Apr 22, 2009

The meaning of "Car Culture"

"... there are many auto-industry executives who maintain that the [electric cars] hype has gotten well ahead of reality. There is no infrastructure, in the form of battery-charging stations, to support pure electric models ..." (times.com)

The skeptical opinions towards the market's readiness for electric cars (and new technology in general) all have a major problem: they all assume that driving patterns and people's needs will stay the same as they have been for the last 50-60 years. While nobody can also predict the opposite, the past suggests some conclusions about people’s attitudes towards new technologies.

Let's think about the meaning of the term "Car Culture". During the last 100 or so years, people have created a lifestyle around the availability of a new technology (cars). When the internal combustion powered cars were still a novelty, only the geeks, eccentrics, and adventurers were excited about them. The traditional view was that they are dirty, noisy, dangerous, and with limited application. And they had a point - back then life was different. For a while horse-drawn buggies and cars shared the roads until people decided they prefer noisy, dirty, and dangerous cars than a horse which was considered mainstream and most suitable for the existing lifestyle. Putting everybody in cars probably seemed pretty far-fetched.

Now, just like then, we have a brand new technology available, which is somewhat of a novelty and does not quite fit our traditional lifestyle. Today's skeptics, just like the ones 100 or so years ago just can't imagine that lifestyles and consumer culture change faster than expected. Newspapers are going away, smoking is not popular anymore, online social networking was not even invented few years ago and now people are making expensive business decisions and planning their careers based on its specifics.

The only concern car makers should have is building and selling a product with what's available today at a reasonable price. Let the market decide if they like it and how to use it.

And enough with the charging stations nonsense argument - electricity is available everywhere. The same goes for "experts" saying that the grid won't handle the load. The only expertise that goes into a statement like that is in short sight. How did the grid successfully adjust to handle the inventions of the electric dryers, freezers, and air-conditioners, and why is charging a battery any bigger challenge than that?

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