If you want to talk about an industry completely tone-deaf to the world, take a look at the car industry. Not only does it not want to change, but it doesn’t even understand its audience or the market.
What customers are crying out for now is affordable electric vehicles. We know that most people don’t travel that far each day, and we also know that the charging network is practically unrecognisable compared to when I started driving an EV in late 2016. So when I saw that both the new Smart lineup (which is almost unchanged) and the e-Up! triplets (inc Seat and Skoda) are closer to £20k than £15k, it took the wind out of my sails.
The only car company that appears to get it right now is Uniti. The car starts at a relatively affordable £15k, and then there are options from there. But the key thing is offering a car for around that £15,000 mark. All these other companies are not offering smaller (more sustainable), cheaper battery size options, despite the fact that shorter range EVs are so much more liveable now compared to just a few years ago. There’s no logic being applied here.
Seeing those prices really made me feel great about my decision to get out of my current contract next year and go car free. I think the rise of micromobility options (and genuine affordability) will take the automotive industry by surprise and put them into difficulty. And that would be great. We want them to be scrambling and having to divert huge resources into EV car-sharing and micromobility.
And of course, we need more companies in the auto sector like Tesla and Uniti, who really get what the car should be in 2019 and beyond.