Auto showrooms all over the world are on the brink of a revolution. After years of debate, lots of hard work, massive investment, government arm twisting, heaps of propaganda, a couple of wars and a massive oil spill, we are about to see electric cars re-launched for the masses. A historic milestone indeed.
Personally I love the concept of electric cars and bikes and cant wait to see them become a greater part of the transportation landscape, but before we get too carried away with these new offerings, we should probably ask ourselves , what was the question? Having worked on quite a few electric car projects, (about 6) I was usually dissapointed by the project briefs. To be honest, for most of them, it was quite evident that the team leaders had not really understood the plot.
To start with, there are some fundamental reasons why people buy cars. The overwhelming factor is freedom. After that, security and image are major considerations. If electric cars represent progress (and they should) these major requirements should be met first. Driving around in a small, overpriced car with range anxiety doesn’t feel like progress to me. So before we pass judgement we need to understand the objectives.
A great example of electric vehicles that answered all the relevant questions, were the iconic British milk floats. Introduced in the 1950s, these were a common sight, inching their way around the English country side and suburbs in the early hours. Whether they make you laugh or just shake your head, you can’t deny that they made perfect sense. Their architecture met all the functional objectives, they were inexpensive to build and maintain, could travel 60 -80 miles for just a few pennies at speeds up to 20mph. Great for stop-start driving and were also silent, which was important for early morning deliveries. Lots of torque to climb steep hills with a full load and because they replaced the horse and cart, they also eliminated vet bills. Unfortunately, it was vehicles like these that attached a stigma to electric cars, perpetuating an image of slow motion and quirky styling.
Looking at the electric vehicles emerging at the moment, the Chevrolet Volt really stands out and I think we should be tipping our hats at GM for getting it right where every one else missed the target or didn’t even take a shot. It’s a huge a accomplishment for a large, traditional company that was going through massive financial upheaval. The end result is a car that is relatively affordable ( similar to an nice Audi) is large enough to carry 5 people in comfort, with luggage, and a sense of security. If the owner doesn’t drive over 40 miles at a time, (which most people don’t) or travel well over the national speed limit, (which they shouldn’t) he or she may never need to refill the gas tank. But if you need to hit the freeway for a few hours or days, that’s not a problem either. I keep reading articles that question or criticize GM and the Volt. Come on guys, give them some credit!
I also applaud Nissan, Tesla, Aptera and other assorted entrepreneurs for their efforts, but I can’t help but think they have all missed an opportunity to redefine what the electric automobile should be. The Leaf is an interesting offering, no doubt a perfect solution for a lot of people, but with Tesla, Fisker and Aptera, I’m just not sure what the question was or if it’s still relevant.
I really wish that Steve Jobs had created an Apple Car. I think he would have asked all the right questions and surprised us with the answer.
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