Little Things You Love


Wheel size expert
I'm cynical

"In the 1990s, while American motor manufacturers were spending most of their time lobbying against increased fuel efficiency standards, Japanese companies were investing in the next generation of technology that they realised would be needed, given what we knew even then about the environment. Lo and behold, within a generation a Japanese car company, unthinkably, became the number one car company in the US.

The case study of the Toyota Prius is instructive. When it was first marketed, it was sold on its environmental credentials. It didn’t sell well. However, when they changed tack and sold it as the high-tech car of the future, suddenly it became the eco-car that movie stars wanted to be seen driving. One might argue that the same marketing pitch is now serving Tesla well, for all its chaotic leadership issues.

In other words, the new sustainable future needs to be sold on the benefits to people, and needs to be developed by folks who care about those benefits. But the clock’s ticking. It’s time to step up."