Vehicle engineering
The Tech Company way
Services
We listen to the client’s needs and tailor any service to their specific requirements. We will always do the right thing for our client and their product. Our main areas of expertise are shown below:
Vehicle dynamics definition and tuning
Whether it be:
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Benchmarking and target setting
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Concept design/system-selection
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Physical and digital development and tuning
Dynamics is a speciality at Cruz. The founder has over 20 years of experience in this field covering both digital and physical development. The result of which has received strong praise from the media.
Whole vehicle attribute definition and management
One of the most challenging aspects of laying out a vehicle is to balance the attribute requirements of the product to be compatible and achievable. With the extensive experience we have, we can provide you with:
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a coherent set of targets
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progress tracking
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adaptation to any changes needed as the delivery process evolves.
Team leadership and project management
Strong leadership and programme management are critical foundations needed for any vehicle project. We understand the importance of this. Our style is to:
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support and empower
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ensure milestones are met and celebrated
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ensure any difficulties are handled in a positive and compassionate manner
A word from the founder
Wayne Doyle
The name Cruz is synonymous with motion and movement in line with my extensive experience in vehicle dynamics and vehicle tuning. It also has a personal connection to my career chapter in California that began in 2014 when I found myself living in the foothills of the Santa Cruz mountains.
Disruption the Silicon Valley way
This was right at the advent of the West Coast automotive industry being formed. The Silicon Valley culture felt very alien to me at first. There was an almost obsessive desire to ‘not do’ anything the way it had been done before. The desire to rip up the rule book and think again. I quickly began to see that this was the right approach and it became infectious!
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If you change nothing, nothing changes.
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It really resonated with the creative side of me, something I cherish. The industry was not going to pivot from decades of repetition without a different approach. Making previously thought impossible manifestations become possible. Innovate not iterate. It was incredibly formative for who I am now.
Mission Success
I believe that it is critical to figure out what ‘mission success’ looks like before going headlong into finding whatever solutions are required to achieve it. Find mission success and then, go fast! With the right-sized level of governance and control. Collaborating, trusting and celebrating on the way. This is universal whether it be for a more traditional product line or for products that have never been seen before
My Journey
I have been incredibly blessed and fortunate to have worked at some of the most prestigious companies on the planet.
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JLR - GM - Aston Martin - Tesla - Apple - Lotus - REE.
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I have seen many different ways to solve the same puzzle of product design and development. It has covered stealth-mode start-ups, brand-renaissances as well as very well-established strong brands and a vast array of product lines and types including:
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Saloons/Sedans - SUVs - Sports cars - GTs - Supercars -Vans - Trucks - Autonomous technologies​
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Each company's approach had its merits and de-merits and each product needed its own detailed approach to deliver. But the important thing I learned from all this experience was to take the good approaches with you, to learn from the less-good ones and, from a product perspective, ensure the right effort is put into the right areas for the product to succeed.
Cruz is also my family dog's name. We named him to evoke the same feelings of the mountains. When he is not being a mischievous Jack Russell, we can say his name and be taken back there in an instant.
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