THE "FEEL" of a brand - or the x-factor that differentiates one marque from another - is traditionally an elusive attribute. But nonetheless, Ford of Europe has put together a special team dedicated to the pursuit of this intangible. Andreas Woehler, a long-distance runner who listens to Bach, is the man in charge of reproducing "Ford Feel" in dynamic and engineering terms.
Name: Andreas Woehler.
Title: Manager, vehicle dynamics development, Ford of Europe.
Previous jobs: I joined Ford in 1994 as an engineer in the vehicle dynamics department, working on the Scorpio. Then I carried out CAE (computer assisted engineering) work early on in the Fiesta program. After that, I did generic work on capturing "Ford feel" by objective metrics. I returned to vehicle dynamics in 1998 as development leader for C-car programs, becoming department manager in 2000.
Nationality: German. I was born in Hamburg.
Age: 39. I will turn 40 on May 26.
Family: Married with two children, a boy age 11 and girl age seven.
Education: I studied mechanical engineering in the USA at California State University, Long Beach, in the mid-1980s. I gained an MSc in automotive engineering at the Technical University of Berlin in 1990. Then I was a research assistant at the Institute of Automotive Engineering in Berlin between 1990 and 1993.
Languages: German, French and I'm trying to polish my English.