Electron Magazine

The GreaseMonkeysGet Clean.

HIGH PERFORMANCE ELECTRIC CAR CULTURE

VOL.01 06/09

FUTURE OF ECO-SPORT ELECTRICONS DESIGN VISIONARY AC MOTOR GREENSPEED HISTORY D.I.Y. SAFETY

THE FUTURE OFSPORTS CARS

pg. 50

Welcome to the first issue of ELECTRON, a publication dedicated to the culture of the

evolved car enthusiast. Like it or not, the concept of the internal combustion engine is passé,

inefficient and downright uncivilized. The future of motoring lies in electric-powered propul-

sion. The automobile is ubiquitous, and they will always be in our popular collective imagi-

nation. Car culture will not die–the cars will change. Regardless of the specific alternatives

we arrive at, the electric-powered automobile must be at the forefront of popular culture. Yet,

it starts with semantics: the “alternative” fueled vehicle label makes electric cars and hybrids

subordinate. Enter ELECTRON.

Magazines drive car culture. ELECTRON does not supplicate itself, but is the replacement

and natural evolution of other car magazines. Its emphasis is not just on the machine itself,

but what “green” cars represent in our culture. Green is a given. There’s no need to be

preachy or granola-hippie-hipster about green. Here at ELECTRON, we see green as powerful

and sexy. There are no bunny rabbits, trees and foliage as part of our graphic language. Our

publication strives to be clean, clear and efficient. The content is progressive and relevant in

an age of climate, oil, and economic crisis.

We understand and acknowledge what came before us, the 100+ years of internal combus-

tion performance cars. However, did you know the electric sports car has a 100+ year history

also? Our message is clear: we love electric-powered cars, and they also happen to be

environmentally friendly.

Like the electric sine wave, ELECTRON flows with information for the reader. It looks at many

different aspects of green cars–people who lead by example, the d.i.y. community, young

talented designers, the future eco-sports car, as well as technology, history, and language.

Join us in a thrill ride that informs, excites, and energizes the world about the electric-

powered performance car.

Shall we begin together?

There won’t be any bunny rabbits frolicking in a rainforest here.

EDITOR’S LETTER

BUILD THIS CAR OR DIE

Envisioning the future affordable eco-sports car and how it can be an iconic success for many decades to come.

2009 CONCEPT CARS

We analyze GREEN concept cars andsee how they fit into our culture.

NEWS

EV VARIATIONS

A quick guide to the many varieties of electric powered cars.

TECHNICAL

ELECTRIC INFRASTRUCTURE

What President Obama is doing for clean energy and the bankrupting ofcoal power plants.P

OLITICS

NISSAN’S MISSION

Nissan’s new electric car and how it impacts our environment.

INDUSTRY

F E A T U R E S

W W W . E L E C T R O N - M A G A Z I N E . C O M

OLD SCHOOLGREENSPEED

A concise history of 100+ years of electric-powered sports cars.

FOUR DOOR COOL FOR FAST FOOLS

An interview of car designer, Julius Bernardoand a look at his four-door electric sports car.

YOUNG VISIONARY

AN INCONVENIENT TRUTH ABOUT D.I.Y.

Examining the many safety issues for homemadeelectric car conversions.

GRASSROOTS

THE FUTURE

SAVING THE PLANET AT 192MPH

We ask Nascar driver, Leilani Münter,about her speeding tickets and carbon footprint.

GREEN ADVOCACY

LANGUAGE

G

earh

ead

Volt

head

ELECTRICON

Designing a new vocabulary for the electric powered vehicle.

OBJECTS OF DESIRE

A close look at the superior technologyof the electric motor.

AC MOTORS

No one reallygives a $#!^ about 6831 batteries...

AC MOTORS

OBJECTS OF DESIRE

PH

OTO

: TE

SLA

MO

TOR

S

the motor is thereal technologicalmasterpiece >>>

There’s no gas pedal.

WHO NEEDS THAT IN A CAR ANYWAYS.

Basic AC Motor Design

MAINTE

NANCE

FREE

Jay Leno owns a 1905

Baker Electric which still drives

and perform flawlessly, a testament

to electric motor design.

ONE MO

VING P

ART

Compared to hundreds of

moving parts in an I.C.E. engine,

the electric motor has only

one moving part, the rotor.

Performance is dependant on the

amount of voltage and motor size.

15

01. Nut

02. Stud

03. Rear Bracket

04. Rear Baffle

05. Rear Bearing

06. Rotor Assembly

07. Fan

08. Centrifugal Device

09. Front Bracket

10. Front Baffle

11. Stationary Switch

12. Front Bearing

13. Screw

14. Conduit Box Cover

15. Screw

16. Gasket

17. Conduit Base

18. Stator Body

01

09

10

1112

1413

1808

17

16

06

0705

04

03

02

TO AUTOMOBILE PERFORMANCE NUTS, TALKINGABOUT BATTERIES IN AN EV IS THE SAME AS TALKING ABOUT THE SIZE OF YOUR GAS TANK.

ELECTRON | JUNE 2009 | Objects of Desire: The AC Motor

While we can certainly understand a computer

engineer’s excitement (not) over a car powered

by laptop batteries, the real gem is the electric

powerplant itself. Since the first caveperson

rubbed two sticks together to start a fire,

humankind is always curious about how things

work. The media often reports about the Tesla

Roadster’s 6831 laptop batteries. They should

be concentrating on the torque, effieciency,

and reliability of the electric motor. Less

complicated than the internal combustion

engine, the electric motor is more reliable,

lighter, and quicker accelerating. The electric

motor’s application for motorsports is still being

developed. As enthusiasts become acquainted

with this technology, it will no doubt evolve to

the superior drivetrain of choice for racers and

weekend warriors alike.

There are many kinds of electric motors

such as DC (series, shunt, compound, perma-

nent magnet, brushless, universal) and AC

Induction (single phase & polyphase). We will

focus on AC induction motors, because they

are the most common in industry due to their

simplicity, rugged structure, cheapness and

easy maintainability. There are two basic types

of induction motors: single-phase induction

motors and polyphase induction motors.

Polyphase induction motors cover a variety of

horsepower ratings and their use is preferred

from a performance standpoint.

A three-phase induction motor is the most

popular polyphase induction motor. It has two

main parts: stator and a revolving rotor, which

is separated from stator by a small air-gap.

An exploded view of a typical induction motor

is presented in this diagram. The AC motor

showing the stator (18), rotor (06), end-caps

(09,03), cooling fan (07), ball bearings (05,12)

and terminal box (17). A three-phase winding is

placed in a number of slots in order to produce

a rotating sinusoidal wave. Current flowing in

the stator winding creates a magnetic field

which rotates at synchronous speed, in radians

per second, in rpm. AC motors and controllers

often have a regen feature. During braking,

the motor turns into a generator and delivers

power back to the batteries.

Etiam in nisl vitae neque interdum adipisc-

ing. Pellentesque felis lectus, accumsan ut,

egestas id, porttitor id, ante. Nulla facilisis, erat

nec semper ultricies, neque augue sollicitudin

augue, in consectetur neque lacus in odio.

Quisque augue. Phasellus egestas auctor dolor.

Phasellus vulputate nisl a elit. Fusce sit amet

ligula non elit pulvinar pellentesque. Suspend-

isse mattis placerat sapien. Sed diam. Quisque

sodales dignissim arcu.

Vestibulum commodo, eros et dignissim

luctus, massa purus porttitor ante, ut feugiat

lectus lacus vel nisl. Duis tellus elit, faucibus et,

cursus vitae, tincidunt eu, ipsum. Aenean eros

dolor, mattis ac, tincidunt ut, scelerisque eu,

leo. Aliquam iaculis, sapien eget scelerisque

viverra, diam massa rutrum mauris, porta

consequat tortor mi id mauris. Aliquam in eros.

Etiam faucibus, neque ut suscipit aliquam,

justo leoh.

EFFICI

ENT/TO

RQUEY

An electric motor is extremely

efficient. You get 90% or more

electrical energy you put in to the

motor in the form of pure torque.

14,000

RPM/L

IGHTWE

IGHT

An AC Propulsion 3-phase, 4-pole AC Induction

motor is capable of 14,000 rpm and weighs

about 75 lbs. This also provides full instant

torque from acceleration, often beating most

sports cars in drag-racing.

ELECTRICON The New Lexicon For Electric-powered Vehicles

Cra

nk it

Up

Giv

e it

Gas

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in N

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as HP

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LANGUAGE

kW re

plac

es th

e ol

d de

scrip

tion

of h

orse

pow

er.

1 ho

rsep

ower

equ

als

.75

kilo

wat

ts. I

f thi

s do

esn’

t con

fuse

yo

u, a

n el

ectri

c m

otor

with

the

sam

e ho

rsep

ower

ratin

g is

fast

er

than

a g

asol

ine

engi

ne w

ith th

e sa

me

hors

epow

er ra

ting.

How

muc

h kW

do

es it

hav

e?

It’s

time

to

upgr

ade

the

roto

r.Up

grad

ing

the

roto

r in

the

mot

or

will

soo

n be

a c

omm

on m

odifi

catio

n fo

r the

ele

ctric

.

His

car

is

am

ped.

A te

rm o

nce

used

for p

eopl

e w

ho d

rink

too

muc

h co

ffee,

am

ping

up

an e

lect

ric c

ar is

m

odify

ing

it to

go

fast

er, s

o yo

u w

on’t

be

late

on

that

hot

dat

e.

That

spo

rts

car

is a

vol

t guz

zler

.Th

e hi

gher

the

mot

or ra

ted

in

volts

, the

mor

e ac

cele

ratio

n yo

u ca

n ge

t out

of i

t. El

ectri

c sp

orts

ca

rs a

re v

ery

thirs

ty fo

r ele

ctric

ity

and

hope

fully

the

gove

rnm

ent

won

’t ta

x th

at a

nytim

e so

on, b

ut

hey,

we

need

to p

ay o

ff th

ose

fede

ral b

ailo

uts.

Muc

h lik

e th

e EC

U in

the

I.C.E

. ca

r, th

e co

ntro

ller i

s th

e un

it th

at m

odul

ates

the

volta

ge fo

r th

e EV

mot

or.

The

bra

ins

is

the

cont

rolle

r.

Elec

tric

cars

hav

e no

cra

nksh

aft,

ther

efor

e yo

u us

ually

pre

ss th

e po

wer

or s

tart

butto

n to

POW

ER

up th

e ve

hicl

e.

Pow

er u

p th

e ve

hicl

e.

We’

re lo

w

on c

harg

e.Be

ing

low

on

char

ge

mea

ns th

at y

ou w

ill s

oon

be p

ushi

ng y

our c

ar to

the

near

est p

lug

in s

tatio

n.

Bein

g in

ste

alth

mod

e m

eans

taki

ng

adva

ntag

e of

the

quie

t ele

ctric

mot

or. T

his

is u

sefu

l for

driv

ing

at n

ight

with

the

light

s of

f, po

pula

r am

ong

Trek

kies

who

dr

eam

of h

avin

g a

cloa

king

de

vice

in th

eir c

ar.

Enga

ge th

est

ealth

mod

e.

This

repl

aces

fill’

er u

p at

the

serv

ice

stat

ion.

Alth

ough

full

serv

ice

is s

omet

hing

of t

he

past

, you

can

tell

your

sig

-ni

fican

t oth

er to

do

this

whi

le

you

wai

t in

the

car e

atin

g yo

ur

belo

ved

glaz

ed d

ough

nut.

Char

ge it

up.

The

volth

ead

is a

n el

ectri

c ca

r nu

t. He

/she

can

talk

abo

ut

mul

ti-ph

ase

AC in

duct

ion

mot

ors

till y

ou d

rop

dead

from

th

e ex

cess

ive

tech

no-b

abbl

e.

The

volth

eads

m

eet t

o dr

ive.

In th

e ne

ar fu

ture

, the

re is

no

gas

peda

l in

an e

lect

ric c

ar.

This

is w

hat y

ou te

ll yo

ur ta

xi

driv

er to

do

so y

ou w

on’t

mis

s yo

ur fl

ight

to H

awai

i.

Step

on

the

juic

e pe

dal.

With

no

exha

ust,

an e

lect

ric

mot

or a

t ful

l thr

ottle

giv

es o

ut

a hi

gh p

itche

d w

hine

.

That

car

sc

ream

s.

Rege

n, o

r reg

ener

ativ

e br

akes

is

help

ful f

or s

low

ing

dow

n th

e ve

hicl

e an

d ch

argi

ng th

e ba

tterie

s. In

som

e ca

rs, i

f you

lift

the

acce

lera

tor e

arly

, it

will

gra

dual

ly s

top

itsel

f with

out

pres

sing

on

the

brak

es.

App

ly th

e re

gen.

“Gre

en”

cars

that

are

jalo

pies

are

ca

lled

limes

. Thi

s is

usu

ally

a

brok

en d

own

Priu

s w

ith b

atte

ries

that

nee

d to

be

repl

aced

.

Don

’t bu

y a

lime

from

dea

lers

.

An e

co-b

ox is

a c

omm

uter

ele

ctric

or

hyb

rid c

ar th

at is

use

d on

ly to

get

fro

m p

oint

A to

poi

nt B

. The

y us

ually

do

not

look

goo

d no

r per

form

wel

l. Th

e w

ord

is in

spire

d fro

m e

cono

box

and

pena

lty b

ox.

I com

mut

e in

m

y ec

o-bo

x.

Elec

tric

cars

sha

re m

ore

in

com

mon

with

a P

C th

an a

nyth

ing

else

. An

anal

og c

ar w

ould

be

a ca

rbur

etor

type

car

that

has

no

cpu

in th

e de

sign

.

This

car

is

so

digi

tal.

This

car

is a

m

oldy

cas

e.A

“gre

en”

car t

hat h

as s

poile

d,

just

abo

ut re

ady

for t

he ju

nkya

rd,

is a

mol

dy c

ase.

Orig

inat

ed fr

om

bask

et c

ase.

It’s

a sc

ream

er.

A “g

reen

” ca

r tha

t is

very

hi

gh p

erfo

rmin

g, b

ut lo

oks

like

an o

rdin

ary

stoc

k m

odel

. (li

ke a

sle

eper

)

Did

you

see

th

at w

hizz

by?

Beca

use

of th

e qu

iet e

lect

ric c

ar,

you

tend

to fe

el th

e gu

st o

f the

win

d w

hizz

on

by w

hle

the

car i

s un

der

full

acce

lera

tion.

ELECTRICON: freshly-

squeezed juicy language.

The endof theGearhead

LIKE THE TYPEWRITER, THEY WILL BE OBSOLETE.

M

MOST homemade electric car conversions are rolling death traps for both the driver and the public.

Retrofitting an electric motor and adding 700lbs+ of batteries requires well-engineered upgrades to

the chassis, suspension, and braking systems. If the electric car is built with performance in mind,

it gets even more complicated. Electron takes a look at what can be done, so you can enjoy the ride

and keep others around you from serious harm...

AN INCONVENIENT TRUTH ABOUT...

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GRASSROOTS

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BRAKE UPGRADES

To STOP properly in an emergency

Praesent ornare imperdiet leo. Nulla quis dui.

Donec elementum enim in metus. Aliquam

lacus mauris, condimentum et, blandit id,

malesuada eu, purus. Nam facilisis. Lorem

ipsum dolor sit amet, consectetur adipiscing

elit. Donec euismod. Etiam eget quam.

Phasellus vitae dui nec nibh ultrices facilisis.

Donec iaculis, purus vel sodales aliquam,

quam risus ultrices metus, at elementum est.

COILOVER SUSPENSION

To fine tune suspension ride & handling

Etiam in nisl vitae neque interdum adipiscing.

Pellentesque felis lectus, accumsan ut, egestas

id, porttitor id, ante. Nulla facilisis, erat nec

semper ultricies, neque augue sollicitudin

augue, in consectetur neque lacus in odio.

Quisque augue. Phasellus egestas auctor dolor.

Phasellus vulputate nisl a elit. Fusce sit amet

ligula non elit pulvinar pellentesque. Suspend-

isse mattis placerat sapien. Sed diam.

ANTI-ROLL BAR UPGRADES

To avoid excessive body roll

Pellentesque lobortis commodo eros. Quisque

fringilla. Maecenas faucibus, nibh ut commodo

blandit, tellus ligula hendrerit odio, vitae luctus

velit odio et urna. Nullam in nisl tincidunt augue

laoreet cursus. Proin vel metus. Sed laoreet

nunc nec metus. Vestibulum facilisis volutpat

est. Quisque bibendum urna in turpis. Aliquam

in nibh at neque mollis posuere. Aenean nulla

elit, ornare id, dapibus quis, tempor.s.

CHASSIS STRENGTHENING

To avoid fractures and buckling of chassis

Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Cras a nisi ut nulla lacinia

blandit. Sed nec risus elementum sapien

varius scelerisque. Etiam cursus mauris sit

amet mauris. Donec ornare, lacus id eleifend

euismod, ipsum lectus sagittis ligula, vel

gravida ante sem in lacus. Morbi pharetra

quam vitae nunc. Vestibulum posuere venena-

tis tortor. Sed mauris ligula, consequat.

LIGHTWEIGHT COMPOSITE WHEELS

For less unsprung weight

Vestibulum commodo, eros et dignissim luctus,

massa purus porttitor ante, ut feugiat lectus

lacus vel nisl. Duis tellus elit, faucibus et,

cursus vitae, tincidunt eu, ipsum. Aenean eros

dolor, mattis ac, tincidunt ut, scelerisque eu,

leo. Aliquam iaculis, sapien eget scelerisque

viverra, diam massa rutrum mauris, porta

consequat tortor mi id mauris. Aliquam in eros.

Etiam faucibus, neque ut suscipit aliquam.

COMPONENT PLACEMENT

For optimum weight distribution

Cras vitae felis id dui ultrices dapibus. Cum

sociis natoque penatibus et magnis dis

parturient montes, nascetur ridiculus mus.

Suspendisse pharetra consectetur metus.

In vestibulum ligula vitae dolor. Suspendisse

potenti. Nullam non sem. Nullam pellentesque,

augue a iaculis vehicula, massa est hendrerit

tortor, in fermentum est urna quis diam.

Aenean porttitor arcu pretium magna.

SAFETY FIRST should be the in every shadetree mechanic’s mind. The dangers inherent in am posuere sem

lacus. Vestibulum condimentum cursus urna. Proin nunc urna, tempor eget, hendrerit at, dapibus a, eros.

Suspendisse potenti. Aliquam erat volutpat. Pellentesque vitae augue. Nulla a neque. Vestibulum eros

nulla, aliquam quis, sagittis sit amet, interdum ut, mauris. Fusce nec sapien ut dui lacinia pulvinar.

IF YOU ARE UNSUREABOUT ANYTHING,CONSULT AN EXPERT >>>

+ -

E.V. DIRECTORY

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INTERNATIONAL

CANA

DA

EV

CO

UN

CIL

OF

OTT

AW

AW

eb S

ite: e

vco.

caC

onta

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.ca

Con

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EA

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urop

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BOOKS

Bu

ild Y

ou

r O

wn

Ele

ctri

c V

ehic

leby

Bob

Bra

ntPu

blis

her:

McG

raw

-Hill

/TA

B E

lect

roni

cs;

1 ed

ition

(Sep

tem

ber

1, 1

993)

ISB

N-1

3: 9

78-0

8306

4231

1

Co

nver

t It

!by

Mic

hael

Bro

wn

Publ

ishe

r: S

outh

Flo

rida

Ele

ctric

A

uto

Ass

ocia

tion

(S F

; 2nd

edi

tion

(Nov

embe

r 19

93)

ISB

N-1

3: 9

78-1

8798

5794

0

Ele

ctri

c M

oto

rs a

nd

Co

ntr

ol T

ech

niq

ues

by Ir

ving

Got

tlieb

Publ

ishe

r: M

cGra

w-H

ill/T

AB

Ele

ctro

nics

; 2

editi

on (F

ebru

ary

1, 1

994)

ISB

N-1

3: 9

78-0

0702

4012

4

Ele

ctri

c V

ehic

le Te

chn

olo

gy E

xpla

ined

by J

ames

Lar

min

iePu

blis

her:

Wile

y;

1 ed

ition

(Dec

embe

r 19

, 200

3)IS

BN

-13:

978

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630

Ele

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5)IS

BN

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978

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182

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: Dev

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Tech

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Written by Yee Chan Technical Assistance by The CarLab Car Illustration/Design by Nathan Wills

ELECTRON | June 2009

THEY BUILD OVERPRICED, HEAVY, AND

BLOATED LOOKING MONSTROSITIES THINKING

THAT’S WHAT ENTHUSIASTS WANT. Certainly

there are exceptionally well made, good looking

cars, like the Aston Martin DB9, but how many

of us can plop down 180k to be rolling down the

street, imitating James Bond? There are also

splendid limited edition street racers, such as

the Lotus Elise (50k), but not many enthusiasts

can live with the lack of cargo space, difficult

entry and expensive clamshell repairs.

When you factor in ecological conscience

(a necessary sign of the times), the list of

sports cars available is horrific in its excess and

CO2 output, definitely a cause for concern. A

Toyota Prius is NOT an option for enthusiasts.

As much as we care about the planet, we refuse

to look mundane in public. Emotional desire is

an aspect often overlooked in sustainable

mobility, as delight and desire is a strong

motivator for change. Therefore, we will be

specifying a new breed of desirable sport

car that will contain the best of performance,

green responsibility and AFFORDABILITY.

This future green sports car, if produced,

will be an iconic success (profitable) for the

manufacturer, an incredible value for the

consumer and more ecologically ideal for the

welfare of the planet, definitely a win-win

situation for all. Given the lack of interest in

new cars due to the economy, struggling

automakers should take note, for their survival

is at stake.

Henry Ford said, “If I’d asked people what

they wanted, they would have asked for a

better horse.” People are used to what they

know and their definition of a sports car is a

vehicle that is fun to drive, good looking, and

of high performance. Looking at the past is a

prerequisite to defining the future, and the

sports cars made in the past are so much

more enjoyable to drive than the sports cars

of today, take for example, the Mazda RX7,

whose first generation model sold 50,000 units

in 1979. It was a simple, lightweight (2335 lbs)

two-seater that was balanced, fun and

affordable. Each generation got heavier and

more expensive (inflation taken into account),

MANUFACTURERS DO NOT HAVE A CLUE WHAT ENTHUSIASTS WANT IN AN AFFORDABLE SPORTS CAR>>> PART 1

THE FUTURE

ENVISIONING THE BESPOKE AFFORDABLE ECO-SPORTS CAR

MAZDA RX7 TO RX8

79-85 Mazda RX7

Simple, Light, Easily Modified86-91 Mazda RX7

More Luxurious, Heavier, Larger than Previous Model

92-96 Mazda RX7

Very Expensive, Fragile,Unreliable, Complex

03-09 Mazda RX8

High Maintenance, Awkward Styling, Under-powered

MITSUBISHI ECLIPSE

90-94 Mitsubishi Eclipse

Simple and Attainable,Available All Wheel Drive & Turbo


Heavier than Previous ModelMore Power, More Price


Front Wheel Drive, Bland Styling, Loss of Sportiness


Front Wheel Drive, Weak Performance,Heavy, Bloated-looking

2009 Mazdaspeed 3

Disposable and generic, a car not

palatable to the true enthusiast.

until the current hideous 2009 RX8, which

would be lucky to sell 15,000 units annually.

Value, simplicity, and looks are qualities lacking

in the current RX8 and many other models.

Another excellent example of past success

and present failure is the Mitsubishi Eclipse,

whose first and second generations were

affordable sports cars because of the turbo, all

wheel drive (AWD), lightweight, and stunning

looks. The latest model is only offered in

undesirable front wheel drive (FWD), and

bloated styling. While it is natural for every new

model to be heavier than the last due to crash

legislation, the styling also suffers here as well.

A model that reduces generational weight gain

to a minimum is the Porsche 911 (1964 model

at 2400 lbs), whose recent models are only

3,000 lbs, a ratio of growth in model genera-

tions not as excessive as the Eclipse.

Why are lightweight cars important? Every

enthusiast interviewed by us knows the

importance of lightweight. It is the cornerstone

of handling, accelerating and braking. Then,

why are Original Equipement Manufacturers

(OEMs) making their cars so heavy? Simple,

they think adding power is enough to offset the

creeping corpulence that comes from adding

creature comforts, stars to crash ratings, and

shared components from larger vehicles. All

these conspire to lure even well-intentioned

vehicle planners into making successive

generations of sports cars heavier with every

introduction. Plus, engineering a car for weight

savings is detrimental to their profit margin – it

takes lots more engineers’ hours to shave the

ounces that add to pounds. So, to “modernize”

models and to save money, car companies

make compromises not palatable to the

enthusiast. Enthusiasts, in response, won’t buy

their cars in quantity, making OEMs decide that

there’s no profit in sports cars. This is the

Toyota rationale, if they can’t sell 100,000

units, there’s no point in making the car, the

real reason why the Supra and Mr2 are extinct.

AN INDUSTRY GONE UPSIDE DOWN So what are they building now? As if

suddenly, enthusiasts are interested in “I can

do everything cars” such as the Mazdaspeed 3,

a four door hatchback that looks like a small

minivan. The manufacturer is trying to push

cheaper front wheel drive, which is not the

desired drivetrain for enthusiasts, because of

torque steer and understeer characteristics.

Marketing firms are specifying “sporty” cars

with four doors and huge trunk space. While

added utility is desirable, it should not

compromise the emotional aspect of enthusiast

car ownership. Enthusiasts are still interested

in good-looking cars, and current affordable

options are not inspiring at all.

ELECTRON | June 2009 | Manufacturer Disconnect to the Enthusiast

geek-geek

ELECTRON | June 2009 | Manufacturer Disconnect to the Enthusiast

PLEASE, NO MORE GEEK MACHINES

Most other green cars are simply not

desirable from a performance and aesthetic

standpoint. We conducted research on

aesthetics, and conclude hybrids/electric cars

rank among the lowest in terms of exterior

design and desirability. People interviewed

described green cars as dork machines or lab

experiments. Right now, there is nothing out

there to satisfy the requirements of value, fun,

sexy, and green. As a result, enthusiasts are

holding on to their older internal combustion

sport cars, evidenced by a 36 billion dollar

aftermarket parts industry estimated by the

Specialty Equipment Market Association

(SEMA), which represents the automotive

specialty and performance parts industry

and conducts its annual show in Las Vegas.

Current green sports cars are not affordable

or attainable for most, but technology gets

cheaper over time. Not many people can afford

a 109k Tesla Roadster (based on the Lotus

Elise), to use as a weekend car for environmen-

tal bragging rights. The BMW Mini E is a pricey

choice at the expense of deleting a rear seat for

the batteries. A 55k conversion of the Scion Xb

to the AC Propulsion eBox is not inspiring, as

the car looks like a loaf of bread. These three

electric cars will always be compared to their

gasoline counterparts, and enthusiasts will

weigh the benefit of price vs. performance

vs. ecology.

Continued on pg.57,We examine whatenthusiasts want.

BUILD THIS CAR OR DIE:WHAT ENTHUSIASTS WANT IN THE FUTURE SPORTS CAR>>> PART 2

If you build something which is fantastic, does 1,000 miles to the gallon, but the consumer doesn’t want it, you won’t succeed. Scott Brownlee, Toyota spokesman

In Part 1, we showed the automobile

manufacturer’s disconnect with the car

enthusiast. Now we examine the necessary

ingredients in our FUTURE AFFORDABLE GREEN

SPORTS CAR.

A useful qualitative analysis can be made

comparing performance, affordability, utility

and sexiness in 2009 sports cars. With data

assistance from The CarLab, an automotive

planning firm, three charts were made for a

select group of current sport cars.

The cars chosen are a mix of sports cars

from the super exotic (Alfa 8c) to the most

basic roadster (MX-5). The objective is to look

for a balanced sports car that will be the model

for our future affordable eco-sports. After

plotting out the three charts, we found cars

that are in the yellow sweet spot has sold well

overall.--->

THE FUTURE


DEFINING TIMELESSNESS>>>

HIGHUTILITY

LOW UTILITY

HIGHPERFORMANCE

LOW PERFORMANCE

ALFA 8C

MAZDASPEED3

MX5

RX8

911R8

370Z

S2000

TESLA

CORVETTE

EXIGE

DB9GTR

KARMA

EVO

M3 COUPEM3 4DOOR

STIMUSTANG

PERFORMANCE and UTILITY

NOTAFFORDABLE

AFFORDABLE

HIGHPERFORMANCE

LOW PERFORMANCE

ALFA 8C

370ZEVO

M3 4DOOR

STI

CORVETTE

EXIGE

MUSTANG

MAZDASPEED3

MX5

RX8

911R8

S2000

TESLA

DB9GTR

KARMA

M3 COUPE

PERFORMANCE and AFFORDABILITY

SEXY

PEDESTRIAN

HIGHUTILITY

LOW UTILITY

ALFA 8C DB9

GTR

911R8

MAZDASPEED3

370Z

MUSTANG

S2000

EXIGEKARMA

EVO

TESLA

M3 COUPE

M3 4DOOR

STI

CORVETTE

MX5

RX8

SEXY and UTILITY*Latest 2009 base model

THE CARS*

Alfa Romeo 8c

Aston Martin DB9

Audi R8

BMW M3 Coupe

BMW M3 4 door

Chevy Corvette

Fisker Karma

Ford Mustang V8

Honda S2000

Lotus Exige

Mazda MX-5

Mazda RX8

Mazdaspeed 3

Mitsubishi EVO

Nissan 370Z

Nissan GTR

Porsche 911

Subaru STI

Tesla Roadster

Enthusiasts want a car that is aesthetically

pleasing and judging that is not as hard as it

would seem. Most humans with the power of

sight can agree about what is ugly, such as a

Pontiac Aztek, which eeked out only 347 units

sold in even it second-to-last model year. Most

would agree that Audi are making fairly

good-looking cars, and a Maserati Gran Turismo

S is a gorgeous automobile. In research of what

came before, we can conclude that a car’s

longevity in design is dependent on it not being

trendy or funky. For example, a Nissan GTR has

a nose like a catfish – hardly a timeless

attribute. Other cars, like the current Eclipse is

following the same catfish trend. Do OEMs think

a car resembling a bottom feeder would stand

the test of time?

Enthusiasts prefer cars that look timeless.

When a car looks timeless and elegant, it will

be more attractive towards both genders and a

larger age group. The trendy designs will be

seen as gimmicky and therefore not desirable

over time.

Our future car needs to match or exceed

this standard of timeless design. Only then will

it be regarded as a car of immense value for

the consumer. This has been achieved before.

If the first Mustang harkened to some recent

Ferrari’s of the era, the 1970 Datsun 240Z was

innovative cars do become timeless, such as

the 1954 Mercedes 300SL, which debuted as

an instant classic despite it’s highly unconven-

tional “gullwing” door configuration.

Careful attention to harmonious proportion

is of primary importance. The affordable green

sports car needs to look good at all angles. Of

course there are some quirks built in successful

cars here and there, but we love them even

more for it. Take for example, the Alfa Romeo

8c Competizione, some say it is the best

looking car in the world and some say it is a

little too short in the back. However, no one

can deny that it is a fantastic design.

In molding our timeless car into an icon,

strict ideals of design language must carry over

from each model generation. The Porsche 911,

around since 1964, has a design DNA that is

unmistakable. To build a large following over

time, our future car must adhere to these

principles of familial design in the model range.

Hitting the yellow sweet spot in all three

charts is the Ford Mustang, which has a strong

combination of performance, affordability,

utility and sexiness. In looking at the sales

numbers from 1964.5 to now, we find that

Mustangs have hovered around 100,000 units

every year, even through recessions. The

Mustangs have a back seat, and generous trunk

space, strong performance, and decent looks.

The car is desirable to enthusiasts,

non-enthusiasts, both genders, and also can be

used as a single car. Ford’s ponycar is afford-

able, starting at 19k for a good-looking rear

wheel drive (RWD) car. Mustang, in short, is

the quintessential all-rounder until now.

We want our future green sports cars to

have the Mustang’s attributes, but also aspire

for ecological responsibility. Therefore, the

green factor, such as minimal carbon footprint,

recyclable materials, and high mpg equivalence

is just as important as performance, affordabil-

ity, utility and sexiness. A mass produced car

with the highest possible concentration of these

factors is crucial for success in today’s

economic and environmental context. Manufac-

turers will not build a car if they think it won’t

make them money, especially a sports car,

even if it’s green. Next, we will examine what

it takes to make a car timeless and desirable

for the long term.

often truly mistaken for a Ferrari 250GTO or a

Jaguar E-type when it bowed for a mere $3500.

How many affordable sport cars today have

that same effect? None.

The car should comprise of visual lightness,

namely not looking fat. The Nissan 370Z has

a rearend so wide and bubbly, it is difficult to

watch it as a spectator. As politically correct

as we might wish to be, no one would want to

watch a 300lb person perform ballet and the

same thing goes for a portly automobile driving

quickly through a twisty road. An affordable

sports car should look graceful, elegant and

powerful while sliding through space. Many new

designs, with their high beltline and bloated

shapes don’t match the definition of a desirable

sports car. The sports car should bring out who

we want to be, a mechanical representation of

the best of form.

A timeless design needs to look good today, tomorrow, and fifty years from now.

There are myriad examples of this in architec-

ture, furniture, fashion and art. Even a well-

made car must adhere to these standards for

enthusiasts to figuratively keep it on a pedestal

for the long term. While there are tight

constraints as to what timeless is or isn’t, there

is still much room for innovation. In fact, many

ALFA ROMEO 8C COMPETIZIONE

Possibly the sexiest car ever

From 1964 to today, the Porsche 911 has a strong following

because its familiar heritage in every model generation.

Media influences consumer behavior, and

cars are no exception to this rule. Enthusiasts

are the most knowledgeable people when it

comes to cars. They read publications like EVO,

Octane, or CAR magazine. They will most

increasingly browse or begin reading

ELECTRON, as it is equally congruent to their

motoring sensibilities. They watch car shows

through the Speed Channel, or through

YouTube. One particular show, called Top Gear,

influences today’s enthusiast in a profound way.

Jeremy Clarkson, the presenter in TopGear,

even said publicly how ugly some new Ferraris

are these days (he’s correct), and people are

prone to trust in his expertise.

How many men dream of being James Bond,

and women of him, while driving in a new Aston

Martin DBS? In past Bond episodes, he is often

using a lot of gadgets in his car such as

smokescreens, missiles, machine guns, and

even a camouflage device. In the latest Bond

film, Quantum of Solace, he is seen just driving

to get away from the bad guys. This is

important to note, because we, as a culture are

going back to basics – no gadgets required.

There is no CGI in the opening chase scene, just

smart, fast driving. Our affordable green sports

car does not need to be adorned with multiple

computer driving aids, but rather designed with

simple human/machine tactility in mind. Unlike

many Japanese tech heavy sports cars, our

future car celebrates the driver’s control over

the machine. Emphasis on steering and

suspension feedback is more important than

computer nannies.

The Fast and the Furious, a series of go-fast

teen car movies, has influenced young

enthusiasts tastes in cars and perpetuated the

idea that rear wheel drive (RWD) or all wheel

drive (AWD) is the desired drivetrain for

enthusiasts. Even from Playstation video games

like Gran Turismo, kids who are not of driving

age know the best sports cars have these same

configurations. OEMs building a FWD car and

trying to market it as a sports car will today be

confronted by this informed audience.

ELECTRON | June 2009 | What the Enthusiast Wants in a Car

Continued on pg.64,What car companiesneed to do...

MEDIA’S INFLUENCE >>>

Jeremy Clarkson testdriving the Ariel Atom

He is often speaking about the lossof passion and simplicity in newsports cars.

IS THE CAR POSTER-WORTHY? In terms of pure visual desire, our future car needs to be poster-worthy. If it

isn’t good looking enough to be on a poster, it should not be built. Furthermore,

rallies and touring motorsports has certain cars that are driven, if the enthusiast

is familiar to certain race car shapes, introducing an alien looking car will most

likely have limited appeal.

The Aptera, a highly innovativethree-wheeled eco-friendly vehicle,is an interesting brow-lifter in the world of design. However, the average enthusiast consumer will not be as forward thinking.

photo: Aptera

A CAR’S LONGEVITY IN DESIGN IS DEPENDENT ON NOT BEING TRENDY OR FUNKYThe 2009 Nissan GTR is almost never accused of being gorgeous by the automobile press.

Unecessary, non-functional air scoops or radiator grilles do nothing to make the car more attractive for the enthusiast, in fact,it is an insult to them.

2008 Ford Focus 2009 Chevy Volt Concept

NO USELESS ADORNMENTS

EXAMPLES OFTIMELESS CARS.It is safe to say that appeal for these carswill stand the test of time. Our affordablesports car, although sold in higher quantity, must match or exceed these standards of design.

Audi R8

Aston Martin DB9

Lamborghini Murcielago

Simple, purposeful and classic interiors have more design longevity. This 2009 Audi TT’s dashboard is user-friendly and pleasant to the eye.

An interior like this 2009 Nissan 370Z, however, has many extra angles, arcs and buttons which will tire you over time.

CLEAN IS BETTER THAN CLUTTERED

DETAILS>>>

BUILD THIS CAR OR DIE:MAKING AN ICONIC LEGEND>>> PART 3

SIMPLE SIDE FLOWING SIGNATURE LINE

POUNCING FRONT END

CLEAN AND SIMPLEOUTER CASE

AGGRESSIVE WINDSHIELDAND HOOD INTEGRATION

SLIPPERY PROFILEFOR MAXIMUM AERO LOOK

SOLAR PANEL ONROOF, POTENTIAL FORHOOD AND HATCH

STRONG REARSHOULDERS

IMPLIED WIDERREAR TRACK

SLIMMING TAPER

MORE DAYLIGHTOPENING

CLOSEDWHEEL DESIGN

NO RADIATOR GRILLE, PLUG SOCKET LOOKS LIKE THE MOUTH OF A SPITTING VENOMOUS SNAKE

FEWER / SMALLER AIR INLETS

JEWEL-LIKE LED HEADLIGHTS

COLOR KEY:ORANGE TEXT - ECO DESIGN LANGUAGEBLUE TEXT - SPORTS CAR DESIGN LANGUAGE

DESIGN ATTRIBUTES OF

THE GREEN SPORTS CAR

possible, as the ultra-broad – age, gender, race,

religion, creed, region - registered ownership

of the Ford Mustang and BMW Mini indicate to

greater and lesser degrees.

The green sports car is also for the value

conscious. Psychologically, the consumer may

want a 22K Rolex Daytona, but ends up buying

the 2.5k Tag Heuer, because it is much cheaper

and nearly as good to their perception. Yes,

there are many subtle differences between the

Rolex and the Tag Heuer, but many who desire,

but cannot afford the Rolex would be very

happy owning the Tag. Our car needs to look

like a 100k car, but cost around 25k-49k

(depending on trim level). This value delivery

prompts the large followings that ultimately

lead to ubiquity (like Mini Cooper, Mustang,

Miata). Also, we must iterate that our Future

car is not a cheap imitation of exotic sports

cars. Although it resembles much more

expensive machinery at first glance, the

eco-sports car will have a charm all by itself.

THE FUTURE


From what we’ve researched thus far, our

affordable green sports car needs to be a

2-door coupe with four wheels. Interior volume

must be around the size of the 2009 Ford

Mustang. There must be trunk space enough

for a couple large golf bags. The car must be

RWD or AWD. There must be emphasis on the

powertrain, which will now be an electric motor.

The layout of electrical components must be

done in a logical, elegant enclosure, like the

Apple MacPro. The weight of the car must be

kept at the 3000lb range, ideally less. Judicious

use of components such as a lightweight

stereo, aluminum suspension parts, or

composites will therefore be required. Space

frame chassis technology will likely also be

utilized to keep the car strong and light. Being

the fastest car is not as important as very fun

to drive. Handling must take top priority over

straightline speed. The car must also be

modifiable and customizable an important

attribute to cultivate a culture. The car must

have a range extender, such as a small

generator to keep the car charged in case

emotion demands more twisty roads than a

battery charge allows. As batteries, capacitors

and other energy storage technologies will

keep improving/changing from month to month;

it is risky to choose the exact storage specifica-

tions at present. However, all materials chosen

must be carefully planned in terms of their

carbon footprint. Plastics and foam not

sympathetic to the environment must be kept

to a minimum. Careful planning on all materials

used and how it can be recycled should be the

standard for all manufacturers and especially

for this car.

This future car can be a single car for

men and women 25-45 years of age. It is for

eco-friendly people who realize that the Prius

is not for them. It can be a second car for

enjoyment driving for some. It is for the

enthusiast who is eco-friendly and a convert

from muscle cars and luxury internal combus-

tion sport cars. It is also for the non-enthusiast,

or people just interested in the design, style

and emotion of the car. All of this is entirely

The Rolex Daytonamsrp $22,000

The Tag Heuer Linkmsrp $2,500

VALUE DELIVERY

SUSTAINABLE CARS ARE THE ONES WE KEEP.

BUILD AN ICON, NOT JUST A CAR. The “If you build it, they will come”

mentality is what got the Big Three in trouble,

it will soon do so for rising Asian competitors.

Companies need to build it, support it, and

continue supporting it. To retain fan base,

future models of the affordable green sports car

must be kept as light as possible. Bang-for-the-

buck value must also be consistent in new

models. Furthermore, an assurance program

like Hyundai’s 10yr/100,000 mile warranty

must be considered. If the new technology is

untested by the public, it must be backed up

by manufacturer support. A premium special

edition model must also be available to

increase interest, such as Ford’s Shelby models

and the Porsche 911 GT2.

To establish a culture for the model,

provisions must be made to create an

internet/tuning community. Blogs and fan sites

must be cultivated, so the new owners can join

and learn about modifications and upgrades

available for their car. The manufacturer must

also encourage aftermarket support and

piggyback on modifications typically used for

internal combustion cars, such as brake

upgrades, wheels and suspension. Accessories

to add utility, such as ski racks and bike racks

help make the car more user-friendly, thus

enabling it to be used more as a single car.

Promoting the model with manufacturer

sponsorship in professional racing as well as

grassroots racing must also be done. Green

sports cars competing against internal

combustion cars (and winning) must be seen

on YouTube and TV. Items like posters, t-shirts

and books must be made about the car and

its electric motor.

All of this will build trust for the model

and establish a loyalty from the enthusiast

consumer, thus ensuring advocacy for many

decades to come. Toyota invested a lot of

money in the Prius at the beginning, now they

enjoy a green reputation that is the envy of

every car company in the world. With the

affordable green sports car, any company can

likewise reach a large following, perhaps even

beyond the practical Prius, because the sports

car is a more crucial emotional, desirable

purchase–one equally important for long-term

sustainability.

Cars we love are the ones we keep; we

need to love our green sport cars so we will

keep them. In a way, car enthusiasts are very

sustainable, because they keep their cars for

long periods of time. There are Corvette clubs,

with members owning multiple models of

Corvettes that are four decades old. There are

people convinced that the Porsche 911 is the

best sport car in the world. Reaching this kind

of advocacy and love for the model in our

future green sports car will change perceptions

of hybrids and electric cars as more than geek

machines for tree huggers. Although the Tesla

Roadster is a strong proof of concept for

electric sports cars, its lack of utility and

affordability will not tip the scale towards mass

acceptance. Activism toward green mobility

will ultimately be supported by enthusiasts

receiving excitement, passion and delight,

instead of fearmongering. In addition, building

a car and a community is not mutually

exclusive, neither are green and enthusiasts.

Car companies, are you listening? We need

such an iconic car ASAP. Done right, it will

be profitable for decades.

ELECTRON | June 2009 | Making an Iconic Legend

The only way to become wealthy is to add value to other people’s lives more than anybody else is adding.

Anthony Robbins

Questions and comments? Please email [email protected]

FOR LEILANI MUNTER, RACING IS IN HER BLOOD AND SO IS LIVING GREEN. WE CATCH UP WITH

THE FASTEST LADY IN TOWN AND BRING YOU HER VIEWS ON SPEEDING AND THE ENVIRONMENT...

PHOTO: SHAWN MAHONEY

ON THE STREET,I GOT SO MANY TICKETS,THEN I WENT TO RACING SCHOOL.

eilani Munter is no ordinary girl.

Ih iriure insolens, has at dignissim

suscipiantur disputationi, id justo

postea tamquam eos. Cum et odio

volumus convenire. Minim verterem et has,

natum gubergren referrentur vis et. Ad his dicat

decore vocibus. Eos ex facilisis urbanitas

dissentias, eam ad quando habemus.

Affert offendit incorrupte usu ne, decore

latine regione eu his, veniam electram ea sit.

Dico idque option et usu, ex nam primis

iudicabit mnesarchum, cum et dicit omnesque

concludaturque. Id vix amet eius aperiri, sea

ne option prompta takimata. Et mea facete

aliquam propriae, in pro soluta fuisset

Ea noster audiam epicurei pri, eam id alii

Vis rebum ipsum mollis ad. Cu probo repudiare

similique sea, te simul assentior ius. Graeco

suavitate vulputate an sed, an eam dolore

aliquando urbanitas. Ea ridens debitis salutandi

sit, ex legere scripta omnesque mei, dicta

numquam erroribus ea sed. Ea eum possim

offendit deserunt, usu ne populo ponderum

eloquentiam, quo affert tamquam consulatu te.

Sonet errem dicam pri ei, mentitum adipiscing

disputando vel et.

One Race equals to saving one acre of rainforest. Quidam dolorem senserit ad est, sit sint novum

perpetua ut. Usu cu consequat neglegentur

theophrastus, et dicit nobis scripta mea, quo

at reque error signiferumque. Duo eros simul

iudicabit et, illum error interesset mea no, pri

mundi tincidunt at. Ea utamur convenire

salutatus cum, te est ocurreret consequat

vulputate. Liber tation veritus ius ex, nec dictas

graecis scriptorem ut, eius postea adolescens

his ut. No sit graece eirmod iracundia, vel

dictas quaeque deleniti cu, sea in recusabo

lobortis consequat.

Omittam iracundia eu cum, vix et dicat

soluta recteque. Eos tota elitr ne, ei meis legere

pri, pri modus eripuit et. Fabellas perpetua ut

vel, quo dicam takimata concludaturque cu, ius

Pro at putant accumsan molestie, ea meis

sonet adversarium vix, ius scaevola interpre-

taris ne. Ea commodo offendit sea, error

mentitum ex eum, impedit adipisci similique

te est. Qui congue alterum euripidis ut, ad

nec scaevola invidunt antiopam. Ei tale nemore

eos, eos debitis scaevola vulputate te, duo

id omittam appellantur. Sed cu kasd lorem

mnesarchum, ius no nemore epicuri concept-

am, usu dicam admodum scriptorem id. Facete

vocibus id pri.

No impedit volumus mediocritatem per, te

sed quis doming volumus, in sit tale utamur

mediocrem. Te quo tritani epicuri, ex mucius

doctus blandit duo, ut option invidunt peten-

tium eos. Cu solet dissentiet quo, id iusto

sensibus democritum per, splendide aliquando

mnesarchum eos an. Et utinam putent duo,

in recteque consequat sit, iudico tibique

adolescens eam cu. In per impetus albucius

detraxit. Possit fabellas abhorreant et nam,

mel tation laudem legimus ea, has quis unum

oblique ei.

Quis diam sanctus sea ea, mel te antiopam

signiferumque concludaturque. Ad partiendo

imperdiet inciderint vim. Vis ne erat nullam, sea

ut minim patrioque urbanitas, populo utamur

adolescens mea ut. Et paulo persius deserunt

sit, sit probo falli error an. Scaevola dignissim

mediocritatem ad vis, sed nostro.

REACHING11MILLION NASCAR FANS...

PHOTO: PHIL CAVALI

Quis doming volumus, in sit tale utamur





mnesarchum eos an. Et utinam putent duo, in

recteque consequat sit, iudico tibique


detraxit. Possit fabellas abhorreant et nam, mel

tation laudem legimus ea, has quis unum

oblique ei.



imperdiet inciderint vim. Vis ne erat nullam, sea

ut minim patrioque urbanitas, populo utamur

adolescens his ut. No sit graece eirmod.

Quidam dolorem senserit ad est, sit sint

novum perpetua ut. Usu cu consequat

neglegentur theophrastus, et dicit nobis scripta

mea, quo at reque error signiferumque. Duo

eros simul iudicabit et, illum error interesset

mea no, pri mundi tincidunt at. Ea utamur

convenire salutatus cum, te est ocurreret

consequat vulputate. Liber tation veritus ius

ex, nec dictas graecis scriptorem ut, eius

postea adolescens his ut. No sit graece eirmod

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in recusabo lobortis consequat.

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soluta recteque. Eos tota elitr ne, ei meis legere

pri, pri modus eripuit et. Fabellas perpetua ut

vel, quo id iusto sensibus democritum.

Life is short. Race hard. Live Green.

TO BE CARBON FREE

PHOTO: SHAWN MAHONEY

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FOUR- DOOR COOL

FOR FASTFOOLS design illustrations by Julius Bernardo

JULIUS BERNARDO designs an electric sports concept so cool, it’s hot...

YOUNG VISIONARY

Get Amped

CHARGE THE RIDE.

THE SKETCHES:

Early sketches indicate inspiration from sine waves.

As the sketches evolve, the waves become more

subtle, massaging the car instead of defiling it.

What is your first important memory about cars?

It was my parents’ Monte Carlo, and just riding in it. I remember how big it was and in your face. It was like a limo to me when I was a little kid.

What are the key ingredients for a great sports car?

First and foremost, lightweight. Lightweight will give you better acceleration, top speed and handling. To me, a great sports car doesn’t need a lot of power. With new composite materials, you won’t compromise on strength. Of course, these materials cost more, but it will take somebody to make a bold step to market a profitable mass produced sports car. Then other manufac-turers will follow suit and it will eventually become mainstream. As far as aesthetics go, people are going to look for classic proportions. The classic long hood, cab rearward, rear wheel drive. Front wheel drive changes the proportions and have not ususally been considered in sports cars.

What can be improved about automobile design today?

Car designers need to explore different proportions, ways of packaging people and new drivetrain components for cars. These changes are going to happen in conjunction to architecture and culture. As we start phasing out internal combustion engines, it will shape the new aesthetic. Another way to improve car design is to get other people involved that are not part of the car design process. If you get somebody who is totally removed from the car design process, who doesn’t think about manufacturing contraints or classic styling, you will get some interest-ing results.

What do you think about advanced driving technologies like the 2009 Nissan GTR?

I would not have those things, because people start to rely on that. It makes them think they are a good driver. When they get into a real car and it doesn’t have the traction control, they are going to flip it over or something like that (laughs).

What is your take on the green car industry at the moment?

Well, there’s the OEM side which creates great cars because they need to fullfill the needs of the consumer to survive. Also, regulation forces them to build safer, more fuel efficient cars. Honda and Toyota has been at the forefront of this even before there’s a regulation such as a CAFE standard, but it’s still about profits.

The other side is the small car companies, such as Tesla motors and Wrightspeed, which has sincere passion for the green movement. The only problem is, they don’t have a lot of money. Another problem I see are poor product planning, such as the Aptera. Love or hate the styling, it doesn’t look safe, so I don’t think a lot of people are going to buy it, except for the hardcore environmentalists. People have preconceptions of what a car is supposed to look like.

What can you contribute to the environ-ment through your profession as a transportation designer?

It is about making something appealing. Keeping some of that edge that people love about cars so much. A lot of people buy cars not just out of practicality, but also because it says something about themselves. Some people really want to tell the world that, “Hey, I’m a green nut.” That works for them, but that’s not the majority of people. That is an opportunity for me to work in that space.

What is store for cars in the near future?

People are going to purchase vehicles if it is environment friendly. In cities, we are going to see different types of vehicles emerge. I think the Smart ForTwo is a good example that is becoming more prevalent. As you move towards the cities center, you have

less need to move outside of Los Angeles for example, so it’s okay to drive a tiny vehicle. It’s practical, has enough utility and easy to park in the street. Smaller manufacturers are emerging as well as newer methods of rapid prototyping. As manufacturing processes becoming cheaper and more widespread, you will start seeing more specialized type of transportation.

Which type of sustainable mobility technol-ogy will prevail?

Pure electric is the most elegant solution. Right now, the argument against that is you need to have a garage and a plug to charge it, as well as an infrastructure outside of the home to support longer trips. That is just a matter of not having found the methods yet. If you want electric cars to become mainstream, there has to be major steps taken to improve the infrastructure for these vehicles.

What will it take to get enthusiasts to be interested in “green” cars?

To generate interest, you need an appealing design. Most people are not going to give the “green” car the time of day if they don’t think it looks good. The manufacturer also needs to decrease the weight of cars to make them handle better.

“Most people are not going to give ‘green’ cars the time of day if they don’t think it looks good.”

Julius Bernardo

Philipino/Chinese

American

27 yrs old

Background

born and raised

in LA County,

Hacienda Heights

Education

Art Center

College of Design

Hero

Ken Okuyama,

designer of the Enzo

our-door cars are generally not considered

sporty. Creating a vehicle to make a unique

statement about its alternative energy

powertrain and making it attractive at a

visceral level is a difficult endeavor. Tesla

Motors were chosen as the brand for this

design study, for their commitment to electric

cars, luxury, and performance make them a

suitable brand for this design exercise.

The inspiration for the design is the sine

wave. On the surface, these sine waves

represent the AC system used to power the

vehicle. The undulation and intersection of

separate waves also abstractly represent the

conflicting parts of the buyer’s personality, at

times favoring the conscience, and giving in to

inner desires at others.

Tesla Motors is all about bringing exclusivity

and premium quality to the electric car. Their

sole product, the Roadster, has proven that

electric vehicles can both look cool and move

fast. The forthcoming Model S promises to

compete with larger luxury models as well. All

that remains for the company is to build upon

what it has started, and take their brand to the

next level with a car that is still premium in

nature, but can reach a much larger and

sophisticated audience. Therefore, the

objective would be to design a leaner, sportier

sedan than the Model S-the waiting list would

be astronomical.

With both exclusivity and performance, Tesla

Motors stands poised to directly compete with

the likes of BMW and Audi. Drivers of this

type of car tend to be fairly particular about

image and performance, so a good competitor

needs both. Brand equity also matters in this

segment, making it important to make a strong

identity statement.





“te est. Qui congue alterum euripidis ut, ad

nec scaevola invidunt antiopam. Ei tale nemore



mnesarchum, ius no nemore epicuri

conceptam, usu dicam admodum scriptorem

id. Facete vocibus id pri.







mnesarchum eos an. --->

ELECTRON | June 2009 | Four-door Cool for Fast Fools

As the car enthusiast matures into family life, a void is

left from the young, restless days of driving up the twist-

ies in the canyon. Picking up the kids and the groceries

takes first priority. Instead of going into domestic insan-

ity, the luxury sports sedan is now increasingly popular.

This gives ex-weekend racers a chance to have their cake and

eat it too. It is now possible to drive for passion’s sake

and also be a responsible adult--->

F

THE FINAL DESIGN

The creases in the fenders are done tastefully and

elegantly. This design is modern and timeless, yet

progressively ECO. The car does not look heavy,

but light and agile like a glider.

Leaner and sportier than the Model S,

the waiting list would be astronomical.

Our demographic are males in the age range

of 45-55. They are well educated, married and

pulling in a moderately generous salary, who

has come to start enjoying the spoils of their

hard work. Yet our driver is a man of conflicting

desires. He knows in these times it is wise to

look ahead and be “green.” But on the other

hand, he’s always enjoyed a spirited blast

downa canyon road or a day at the track. What

sort of car would allow him to do right by his

conscience while simultaneously fulfilling his

inner cravings?

Enter the pro at putant accumsan molestie,

ea meis sonet adversarium vix, ius scaevola

interpretaris ne. Ea commodo offendit sea,

error mentitum ex eum, impedit adipisci

similique te est. Qui congue alterum euripidis

ut, ad nec scaevola invidunt antiopam. Ei tale

nemore eos, eos debitis scaevola vulputate te,

duo id omittam appellantur. Sed cu kasd lorem

mnesarchum, ius no nemore epicuri concept


vocibus id pri.

No impedit volumus mediocritatem per,

te sed quis doming volumus, in sit tale utamur




sensibus democritum per, splendide aliquan




detraxit. Possit fabellas abhorreant et nam,

mel tation laudem legimus ea, has quis unum

oblique ei.

Duo eros simul iudicabit et, illum error

interesset mea no, pri mundi tincidunt at.

Ea utamur convenire salutatus cum.

Electron Magazine

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