Salman Safdar, director of business development at Norfolk-based Driver-in-the-Loop (DIL) simulator specialist Ansible Motion, talks to MEM about growth, a landmark new headquarters and the launch of a new, compact simulator that rewrites the rules for DIL simulation.
Founded in 2009 by former Formula One engineers, Driver-in-the-Loop (DIL) specialist Ansible Motion was established to challenge legacy simulator designs from a first-principles engineering perspective. The company developed a patented six-degrees-of-freedom (6-DOF) motion system known as “stratiform” that is structured in logical layers corresponding to primary vehicle axes. This adaptable framework enables automotive constructors, tier-1 suppliers, tyre manufacturers and automotive research teams around the globe to connect real human evaluators with virtual vehicles in controlled, highly reconfigurable laboratory environments.
Rather than offering off-the-shelf equipment, Ansible Motion delivers bespoke simulation solutions tailored to exact customer specifications, with all R&D, design, fabrication, assembly and testing handled in-house to maintain strict engineering integrity. And following its acquisition by AB Dynamics in 2022, the company has further blended its human-centric DIL testing with Software-in-the-Loop (SIL) and Hardware-in-the-Loop (HIL) validation environments, allowing real-world driver feedback to guide software-defined vehicles, AI validation, and physical vehicle designs early in the development cycle.
Expansion and New Headquarters
Ansible Motion has enjoyed significant success over the last few years. Its workforce has risen to over 60 employees – many of whom being highly experienced, degreed automotive engineers – with operations expanding two-fold to accommodate an expanding international client base.
This commercial momentum has been fuelled by rapidly evolving virtual development demands, particularly surrounding software-defined vehicles and autonomous driving methods. As director of business development, Salman Safdar explains, this surge in adoption stems from the critical role human interaction plays in vehicle testing.
“DIL simulation remains unique among the many ‘in-the-loop’ approaches because it is the gateway for real human evaluators to engage with simulations, virtual vehicles and virtual scenarios. After all, production cars – and race cars as well – are consumer products at the end of the day, and as such, success depends on human acceptance.”
Supporting the company’s increased scale, Ansible Motion will soon be moving into its new, bespoke 3,000m² headquarters at MotorSport Vision’s Snetterton Innovation Park. The purpose-built two-storey headquarters – more than double the size of its current facility – will bring together administrative, R&D design and manufacturing operations under a single roof while adding dedicated simulator demonstration suites.
“We are viewing the move as a springboard rather than a destination,” notes Salman. “When the facility opens, it will underpin further expansion of our global operations. It is really a physical representation of our commitment to continue developing and manufacturing our simulators for a global market, here in the UK.”
Innovative Breakthroughs
Complementing this facility-led expansion is the Delta T1 Sport DIL simulator, Ansible Motion’s latest product breakthrough. Engineered from scratch to prioritise high mechanical stiffness and low dynamic mass, the simulator delivers ultra-low latency and ground-plane fidelity for demanding motorsport categories including Super Formula, LMH/LMDh, and Formula E.
Defining a new industry category termed “compact dynamic DIL,” it manages a 300kg payload within a tiny 2.4m by 2.4m footprint with no special flooring or deep foundations required. Demonstrating immediate commercial validation for the novel platform, motorsport icon Lola Cars committed to the project following initial builds, securing serial number one of the landmark system.
As vehicle development becomes increasingly complex and shifts rapidly toward virtual environments, Ansible Motion’s combination of bespoke engineering and innovation, alongside a clear mission to maintain human evaluation, continues to position it as a leading pioneer within the industry.
Manufacturing & Engineering Magazine | The Home of Manufacturing Industry News
