Ford Fiesta Three Door Pictures And Details, To Be Called Fiesta For US Market

he release of information regarding the new Ford Fiesta, the latest global small car platform from Ford, brings lots of good news. First, the new Fiesta maintains all of the kinetic design language from the Ford Verve concepts. Second, it'll be available just about everywhere Ford makes cars, with production in North America for the North American market. Third, the car is still going to be called the Fiesta. Even in the US of A. All of those years of pleading for Ford of Europe products are finally paying off. The Fiesta will officially bow at the Geneva Motor Show, though no word yet on when it'll officially make a North American Debut. More pictures and press releases below the jump.

New Ford Fiesta Three Door

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FIESTA FOREVER: FORD'S NEW-GENERATION GLOBAL SMALL CAR PREVIEWED AT 2008 Geneva Motor Show

COLOGNE, 14 February, 2008 - Ford of Europe is reinventing its small car range for a new generation of customers in 2008, starting with a stylish and exciting all-new Fiesta. First Details of the three-door model are released today, and the car will make its global debut at the Geneva Motor Show next month.

Designed and developed in Europe for sale in Europe, Asia, South Africa, Australia and the Americas between 2008 and 2010, the new Fiesta is the first major product of Ford's new global product development process. Its stylish and dynamic flair combines with all the traditional Ford small car strengths to create a confident, contemporary introduction to the next chapter of the Fiesta success story.

The new Fiesta opens another chapter in the story of the popular Ford small car that has sold more than 12 million units since its introduction in 1976. Charismatic and individual, the new model makes major strides in craftsmanship, quality of materials and product choice while continuing to represent Fiesta's traditional strengths of practicality, value for money, agility and safety. It also brings a host of big-car features to the small-car segment for the first time.

New Fiesta clearly embodies the hallmarks of 'kinetic design', which has so convincingly infused emotion into the core of the Ford range in Europe. The Geneva debut confirms that new Fiesta will bring the most appealing elements of Verve, a trio of concept cars shown recently around the world, to production reality.

It also ends speculation surrounding the name of Ford's new-generation small car for global markets.

"This new car embodies the very essence of Fiesta - fun, vitality and emotion," said John Fleming, President and CEO, Ford of Europe. "We know there isn't a better name for the new model, and we have over thirty years of investment in the Fiesta brand to consider.

"We're confident that the combination of dynamic new 'kinetic design' exterior, great interior design and craftsmanship, and a host of new technologies and features will provide compelling reasons for a new generation of customers around the world to take a fresh look at the Ford Fiesta. I know they will be both surprised and delighted with what they see and feel," Fleming added.

Small Car with Global Plans

The new Ford Fiesta is closely related to the exciting Verve Concept vehicle that was revealed to great acclaim at the 2007 Frankfurt Motor Show. The Frankfurt car was one of three Verve Concepts, with the others, both four-door sedans tailored for regional market tastes, shown recently at Guangzhou in China and the North American International Auto Show in Detroit. Together, these concepts paved the way for the company's new global small car programme for the 2008 to 2010 period, with the European Fiesta first to debut in production guise.

Ford designers and product development engineers in Europe have led the vehicle's global development process.

"For Ford, this is truly a world premiere," said Joe Bakaj, Vice President of Product Development, Ford of Europe. "The new Fiesta is the first car born from our new global product development process. More than ever, we're leveraging our global product development expertise, and this car sets the scene for future great products for customers around the world that are already being developed behind it in the Ford Global Product Development System pipeline."

European production of the new Fiesta commences in the autumn of 2008 at the company's Cologne plant in Germany. Later, as production ramps up, the Valencia Assembly Plant will bring additional Fiesta capacity on line in 2009.

"Fiesta has its heart in Europe but its eyes on the world," said Marin Burela, Ford's Global Executive Director for small-car development. "We're building on Ford's hertitage of excellence in small car development to give the new Fiesta truly global reach and identity. By 2010, this new small-car family will be manufactured in Europe, Asia and North America and be marketed as Fiesta in all of the world's key automotive markets."

The new vehicle range will introduce several Ford firsts for a small car, including - from later in 2008 - another model in the new Ford ECOnetic range promising CO2 emissions of fewer than 100 grams per kilometre.

Fit and Trim

* New model retains predecessor's compact size, but is lighter and stronger
* Intelligent Protection System includes new driver's knee airbag
* Detailed enhancements to acclaimed driving character include Electric Power Assisted Steering (E-PAS) and reduced road, wind and powertrain noise

Unlike key competitors in the European small-car segment which have grown in size and weight, the new Fiesta stands on virtually the same footprint as before. The new-generation Fiesta is actually lighter than its predecessor.

"Staying small and resisting weight gains were key objectives of the new Fiesta development process," said Joerg Beyer, Fiesta Chief Carline Engineer. "We've been absolutely committed to keeping Fiesta a compact car and having a razor-sharp focus on cutting weight. That really pays off when it comes to fuel economy and CO2 emissions."

Component by component, the Ford development team scrutinised for weight but refused to compromise on key areas that are important to customers. One of the biggest is safety, where new Fiesta makes a bold step forward with an extremely robust safety structure and the Intelligent Protection System of safety technologies that brings a driver's knee airbag to Fiesta for the first time.

The new Fiesta makes extensive use of ultra high-strength steels in its body structure. A remarkable amount of these specialist steels, including boron steel and dual-phase steel, is the secret to Fiesta's quantum leap in structural stiffness for its light weight. These steels are used particularly in safety critical areas, such as the A-pillar and B-pillar, part of the ultra-rigid 'door ring' structure of the Fiesta bodyside.

Extending Fiesta's traditional excellence in driving dynamics was also a priority. The new Fiesta will have a dynamic character to match its poised, 'kinetic design' style hinting at energy in motion. Ford's acclaimed dynamics engineers also worked hard to enhance Fiesta's ride comfort and isolate road, wind and powertrain noise from the cabin, and to give the new model an impressively quiet driving quality for a small car.

New Fiesta retains the MacPherson strut front suspension and twist-beam rear suspension layout that has been one of its traditional strengths, but the new suspension and steering system has undergone an array of enhancements.

Electric-Power Assist Steering (E-PAS) is introduced in the Fiesta for the first time. E-PAS provides the right balance of low-speed assistance and excellent feel and responsiveness.

E-PAS has another key benefit. It is another key facet of new Fiesta's initiatives to reduce fuel consumption.

The electric power steering pump only operates when steering-effort assistance is required, unlike traditional hydraulic PAS pumps that operate constantly when the engine is running. This brings a fuel consumption reduction.

Efficient Powertrain Choices

* Total of five powertrain choices at launch from efficient 68 PS Duratorq TDCi diesel to new Duratec 1.6-litre Ti-VCT petrol engine which delivers 115 PS
* Fiesta ECOnetic ultra-low CO2 model will deliver less than 100g/km emissions

With a broad array of powertrain choices, the new Fiesta is a responsive, yet efficient, performer.

New to the Fiesta range for European markets is the popular Ford Duratec 1.6-litre Ti-VCT engine. The 115 PS engine with variable intake cam timing, provides a well-balanced blend of performance and economy. It brings a 15 PS performance improvement over the outgoing Fiesta without a fuel consumption penalty.

The Fiesta range also retains:

* 1.25-litre (60 and 80 PS) and 1.4-litre (91 PS) Duratec petrol engines
* Both Duratorq TDCi common-rail diesel engines, the 1.4-litre (68 PS) and the 1.6-litre (90 PS - available with Diesel Particulate Filter) which have been enhanced with revised injection technology and electronic control sophistication.

Fiesta will be offered with Ford Durashift 5-speed manual transmission or the Durashift
4-speed automatic transmission (available with 1.4-litre (91 PS) Duratec engine).

Concept becomes Reality

* Production Fiesta is clearly related to Verve Concept
* Futuristic interior from Concept makes production with integrated HMI centre stack
* New technology highlights include keyless vehicle technology, 'Ford Power' engine start button, Ford Easyfuel capless refuelling, USB connectivity and ambient interior lighting

The new Ford Fiesta brings the radical Verve Concept exterior and interior styling to production reality and incorporates features and technologies normally found in larger, more expensive vehicles. It rejects the notion that an affordable small car has to be basic or boring.

The highlight of the Verve Concept interior - the futuristic, mobile phone-inspired, human-machine interface technology of the instrument panel centre stack - will be a core feature of the new Ford Fiesta when it hits the road.

Gone is the flat, upright centre stack of the instrument panel, a feature typical of many small cars driven by the need to package a large radio head unit behind the fascia panel. New technology allows Fiesta to separate the key elements of audio system - the control buttons, display and underlying electronics - in a distributed architecture that gives designers more freedom to create aesthetically pleasing, functional shapes.

Many customers of the new-generation Ford Fiesta were raised with mobile phones and they will be instantly comfortable with the design of the car's Ford Convers+ system, which follows the centre stack contours to frame a large-screen display and control panel with key buttons for audio, in-car phone and vehicle settings.

Convenient toggle switches incorporated into the steering wheel allow the driver to control the system's key functions easily and intuitively.

The Ford Convers+ feature - already available on the Ford Mondeo, S-MAX and Galaxy models - represents a major step forward for the small car buyer. It is just one of several new features and technologies in the new Fiesta, including keyless vehicle technology symbolised by the distinctive 'Ford Power' button on the instrument panel.

The advanced technology of Convers+ will not be offered solely on high-spec vehicles. Ford expects more than 85 per cent of Fiesta orders to feature one of two available multi-function displays.

Another Verve Concept feature - the lozenge shaped array of large twist dials for the heating and ventilation systems at the midpoint of the centre stack - is retained in the production Fiesta design. This feature was inspired by the design of contemporary power showers.

Connectivity is another new Fiesta strength. The new centre console features a convenient tray for MP3 players complete with built-in jack sockets for an auxiliary (AUX) audio cable and a USB, along with the traditional 12 Volt outlet. This allows the car's audio system to control and charge the MP3 player.

Bluetooth® connectivity with Voice Control is also offered in the new Fiesta, along with more big-car technologies, including:

* Ford Easyfuel, the convenient capless refuelling system recently introduced with the Ford Mondeo designed to prevent accidental misfuelling
* Reach and rake steering wheel adjustment
* New ambient lighting features that provide a softly elegant red glow to discreetly highlight the interior of the vehicle
* 'One shot' up and down driver window with anti-trap technology

Bold, Dynamic, Sculpted

The bold colours, dynamic shapes and sculpted surfaces of the new Ford Fiesta indicate how deeply the spirit of the Verve Concept has been carried into production as the latest model of Ford's 'kinetic design' family.

Exciting and vibrant new production colours include 'Squeeze' and 'Hot Magenta', which is a production version of the unique colour developed for the three-door Verve Concept car.

"We were so pleased with the positive reaction to the body colour of the first Verve Concept, that we decided to adopt this colour for inclusion in the range soon after launch," said Burela.

The dynamic, coupé-like profile and sporty stance of the new Fiesta demonstrates that none of the emotional appeal of the concept cars has been lost.

"All the vital elements of 'kinetic design' combine to create a visually rich, dynamic exterior shape that is very close indeed to the original concept car," said Martin Smith, Ford of Europe's Executive Director for Design. "Full surfaces, bold graphics and dynamic lines combine coherently and harmoniously to create a dynamic spirit of fun and energy in motion."

With a feeling of toned muscularity, the new Fiesta asserts an air of confidence, stylishness and individuality. Its aggressively contoured bonnet and front wings convey a broad-shouldered stance, and its face features a distinctive signature element - a bold lower trapezoidal grille that draws attention and reinforces the key Ford attribute of sporty driving dynamics.

Chrome and brightwork are used selectively, like jewellery accents, to convey elegance and sophistication.

Large and full of character directly from the Verve concepts, Fiesta's bold headlamps become part of the shoulder shape and extend aggressively rearward almost as far as the stylishly raked A-pillars. The headlamp units incorporate all primary front lighting and signal functions - complemented on the lower bumper flanks by round, chrome-ringed fog lamps.

New Fiesta's profile emphasises its new, cab-forward shape and an attitude of poised, sporty style. The sweeping roofline extends appealingly from the forward-stretching A-pillar rearward, framing the bold graphic of the Fiesta side window profile to create the sporty feeling of a coupé for both three-door and yet-to-be-revealed five-door bodystyles.

"The Design team put as much importance on the shape of the five-door as the three-door," said Stefan Lamm, Chief Designer Exterior, Ford of Europe. "Both cars are based on the same body, which makes them sporty and dynamic, almost coupé-like."

The Fiesta side windows combine to create a unified profile window graphic - a key 'kinetic design' element that communicates dynamism. An elegant accent of chrome frames the lower edge of the side glass and accentuates the signature Ford "kick-up" at its rear.

The new Fiesta also features the signature bold wheel arches that communicate the vehicle's stance and dynamic capabilities, giving visual emphasis to new 17-inch alloy wheels.

Dynamic, 'kinetic design' lines arc from side to side, uniting the upper corners of the tail lamps with the distinctive spoiler, which incorporates a slim LED stop lamp array. The sculpture of the body shapes is accented by elements like the new tail lamp - another Verve element that feels like it is an integral part of the body - and the V-shaped tailgate's chamfered rear glass.

"I've been saying just wait for the new Fiesta to see how kinetic design can be translated into a small car," said Martin Smith, Executive Director of Design for Ford of Europe. "But now the wait is over. New Fiesta evokes an instant emotional response that says 'I want one' which extends the traditionally practical values of the Fiesta brand to appeal to a new, style-conscious generation of small car buyers."

Full technical details of the new Fiesta range will be released closer to the launch of the production model in autumn 2008.

Ford CONFIRMS FIESTA AS GLOBAL NAME FOR SMALL CAR

COLOGNE, Germany, Feb. 14, 2008 - Ford's new small car family will use the Fiesta name around the world, the company confirmed today.

Designed and developed in Europe for customers in Europe, Asia, South Africa, Australia and the Americas between 2008 and 2010, the new Fiesta is the first major product of Ford's new global product development process. This new small car keeps alive a name synonymous with more than 30 years of success and strong driving dynamics in Europe and is already well known in markets across Asia, Australia and South America. The Fiesta also was offered in the U.S. from 1978 to 1980.

"The new Ford Fiesta captures every aspect of what's defined Ford as a small-car leader in Europe and builds on it in terms of driving dynamics and design," said Mark Fields, president of the Americas, Ford Motor Company. "When it arrives in North America in 2010, the Ford Fiesta will set a new standard in the small car segment. Even before it arrives in this market, though, the new Fiesta demonstrates how leveraging our global strengths can yield attractive benefits for customers around the world."

The dynamic new look for this global family of small cars was previewed in three Ford Verve Concept vehicles which made their debuts at the Frankfurt Motor Show in September 2007, the Guangzhou Motor Show in November 2007 and the North American International Auto Show in January 2008.

In Europe, the new Fiesta will debut first in production guise at the 2008 Geneva Motor Show in March and will go on sale in fall 2008 in three- and five-door hatchback body styles. By 2010, the new Fiesta will be on sale in markets across Europe, Asia, South Africa, Australia and North America in a variety of regionally tailored models derived from a common platform.

"With the all-new Fiesta, we want to create a world standard for small car quality, design and comfort in a vehicle that is as exciting to drive as it is to look at. We believe this all-new model will attract a whole new generation of small car buyers, whether they are in Britain, Spain, China or California," said Alan Mulally, Ford Motor Company President and CEO. "The new Ford Fiesta will set the standard for delivering to our customers products they really want and value while taking advantage of our wonderful global resources."

The new Ford Fiesta brings the dynamic Verve Concept exterior and interior styling to production reality, demonstrating that small cars can be stylish, sophisticated and emotional. It rejects the notion that an affordable small car has to be a commodity.

The new Ford Fiesta also makes major strides in small car craftsmanship, quality of materials and product choice while continuing to represent traditional strengths of practicality, value for money, agility and safety. It also brings a host of big-car features to the small-car segment for the first time.

"The new Ford Fiesta is an example of how good a small car can be," said Jim Farley, Ford's group vice president, Marketing and Communications. "The Fiesta is great to look at, great to drive and it has quality you can see, feel and touch. It's going to be an important growth product for North America."

A key Ford Fiesta strength throughout its life has been its acclaimed driving quality, and the new model intends to uphold this reputation. Ford's dynamics engineers also worked hard to enhance Fiesta's ride comfort and isolate road, wind and powertrain noise from the cabin, and to give the new model an impressively quiet driving quality for a small car.

Fiesta for a New Generation

The all-new Fiesta opens another chapter in the story of the popular Ford small car that has sold more than 12 million units since its introduction in 1976 and represented real change when it came on the automotive scene. While it has moved with the times and fashions over the years, it has remained steadfast in its dedication to providing economical, practical and dependable transportation for people of all ages.

Starting in the early 1970s, the Fiesta project became a personal mission of Ford's Chairman, Henry Ford II. A passionate believer in small cars, Ford rallied his company to the mission of creating a new model. He personally was involved in every step of the long process that led to the grand opening of the new automotive assembly plant in Almusafes, Valencia, with the attendance of the newly crowned King of Spain, Juan Carlos.

With the global fuel crisis as extra incentive, at the end of 1973, the Ford Board of Directors gave Project Bobcat, as it was originally known, the go-ahead for development and production. Fiesta didn't get its name until 1974, when Ford whittled down a list of 50 potential names to just five. The final choice went to Henry Ford II, and his preference for Fiesta was entirely appropriate given the creation of the new manufacturing plant in Spain.

In Europe, the new Fiesta will be built at Ford's Valencia manufacturing facility in Spain beginning in early 2009 alongside the Cologne manufacturing plant, which starts production in fall 2008.

A production announcement for the Ford Fiesta in Asia will be announced in April at the Beijing Motor Show. A North America announcement will come at a later date.

Original here

Geneva '08 Preview: Rinspeed sQuba Concept - For the spy who loves you

Back in 1977, James Bond took a Lotus Esprit for a swim in The Spy Who Loved Me. It's only fitting that Swiss design company Rinspeed, known for its crazy concepts that often involve playing in the water, has based its newest creation on the Lotus Elise. Called the sQuba, this submersible convertible was first previewed back in December, but the firm has released tons of high-res photos, video and new information on its water toy.

The sQuba is an all-electric vehicle with three motors, one to drive the car on land and two to power a pair of screw drives for underwater movement. These are aided by two Seabob jet drives that "breathe" through rotating louvers mounted on the car's fenders and appear to give the car its maneuverability underwater.

Some might think a submersible convertible sounds like a submarine with a screen door, but Rinspeed has got a handful of reasons why it didn't go with a closed cockpit. Safety is one, because in an emergency, occupants might not be able to exit a closed cockpit vehicle underwater. Buoyancy was another, as the vehicle would've needed two tons of extra weight to offset the volume of air inside a cockpit, which would've seriously compromised the car's on-road handling. The small issue of breathing underwater is solved by an onboard breathing system that works like, what else, scuba gear.

Gallery: Rinspeed sQuba Concept

As it is, the sQuba appears to act just like a normal Elise on land and rides on a stainless coil-over suspension wearing Pirellis wrapped around custom forged lightweight AEZ wheels (17-inches in front, 18 out back).



Other unique features include a salt-water resistant interior, super high-friction diamond abrasive materials so you don't float out of your seat, and a laser sensor system for driverless motoring that's been field tested at the DARPA Challenge. Clearly, Rinspeed has thought of everything, imbuing the sQuba with more technology than Q gave James in that old Esprit.

Check out the video from Rinspeed showing the sQuba in action after the jump, as well as high-res photos showing all the components of the car in our gallery below.

[Source: Rinspeed]

PRESS RELEASE:

Rinspeed's Zero-Emission World Debut at the Geneva Motor Show - a Green "Fish" with Q-Factor

Thirty years after the movie thriller 'The Spy Who Loved Me' hit the silver screen "sQuba" is the first car that can actually 'fly' under water.

Zumikon - "Dive it again, James!" If the situation gets too hot for the secret agent he'll go underground - or under water. So demonstrated impressively by Roger Moore in 'The Spy Who Loved Me" in 1977 when he dove below the waves in a sleek vehicle that moments before seemed to be an ordinary car. The only problem: The scene never really took place; it was an animation.

With the "sQuba," the world's first real submersible car, the movie fake now becomes reality for visitors of the Geneva Motor Show (March 6th - 16th, 2008). Rinspeed boss Frank M. Rinderknecht (52) is known for his extraordinary automotive creations. The acknowledged James Bond enthusiast and Swiss automobile visionary kept revisiting this scene in his mind over and over: "For three decades I have tried to imagine how it might be possible to build a car that can fly under water. Now we have made this dream come true."

And it is this submerged stabile flight at a depth of 10 meters that sets the "sQuba" apart from military vehicles. While the latter can go under water, they are limited to driving slowly over the submerged ground. Rinderknecht: "It is undoubtedly not an easy task to make a car watertight and pressure resistant enough to be maneuverable under water. The real challenge however was to create a submersible car that moves like a fish in water."

It also had to be a sports car that was converted into a diving dream in the facilities of Swiss engineering specialist Esoro. In a first step the combustion engine was removed and replaced by several electric motors. Three motors are located in the rear. One provides propulsion on land, the other two drive the screws for underwater motoring. They are supported by two powerful Seabob jet drives in the front, which 'breathe' through special rotating louvers from HS Genion (for opening and closing the water intake). The rotating outlet jets were designed to be extremely light yet twist resistant by using high-tech nano materials, so-called Carbon Nano Tubes.

It is a sure bet that the "sQuba" will steal the show from any 'Baywatch' beauty on the beach. And easily, too: You drive the car into the water and the car floats. That is, until you crack the door to let the water in. Immediately the "sQuba" starts on his way to the underwater world. The occupants' breathing air comes from an integrated tank of compressed air that divers know from scuba diving. Rinderknecht: "For safety reasons we have built the vehicle as an open car so that the occupants can get out quickly in an emergency. With an enclosed cabin opening the door might be impossible." But safety wasn't the only reason for choosing an open-top design: With an enclosed volume of just two cubic meters of air the vehicle weight would have to increase by two tons (!) to counteract the unwanted buoyancy, giving the "sQuba" the land mobility of a turtle. Without occupants the "sQuba" surfaces automatically. It is even capable of autonomous driving on land thanks to a sophisticated laser sensor
system from the Hamburg company Ibeo - without any help from the driver or passenger.

Power is supplied by rechargeable Lithium-Ion batteries. Rinderknecht: "The 'sQuba' is a zero-emission car as documented by the rotating license plate in the rear. It produces no exhaust emissions. The Swiss are among the world's pioneers in the area of hydropower. The 'sQuba's' filling station is the water reservoir." It is no surprise that the vehicle features powerful yet energy-saving LED lighting technology.

3-D foil elements with embossed fish and sharkskin patterns from Wetzel Processing Group and Hornschuch add visual pizzazz and streamline the exterior. Together with styling elements from Foliatec they create a harmonious velvety matt-white appearance. For shore leave the "sQuba" relies on a stainless coil-over suspension from KW automotive and large Pirelli tires mounted on custom-made forged light-weight wheels from AEZ with 17-
and 18-inch diameters. But the "sQuba" is really at home in the water. To make the occupants feel at home there as well the innovative salt-water resistant interior from Strähle + Hess features genuine mother-of-pearl trim and diamond-plated non-slip inlays from KGS Diamond, normally used in high-tech abrasives. After all, 'diamonds are a girl's best friends.' The high-tech VDO instrument cluster and controls create a futuristic ambiance and allow
controlling all vehicle functions even while submerged.

Frank M. Rinderknecht and his partners - amongst them also the fleet specialist LeasePlan - have created a truly unusual vehicle and in the process have thought of everything. Even the Motorex lubricants used in the 'sQuba" are biodegradable. For the Rinspeed boss that is a meticulousness stemming from conviction: "The 'sQuba' lets me be one with the elements and lets me immerse myself in a new and fascinating world - with Q factor. It is our duty to protect this world in which we are guests to the best of our ability." Isn't it, Miss Moneypenny? - James couldn't have said it better himself glancing at the sporty Swiss precision chronograph from C.F. Bucherer. Eau la la - shaken, not stirred.

Swiss made

Esoro
Frank M. Rinderknecht used highly advanced technology and a Swiss-based network of top automotive specialists for his project. So the Rinspeed "sQuba" fits perfectly to Esoros motto: engineered by Esoro - What you dream is what you get. For the ninth time the Swiss engineering company Esoro was hired to serve as general
contractor for the entire project. Esoro was responsible for project management, implementation of new technologies, engineering, rendering, design and the manufacturing of the Rinspeed "sQuba".

Esoro realized the Rinspeed "sQuba" with the help of its highly competent suppliers. Starting with initial concepts, it took the highly skilled development team just six months to realize the entire project.

For 17 years now, Esoro has been a contract developer of concept vehicles, components and products, main focus is lightweight construction and mobility. During this time it has gained a well-deserved reputation for excellent efficiency and innovative solutions, which is demonstrated by numerous prototypes and serial products. Esoro develops fiber reinforced components from initial conception up to pre-production samples. In-house specialists optimize the component properties and characteristics throughout the entire development process. Important steps are non-linear, strong orthotropic Finite Element Analysis and crash simulation.

Another recent development from Esoro is the new E-LFT production technology developed for Weber Fibertech. E-LFT makes large scale production of high-strength and lightweight composite parts affordable. E-LFT composite parts weigh more than 30 percent less than comparable steel parts. The tailgate of the new Smart Fortwo - the first serial produced ELFT- component - was produced over 100'000 times in 2007 and received the JEC Innovation Award 2008.

Furthermore another production process for niche markets, like high performance cars, trucks and caravans is now introduced by Esoro to several OEM's. The new and patented process called Melt Embossing offers the possibility to produce high end thermoplastic composite parts with low initial invest for structural and semi-structural applications. Since the company was founded, Esoro has been working intensively in the field of
conception, implementation and tests of alternative and optimized vehicle concepts and drive systems. Esoro is thus one of the few companies in the world with well-founded experience in development and operation of electric, hybrid and fuel cell drives.

A word from our partners...

AEZ develops special wheel for Rinspeed sQuba
German alloy wheel manufacturer AEZ, including it's brands Dotz, Dezent and Enzo leader in the European alloy wheel after market since many years, develops a really special wheel for the Rinspeed sQuba. Like 2007 for the Rinspeed eXasis, where AEZ was developing and manufacturing the wheels as well, the wheels are forged and have a unique design specially suited to the appearance of the vehicle. Key focus was again the reduction of the weight, an important issue for AEZ also when it comes to the development of road wheels which can be accomplished thanks to extensive electronic simulations and a perfect production process.

With the sQuba wheels a further challenge was the resistance against salt water from the sea - thanks to AEZ' painting technology and the experience with winter wheels no problem at all.

Time and Speed: Carl F. Bucherer New Partner of Rinspeed Concept Cars
Cars that drive over water. Cars that drive under water. Cars with transparent bodywork. The Concept Cars, which Frank M. Rinderknecht is developing, give a new meaning to mobility. They are the work of a person, who follows his own path without deviation, just as Carl F. Bucherer, the founder of the Luzern-based watch brand, once did. This was also one of the reasons prompting CEO Thomas Morf and vice-president Marketing Bruno Jufer to get
involved as a partner of the Rinspeed sQuba. Even more important, however, was their common philosophy, aiming to develop the sophisticated technology, top quality materials and surprising shapes through their innovative, conceptionally convincing, combined work. Like the Patravi TravelTec FourX does, for example, with its four different materials and three different time zones. This is what the Rinspeed cars are doing all the time. In summary: the new partnership project brings together two companies, which obviously think the same way and are constantly searching for innovations.

The "sQuba" - Foliatec.com project shares visions
"You may say I'm a dreamer, but I'm not the only one, I hope someday you'll join us", Rinspeed Chief Executive, Frank M. Rinderknecht, quotes John Lennon on his Internet site. Visions that became reality also play a fundamental role in the history of the establishment of Foliatec.com, and they still do. At that time, in the early 1980s, company founder, Michael Böhm, was the first to bring car films to Germany. With products that are always new and creative, his company quickly established itself as a trendsetter. We share this innovative drive, which has continued to be maintained to this day, with Rinspeed. Already in the past, several exciting cooperation vehicles have emerged from this relationship. That is why our company is also only too happy to be in the same (u-)boat with the "sQuba". Also, because, as a functioning diving car, it not only convinces with design and style, but also objectifies the "form follows function" philosophy, like all project vehicles of the Swiss vehicle engineer. A
motto that is also a common theme in our entire product portfolio. In just the same way, Foliatec.com supports the ecological statement of the project: After all, with its electric power system, the vehicle drives and dives completely emission-free. Of course, after concluding the development work, we are also anxious to find out which other innovative ideas Rinspeed, its partners and we will come up with in future and are already looking forward to the next cooperation.

HS Genion GmbH - Innovative ideas and emotions influence the future
The HS Genion Team is very proud to apply its expertise to the newest Rinspeed Concept Car "sQuba" and once more, do justice to its philosophy "Turning Ideas into Reality". As a strategic partner HS Genion GmbH operates as a system supplier for movable modules and components - primarily in the automotive sector. Its key competences are in the areas of: Aerodynamics, Comfort, Convertible Components, Cargo Management and Lifestyle. HS Genion, as a Full Service Supplier offers its international customers innovative complete solutions in all process phases from the idea through concept into the production of technically demanding products.

The visionary products of F.M. Rinderknecht require the rethinking of existing technologies to enable their application in different situations. For us at HS Genion GmbH innovation and team spirit are the driving forces behind our daily business and we were very pleased to take on the challenge of adapting innovative products from our Aerodynamics- and Cargo Management-Portfolio to the desired standards of the Concept Car "sQuba" - to help turn the ideas into reality.

The mechanism for a new Cooling Air Management System, a patented hatch-system, was integrated not only in the front end but also in the rear area of the concept car "sQuba". In the front end radiator-aperture carbon fiber fins are moved into two different positions by a mechanism to open or close the aperture for the air and water entry. In the number-plate area at the rear of the vehicle a changeable number plate is realized by horizontal, pivoting fins. To keep the design shape of the vehicle, these fins are moved in three-dimensions by a kinematic mechanism.

In the Cargo Management sector, HS Genion offers intelligent load space solutions to increase comfort and security. In the "sQuba" functionality and forward thinking were united in the rear light area. Storage boxes with integrated rear lights are attached to the number plate box with hinges and offer space for small items.

Through perfect teamwork, the visions and innovations were combined with technology and Know how - and these Visions were transformed in to real products that trigger emotions today and in the future.

Ibeo partner of this year's Rinspeed Concept Car
"sQuba" drives autonomously thanks to Ibeo laser technology / ibeo LUX laser sensor already successfully tested at the Darpa Urban Challenge.

Driving entirely autonomously without a driver at the touch of a button - this feat is achieved by this year's Concept Car from the Swiss company for new designs and ideas Rinspeed. "sQuba" - a car which Rinspeed boss Frank Rinderknecht claims was inspired by James Bond films - is to be presented for the first time from 6 to 16 March at the Geneva Motor Show.

The Concept Car no longer needs a driver – made possible by laser technology from the Hamburg-based company, Ibeo. Ibeo LUX laser scanners represent the vehicle's intelligent eyes and safely steer the vehicle through road traffic.

The fact that autonomous driving with the appropriately strong laser sensors no longer represents a pipe dream was displayed at the Darpa Urban Challenge. In this unique race among driverless cars, the majority of all participating vehicles featured Ibeo laser scanners. And each of the three Challenge winners deployed Ibeo laser scanners in their vehicles. Ibeo managing Director Dr. Ulrich Lages is delighted that Ibeo laser technology is used for the "sQuba". "The Rinspeed Concept Car is an impressive example of what's possible today in the area of active driver support using our laser scanners". Ibeo's primary objective is to make road traffic safer for all participants, adds Lages. "Our laser sensors permit a variety of driver assistance functions using one single small device, e.g. automatic emergency braking, pedestrian protection, collision protection, traffic jam assistant and others." Ibeo will start series production of the powerful ibeo LUX sensor in autumn 2008.

KGS Diamond Group
The world's leading manufacturer and distributor of flexible diamond and CBN abrasives. Founded in Switzerland in 1952, KGS has several [isn't "several" too modest, shouldn't you just say " has offices and factories.."] offices and factories around the world, including Switzerland, Holland, France, Germany, the UK, Hungary, Spain, Australia and China. Sandro Ferronato, owner of the company, explains why KGS was keen to participate in the
sQuba project from Rinspeed; "Innovation and extending boundaries have always been a mainstay of KGS's business philosophy. It has brought smart solutions to industries as diverse as stone, glass, aerospace, automotive, gas turbines, high performance materials etc.. KGS has introduced applications using flexible diamond abrasives that nobody could anticipate, and our customers were able to distinguish themselves in terms of both efficiency and quality". "Participating in this innovative project is for KGS actually an obvious decision;
exploring new frontiers is a specialty of both Rinspeed and KGS as well. The sQuba is the excellent example of this, it reflects our commitment and our ambition".

KGS supplies different kinds of diamond abrasives which will be used during the production of the sQuba. Thanks to the optimum friction characteristics of diamond abrasives, they even will be applied as seat cover, to create maximum friction between driver and seat whilst traveling through the water.

KW automotive
Visionary thought and action is what links company founders Frank M. Rinderknecht of Rinspeed and Klaus Wohlfarth of KW automotive GmbH in Fichtenberg (Baden Württemberg). The result for their customers is innovative designs and engineering innovation at the highest level.

For that reason it was a matter of course for KW automotive GmbH once again to equip the latest Rinspeed concept car, the "sQuba", with its innovative suspension technology. As to the suspension itself, it is a aluminum coil over suspension which was specially developed for the "sQuba" and which is based on the KW Variant 2. The technology of the Variant 2 is determined to adjust the damper setting to fine tune the system to the customer's needs. The adjustable rebound damper allows adjustment of pitch and roll behaviour of the vehicle, adapting it to one's driving preferences.

KW automotive GmbH is known in the industry for its premium products in the field of car styling. The company offers its customers the largest range of adjustable suspension systems. The whole range - from springs and sports suspension systems to adjustable coil over suspension systems "inox-line" in three damping variants - is unequalled on the market in its scope and variety. Further KW automotive GmbH develops race suspension technology for national and international motorsports. The racing product range KW competition is used successfully by several race teams on many race tracks worldwide. Also manufacturers and top level tuners have partnered with KW automotive for their suspension needs. They have invested in KW's suspension expertise to develop vehicle specific performance suspension solutions of their vehicle platform.

There are now over 140 employees at the company's headquarters in Fichtenberg, ensuring that top-quality products continue to leave the factory. KW automotive GmbH has established subsidiaries at five different locations worldwide, and now employs a total workforce of 200 - and that is a rising trend.

LeasePlan (Switzerland) AG
On March 6th the first diving car sQuba will make its world premiere at the Geneva Motor Show. Visitors may well rub their eyes and ask themselves whether it really is possible to glide above and below water in a car with zero emissions and no environmental pollution. LeasePlan (Switzerland) AG, the leading fleet management provider, is very enthusiastic about this idea and is supporting Rinspeed with its implementation.

LeasePlan also wants to help reduce CO2 output in its core business, the management of fleet vehicles. The long-term and company-wide commitment to GreenPlan should support this. GreenPlan deals with all questions with regard to ecologically and economically favourable mobility. With this service, LeasePlan offers comprehensive advice on company vehicles and assists customers with their efforts to implement a climate-friendly and sustainable vehicle policy.

LeasePlan is the leading fleet management provider and is active in 29 countries. Approximately 5,900 employees manage around 1.28 million vehicles worldwide. On the Swiss sites of Dietikon and Nyon, approximately 90 employees are responsible for 28,000 vehicles.

Motorex supplies „green" know-how for Rinspeed zero Emission diving car
Switzerlands biggest lubricant producer Motorex supports the latest concept car project from Rinspeed with a lot of technical know-how in lubricants and greases. The goal of this partnership is to make the vehicle „pollution free" not only in the engine, but also with the lubricants and greases.

For the "sQuba", the Motorex specialists have put together a very special lubricant plan. Motorex has made all the lubricants and greases in use rapidly biodegradable. Frank M. Rinderknecht states: „Because we have used a zero emission engine, it was very clear to us from the beginning that we wanted to minimize the pollution in every aspect, especially because this vehicle also moves in the precious element of water. With Motorex, we have found a partner that was able to address the specific demands that we had and could optimally support us in the development.

Manuel Gerber, Head of Communications at Motorex: "The partnership with Rinspeed for the sQuba was an interesting challenge. At the same time, it was another possibility for us to proove our readiness for the future, our innovation power and our flexibility. We could profit from our years of experience in rapidly biodegradable products in many different areas of applications.

Pirelli Tyre: Excellence and innovation
Pirelli Tyre is the world's fifth largest operator in terms of turnover on the tyre market, with levels of profitability among the highest in the sector.

Pirelli Tyre is today the operational holding company for a group involved in the design, development, production and marketing of tyres destined for various types of vehicle: cars, light vehicles and motorcycles (Consumer sector, 70% of revenue), buses, trucks, agricultural and earth moving machinery, and the production and marketing of steelcord (Industrial segment, 30% of revenue). Within this market, Pirelli Tyre focuses in particular on the high-end segments characterised by elevated techno-logical contents and high performance.

These are segments in which Pirelli has established itself in positions of leadership with regard to both its car and motorcycle tyres: Pirelli tyres are today seen as synonymous with quality, emotion and ultimate performance.

Drawing on its technological expertise, the group has consolidated working relationships with the world's leading car and motorcycle manufacturers; partnerships that have translated into a number of homologations for models from all the leading automotive firms.

Seabob - The high performance toy
See it, and you'll be wonderfully surprised. Ride it, and you'll be hooked. Own it, and you'll never want to part with it: Seabob, the world's fastest diving and water scooter "Made in Germany", fascinates lovers of water sports.

It is the embodiment of strength, technological intelligence and perfected function: Seabob powers through the water with 10 gears and up to 7 hp. Its maximum speed is up to 22 km/h on the surface and 16 km/h under water. Seabob draws its power from 14 Li-Ion accumulators.

Seabob is developed and manufactured by Cayago AG in Stuttgart, Germany. There, expertise and passion blend together in the best quality and painstaking details. Even the contacts inside Seabob are gold-plated for a better transfer of energy. And the housing, for instance, is made of a special hard integral plastic that meets the highest standards. In addition to arguments such as function and design, Cayago AG also addresses environmental policies in the development of Seabob, and has designed an internationally patented electric jet- stream system that makes this elegant water vehicle entirely silent and emission-free in its performance. So it's 100% environmentally friendly.

Seabob's diving depth is individually adjustable, and professional divers can glide down as far as 40 meters. The illuminated LCD display in the cockpit provides the driver with all the important information such as current engine output, remaining operating time, diving depth and water temperature. The Seabob is available in four models, various colors, and lots of practical accessories. Thus, for instance, the new Cayago F7 has a specially developed belt system that transforms the tremendous thrust of 70 kg into a relaxing driving experience and exceptional agility in the water - whether the rider is in 1st or 10th gear, diving to 2m or 40m.

Sharp - Rinspeed's official multimedia partner
The well-known Swiss design and concept company Rinspeed is working in collaboration with the leading LCD TV manufacturer Sharp on the new "sQuba" concept car. An extraordinary vehicle deserves a unique introduction. And Sharp is making sure it will get one with the latest full HDTVs (best HDTV picture quality via high resolution full HD displays), which will highlight the ideas and characteristics behind this submersible, revolutionary vehicle for the viewer in a needle sharp colour brilliance unlike any other before,. Sharp worldwide: The company, which employs more than 55,000 people worldwide, is active in nearly all fields of electronics and offers an enormous range of products. Among other things, Sharp is the world market leader in LCD flat screen televisions and solar collectors; two areas of major significance in today's times.

LCD technology is inseparably linked with the Sharp name: Ever since the introduction of the first LCD calculator in 1973, Sharp has been a major player in the liquid crystal display industry. It is no surprise that the newest generation of LCD televisions comes from the Sharp factory Kameyama II in Japan, which is one the most modern production plants anywhere in the world. Sharp is the market driver and trend setter for premium TV. Sharp, the inventor of the LCD TV, implements the following formula for success in today's flat screen TV business: large screen diagonals, high quality equipment, and noble design. The disproportionate growth of the still small segment of LCD TVs with screen diagonals > 42 inches is especially impressive. Sharp recognized this trend early on and got in on this highly lucrative market from the very beginning.

Sharp solar technology: Sharp has almost 50 years' worth of experience in solar energy and is the driving force worldwide for an intensified, environmentally friendly use of photovoltaic technology. The company manufactures light concentrators as well as mono-, poly-, and microcrystalline solar cells and modules. In addition to three module factories in Japan and one in Tennessee (USA), the Wrexham factory in Wales (UK) has been manufacturing solar modules to generate electricity for the European market since 2004. In Europe, the solar pioneer also purchases glass and silicon for cell and module manufacture and collaborates with its business partners in the installation of solar power facilities.

Underwater world with Q factor - The interior concept made by Strähle + Hess Whether it's the color mood; choice of materials or the workmanship – the wonderful underwater world with its fascinating light and interplay of colors and Q's genius were the inspirations for the sQuba's interior designs. The color palette takes its cue from the dazzling colour of the Yellow Tail Snapper; its iridescent silver and its bright yellow contrast with the deep blue of the sea. The underwater world's particular light refraction was translated into reality using exceptional yarns and their individual combination. "We would like all our textiles to be at the centre of attention thanks to the special light they emit or reflect," says Claudia Khalil, Chief Designer at Strähle + Hess, when describing the company's materials philosophy.

The vehicle seat is the central element pulling together all the textiles used in the vehicle. The knitted fabric has been designed with a silver/yellow fish scale texture; the padding has been finely quilted and has a harmoniously distinctive herring bone pattern. To ensure that nothing can slip while on Her Majesty's Service - either above or below water - Strähle + Hess have gone for a diamond-coated non-slip textile in silver/yellow with a "sushi roll" on the edges for additional grip. The elegant diamond material has also been used on the pedals and combines a safety function with a mysterious shimmer.

In its own small premiere Strähle + Hess is presenting an intelligent combination of weaving and twisting – "DREBEN" – used for the first time on the sQuba. The seat is edged with a blue/yellow "tweaved" stripe, giving it a visual focus and definition in contrast to the other textiles. To enable water to run off better when surfaced all the materials are backed with a spacer fabric open on the inside; the ensuing capillary function allows the textiles to dry more quickly and prevents any excessive weight gain while submersed.

One of the most attractive, luxurious materials the sea has to offer has been used for the door linings, steering wheel and gear knob: mother-of-pearl. Veneered like a fish scale the elegant organic material on the gear knob corresponds to the pearly fibred yarn, also manufactured using the "tweaving" process, which discreetly shimmers under the textile coverings and on the display. Pure luxury for any vehicle.

The sQuba is the continuation of our successful collaboration with Frank M. Rinderknecht and his Rinspeed team. Another dream has become reality. We would like to express our thanks for the productive collaboration and the opportunity to make "007" very envious. Strähle + Hess GmbH - profiling ideas - a Sellner Group Company: Founded in 1926 the company manufactures highly specialised technical textiles for vehicle interiors. The company headquarters are located in Althengstett near Calw, 40 km west of Stuttgart. Here 150 employees design, develop and produce state-of-the-art seat components and textiles for coverings and sealing systems. With its wide-ranging experience and technical knowhow; with numerous patents and need-based engineering services the company is today one of the world's leading providers of specialist textiles for interior and exterior applications in the car manufacturing segment. The innovative and versatile company has been part of the Sellner Group since 2007 and has thus realized another goal in its long-term strategy of further development within the market.

VDO
Continental is one of the largest component suppliers to the automotive industry, earning more than 25 billion Euros annually in sales of brake systems, drive and chassis systems and components, instrumentation, infotainment solutions, vehicle electronics and tires. The Interior Division serves automotive manufacturers and the aftermarket, operating worldwide to develop and produce electronic systems that control and present information in the vehicle according to the driver's wishes and the situation. Its products include instruments and multifunctional displays, control units, electronic vehicle access systems, tire monitoring systems, radios, multimedia and navigation systems, air conditioning controls and operating units, telematics solutions, and cockpits. The Interior Division also develops the vehicle electronics necessary to connect the car to other vehicles (Car2Car), traffic and mobility control centers (Car2Infrastructure), and the Internet, and for the seamless integration of mobile end devices (Car2Device).

For the latest Rinspeed study, sQuba, Continental has developed a unique instrument cluster, marketed under the VDO product brand that brings all of the important information and features together. As befits the world's first vehicle that can drive on land, on the water's surface, and underwater, the designers took the shape of a manta ray for their inspiration, developing a cockpit with fluid lines in which the shapes of the individual instruments seem to float. All of the dials, which are lined up like lenses, the control lights, and the digital display are brought together in a single aluminum housing that is waterproof and resistant to salt water at depths of up to ten meters. The cluster is lavishly lighted and covered by a protective sheet of glass with built-in fisheye effect and a series of operating buttons for functions such as transmission control that are completely covered with plastic film, can be
pressed accurately even when wearing thick diving gloves, and can give the driver tactile feedback. In its work on this unique instrument cluster, the company is utilizing the many years of experience it has accumulated in its many divisions and fields of business. After all, the component supplier not only has all the capability of more than 100 years of automotive instrumentation, but is also a market leader in original equipment for agricultural,
construction, and forestry machinery and instrumentation for sports boats, making it intimately familiar with the tough conditions both on and under the water.

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Dumb and Dumber: Are Americans Hostile to Knowledge?

A popular video on YouTube shows Kellie Pickler, the adorable platinum blonde from “American Idol,” appearing on the Fox game show “Are You Smarter Than a 5th Grader?” during celebrity week. Selected from a third-grade geography curriculum, the $25,000 question asked: “Budapest is the capital of what European country?”

Ms. Pickler threw up both hands and looked at the large blackboard perplexed. “I thought Europe was a country,” she said. Playing it safe, she chose to copy the answer offered by one of the genuine fifth graders: Hungary. “Hungry?” she said, eyes widening in disbelief. “That’s a country? I’ve heard of Turkey. But Hungry? I’ve never heard of it.”

Such, uh, lack of global awareness is the kind of thing that drives Susan Jacoby, author of “The Age of American Unreason,” up a wall. Ms. Jacoby is one of a number of writers with new books that bemoan the state of American culture.

Joining the circle of curmudgeons this season is Eric G. Wilson, whose “Against Happiness” warns that the “American obsession with happiness” could “well lead to a sudden extinction of the creative impulse, that could result in an extermination as horrible as those foreshadowed by global warming and environmental crisis and nuclear proliferation.”

Then there is Lee Siegel’s “Against the Machine: Being Human in the Age of the Electronic Mob,” which inveighs against the Internet for encouraging solipsism, debased discourse and arrant commercialization. Mr. Siegel, one might remember, was suspended by The New Republic for using a fake online persona in order to trash critics of his blog (“you couldn’t tie Siegel’s shoelaces”) and to praise himself (“brave, brilliant”).

Ms. Jacoby, whose book came out on Tuesday, doesn’t zero in on a particular technology or emotion, but rather on what she feels is a generalized hostility to knowledge. She is well aware that some may tag her a crank. “I expect to get bashed,” said Ms. Jacoby, 62, either as an older person who upbraids the young for plummeting standards and values, or as a secularist whose defense of scientific rationalism is a way to disparage religion.

Ms. Jacoby, however, is quick to point out that her indictment is not limited by age or ideology. Yes, she knows that eggheads, nerds, bookworms, longhairs, pointy heads, highbrows and know-it-alls have been mocked and dismissed throughout American history. And liberal and conservative writers, from Richard Hofstadter to Allan Bloom, have regularly analyzed the phenomenon and offered advice.

T. J. Jackson Lears, a cultural historian who edits the quarterly review Raritan, said, “The tendency to this sort of lamentation is perennial in American history,” adding that in periods “when political problems seem intractable or somehow frozen, there is a turn toward cultural issues.”

But now, Ms. Jacoby said, something different is happening: anti-intellectualism (the attitude that “too much learning can be a dangerous thing”) and anti-rationalism (“the idea that there is no such things as evidence or fact, just opinion”) have fused in a particularly insidious way.

Not only are citizens ignorant about essential scientific, civic and cultural knowledge, she said, but they also don’t think it matters.

She pointed to a 2006 National Geographic poll that found nearly half of 18- to 24-year-olds don’t think it is necessary or important to know where countries in the news are located. So more than three years into the Iraq war, only 23 percent of those with some college could locate Iraq, Iran, Saudi Arabia and Israel on a map.

Ms. Jacoby, dressed in a bright red turtleneck with lipstick to match, was sitting, appropriately, in that temple of knowledge, the New York Public Library’s majestic Beaux Arts building on Fifth Avenue. The author of seven other books, she was a fellow at the library when she first got the idea for this book back in 2001, on 9/11.

Walking home to her Upper East Side apartment, she said, overwhelmed and confused, she stopped at a bar. As she sipped her bloody mary, she quietly listened to two men, neatly dressed in suits. For a second she thought they were going to compare that day’s horrifying attack to the Japanese bombing in 1941 that blew America into World War II:

“This is just like Pearl Harbor,” one of the men said.

The other asked, “What is Pearl Harbor?”

“That was when the Vietnamese dropped bombs in a harbor, and it started the Vietnam War,” the first man replied.

At that moment, Ms. Jacoby said, “I decided to write this book.”

Ms. Jacoby doesn’t expect to revolutionize the nation’s educational system or cause millions of Americans to switch off “American Idol” and pick up Schopenhauer. But she would like to start a conversation about why the United States seems particularly vulnerable to such a virulent strain of anti-intellectualism. After all, “the empire of infotainment doesn’t stop at the American border,” she said, yet students in many other countries consistently outperform American students in science, math and reading on comparative tests.

In part, she lays the blame on a failing educational system. “Although people are going to school more and more years, there’s no evidence that they know more,” she said.

Ms. Jacoby also blames religious fundamentalism’s antipathy toward science, as she grieves over surveys that show that nearly two-thirds of Americans want creationism to be taught along with evolution.

Ms. Jacoby doesn’t leave liberals out of her analysis, mentioning the New Left’s attacks on universities in the 1960s, the decision to consign African-American and women’s studies to an “academic ghetto” instead of integrating them into the core curriculum, ponderous musings on rock music and pop culture courses on everything from sitcoms to fat that trivialize college-level learning.

Avoiding the liberal or conservative label in this particular argument, she prefers to call herself a “cultural conservationist.”

For all her scholarly interests, though, Ms. Jacoby said she recognized just how hard it is to tune out the 24/7 entertainment culture. A few years ago she participated in the annual campaign to turn off the television for a week. “I was stunned at how difficult it was for me,” she said.

The surprise at her own dependency on electronic and visual media made her realize just how pervasive the culture of distraction is and how susceptible everyone is — even curmudgeons.

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