17 February 2014

An (Electric/Hybrid) Streetcar Named Desire

I find the automotive sector so fascinating when it comes to sustainability. The sector has got so much right already, and should be the envy of other sectors:

  • a used-car (second owner) industry, extending the life of a physical product
  • repair workshops (garages) and parts provision to maintain a car and keep it running efficiently
  • a focus through EU regulation on tailpipe emission regulation (plus lots of other regulation like congestion charging)
  • car-sharing clubs (including peer-to-peer) maximising the use of idle assets
  • parts marked for dis-assembly, helping support re-use and/or waste stream segregation

However, in recent times, electric/hybrid cars have been considered niche/quirky, and received a lot of bad motoring press - over-priced for the performance delivered, question-marks about their battery-life and its range, and government subsidies not being enough to stimulate demand.

The key to a sustainability proposition, in any sector, isn't to appeal exclusively to those that understand the importance of sustainability, but develop a proposition which is simply better than the traditional alternativesFor cars, this can be measured across varying measures - performance (top speed, 0-60, etc.), purchase cost, warranty and reliability, equipment levels, brand, etc.  

When it comes to desirability, motor manufacturers showcase their expertise with supercars.  Although out of reach for most (and often considered symbols of excess and exuberance), they are critical in helping shift perceptions with both the public and the motoring press, increasing acceptability of alternatively fueled vehicles.

Here's a selection of the cars which are creating such a buzz in the industry at the moment... (links to manufacturers as part of titles)

McLaren P1
McLaren P1
McLaren P1
McLaren P1
McLaren P1


Porsche 918 Spyder



Porsche 918 Spyder
Porsche 918 Spyder

Porsche 918 Spyder
Porsche 918 Spyder

 
Ferrari LaFerrari


Ferrari LaFerrari
Ferrari LaFerrari

Ferrari LaFerrari
Ferrari LaFerrari


Ferrari FXX K

Ferrari FXX K

Ferrari FXX K

Ferrari FXX K

BMW i8


BMW i8
BMW i8
BMW i8

 


Tesla S


Tesla S
Tesla S
Tesla S
Tesla S


 
Of course, the purchase price of these vehicles (and their ownership profile) is unlikely to mean that in themselves, they will deliver a sustainable solution. But, they have every chance of being the catalyst to create a real step-change in the industry, as technologies filter-down to affordable parts of the range (or sister brands, e.g. Ferarri is mainly owned by Fiat, Porsche has links with VW, etc.), and 'Joe Public' generates demand at lower price points.  

And isn't it terrific that the car posters which kids today will be sticking on their walls will help them understand, shape and expect an even greener era of motoring.


In an upcoming blog I'll talk much more about the business model for mobility, and how the physical car is only part of the experience which needs be offered.

1 comment:

  1. Richard - really good points; I particularly like the fact that "poster" cars of today will shortly be the green cars of tomorrow - and don't they look good!

    For a rounder picture, I was thinking about the elements of the motoring industry that they haven't quite got right yet. To be honest, there aren't many - but the one that jumps out is the shared ownership model - i.e. renting cars. I still believe that if someone has a rental, they won't treat it like their own, and therefore the whole model breaks down a little. Maybe some advanced telemetry is the answer? If a rental car offered money back at the end if you've driven it "well", then it would encourage people to treat it with more respect? We'd then see the same increases in efficiency (and therefore emissions etc) that we do with "owned" cars

    ReplyDelete