogue platform all about future mobility -- encouraging people to discuss, share and spread their ideas and visions on sustainable concepts.
BMW at TED2008
BMW at TED 2008:+ Offers exclusive test drives of the Hydrogen 7, so TED attendees can see for themselves how it handles and switches with the push of a button between fuel sources.
+ Exhibits the Hydrogen 7 in our simulcast lounge, where we display different approaches to alternative-fuel vehicles.
+ Hold a lunchtime discussion on alternative energy, where Jochen Schmalholz, Director CleanEnergy, will talk about BMW's vision on future individual mobility.
+ Sponsors a TED University class where Matthias Hollwich, Architect and Conceptual Designer, pioneer at Club of Pioneers, gives a talk on Econic Design as a concept engineering and space shaping approach on urban planning and building architecture.
We've been thrilled with BMW's deep engagement with the TED community both online and at our flagship conference and look forward to working with them for years to come.
Discuss your personal vision of future mobility on ClubofPioneers.com.
