The 15 Years Gap: Why New Tech Takes So Long to Reach the Masses.
Early vs. late adopters refer to how quickly we introduce a new technology. The focus is on the "early majority".
The VW diesel scandal changed my career
In 2015, according to American environmental authorities, Volkswagen cheated on emissions tests. A lawsuit was settled with a guilty plea, $34.9 billion in compensation and the acceptance of a "monitor" to the board. The former Deputy Attorney General of the United States, Larry D. Thompson, testified in 2020, five years later, that Volkswagen was "a compliant company".
Larry Thompson, the former US government monitor at Volkswagen
My boss had to fill a position that had become vacant at headquarters as soon as the fraud was discovered. I had a new boss and my career changed. After my temporary assignment ended, I was also forced to return to the head office.
However, after the scandal, Volkswagen made a remarkable shift towards electric vehicles (EVs). Just four years later, the eagerly awaited ID family made its debut.
Launch of the ID3 2019
At first, I was skeptical about this sudden change.
After all, Volkswagen had long been known for its diesel cars, which were renowned for their quality, impressive range and longevity. In contrast, EVs had certain drawbacks, such as limited range, longer charging times, higher costs and inadequate charging infrastructure.
Nevertheless, manufacturer commitment, significant investment in new EV platforms and battery technology, increased competition and financial support from the government created a favorable environment for the development of attractive electric vehicles.
The results are impressive.
In 2022, Volkswagen sold an impressive 325,100 all-electric cars. In addition, Audi achieved sales of 118,200 electric cars, Skoda 53,700, Porsche 34,800 and SEAT/Cupra 31,400. In total, the Volkswagen Group sold an impressive 572,100 electric vehicles, which represents a significant growth of 26.3% compared to the previous year. It is important to note that all of these EVs are technically part of the same family and have the same technology and features.
ACE EV sales figures
My initial skepticism was clearly misplaced.
The Volkswagen Group has established itself as a major player in the EV market and has proven its ability to be competitive and successful in this rapidly evolving industry.
This change has clearly been for the better.
But my skepticism was caused by a reluctance to change. When my career changed after the diesel crisis and the EV strategy proved to be the right one, I had to change course. I studied the facts about individual mobility in depth.
I started with the environment around me.
Take, for example, our family's farm in the mountainous regions of Germany.
Thuringian Forest: few EVs
Every mission there requires a robust vehicle, but one battery charge is not even enough for a week. Charging an EV there is a difficult endeavor, to say the least. As a family, we need a versatile and functional car that serves two purposes. One day it needs to transport our family to a restaurant, while the next day it should be able to haul heavy construction materials and equipment. It is important that the car is equipped with a trailer hitch to tow trailers loaded with an excavator or timber, regardless of the season. Given the high demands placed on the vehicle, the vehicle must also remain affordable and well below the price of 30,000 euros as a used car.
But most people don't live in rural areas.
In Western countries, around 80% of the population live in urban areas, while China has around 60% and India around 34%. The charging infrastructure in these urban areas is dense, at least compared to the sparse surrounding countryside. This means the increasing accessibility and convenience of charging stations for electric vehicle owners.
The rise of electric vehicle (EV) adoption is indeed inevitable and is driven by several factors such as advances in charging infrastructure, the development of versatile EV models and unique product features that differentiate electric vehicles from internal combustion engine cars.
Electric vehicles offer certain advantages in terms of product features that cannot be matched by internal combustion engine cars.
Yamaha MT09 engine block - not as zippy as the Model Y
Environmental friendliness should not be the only reason for electric vehicles.
We are missing from this list the main reason why governments subsidize the purchase of electric vehicles as a preferred new car choice: lower carbon emissions.
This is because a fleet of electric vehicles will eventually become more environmentally friendly, but only in the long run.
In the long term, we will switch to carbon-neutral energy production. This is an unprecedented goal: in many countries (including Germany), today's electric vehicles have a higher carbon footprint than diesel vehicles, depending on the generation mix. In addition, an electric vehicle emits 100 percent more CO2 during the entire manufacturing process than a vehicle with an internal combustion engine.
The aim is to charge electric vehicles entirely with renewable energy.
Compared to diesel vehicles, an electric vehicle fleet powered by renewable energy emits 50 to 70 percent less CO2. It is important to be aware that electric vehicles emit CO2 during their lifetime when making a purchase decision. There is no car that does not emit CO2.
Only the complete renunciation of mobility reduces CO2 emissions to zero.
However, electric vehicles in combination with renewable energies will certainly help to significantly reduce CO2 emissions.
Electric vehicles are the superior technology, but here is what needs to be changed.
However, electric vehicles may not be suitable for all purposes. Nonetheless, efforts are being made to overcome these issues and drive the necessary improvements for greater uptake of electric vehicles.
While progress is being made in these areas, future breakthroughs and widespread adoption of electric vehicles will require a conscious effort from industry players, governments and consumers. The practicality and attractiveness of electric vehicles as a sustainable transportation option can be increased by addressing the difficulties associated with charging infrastructure, cost, integration into energy systems and environmental impact.
In big cities, yes. For some Western or Chinese cities, this could even be a reality within a few years.
And we will see fewer cars in urban areas.
Traffic restrictions and rising costs of private car ownership in cities, the use of bicycles, sharing and micro-mobility services as well as improved public transportation services will reduce the need for cars in cities. We can already see this trend in cities like Berlin, Shenzen or Paris.
In rural areas, the switch to electric vehicles or CO2-neutral cars will take longer.
It could be that there is only a limited number of dual-purpose ICEs in rural areas. If we manage to discover and utilize an abundant energy source, which could possibly take another two or three decades to become industrialized, we could even switch to CO2-neutral eFuels and H2-powered cars, as they are were designed by Toyota.
But the production of cars will still cause CO2 emissions.
Even if the factories are powered by renewable energy, plastics are made from oil and gas, e.g. for the casing of battery cells or car interiors, as well as for lubricants. Only by reducing the total amount of cars produced and new materials combined with increased recycling could we reduce 80 or 90% of today's CO2 emissions, which today account for 14-15% of total CO2 emissions worldwide.
With a 100% zero-emission vehicle fleet, fewer cars, 100% renewable energy as fuel and all the other measures mentioned above, we will reduce humanity's global CO2 emissions by 13.5%.
There is more rationality to the introduction of the EV revolution than just environmental protection: EVs offer longer car life, more torque (aka more fun), more automation and fewer cars overall.
This landslide is unstoppable.
Embrace it.
Support it.
Early vs. late adopters refer to how quickly we introduce a new technology. The focus is on the "early majority".
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