Sunday, September 16, 2012

Review: Who killed the Electric Car?


This video was one of the most intriguing and engaging documentary about the electric car evolution. From the beginning, you are captivated to find out the reason as to its depletion and its value to the environment according to different people. It was development in 1996 in California as a vehicle that required fast speed with no exhaust or gasoline, quiet and home charged. It was adapted with success but all of a sudden it disappeared. Ten years later there was no such ‘futuristic’ car on the road it had disappeared from the consumer choice.

 
The video illustrates how the power of the combustion engine was seen always to be the number one choice, even though the apparent signs of environmental struggle were becoming increasingly notable. The Greenhouse gases, smog, air quality, ‘black cloud of death’ leading to the increase of asthma/cancer rates, lung impairment, respiratory disease thus limitation on living. Although it wasn’t until the advancement in technology allowing the first solar car to arrive, which lead to a mandate whereby all car dealerships had to provide a percentage of cars with no exhaust (Electric cars) to continue selling. Thus the EV1 was introduced to save our planet.
 

You discover that the EV1 had redeemable qualities such as sexiness, low cost, speed, aesthetic and independency. Although consumer acceptance was an issue, questioning its reliance, ability, size, features with the addition of conflicting oil companies, questioning the environmental dubious of the electric car (coal). This then caused change in the mandate to customer demand. Gone…..

 
The video conducted a continuous debate trying to provide blame to the reason behind the abolishing of the mandate thus the refuge of all electric cars. You learn the extent of how much the environment was valued according to all parties of blame, from the consumer, batteries, car companies, government etc. The most convincing point seen as reasonable blame is from the car companies whereby the electric cars not having an internal engine removed their economical profits on the repairs, maintain and oil imports.

 Industrial designers should watch this video as it gives and insight to the importance of demand and politics that get involve in design. It allows us to see the importance and the possibility of the introduction of eco design as a potential necessity especially in the electrical car industry. Let us understand the consumers and their needs as more than just profitable gain. Create clear awareness through design of the environmental impact and how a product you buy will help the future of the world. Persuade benefits and functional features to support the design as seen no different as the existing just with an additional benefit.

 
The 3 keep messages:

1.      The harm we do on the environment has to be made clear to consumers. In educating the understanding on how a product can help through experience and knowledge will influence the demand. Demand is dependent on awareness thus the success of a product in order to make a difference on the environment.

2.      Providing a continuous debate on blame doesn’t achieve necessary action but seems to result in the depletion of an electric car and potential market for new innovations.

Economy and hidden agendas of the government, politics, car companies etc. in regards to profit take a big part in the success of the electric car.

3.      Educating the consumer to move away from their mindset that eco design is worse than existing products but the same with added beneficial qualities.

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