"It's A Brick" - Tesla Motors' Devastating Design Problem
Tesla are a sideshow and we desperately need to stop talking about them, because they're harming efforts to improve energy efficiency.<p>Nissan are now in full production of the Leaf, a practical electric car that's half the price of the Model S. Renault have the Fluence ZE on sale in Israel and ready to go internationally this year. Mitsubishi are selling the i-MiEV in quantity in Hong Kong and Japan.<p>All of these big, established car companies are doing it The Right Way - targeting customers who already drive highly efficient city cars. These are customers who predominantly drive short distances and who are used to driving a small car with few luxuries and a relatively low-powered engine. They understand the compromises necessary for efficiency. They're part of a car culture that sees nothing unusual about a 1.2 litre diesel engine or a turbocharged 900cc two-cylinder petrol engine. You can build these people a lightweight, efficient car that they can afford and that they'll be happy to drive.<p>Tesla are amongst the many upstarts who are doing it The Wrong Way. They're trying to skip the necessary evolutionary steps a customer needs to make before they will be happy with a battery electric car. They're trying to lure people straight from heavy midsize cars and SUV crossovers, which is doomed to failure. These customers just haven't entered the efficiency mentality. They don't realise that efficient cars are noisier because they're not carrying the weight of sound insulation. They're not ready to wind down the window on a hot day to save the energy that AC would use. Tesla are trying to engineer around culture and it's an expensive, flimsy mistake.<p>Sit it out, lobby congress to mandate improvements in diesel fuel quality and higher fleet efficiency standards, beg manufacturers to send over the clever little engines. Tax or shame SUV drivers into station wagons. Once you hear people describing the Ford Focus as a large family car, you'll know you're ready.