Aston Martin supplier in hot water following copyright breach
Aston Martin Lagonda is suing one of its suppliers alleged to have copied its designs. Aston Martin claims the Coventry-based Envisage Group used its wheel and headlight designs as well as its logo. It also accuses the company of setting set up a design business using confidential information and using its trademarked designs on a video that is in the public domain.
Envisage Group is the parent company of Envisage Manufacturing and Visioneering, and all three are accused of breaching an obligation of confidence by unlawfully using confidential information. Aston Martin Lagonda (AML) is demanding damages for infringement of copyright, design rights and trademarks.
Last year, Envisage began designing and manufacturing its own bespoke luxury cars and produced a rival supercar called the Speedback GT, costing around £500,000. Aston Martin alleges that a video promoting the new arm of the business includes images of a car bearing its own trademarked designs, including its alloy wheel and headlight.
It has accused the company of planning to make a car using those designs as well as a sign, which is “identical” to its distinctive winged logo. The writ alleges that the supplier has purposefully copied its logo “to cause the public to make a connection” with Aston Martin, potentially causing customers to be “confused”.
“There is a clear exploitation on the coat-tails of the Aston Martin Lagonda trademarks,” stated the writ.
The famed Warwick-based manufacturer has used Visioneering to supply its design services since 2007 and Envisage Manufacturing to supply parts and tooling since 2011. It claims that both companies had access to copies of confidential data files containing designs of its past, current and future cars and that these files have been used by the rival business.
Aston Martin says it owns the copyright of its designs and data files.
The writ states: “It is commonly understood within the motor vehicle industry that Computer Aided Design data and standards for the parts depicted therein is confidential.”
It accuses Envisage of “unlawfully” making use of confidential information and states that as a result, it has suffered loss and damage and is entitled to claim damages.
The writ says that on entering Aston Martin premises, all employees of the defendants were required to sign a certificate of confidentiality, which includes references to “trade secrets, technical data and know-how”.
In 2013, when asked about the level of access Visioneering staff had to a virtual private network containing confidential designs, employee Bill Walsh insisted that no information had been used inappropriately.
“Please rest assured at no time during the location of the AML systems in the Envisage office have they been used for the creation, modification or storage of any design geometry data for any customers other than Aston Martin,” he wrote.
The writ states that Aston Martin has produced “some of the most famous motor vehicles in the world”. It says that all of its cars produced since 1932 bear its logo on the bonnet, the boot, steering wheel and the engine. It adds that the cars have appeared in 11 James Bond films, including Goldfinger, Diamonds are Forever and Casino Royale and are enjoyed by high profile customers including the Prince of Wales and actor Rowan Atkinson.
5 Minutes With PwC on AI and Big Data in Manufacturing
Please could you define what artificial intelligence is, and what Big Data is?
AI is the ability of a machine to perceive its environment and perform tasks that normally require human intelligence, and it’s a whole field of different technologies, techniques and applications.
Big data is a set of tools and capabilities for working with, for processing, extremely large sets of data.
How does AI and Big Data work together?
Big data is just one of the enablers of AI, though as we see increasing volumes of data, it’s one of the most important
How can this be applied to a manufacturing setting?
Broadly speaking, there are many benefits of AI, and the use of data, which include reducing costs, minimising human error, and increasing productivity and efficiency. The important thing to consider is any setting - for the use of any technology - is what is the problem you are trying to solve? Be it merely automating repetitive tasks or to reinventing the nature of work in factories by having humans and machines collaborate in order to make better and faster decisions.
Why should manufacturers use AI and Big Data when adopting smart manufacturing capabilities, what is the value for manufacturers?
One view is, again, the economic benefits of AI, which come in manufacturing as a result of:
1. Productivity gains from automating processes and augmenting the work of existing labour forces with various applications of AI technologies.
2. Increased consumer demand due to the increased ability to personalise and tailor manufactured products, along with higher-quality digital and AI-enhanced products and services.
Manufacturing (and construction industries) are by nature capital intensive, and in our 2018 report, “The potential impact of AI in the Middle East,” we estimated that the adoption of AI applications could increase the sectors’ contribution to GDP gains by more than 12.4% by 2030.
How can AI and Big Data help manufacturers to evolve in the Industry 4.0 revolution? What about those already looking at Industry 5.0?
It’s really about the investment you make now, in order to futureproof your business.
We typically see two broad strategies or approaches to the adoption of AI. There are things that we can do immediately, without any recourse to Big Data - which is to adopt technologies we describe as Sensing, those involving computer vision, for example. There are plenty of use cases where these can be used immediately in manufacturing, such as for automatic fault detection. However, there is a longer term play which requires investing in data - getting the right collection mechanisms in place, storage, data governance, Big Data capabilities etc - in order to develop increasingly valuable machine learning driven AI use cases. This is absolutely necessary for long term adoption success.
What is the best strategy for organisations looking to realise the value of AI and Big Data in manufacturing?
AI and Big Data are only one part of a successful smart factory. The organisations that lead on AI adoption are those who have already made the most progress in digitising core business processes. In order get ahead in using AI solutions at scale, there are a number of technology investments and organisational decisions to be made, including:
1. Digitising processes ultimately leads to improved ability to generate data, and in the manufacturing setting - with many 100s of sensors generating 1000s of measurements in real time, the result is Big Data. Data is key to building AI so reliable and accurate data acquisition, management and governance are key. The production line and factories play a critical and direct role in the data-acquisition process.
2. AI strategy, both long and short term, begins with the use cases, the business applications. Manufacturers need to ask where they want to use AI and gather these use cases together and prioritising projects based on a balance of expected impact and complexity of implementation.
Of course, in addition to technology and business processes, people are at the heart of any successful technology adoption. AI teams need to be composed not only of data scientists, also data engineers and solution architects to enable their work, data stewards to ensure accuracy, and increasingly so call “Analytics/AI translators” who are able to communicate with business leaders and technology experts. Culture is also key, and manufacturers need to enable a data and AI-driven culture, building trust in data and algorithms by educating their workforce about AI and its capabilities, how best to extract value. It’s not just the positive of course, but also the risks and limitations, as these when encountered without expectations having been set, can significantly impact willingness to invest.
What are the challenges when it comes to adopting AI and Big Data in manufacturing?
has shown that one of the major challenges to implementing AI is uncertainty around return on investment (ROI). As I said, there is significant investment required for a long term data and AI strategy to be successful, and expectations around the time to see tangible returns must be set realistically.
Many companies also struggle with the data side: collecting and supplying the data that an AI system needs to operate, and ensuring that it is accurate. Again, this speaks to the bigger investments required in digitisation.
Some of the main challenges for manufacturing companies with implementing AI at a scale from our research include:
- 40% → Technologies not mature
- 40% → Workforce lacks skills to implement and manage AI
- 36% → Uncertain of return on investment
- 33% → Data is not mature yet
- 32% → lack of transparency and trust
- 24% → Work councils and labour unions
- 22% → Regulatory hurdles in home & important markets
One element highlighted here, particularly around lack of trust, and labour unions, is that AI is typically misrepresented in the media as “replacing” workers, and taking jobs. Yes, there are efficiency gains to be made from automation, as there have been since the first industrial revolution. But we believe that Data and AI are at their most valuable when they are used to augment workers, enhancing their abilities and the products being manufactured.
Another challenge we’re starting to see emerge is cyberattacks increasingly targeting interconnected equipment and machinery in smart factories. PwC recently hosted a webcast, in cooperation with the National Association of Manufacturers in the US and Microsoft to discuss this.
What are the current trends in AI and Big Data in manufacturing?
- We see companies putting slightly more focus on adding AI solutions to core production processes such as the engineering, and assembly and quality testing
- Safety is of significant importance, with techniques adopted in protocol adherence capabilities (for example maintaining safe distance from specific machinery) being adopted in more every day scenarios for COVID-19 protocol adherence
- There is considerable interest in predictive maintenance for large machinery involved in manufacturing processes, and also supply-chain optimisation
What do you see happening in the AI and Big Data industry in manufacturing in the next 12-18 months?
Honestly, I think we’ll see a continuance of where we’ve already been going for the last 12- 18 months. AI and data are already being used in manufacturing but this use doesn’t get as much attention in the media as, say, healthcare, but the success stories are there, and they will continue as operations continue their digital journeys.