North East Immersive Technology Specialists To Support Aston Martin’s Electrification Strategy

Fuzzy Logic Studio - an award-winning immersive technology company - is set to help accelerate Aston Martin’s high-performance electrification strategy.

The North Tyneside-based business is one of six partners forming a collaborative research and development project led by the automotive manufacturer. Following a competitive process, Project ELEVATION was recently awarded £ 9 million of government funding through the Advanced Propulsion Centre UK (APC). It will support the advancement of the carmaker’s luxury BEV platform and enable a route to net zero, including investment in vehicle light-weighting and a digital toolchain.

A key element of the project centres around the need to reskill, upskill and new skill Aston Martin’s workforce in vehicle electrification. To achieve this, Fuzzy Logic Studio will lead on delivering immersive learning solutions using innovative Augmented Reality, Virtual Reality and Mixed Reality technologies.

Harvey Trent, Managing Director of Fuzzy Logic Studio, said: “We are delighted to announce our involvement in Project ELEVATION and look forward to collaborating with all the partners over the coming years. In the quest for sustainable transportation, immersive technologies have emerged as a powerful tool to advance the automotive electrification sector. Leveraging Augmented Reality, Virtual Reality and Mixed Reality technologies, we will focus on enhancing Aston Martin’s internal training programmes to build a competent workforce to deliver its electrification strategy.”  

Aston Martin is planning to launch its first all-electric vehicle in 2025. By 2026 all new model lines will feature an electrified powertrain option, with the long-term objective for its core range to be fully electrified by 2030.

Roberto Fedeli, Group Chief Technology Officer of Aston Martin, said: “The award of funding from the APC is another major boost to our electrification strategy and constant strive for innovation. Providing further resources to explore the possibilities of our bespoke BEV platform, it will help achieve our ambition to be an in-house BEV technology leader in the ultra-luxury, high-performance segment. We look forward to progressing this project with our collaborative partners and thank the APC for their incredible support.”

Ian Constance, APC Chief Executive Officer, added: "This latest round of funding coincides with the APC’s 10th anniversary. We have seen over £1.4 billion of investment into automotive projects since the APC was set up, and I am proud of the impact that we have made here in the UK.“This latest announcement includes a diverse set of OEMs and suppliers that demonstrate the strength of UK automotive. They will further add to our portfolio of innovative projects and continue to drive the UK to deliver on its net zero ambition."

The other partners forming the consortium are the Manufacturing Technology Centre, Expert Tooling & Automation, Creative Composites, and WMG, University of Warwick.

Based in North Shields, Fuzzy Logic Studio specialise in creating immersive learning experiences that build competence at scale. Using tactile game-based learning principles, it delivers engaging solutions that improve knowledge retention and reduce training times. Clients include High Value Manufacturing Catapult, Anglo American, Tyne Metropolitan College, Roche, Hyundai, Microsoft, and the United Nations (UNIDO).