May 17, 2020

Air taxi deep dive: Porsche and Boeing aim for urban aerial luxury

Digital Transformation
Electric vehicles
Harry Menear
6 min
Porsche and Boeing's stunning new concept for a 'premium air taxi'
This week, Volkwagen’s German luxury car brand Porsche announced that it is entering into a new partnership with airplane manufacturer Boeing to desig...

This week, Volkwagen’s German luxury car brand Porsche announced that it is entering into a new partnership with airplane manufacturer Boeing to design and build an electric flying vehicle for use as transportation in urban environments. The battle for the emerging air taxi market has a new combatant. 

Even though the flying Delorians powered by nuclear fusion that Steven Spielberg promised us failed to materialise by 2015 (something I’m still bitter about) the hover cars that fill the smog-choked skies of the hyper-urban future in films like Blade Runner 2049 may be a timely prediction. Don’t let me down, Denis Villeneuve. 

Being dragged, kicking and screaming, from the pages of pulp science fiction and ‘auter dystopian cinema’, the flying taxi may be about to enter our lives in a huge way. Earlier this year, a report released by Nexa Advisors estimated that, between 2020-40 there is a direct value of $318bn to be captured from the burgeoning market. That figure includes about $244bn in operator revenue, $32bn in operating costs associated with infrastructure and airspace management, and $41bn in eVTOL vehicle sales, based on a study of 74 cities across the globe identified as capable of supporting an air taxi market. 

Meet Volocopter: The first to take flight

The first ever successful flight of an air taxi in an urban environment was carried out in Dubai in 2017. As early morning mist bathed the city in soft pink light, an ‘autonomous air taxi’ built by German startup Volocopter rose into the air, completing a 200 meter test flight. 

Image courtesy of Volocopter
Concept art for the new Voloport, for all your short-haul aerial transportation needs - courtesy of Volocopter

Volocopter’s business model is based around its proprietary VoloPorts, futuristic terminals built in collaboration with UK startup Skyports. The two firms began their partnership earlier this year and have obtained permission to test the concept in Singapore on 22 October - weather permitting. 

“In the end, we want to have Volocopter systems here in Singapore as a public transport system for business travellers or tourists,” said Alexander Zosel, Volocopter co-founder told the press. 


The company says it wants to start operating public routes in the next two to three years, for around the cost of a limousine ride, and that Singapore, Dubai and Frankfurt are all top contenders for its first route. 

Meet the rest: Flocking together

Volocopter may have been the first company to successfully trial its eVTOL vehicles, but in the last two years it has found itself in an increasingly crowded marketplace, as startups and major firms scramble to get their taxis into the air. 

Uber Air is currently working to start tests of its aerial ridesharing offering to cities around the world as early as next year. Recently, Melbourne joined Dallas and Los Angeles in becoming the first cities to offer Uber Air flights, with the goal of beginning demonstrator flights in 2020 and commercial operations in 2023. The company is currently working with five manufacturers, Embraer, Bell, Boeing subsidiary Aurora, Pipistrel and Karen Aircraft on eVTOL concepts that Uber Air says will be safe, quiet, and environmentally conscious, and will support other transportation options. 

In a race to nail down a successful go to market strategy and demonstrate a functional product, German startup Lilium has been in discussions with investors to raise a round of funding between $400mn and $500mn. “It’s not only a benefit in terms of relieving society from transit traffic, but the much, much bigger benefit would be that everyone can use it and that people can get to their destination five times quicker, basically a five times increase of their daily radius of life,” Lilium founder and CEO Daniel Wiegand said in 2017. “This connectivity is going to be a huge benefit to society but also economic growth.” 

Lilium's proof of concept jet that the German startup hopes will net it $500mn in VC funding - courtesy of Lilium
Lilium's proof of concept jet that the German startup hopes will net it $500mn in VC funding - courtesy of Lilium 

As with any new form of transportation or technology, the race between market entrants isn’t just to see who can do it first, but who can do it cheaply and sustainably, as well as overcoming the social and political boundaries to adoption. 

“The more I cover this, the more and more concerned I become that this is just another low-volume aerospace market,” said Aviation Week reporter Graham Warwick on the publication’s weekly podcast. 

“It’s no longer a technical issue,” Warwick continued. “It’s no longer even a regulatory issue. It’s a political and a social issue. Can you actually get people to ride into these things, cities to allow people to ride in these things, and then can you get the price down to the point where it becomes…a level of public transport that people don’t point at it every time it flies over your head and say, ‘Rich people fly that, and I don’t like it, so I don’t want it here.’ Until we get the social barriers removed, the political barriers removed, I don’t see the market shifting beyond a little bit bigger than the light helicopter market today and that worries me.”

Overcoming the problems of price and the image of a classist divide (conversations about which are, rightly, a hot topic across the world right now) are going to be a major challenge for an industry that wants to give every Silicon Valley tech professional the chance to ride around the bay in their own private helicopter.  

Doubling down on luxury 

Which brings us back to Porsche and Boeing. Rather than joining other air taxi companies in a race to prices low enough to be affordable and provoke mass adoption, the new partners are aiming in the other direction. Because a personal private helicopter operated by Uber would be too low rent, apparently. 

"Porsche is looking to enhance its scope as a sports car manufacturer by becoming a leading brand for premium mobility. In the longer term, this could mean moving into the third dimension of travel," says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. "We are combining the strengths of two leading global companies to address a potential key market segment of the future."

As part of the partnership, the two companies will create an international team to set about exploring various aspects of urban air mobility, as well as whether or not there’s a market for premium flying taxis.

At the same time, Boeing, Porsche and Boeing subsidiary Aurora Flight Sciences are also developing a concept for a fully electric vertical takeoff and landing vehicle. Engineers from both companies, as well as Porsche subsidiaries Porsche Engineering Services GmbH and Studio F.A. Porsche, will implement and test a prototype. 

Alongside the press release, Porsche put out a concept image of a luxury flying car, which does look absolutely incredible. 

Whether or not (even more) luxurious eVTOL taxis take off in the next decade remains to be seen, but the flying cars of the future look a lot closer now than ever before. 

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Jun 16, 2021

Pure Storage: supporting the digital transformation journey

British Army
Pure Storage
2 min
Driving competitive advantage by enabling data to deliver positive business outcomes.

Pure Storage helps clients drive their competitive advantage by enabling data to deliver positive business outcomes such as evidence-based decision making using real-time analytics. “Working with the British Army, as part of an ecosystem of best in class solutions suppliers, Pure is providing private cloud services on-premise but also has offerings via AWS and Azure, and at container level,” explains Colin Atkinson Pure’s UK Public Sector Account Director.


“Pure Storage is supporting the digitalisation of the army as part of Programme THEIA,” reveals Colonel Mark Cornell, Assistant Head of Army Digital Services. “THEIA is how we change our ways of working to adopt more efficient digital processes. Technology is actually the easy piece of the puzzle; the challenge is cultural and behavioral change”. The army is a conservative organisation by nature, so how do we get its people - civilian, military, and contractors - to adopt the appropriate ways of working we want to deploy? 

“We move away from labour intensive processes, and move further up the value chain to get the human adding value where they should be in the decision-making process.”

Data Revolution

We’re in the midst of a data revolution highlights Atkinson. “We’re seeing an exponential growth in data analytics, which can create huge headaches for large organisations, or it can create massive opportunities. Data will be the oil that fuels this revolution….”

It’s a revolution that’s been gathering pace; each year, since 2016, 90% of the world’s data has been created in the previous two years. Atkinson also points out that 99.5% of historical data goes largely unanalyzed: “The corollary for large organisations is that if you don’t have a data strategy, you could end up with very large, very cold data silos and miss the opportunity to create that competitive advantage. By partnering with Pure we can help clients develop a data-enabling strategy.”.”


“We’re going to see a far greater use of data analytics in the British Army and across organisations in general,” forecasts Cornell. “We’re aiming for level three and level four predictive and prescriptive analytics approaches that start using Machine Learning and AI to give us deeper insights from our data. And as we move forward with Programme THEIA we see ourselves migrating our workloads and data into the cloud, making the use of the elasticity of hyperscale clouds. But also, protecting our data in the appropriate way if we wish to keep it on-prem and use it, and secure it in that way. We’re part of that cloud revolution that's going on through defense, but also across the wider public sector.”

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