I always enjoy getting messages like the latest issue of Dealernews. It reminds us all that we are part of something much larger than ourselves, that we live in a time of unparalleled change, and that we have a role, and even, dare I say duty, in shaping the outcome. In 2010 (almost exactly 11 years ago) I joined Zero Motorcycles as VP of Global Marketing. When I did, the response I got from many of my colleagues in the industry was far from enthusiastic. Actually, more like a lot of questioning and disbelief as if I had crossed over to the enemy.
Most that didn’t get it then are eager to jump on the electric bandwagon now. I saw it as inevitable, even that far back and was eager and grateful to be a part of that change and to play a small role in helping make it mainstream. From my vantage point now and knowing what I know about the limits of the technology, I find myself on the other side of the fence once again. While everyone rushes to figure out how to capitalize on the coming transition to electric motorcycles, I find myself questioning what it really means and how it may eventually impact a way of life that has meant so much to me.
When the State of California issues such bold edicts as the complete switch the electric vehicles by 2025 and a further proposed mandate that all vehicles must be electric soon after to be eligible to be ridden in state parks, forests, on state and public land I get very nervous. The simple truth is battery chemistry and energy density are nowhere near the demands of sustained off-road use. And while lithium ion works quite well in autos and even motorcycles in very special use cases like commuting and short weekend rides, its efficacy in an off-road setting if mandated by the state would absolutely transform off-road motorcycling to where you wouldn’t even recognize off-road or adventure motorcycling from how we experience it now.
Oh yes, I am told don’t worry battery chemistry and energy densities will improve fivefold by then. It won’t be an issue. I was told the same thing back in 2010, the next big break through is only a couple of years away. Meanwhile the entire global industry and the production infrastructure that supports it gets more locked into the existing chemistry and the economics that supports it every day.
I feel like my whole life up to this point has just been training for the really big battles that are to come. And thanks to Bob, Robin and the leadership at Dealernews at least we have a team and a platform to bring these issues to the attention of others. You are right, now the hard work really begins. So let’s get to it!
Scot Harden, President
Harden Offroad, Inc.
