Pioneering

Sustainable Transportation through the ASPIRE Initiative

Dr. Antje Graul’s journey from Germany to Utah State University embodies a narrative of passion, innovation, and dedication to sustainable change. As an Associate Professor of Marketing and the USU Campus Director for the Advancing Sustainability through Powered Infrastructure for Roadway Electrification (ASPIRE) initiative, Dr. Graul’s work is transforming the landscape of transportation.

The ASPIRE initiative is part of the National Science Foundation Gen-4 Engineering Research Center focused on the research and real-world deployment of widespread electrification across all vehicle classes. This initiative spans a global network of 14 universities and over 60 industry partners. It brings together over 400 faculty, staff, and students, all working towards the common goal of sustainable electrified transportation.

Dr. Graul’s story is a testament to the power of combining academic rigor with practical experience. Born and raised in Germany, she earned her B.A. in Communication Studies and Literature from the University of Erfurt. Her early career was marked by internships with marketing giants like HOCHTIEF and Complan Media, where she honed her skills in strategic communications and marketing. These experiences laid the foundation for her future endeavors.

Her career took a significant turn when she joined BMW, where she focused on strategic communications and marketing campaigns. It was here, in 2012, that her interest in sustainable consumption was ignited. “Working on BMW’s car-sharing scheme in Munich and Berlin was a pivotal moment for me,” she recalls. “Marketing a shared resource rather than an owned one required a fresh perspective and a deep understanding of consumer behavior.”

This experience at BMW inspired Dr. Graul to delve deeper into sustainable consumption, leading her to pursue a Master’s and Ph.D. in marketing at Leeds University. In 2017, she spent a semester as a visiting scholar at Utah State University, falling in love with the culture and spirit of the Jon M. Huntsman School of Business. She joined the Department of Marketing and Strategy in 2018, where she continues to drive change as a tenured associate professor.

Today, Dr. Graul’s work at ASPIRE is more than just academic. It’s about making a real-world impact. She emphasizes the importance of public-private partnerships and pilot deployments to bring transportation innovation to life. “Catalyzing sustainable electrification can improve health and quality of life for everyone, all over the world,” she says.

Dr. Graul’s dedication extends to her students as well. She equips them with the skills needed to tackle real-world problems, bridging the gap between academia and practice. ASPIRE provides students with opportunities to attend cohort trips, visit national labs, and meet with policymakers and industry leaders, fostering professional connections and practical learning experiences.

The Utah legislature’s recent grant of ongoing funding to ASPIRE underscores the importance of this mission, providing USU students and faculty with the resources to pioneer innovative technology. “At the Huntsman School, we say ‘Dare Mighty Things,’” Dr. Graul notes. “Our students are daring mighty things by developing patents and understanding the societal impact of electrifying transportation.”