Electric Cars . . . The Consumer . . . Patrick Swayze??



Picture from Autoworld Blog


Morning Drivers,

Some of you may recall that last year I told you about Canada's zero emmission zero noise car, the ZENN.  I just received an update from ZENN who's Chief Operating Office Brian Cott was invited to present in the Foreign Affairs and International Trade Canada's“Invest in Canada” event held in Shenzhen, China.  The focus of the event was to highlight the advantages to investing in Canadian businesses and was automotive centered.

At the same time that the "Invest in Canada" conference was being held, the 25th Annual World Electric Vehicle Symposium and Exposition was being held in Shenzhen.  Regardless of your thoughts on doing business with China, what was interesting within the letter was Brian's insights that automotive manufacturers around the globe are struggling with the same birth pains - mainly convincing the consumer that electric vehicles are commercially viable.  (as noted earlier in this blog - current models have low re-sale potential due to the very high cost of battery replacement). 

There are currently huge government insentives in China for auto manufacturers developing electric vehicles; however, manufacturers around the world are aware these insentives won't last forever and each of them is carving their own path through these new waters. 

It will be interesting to watch the journey of the electric car over the next couple of years.  There is a vast chasm between environmentalists singing the praises and the need for electric vehicles and consumers actually purchasing one.

Aside from simply feeling confident in purchasing this new technology, driving and car ownership is still very much an emotional activity/possesion for many people.  Feeling the power of your engine, shifting gears, dust clouds left in your wake etc., are still very much a part of our car owning pschye.  It's possible that we will have a cultural shift in our way of thinking but I think "green" vehicles will find increasing success if they are able to develop something that can still make us feel like Patrick Swayze pulling out of Kellerman's Resort. 

I'm confident it can be done and am excited to see how the auto indusrty makes this absolutely necessary green transition.

Happy Driving!