Ford Announcement is Harbinger of Avalanche of New EV Models are on the Horizon from virtually every Major Automaker
With today’s scheduled announcement of a new Ford Mustang EV and a slew of other companies rushing into the fray, the transition into more sustainable automotive transportation has gone into hyperdrive.
Since it’s founding in 2003, Tesla has been about two things: all electric zero emission electric cars and making them fun, fast and sexy.
The genius of this cannot be overstated. In retrospect, it can even be said that the auto industry intentionally tried to make EV’s, to the extent that they were developed at all, an experience like eating broccoli while everyone else at the table feasted on a cornucopia of delights. The idea appeared to be to intentionally fail and thereby take away the need for EV’s to be produced at all (and ICE vehicle production to continue uninterrupted)
Elon Musk and Tesla put a stop to all that. Facing incredible resistance and negative press bordering on sabotage, nevertheless the company persisted and stuck to the concept: EVs must be not only have a long range and be powerful but also be fast and fun like hell to drive.
Also, could it be that all the boring, staid productions and designs were built specifically to fail? That the fossil fuel industrial complex wanted to perpetuate itself (automakers included) and stop or at least slow down the transition to EVs?
For years, there was not much more than a trickle of projects at other manufacturers trying to follow suit. No more. Not only are there huge and growing numbers of new models either in production or soon to be produced, but longer term commitments and infrastructure investments, particularly by the top German automakers are being announced virtually by the day.
Theses commitments follow not only close attention to the sales numbers and successes of Tesla’s Roadster, Model 3, S and X, but, with a high likelihood, huge companies are seeing that the tide is turning in awareness of the need for sustainable energy infrastructure among the general public.
Although there is plenty of debate as to whether battery based individual cars can be powered by primarily sustainable energy sources (Solar, wind, etc), it is clear that reducing CO2 emissions by phasing out, and eventually eliminating, ICE vehicles is a positive step forward.
The Future can’t wait, and thankfully, Elon and Tesla Survived and Brought us All to this Moment
But the genius and power, seldom singled out for praise of any kind (even among Tesla fanatics), in finding “sexy” ways to accelerate the transition away from fossil fuels and of waging war against the capitalist world that itself created the problem of Global Warming, is mind-bendingly fantastic.
While this sounds almost insane at first blush, Elon Musk and Tesla are proving that, by focusing on making products that are not only environmentally progressive but also attractive to consumers, (using a marketing style straight out of Apple and Steve Jobs playbook) the “free market” can bring extreme pressure to bear on polluting fossil fuel behemoths and force them to change.
The brilliance of this is deep and formidable. In the end, it is “the people” that must stand up and act to change the ways that we travel and use transportation. It has been clear for half a century that a “top-down” approach where a kind of energy austerity is forced on the public is not possible and would bring great hardship. And voluntary change by the power structure went virtually nowhere in the last 50 years.
Why not find ways to make sustainable energy solutions and products that improve the transportation systems into aspirational objects of desire and status? Why not make green more than just politically correct but also cutting edge and satisfying to the lifestyles of the affluent and mobile in the G7 member countries?
One Step Forward is better than Excuses not to Act, which has been the Stance of Government and Industry until now
And so what if battery factories are not yet able to run on 100% sustainable energy sources? Isn’t it better to start now and accelerate the transition to a better way? Tesla is also a solar company and a battery manufacturing company and is doing everything possible to upgrade all available technology to make its entire operation more completely sustainable and “green”.
Wouldn’t it be fantastic to see the rest of the auto industry (and indeed other industries and companies) to follow this path of prioritizing sustainable energy production and use?
Now, today, we see that a miracle has happened. Using great technology and product designs and marketing them with emphasis on the driving pleasure, speed and sexy fun, just as much as the environmental benefits Tesla has pulled and prodded the rest of the auto industry toward the future, and forced them to abandon all efforts to delay or impede the transition to sustainable energy in automotive transport.
In a war with a single company / entity against almost literally the entire world infrastructure, the war was won by the underdog, hands down.
Perhaps this is a lesson for the future: that winning the hearts, minds and the wallets of the general public, by creating products people love, can be an even better catalyst for positive change, than preaching suffering and guilt while clinging to the obsolete structures of the past.
You can watch the live unveiling of the Mustang Mach-E at 5:15 PM (PST) Nov. 17, 2019 below:
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