Inquiry from several perspectives
The insights from the interviews inspire the
articles of the ELECTRON project. It is about
catching the details. A word, a short conversation
can spark new ideas to create a culture
.
Interviews were conducted to understand car enthusiasts and their perceptions of hybrid/electric cars. Also, qualitative studies into industry experts, electric car owners,
and car designers was conducted to understand the issues and to gather insights for
the design intervention.
Rex Parker product planner for Lotus
I had the opportunity to interview an expert in the auto industry, Rex Parker, who has over 35 years experience for Lotus, Mazda, Nissan, and as a consultant to many other companies. We discussed the
state of the electric car industry, car design, economics, and the future.
Insights:
-Most electric cars and hybrids fall into the category of geeky when it comes to design.
-Most electric car companies go bankrupt from poor product planning and not enough money.
-The future is bright, but we have rough times immediately ahead.
-There is no commercially successful electric-powered sports car yet.
-Green responsibility is being preached to a mostly empty choir.
-Most people will purchase what they desire emotionally, not for eco-friendliness.
Ryan Hur hardcore car enthusiast
I interviewed a hardcore car enthusiast, Ryan Hur. He owns a 2006 Lotus Elise. This is a true lightweight car (2000 lbs.) and is 190 horsepower. The result is a car that can go from 0-60 in less than five seconds and can corner like the proverbial go-cart. I asked him questions about hybrids/electric cars and what makes him passionate about cars in general.
Insights:
-The Tesla Roadster is an electric sports car, and although quick, it does not impress him.
-The technology for electric sports cars is not there yet and the price is too high.
-Social responsibility is different from emotional attachment.
-A high revving gas engine is music to his ears, something an electric car cannot do.
Ed Miller EV car owner
A rocket scientist at JPL, Ed Miller agreed to have an interview with me and gave me a ride in his Toyota RAV4 EV. He talked about what is great about EVs and how most enthusiasts don't really connect to the concept of the electric car just yet.
Insights:
-There is no strong performance oriented electric car culture.
-Believes hybrids are good, but pure EV is better.
-Loves Ferrari and Porsches, but can't imagine buying them because of CO2
-Most car enthusiasts relate a performance engine with the RPM gauge, which some electric cars do not have.
Willow Springs Racetrack car enthusiasts
Shorter interviews of eight enthusiasts (men and women, ages 22-28) were conducted at Willow Springs Racetrack in Rosamond, CA. I asked what attributes are necessary in an enthusiast car and what kind
of technology they can do without. Insights from these interviews sparked the BUILD THIS CAR OR DIE feature.
Insights:
-They prefer cars that are light, affordable and with rear wheel drive.
-They are not impressed with new cars being so heavy and technologically complicated.
-Technologically advanced cars like the Nissan GTR are a big turn off.
-Simplicity is important to the fun factor, like the 1986 Toyota Corolla GTS.
-They don't have a good opinion about the Toyota Prius.
-One respondent claimed that the Prius is the most dispassionate and boring car ever made.
Julius Bernardo car designer
Julius, a young car designer working for GM was interviewed about the future of car design and his role as
an eco-car designer. Also an enthusiast, his viewpoints balance the line between responsibility and the emotional joy of motoring.
Insights:
-Enthusiasts prefer classic proportions and rear wheel drive in car design.
-Green cars should be appealing to the majority of people or they will not buy them.
-Lightweight technology is the key to handling and drivability for electric cars.
-People have preconceptions of what a car looks like, the three-wheeled electric car, Aptera will most likely not do well from a consumer standpoint.
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©2010 Yee Chan & Art Center College of Design
Rex Parker speaks about "dorky" electric cars, and the disconnect of well-meaning electric car companies.
Ryan Hur gave insight on emotional connections to
the internal combustion engine and some viewpoints
on social responsibility. His use of language inspired
the ELECTRICON article.
Ed Miller, electric car owner, discusses sports cars
from his perspective and what enthusiast think of
green motoring.
A ride in a Toyota Rav4 Electric Car. I realized that
an RPM gauge meant a lot to my understanding
of cars. For an electric car not to have one is a
product planning disconnect. This inspired
BUILD THIS CAR OR DIE and the article about
the electric motor.
