1. How the Kinetic Energy Recovery System in the 2009 Season TF109 Toyota Formula 1 Car can be Applied to Consumer Cars.

2. Current State of Eco Friendly Vehicles -Plenty of hybrid consumer vehicles on sale. 92 Models have been designed and sold since 2000. -Best Selling is the Prius Over 2 Million Sold Europe has 200,000 sales Uk is 20% of those sales -Japan accounts for half the sales of Prius Cars

3. Recognition of Problems.... Ross Brawn in 2008 saying: “The pressure on the modern world to address the causes of climate change is continually increasing and Formula One is not exempt from this. The FIA and the teams recognise that it is our responsibility to be involved in change for the good and to accelerate these changes through the technology and competition of F1." Formula One Administration Limited, & Brawn. R, & Par. A, & Theissen. M. (08 Oct 2008)

4. The KERS System Recovers energy wasted whilst braking. An implementation of regenerative braking. 2 type, capacitive and mechanical. Capacitive stores electricity. Mechanical uses a flywheel to store kinetic energy.

5. The KERS System Cont.

7. KERS Benefits Increases the power of the car by 80bhp. Makes the car more competitive leading to a more exciting race. Increased power without increased pollution.

8. Application to Consumer Cars. Ideal for an urban environment. When accelerating car is releasing the most NOx.

9. Application to Consumer Cars Cont. Use energy recovered to aid acceleration – ECU detects a change in speed. Uses the energy and electric motors to aid acceleration. Use energy recovered to keep speed at high speeds. ECU detects a constant speed for a duration. Energy and electric motors to aid speed continuation. No wasted energy.

10. However.... KERS is mainly used for the performance increase in Formula 1. The greener image is a side effect. Most teams didn’t have a strong presence in the hybrid car market. Unlike Toyota with the Prius. This is changing however with Ferrari unveiling a KERS equipped car.

11. Influence Formula 1 has a huge reputation and influence. An example of this is Ferrari unveiling a new hybrid KERS equipped car.

12. What Ferrari Say.... "Ferrari’s track experience in the design, engineering and manufacture of this innovative electric motor which produces over 100bhp. The algorithms and control logics controlling the torque, traction and braking distribution functions are directly derived from Formula 1." Collantine. K. (2 March 2010).

13. Influence Cont. – Toyota Prius Already have high profile exposure. Endorsed by celebrities, in turn makes people want to have one. "Celebrities have become a powerful influence on some vulnerable people because of their social position and their economic situation. This influence creates an audience infatuated with publications about stars and their lives. Some members of society venerate and imitate celebrities because of the media, lack of self- confidence, and peer pressure." Farish. A. (n.d).

14. Conclusion Uses waste energy to power car. Reducing Pollution. Indirect positive influence on consumer cars and technology. Indirect positive influence on consumer.