Home > Companies > Thought Leaders > “Our aircraft emits only 45 decibels of sound, 100x quieter than helicopters” says Louise Bristow Vice President, Marketing & Communications at Archer

“Our aircraft emits only 45 decibels of sound, 100x quieter than helicopters” says Louise Bristow Vice President, Marketing & Communications at Archer

Louise Bristow
Louise Bristow, Vice President, Marketing & Communications at Archer discusses the company's minimally disruptive, futuristic, and sustainable approach to revolutionizing flying. Continue reading to learn more about air, sustainable and low sound emission flying, eVTOL, innovative electronics, intelligence, security, and marketing methods.

"Plenty of companies are making eVTOL aircraft, but Archer is the only company launching a customer-focused electric airline.”

Media7: What innovation enables eVTOL flights to produce minimal noise?
Louise Bristow: At Archer, we’ve gone to great lengths to make our aircraft minimally-disruptive and seen strong outcomes already. For example, our aircraft emits only 45 decibels of sound —100x quieter than helicopters. The aircraft’s 12 rotors spin slower than a helicopters’ blades, thus generating significantly less noise.


M7: What obstacles had to be mastered in order to advance Archer to this level?
LB: Over the last few years, Archer has made significant achievements and met crucial milestones across several fronts solidifying our status as an industry leader. We’ve entered agreements with Stellantis, one of the biggest manufacturers in the world, and United, which includes an order for $1 billion of Archer’s aircraft. We’ve inked several critical partnerships including with REEF, providing access to thousands of potential vertiport sites, and with the US Air Force to collaborate on flight testing.

Moreover, Archer has developed a fully electric vertical takeoff and landing (eVTOL) aircraft that can carry four passengers for 100 miles at speeds of 150 mph. Our demonstrator aircraft, Maker, completed its first hover test in December 2021. Following extensive ground testing and the addition of Archer’s new tilt propeller system, the aircraft returned to flight testing earlier this year and is on track to achieve full transition in 2022. We are continuing to work with the FAA to test and certify our eVTOL aircraft, tracking towards 2024 for Type Certification and early 2025 for commercial operations.

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“We’re working to make the public believe in something that doesn’t even exist yet that is, the cleanest and most sustainable aircrafts.”

M7: How has Archer been beneficial when it comes to increasing urban mobility ? When compared to your peers, what distinguishes Archer from them?
LB: Archer was founded in 2018, and in less than four years has risen to become an industry leader. The company’s meteoric rise has accelerated the entire industry forward. Archer’s key differentiation is its strategic focus exclusively on intra-city travel, as opposed to regional travel. We’re focused on improving urban mobility and making it possible for passengers to experience new parts of their surroundings made accessible by the speed and range of eVTOL travel. Plenty of companies are making eVTOL aircraft, but Archer is the only company launching a customer-focused electric airline.


M7: How long will it take Archer to make a complete shift given that the second phase of Maker Flight Testing has just ended? Any electrical advancements anticipated in the upcoming model?
LB: We anticipate our demonstrator aircraft Maker will achieve transition flight before the end of the year, which will be a significant moment for the team as we continue to push towards Type Certification. We just announced the name of our full-scale commercial aircraft which will be known as Midnight. At this point, we’re not releasing any additional details, but we’re incredibly excited to unveil that aircraft formally, allowing consumers to experience what travel will be like in the future.

Read More: ‘Our vision is ‘Driving Comfort in the Sky’ says Timo Lenzen, Director of Engineering (America) at RECARO Aircraft Seating


“We’ve worked to develop creative strategies that engage our community and paint a real picture of what their lives will be like once Archer is commercially available.”

M7: What are your go-to marketing strategies?
LB: eVTOL is a brand new marketing category - this is an industry still in its infancy, so there really is no such thing as a “go to” strategy yet. We’re developing our strategy every day. What I will say is that we have chosen to place tremendous emphasis on building an educated community, which is made even more challenging when you remember that we’re working to make the public believe in something that doesn’t even exist yet.

As with any new form of transportation or technology, there’s going to be some initial resistance to adoption. Our strategy is to combat that resistance with knowledge, exhibiting not only the technology that’s at work in our eVTOL aircraft but also how that technology provides for a safer, more enjoyable experience. And we get that knowledge out there using a multi-channel marketing strategy that encompasses video, blog posts, engaging social media commentary and content tailored for each specific audience, and of course regular press interactions to make sure our message is interpreted and dispersed without bias. We’ve worked to develop creative strategies that engage our community and paint a real picture of what their lives will be like once Archer is commercially available. For example, instead of the dystopian futuristic content so many envision when they think of futuristic travel, we have created and released industry-leading and immersive video content, alongside realistic images, that evoke exploration as a way of life - giving consumers realistic expectations for what’s to come.
In June of last year, we even brought this vision to life with our Maker unveil where we used cutting edge XR technology (which was the same tech used when filming the Mandalorian). To our knowledge, this is the first time this technology was used outside a production set and that’s exactly the kind of innovative thinking that rings true to our brand from the aircraft to the marketing efforts.


M7: What are the company’s sustainability goals when it comes to air travel?
LB: Sustainability and our impact on the environment are fundamental elements of our business. One of the core tenets of our mission is to establish a cleaner form of travel for our heavily congested cities. Our eVTOL aircraft will be 100% emissions-free and, when it comes to our partners and suppliers, we will hold them to the same sustainability standards we hold ourselves to and this is a central consideration in our decision making on material sourcing and partners. Our eVTOL aircraft will be 100% emissions-free and will help in achieving cleaner form of travel for heavily congested cities.

ABOUT ARCHER

Archer is designing and developing electric vertical takeoff and landing aircraft for use in urban air mobility networks. Archer’s mission is to unlock the skies, freeing everyone to reimagine how they move and spend time. Archer's team is based in Santa Clara, CA.

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