There was an article on the Wired Blog Network about how the major auto makers have finally given up on the SUV and large trucks in favor of smaller, more fuel-efficient vehicles. The author says –
“What’s surprising isn’t that SUVs are dead, but how quickly they fell.”
Really? This doesn’t surprise me in the slightest. I think that it’s only the obviously overpaid marketing executives at these companies who are surprised. And why?… Because they have been living in a dreamworld of “high oil prices are just a fad”. No one who does even a cursory daily perusing of world events would have any trouble at all seeing where the world is going from an energy standpoint, but car companies don’t want to change. Their model has worked for a very long time and they just don’t want to let go. Now, with gas prices closing on $5.00 a gallon in the U.S., those oh-so-fickle consumers are finally saying “no thanks” to vehicles that get 10 mpg. Duh.
If I were a researcher for a major car company, trying to figure out where to put our focus for the next decade, I would tell the execs the following:
1. Build a better battery. Simply put, cars are going electric. Oil is not going to become more plentiful anytime soon, nor is the issue it creates with greenhouse gasses. Electric cars need batteries, and right now, those batteries are expensive, short lived, heavy, bulky, and don’t hold a large enough charge. I’d put huge research into finding ways to store electric energy more efficiently.
2. Put solar cells on the roofs of electric cars. The roof of most cars is a big fat waste of space. Why not stick some panels up there and give your car a 25% milage boost. Dang, in SoCal, you could probably get most people home from work for free on the charge they could get off the top of their car while it sits in a sunny parking lot. Free energy is pouring from the sky and so far, we are mostly ignoring it.
3. Stop making “performance” cars. Like the SUV, people are are going to wake up to the fact that being able to go from 0 to 60 in 6 seconds kills your milage, so does being able to haul your boat, or a top speed of 180 mph. I think people would settle for a lot less if they could get 50 mpg. You could make cheaper, more efficient cars and everyone might actually drive a little slower. 80 mph on the freeway is not only dangerous, it’s a massive waste of gas due to simple aerodynamics.
4. Kill the curve. Tell your designers to stop cutting corners… literally. This idea flies in the face of what researchers are saying about increasing milage for electric cars, but we’re talking about what people want here. More and more, the shift is away from big, powerful vehicles with lots of room, to small, efficient vehicles with barely room for a picnic basket. But it’s not the size that’s wrong here, it’s the cost to move your life from point A to point B. I say “life” because it’s often not just us in the vehicle, it’s also our kids, a load of groceries, a new chair, a big dog, whatever! Square cars have more useful room. Period. This is why truck beds are a big flat square, not a rounded pool. The perfect example of doing it wrong can be seen in the latest version of the Toyota Scion xB. When we bought our car at the very end of 2006, we got the model that was basically a box on wheels. No curves here, and we love it! We fit in our car, easily. It’s a joy to ride in, and my wife and I constantly comment on how un-claustrophobic it is, even though it is considered a “compact” car. We actually have room over our heads, and I’m six foot two. But the latest version is all rounded, killing the internal cargo space. They also lowered the roof to make it more sexy… and ruined the most appealing aspect of the vehicle. Somehow, all those “efficient” curves also managed to lower the milage from 30/35mpg to 22-/28mpg. Dumb. Kill the curves. Find your milage boost elsewhere.
5. Use geek technology. Why does my car not have wi-fi? Why am I not able to have my home computer upload music to an onboard, built-in iPod while it sits in the garage? For that matter, why can’t my car upload stats and maintenance notices to my home computer? Why hasn’t anyone put in a simple, clean, inverter power source so I can plug in my laptop without buying some lame cigarette-lighter adapter. Are there that many smokers still driving around without a lighter in their pocket? On-board GPS would be nice, but I would much rather have a real-time milage readout (with the ability to enter fill-up statistics) and a built-in bluetooth link to my phone for hands-free communication (now that it will be a requirement in California come July). Don’t tell me it’s expensive… My five year-old PDA does most of this stuff. Peanuts.
So, to the marketing executives at the big-five, there you go. The future revealed today. Now go do your job and stop waiting for the people to tell you that you blew it. Get ahead of the game and give folks what they will want, not what they wanted yesterday.