#790: (We don’t need no) More Subscription

Or do we? Is it just the way everything is going to be paid for?

The business model of computer software used to be that you bought a license to use a piece of software and, as long as you had the disk it could be installed from, you could keep using it for as long as you want. Maybe if you need support, you’ll pay an ongoing fee (“maintenance”) which could be a chunky %age of the initial purchase cost, but that would likely give you access to later upgrades too.

Subscription software has radically changed the market over recent years, just as entertainment streaming services has largely replaced buying stuff on physical media. For business software, 85% of the market is in subscription software/services compared to more traditional licensing, according to some estimates.

Breathy commentators also predict agentic AI to be the death knell of Software-as-a-Service – the SaaS-pocalypse – yet who’s to say that most vibe coding isn’t just trying to make something that looks a lot like an existing SaaS product…? And if people are building software services – AI or not – how are they going to price it for sale?

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lies, damned lies, and statistics

Microsoft recently launched a new Copilot service (another one?) called Copilot Cowork, which muddies the waters a little by being charged on a usage-based model rather than a fixed per-seat/per-month approach, as is the case with most end-user-oriented stuff.

Any developer who’s used AI services in AWS, Google or Microsoft Azure clouds will be familiar with the idea that you pay for what you use, so you’d better be clear on what people are going to do with it before you give them the keys to the shiny SaaS offering you’ve built. Or you might end up like the Mustangs leaving cars & coffee on a Sunday morning.

What do we want? We don’t know

Users of subscription services of any type aren’t always happy – they might feel like they’re tricked into taking out subscriptions that will cost them more in the long run if they forget to cancel.

Also, what’s to stop the provider jacking up the price in subsequent terms, effectively forcing the decision to move to something else? Anyone in the UK who is a Sky TV subscriber will know all about that rodeo. See also #65: Enshittifcation 2025 pt 1 – progressing well

Car companies have also been playing with this idea for a while – BMW, for example, had the idea that some car features could be enabled by an ongoing subscription instead of an upfront-cost like the initial purchase of the car.

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And there have been various rental schemes where you pay a monthly fee to have access to a fleet of cars, rather than owning or leasing a specific one. Zipcar closed their scheme last year so maybe the uptake wasn’t good enough to sustain it.

The SKU dilemma and manufacturing complexity

Whenever a product manufacturer gives customers the ability to customize stuff, it can make their lives inordinately complex, unless they are already pretty much bespoke.

Rolls Royce Motor Cars found that if you’re obscenely rich enough to buy one of its vehicles, then you could be persuaded to shell out even more to customize it to your own spec. Since they don’t make very many cars, it doesn’t cost them much more to make each one different, yet they can charge an additional 40% or more on top of the sticker price. And now the sales model is to persuade every buyer to customize, therefore making them piles of extra cash.

Prospective car buyers of more modest means will probably have played around with online configurators, where they choose the numerous model variants, trims, add-ons, colour and wheel options etc.

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Great news! It’s the Dacia Sandero

Part of the problem with building anything complex and with many options is that the number of possible combinations can quickly get very high, and that may make it more complex to manufacture and to support in the long term.

It gets worse if some option requires others, or is blocked by others too; if you want the premium comfort seats, you need to have the multifunction steering wheel, and that’s only available in one colour… and the winter experience pack might give you a heated windscreen but that means you can’t have the head up display… and so on.

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The Porsche configurator can get complex and expensive

Companies who need to have many variables and options when building out a product or service proposal might turn to custom business software like Configure Price Quote (CPQ), to try and manage the complexity – with one provider using a Truck configurator as a demo. This kind of software finds its way into lots of manufacturing processes, but also unusual ones too – like the funeral home which used CPQ to produce a custom quote based on all the types of coffin, flowers, music etc that it might offer.

If car companies could simplify their manufacturing process by essentially building most of the underlying hardware to be the same, then use software to differentiate the versions or models, that would be great, right? Some, like Tesla, offer a few main variants of each model which all come with the same kit installed. The only real variation at a customer level is choosing the colour, and possibly including add-ons like roof racks or floor mats, none of which need to be included at manufacturing time.

Manufacturers have grown to love the option sheet, though. Rinsing your customer for thousands more just so they can have some gizmo has been a high-margin exercise for years. Ferrari used to charge over $4,000 to enable CarPlay on its cars (even on their $500K SF90 of a few years ago) even though all the kit to make it work was already there. If you pointed out that it comes as standard on basic $20K rental car hatchbacks, you’d probably have been met with a shrug and a thousand-yard stare.

Intel’s 1998 hardware dilemma

Manufacturing CPUs like Intel’s Pentium range of the late 1990s used to be structured where they’d try to make the high-spec, top speed processors that sold for the most money. Some of the underlying silicon wouldn’t quite pass the tests to be certified, so they could disable some of the components or run them at a lower speed, and the chips would pass. These were then bundled as cheaper, lower-spec CPUs. Alternatively, they could set out to make slightly lower-spec CPUs and achieve a higher rate of manufacturing success. Everybody’s happy.

Except, as manufacturing processes improved, it became easier to get reliable quality, but there was still high demand for low- and mid-range processors. So, Intel upped the production of its high-end silicon, but started knobbling some of the resulting chips, forcing them to run slower and selling them badged-up as a lower grade CPU for a lower price. Meet the market demand where it’s at, while protecting the higher margin top-end stuff.

Inevitably, hackers found a way around

BMW felt the wrath of customer feedback

As mentioned earlier, in 2022 BMW had the genius idea of building in heated seats to all their cars in a given range. If you’re making a seat anyway, the extra cost of installing the heating bits and all the supportive wiring is going to be relatively small, compared to the hassle of having bottom warming as an optional extra that needs to be treated differently as each car rolls down the production line.

Heated seats might be standard for the higher-spec, more expensive models, but what if they’re usually optional for the cooking ones? Well, they could be installed but inactive unless the customer decided to pay $18/month to use them…

Customer feedback was very clear that they don’t like to think they’re paying twice for something, and if they’re built in to start with then the customer has already forked out for them, thank you. BMW climbed down.

Other car manufacturers have toyed with having customer subscriptions; some make you pay if you want connected services like controlling your car from an app, though many will bundle them in for free as long as you keep taking your car to one of their authorised service centres.

Volvo even had a subscription service where you basically get the VaaS (Vehicle as a Service) – but that has been rolled back now, presumably through low uptake.

Paying to play is here to stay

Car makers won’t give up easily, though. Especially in electric vehicles, there are many opportunities to limit or expand the functionality based on unlocking things in software, or possibly using hardware control modules to unlock capability that is already installed.

Volkswagen offers a bunch of upgrades to its cars, including a performance boost that can be paid for as a monthly fee or paid all up front (and stays with the car). Other manufacturers – like Polestar and Mercedes – also offer paid-for performance upgrades which just unlock latent capability rather than add anything new to the car.

While this sounds like a bit like a racket, software has always been this way, even in perpetual license times. You could download the trial version of a product and as soon as you put in a license key, it’s fully unlocked. Or there’s the fact that a different license key for Windows Server would unlock higher level capabilities, even though all the actual code is there on every version.

Tip: keep a single list of every subscription

If we accept the inevitability of subscribing to streaming services, Amazon Prime for easy delivery, news sites or other online content as well as security or VPN etc software, it’s worth spending the time making a OneNote or similar table with every single thing you subscribe to, when it’s due to renew and how much it costs.

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The act of keeping such a list updated might help to decide if you really do want to keep all these things active, especially when the “for your security, we’ve had to increase the price by only 10%…” renewal email arrives…

#789: Do brands really know who their customers are?

Producers of goods and services often re-jig their portfolio, launching new offerings that are quite different or may be very differently priced. You’d like to think the product managers will have a plan for what their thing does, who will be their target customer, how much they’re be prepared to  pay for it, where it will be sold and so on. They might even have an Ideal Customer Profile defined, so they can effectively pitch their wares to the right people.

It takes a brave – or even foolish? – company to actively decide their current buyers are not the ones they want in future. Telling someone that your product is not for them might be a good way of ensuring they don’t come back to you; or if you want to win them back, it could take a lot of effort.

There are plenty of times that companies seem to be making crazy decisions that look good on a PowerPoint slide in some internal planning meeting but get a very different reaction when unveiled in the real world. Either they don’t appreciate who their customers are and what they want, or they consciously decide that they need to appeal to a different set. Sometimes, they get it right (see Henry Ford’s misquote about people wanting faster horses) but not always…

“No plan survives first contact with reality”

… could be used to describe some of these. A slight reworking of the famous quotation that has evolved into “No battle plan survives first contact with the enemy”, or Mike Tyson’s “everyone has a plan until they get punched in the mouth”. Some brands make what they conclude are stupid mistakes, and they quickly bury the evidence and move on (e.g. New Coke, GAP logo, Windows Vista). Or it might prove in the long run that they really knew what they were doing after all.

Shocking Electric Cars news

As has been mentioned before (#780), there’s a car industry move towards electrification, initially largely driven by government mandate to make manufacturers pivot from selling polluting Internal Combustion Engine (ICE) vehicles to initially selling cleaner hybrids and onto full zero-emission Battery Electric Vehicles (BEVs). Consumer demand for EVs has been less than enthusiastic, due to high initial costs in comparison with ICE (though that is lessening), charging infrastructure concerns and the doom-mongers of the red-faced press. That said, people who have made the switch love them and the tipping point may be just about here.

Both Mercedes and Ferrari have recently announced high-end, EV-only cars and the reaction has been very mixed.

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The Mercedes AMG 4-door GT Coupe might be hugely impressive on paper, with its supercar-humbling performance along with synthesized V8 rumbling soundtrack and a virtual “gear shift”, trying to appeal to enthusiasts of old-school AMG. Its £160k price-tag for the top spec C63 seems hefty, but then it’s got more power than a Bugatti Veyron so could be seen as cheap by comparison.

Mercedes are replacing a petrol-powered mashup of big saloon and 2-door sports car; it was expensive (£100K+) and presumably didn’t sell all that many cars in comparison to the rest of the range. But now the old dinosaur is no more and it’s being replaced with the pure EV that will be some kind of halo car.

But look at it. Online commentators have not been kind to its appearance. Maybe the “never buy an EV” keyboard warriors are the last people Mercedes are trying to woo with this car. Porsche must be looking over their shoulder, but their Taycan model has been around for years and though it might not suit every colour or wheel choice, they are generally thought of as good-looking cars.

Coming a few days after the Merc, Ferrari finally took the covers off their long-awaited first full EV – the Luce (which means “light”, even if it is expected to tip the scales at 2.25tonnes. Yes, a 5,000lb, 5 seat electric Ferrari which might go like a stabbed rat and will cost well over €500,000).

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The Luce had input from design agency LoveFrom, featuring Apple design gurus Sir Jony Ive and Marc Newson. They got to design the car from a clean sheet, especially the interior, which has been broadly seen as A Good Thing. Unusually, the inside was unveiled ahead of the rest of the car, and now we can probably see why. It is said that particular focus was on tight integration of all the car’s systems: just as Apple strove to make deliberate design decisions to make things simpler and feel better thought out.

Externally, however, car journalists are mostly in “WTAF” mode. But they’re not the target customer, nor perhaps are Ferrari’s regular clientele. Maybe the ultra-rich, modern tech bro type doesn’t want something that’s got lots of fins and wings and shouty exhausts.

Auto blogger Shmee150 (whatever you think of his caricature, he does speak a lot of sense sometimes) commented on the Luce launch as being the most controlled, tied down unveiling he’d ever seen. Some of the more traditional motoring press were not invited, while some more new media tech-forward people were.

It’s almost like Ferrari knew it was going to be hugely controversial, and the people in the room who were classic Ferrari fans were foaming at the mouth while the “new gen” were loving it. Shmee/Tim drew a division – those who wore Apple watches loved it, while those with mechanical watches did not.

It’ll be interesting to see what the Luce does for the rest of the Ferrari line-up – since there’s basically zero familial resemblance, it’s hard to see how some of the innovations in this model will trickle down to the others in the range. Ferrari’s in-house design centre might well be smarting at the fact they had little hand in the whole project, but they might also be smirking at some of the reactions to the way the thing looks.

One critique is that if you took the Ferrari badges off, there’s no way you’d know it was a Ferrari. It has a little bit of Jaguar i-Pace about it (as seen by Waymo users worldwide), and Nissan even poked a bit of fun at Ferrari through (now-deleted) social posts:

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There’s even a joke that it could be mistaken for a next-gen Fiat Multipla…

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For Mercedes, they’re replacing that previous petrol-driven AMG GT 4-door coupe so their new GT is clearly aimed at converting traditional customers to be EV buyers without wearing a hairshirt or seeming like they need to renounce their previous passion.

Ferrari, on the other hand, seem to be splitting their market – will Ferrari dealers insist that you buy a Luce if you want to be on the waiting list for their next fire-breathing, limited edition hypercar? Maybe, but it does seem like Ferrari is consciously admitting this isn’t the car for you if you’re one of its regular customers.

Backing both horses (to a degree)

Traditional car makers shifted their product lines to initially put in electric drivetrains in place of ICE or hybrid, and some still offer multiple variants of each model. Increasingly, they’re building bespoke EV-first offerings that are more efficient, therefore get longer range from the same-sized battery and (with the right kind of roadside infrastructure) can charge much quicker too.

Some are cheaper, too. Volvo’s forthcoming EX60, nominally the replacement for the XC60 family SUV (which is the Swedish company’s most successful car ever), works out about 7% less expensive (for an equivalent spec) than the top range hybrid. And the new EV is faster yet still has a quoted range of over 400 miles.

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Tellingly, Volvo has not said if and when it will kill off the petrol engined forebear, though. As long as enough buyers will fork out for the older car, they’ll going to try to keep making it.

BMW has launched the first of a new generation (“Neue Klasse”, a rethinking of the way the cars look and how they work under the skin), in its iX3, which has been awarded “World Car of the Year 2026”. Not just best EV, but the best car full stop, if you pay attention to awards.

The new i3 saloon, an EV equivalent of the iconic 3-series, is about to enter production; it promises over 550 miles of range on a full charge. Again, BMW hasn’t said it is replacing the 3-series but it feels like a matter of time…

Jaaaaag – the early bird catching the worm?

18 months ago, Jaguar famously burned their entire house down, ceasing production of all ICE cars and saying they were going to build a whole new range of EVs, starting with a huge and expensive car that would be new from the ground up. Trailing this whole reinvention with the bizarre “Copy Nothing” advert. The backlash was loud and immediate, with commentators questioning the sanity of trying to rely on a huge £100K+ pure EV saloon car as the one product to save the company.

As things have developed, Jaguar may have got rid of a few key people, appointed a new CEO and even decided not to retain the agency behind their relaunch ad… but the car’s development is going well, and it’s said to be very good indeed, if you like that kind of thing.

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You ain’t seen me, right?

Covered in camouflage, Type 01 prototypes have been driven by a load of car journalists, alongside a fleet of “greatest hits” from Jag’s heritage fleet. It seems they really want to show that what made their cars great in years gone by can still be applied to even the latest tech now.

You wonder if Jag’s designers and marketeers aren’t quietly pouring one out for Ferrari & Mercedes, since they got so much flak for the Type 00 designs a little more than a year ago, but in the meantime, those who have seen the prototypes are saying it’s going to look and go very well. We’ll see later this year.

#786 – F1 and the British Car Industry

Motorsports fans the world over are gearing up for another season of Formula 1, where 11 teams will race round and round for an hour or two, in 24 different weekends from now until December. At least that’s true at time of writing – with quite a few races in areas which might be a bit unsafe given recent events, time will tell.

Formula 1 is having a real purple patch – energised by Drive to Survive and the Pittfest F1 movie, the US market in particular is booming, with 3 races taking place there this year. Contrast that to the Americans’ historically lukewarm reception for F1, and the disastrous low point of the 2005 race where 70% of entrants retired before the start.

Global audience figures are booming, with younger and more diverse fans, and the teams are increasingly valuable – even the backmarkers are worth billions, with valuations growing by 30%+ between 2024 and 2025.

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Cadillac have entered the fray, launching their car livery during the Super Bowl with engines from Ferrari, the factory in the UK and drivers from Finland and Mexico. Not exactly the All American team so far, then, but it’s said they have spent over $1B already and the car has yet to race. They have a goal to grow over the next few years, build a GM powertrain and have engineering excellent at Indianapolis and Silverstone.

New rules – new threats/opportunities

2026 marks a new era in other ways – there are a variety of significant technical changes to make the cars smaller, lighter and more racy while also trying to be sustainable. The fuel being used is 100% renewable, though there’s still the small matter of all the kit that needs to be flown around the world to stage the show…

The radical changes to the cars could shake up the order somewhat – will Lando retain the drivers’ championship or could a resurgent Red Bull bring Max back into play? Can Ferrari’s crazy 180 degree rear wing slip Lewis to title #8…? When the rules all change, the genius of designers taking different approaches to beating them sometimes delivers some unlikely winners – as covered previously with Gordon Murray and the Brabham team, in #778 – Out of the box thinking IRL.

It’s said the driving experience is quite different as 50% of the cars’ power will come from batteries, meaning the driver needs to be continuously harvesting and deploying energy rather than pinning the throttle open and going full tilt all the time he can. “Management” might be the word to describe it, and not every driver is thrilled about that.

75+ Years in the making

Formula 1 celebrated its 75th anniversary in 2025, and despite the fact that the French basically started motor racing (that’s why they’re grand prix, after all) and the governing body, the FIA, is based in Paris, the centre of gravity for Formula 1 and associated motorsports technologies is firmly placed in England. The first F1 race was at Silverstone, and many of the teams have significant bases nearby, even those which are nominally based overseas. The talent pool of engineers and component suppliers acts like a gravity well, meaning if you want access to the best talent and technology, that’s the place to be.

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See the map on https://gemini.google.com/share/71467fece82c

Teams have come and gone in the past; it’s an expensive exercise to design, build and operate the cars in a global sport, though some of the best-known names have been around for a while.

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Source: Formula 1 on X

Cadillac joins as the 11th team, and Sauber is rebranding as Audi and bravely debuting their own engine too. McLaren use Mercedes engines, even though they arguably compete when it comes to road cars, and Williams also uses Merc.

Since Renault decided to ditch its own in-house engine, Alpine, their sporting brand, has also switched to a Mercedes power unit. Red Bull and Racing Bulls have moved from Honda power and are building their own, with some help from Ford.

Aston Martin hired the most successful designer of F1 cars ever, Adrian Newey, and switched to Honda from also being a Mercedes customer (yet remain so elsewhere, as Aston’s road cars have been using AMG/Mercedes engines for a while). Despite Honda winning recently in the back of a Red Bull, they are arguably a year behind everyone else and the pre-season tests don’t show the Aston Martins in good light.

Ferrari engines power the Scuderia’s own team as well as Americans Haas & Cadillac. In fact, Ferrari is the only team whose cars and engines are developed outside of the UK. The Italian car industry has some symmetry with Britain’s – formerly proud brands competing for the soul of the consumers of the 1950s and 60s have either been lost, swept up inside the likes of Stellantis, or they’ve gone even further upmarket. Ferrari’s cheapest road car starts at over £200K.

The current state of the British Car Industry

Sadly, if F1 and the wider motorsport sector is doing great guns, the car manufacturing industry in the UK is not in good health. It’s been on the decline for years, decades even, but a combination of the hokey-cokey of US tariffs, electrified competition from China combined with high energy prices, a near-£2Bn cyber-attack, cost-of-living miasma and Brexit, have all conspired to seemingly make things worse. Is it all too late?

In the 1970s and 80s, the UK was quite proud of cars that were made locally – many families chose either Ford or Vauxhall as their brand, and even if some were assembled in Europe, engines and other ancillaries were often built in England. Vauxhall is now part of Stellantis and has shuttered UK production, while Ford has managed to kill off both the Focus and Fiesta which topped the sales charts for so many years. Despite formerly having the biggest car plant in Europe, Ford of Great Britain hasn’t built any vehicles on shore for well over a decade.

Ford is still managing to shift a good amount of its Romanian-built Puma, and Nissan manages to occupy a couple of places in the top 10 with it’s UK-assembled Quashquai and Juke, so it’s not all bad news.

Niche and luxury don’t always pay

Over the years, several British brands have staked their long-term survival on moving upmarket and selling to a more international, luxury or performance focussed crowd. A new “Full Fat” Range Rover starts at over £100K, more than twice what the venerable L322 cost when it was first launched 24 years ago – even accounting for inflation, that’s still 20%+ more. Land Rover has had some good years with international customers, though the devastating cyber-attack which downed production for weeks and its sister brand Jaguar comprehensively scoring an own-goal hat trick as it stopped making cars entirely, to focus on building a £100K+ electric GT, isn’t putting the Tata-owned JLR in particularly good shape.

Sporting cars, for which Britain is somewhat historically renowned (as Mazda recognized when it built the original MX-5 in homage of the 1960s Lotus Elan), aren’t faring much better. Lotus has lurched from one crisis to another for most of its life, and betting big on 2.5 tonne electric SUVs and grand tourer saloons hasn’t really worked. Its Hethel HQ was rumoured to be closing until HM Govt seemingly got involved, but the UK-built Emira sports car that was conceived to take the fight to Porsche is now knocking on the door of a Hundred Grand if you want one that sounds as well as it goes.

While other venerable British sporting brands like Bentley seem to be doing OK by selling luxury barges and Chelsea Tractors, other well-known names are fighting for their lives.

The road car division of Aston Martin is shedding 20% of its workforce in an effort to stop losing money – it’s quite sobering to think they shipped 5,500 vehicles last year but lost £364M – in other words, managed to lose nearly £67K on every car it sold, and that’s on cars that increasingly cost the thick end of £200K.

Ultra-luxury brands like Rolls Royce seem to manage to weather the storm by selling outrageously expensive vehicles to discerning/tasteless & mostly overseas buyers, with profitability increased by heavy focus on pricey and bespoke customization of the cars. Whether the situation in the Middle East puts a long-term dent in their growth remains to be seen.

Clearly, COVID hurt UK manufacturing and it started to rebound but any recovery looks pretty shaky.

Let’s hope that a declining and more specialist manufacturing industry doesn’t inversely follow F1’s gravity effect, by having a brain drain away to the regions who continue to do it well.

#784: Automatic for the People

Following on from last month’s missive (#783) on internal competition, we’re going to look at a case where it may have successfully spurred a company, and an example of surprising collaboration between erstwhile competitors.

Also, how is it 33 years since R.E.M. released AFTP?

The world’s first automatic chronograph watch

In the 1950s and 60s, clock and watch making was a hotbed of innovation just like the automobile industry  and the race for space. New designs and technologies were coming thick and fast. Quartz crystals and batteries were still way out on the horizon, so the Swiss-dominated mechanical watch industry took great pride in building very precise instruments.

Open the back of a mechanical wristwatch and you’ll see many tiny components meshed together to make a little engine that measures out time and moves the hands on the dial appropriately.

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An Omega 321 movement, as found in the Omega Speedmaster watches which went to the Moon

Everything is generally driven by a coiled spring which is tightened and powers the whole “movement” as it unwinds in a controlled fashion. Manually-wound watches usually need a few turns of the “crown” on the side, perhaps every day or two. Many clocks work the same way, but with a larger spring might only need a few minutes of winding with a key every month or so.

Though pioneered in the late 18th century, automatic watches (which wind the spring through harvesting energy from the movement of the watch on the wrist) really took off in the early part of the 20th century. If you can see the movement of an automatic watch – either through the see-through “exhibition case” sometimes fitted, or by taking the back off it – it will often have a large “rotor” which swings back and forth as you move the watch on your wrist. You might feel or even hear it moving.

An automatic Rolex 1560 movement from the early 1960s

The rotor signifies that the dreadfully tiresome task of winding your watch every day was dispensed with. But some fancier watches with additional “complications” still had to be manually-wound; perhaps most notably chronographs, watches equipped with a stopwatch function.

Early “chronograph” clocks and watches were so called because they recorded the time using ink on the actual dial – making an ink mark or arc to record how long an event (like a horse race) lasted.

Necessity is the mother of invention

Wrist-worn chronographs (which only show the time, not write it) were popular in the 50s and 60s, especially amongst sporting types, perhaps inspired by famous racing drivers like Stirling Moss, Jim Clark or Dan Gurney.

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late 60s Rolex “Cosmograph” advert, egging-up the association with fast cars and watches

Go-faster watch companies even named their products like Speedmaster, Daytona (after the Floridian racing circuit) or Carrera (after the Carrera Panamericana race).

But all of these famous chronographs were manually-wound. There was clear demand for the thrusting racy gentleman to have a stopwatch on his wrist that wound itself. Unfortunately, the technical challenge of building such a complicated mechanism that was small and robust enough to wear comfortably was tough.

It was common for watch makers to buy-in the movement they fitted to their watch, just as they’d have the dial made by a specialist, the case fabricated by another and so on. Think of it like a boutique car maker producing a vehicle using an off-the-shelf engine from an external manufacturer. Even major watch producers at the time, bought watch movements from “ébauche manufactures” like Valjoux, Lemania or Venus, none of whom had the resources to dedicate to producing an automatic chronograph. The famous Paul Newman Daytona – auctioned for $15M+ – had a manual-wind Valjoux 72 movement.

So began a famous collaboration between companies that might otherwise be seen as competitors – the watchmakers Breitling, Buren, Hamilton and Heuer got together with  Dépraz, who made components for movements, to form what is now known as the Chronomatic Consortium.

Buren had pioneered their own automatic movements which had a “micro-rotor” rather than a big plate half the diameter of the watch. Dépraz had a chronograph module which they figured could be adapted to essentially bolt on to a variant of Buren’s base movement, thus giving them essentially two mechanisms powered by the same spring. In order for them all to fit together, the crown for setting the time had to be on the opposite side to the pushers that worked the chronograph.

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A Heuer Carrera from 1969, with the Caliber 11 movement. Note the tiny micro-rotor on the upper right of “HEUER”

In 1969, Breitling, Heuer and Hamilton (who absorbed Buren during the years of development in the late 1960s) went on to launch ostensibly similar watches with the same basic “Caliber 11” movement within. Heuer’s are arguably most iconic, with the square-cased Monaco appearing on the wrist of the King of Cool, Steve McQueen, in the 1971 film, Le Mans.

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Steve McQueen supposedly chose the square Heuer Monaco to match the patch on his race suit

The story behind McQueen’s watch is quite fortuitous; Heuer had a name for sports timekeeping and sponsored various cars and race teams. When McQueen was preparing for the Le Mans film, he said he wanted to look exactly like pro driver Jo Siffert, so donned the same overalls with the big Heuer logo. They also supplied props for the filming including watches.


Heuer and the rest of the “Project 99” / Chronomatic group touted their watches as the world’s first automatic chronographs, though competitor Zenith had been working on their own in-house movement and were so confident they would be first, they launched it in a watch brazenly called “El Primero”.

Even though they’d been working on it for 8 years, and announced it in January 1969, it took Zenith until September ‘69 to start selling their watch, by which time they were more like “El Tercero”, as the Chronomatics’ Caliber 11 was already being sold under several brands, and unseen but coming up the inside on the rails was a company very far from the Swiss cartels, who had designed and built an automatic chronograph and started manufacturing AND selling it in early 1969: Seiko.

Taking on the Swiss

Founded in late 1800s, “Seiko” was in fact several companies under the family of its founder, K Hattori. As Japan opened up to outside trade and competition, Hattori-san started by importing and selling western clocks, jewellery and watches, before starting to develop its own in-house offerings.

After WWII, Seiko developed a diverse range of horological kit – the official timekeeper of the 1964 Tokyo Olympics, Japan’s first Automatic watch, its first Chronograph, first diving watch, even getting into high-end accuracy in watches such that they took the fight to the Swiss on their own turf. There were watch “trials” in Neuchâtel and Geneva in the early 60s, to showcase how manufacturers could produce watches of incredible accuracy. After a few misses, Seiko showed up and started wiping the floor – to the point where the highest profile trials were cancelled the year after. Maybe the Swiss didn’t like getting beaten so took their ball away and went home.

Seiko’s “warring factories”

Revisiting the theme of internal competition, one unusual aspect of Seiko’s approach was to have two completely separate factories, separate companies even, operating to win the same customer. Daini Seikosha, in Ginza, downtown Tokyo, and rural Suwa Seikosha, near Nagano, shared hardly any technical know-how and yet were seemingly pitching similar watches to the same customers. The short version of history is that they were out and out competitors, but a subtler take is that both Daini and Suwa were children of the parent, and expected to treat each other with familial respect, even splitting some tasks occasionally.

A somewhat unlikely source, tech company Atlassian hosts a great series of podcasts on telling stories of team working, and they had a really good 30 minute one from the depths of COVID time, on Seiko’s “Duelling Factories”.

It’s never really been satisfactorily explained why Seiko had two factories that shared so little. There are some examples where a watch developed in one was manufactured – perhaps only for a short while – in the other as well (maybe a capacity issue?), but allowing two separate R&D outfits to develop products that directly compete for the same customer seems like madness to most of us. Then again, look at vintage catalogs, and there are hundreds of pages of barely distinguishable watches, so maybe they just threw everything they could at the wall to see what stuck.

The race for space

The Suwa factory arguably won the race to make the first automatic chronograph; they had 6139-6010 model watches in production from January 1969. When Jack Heuer, CEO of the eponymous company, was exhibiting their first Caliber 11 watches at the Baselworld show in the spring of 1969, Seiko’s president congratulated him on their achievement, electing not to mention that Seiko had built their own, integrated, in-house automatic chronograph and had been already selling it for months, at a fraction of the price of the Heuers, et al.

The 6139 chronograph went into numerous shaped watches over the decade or so of production, famously adorning the wrists of Bruce Lee, Flash Gordon, even making it as the first automatic chronograph in space via the pocket of Col William Pogue. What later transpired is that Pogue’s mission Commander, Jerry Carr, was sneaking aboard a Movado chronograph too. Movado was a sister brand to Zenith, and its watch ran on Zenith’s 3019 PHC “El Primero” movement. So a dead heat to be the first in zero gravity, then.

In the meantime, the Daini Seikosha factory had been working on its own, thinner and slightly more exotic, automatic chronograph movement – the 7016. Sharing no components whatsoever and being of quite different architecture to the 6139, the 7016 was a few years later to market and arguably missed the buzz of its sibling. As such, 701x watches are a good bit rarer.

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Seiko 6139-6001 from October1970 – note the Suwa logo below the hands just above the subdial
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Seiko 7016-5001 “Monaco” from August 1974 – the Daini logo sits just below AUTOMATIC at 9 o’clock

Both movements were integrated, i.e. designed from the outset as automatic chronographs, rather than bolted together such as the Chronomatic Cal 11. The 6139 was the first chronograph to use a vertical clutch, an advanced coupling mechanism now the norm for high-end watches from Rolex, Patek Phillippe and so on. The 7016 has a sub-dial register which counts both hours and minutes, has a horizontal clutch but features a flyback mechanism and was the thinnest automatic chronograph movement for 15 years. The more popular square-ish case shape also leads to its nickname, “Monaco”, after the Heuer model.

Taken from 1972 JDM Seiko catalogs
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Maybe they were aimed at the same customer, though the 7016 was around 38% more expensive than an equivalent 6139. Presumably available side-by-side from the same retailer. What were they thinking?

#781: The hand of government ne’er runs smooth

This is part 3 of the “Is the car industry doomed?” series, following Part 1 and Part 2.

Looking back through history, government involvement in automobile manufacturing and its supporting infrastructure hasn’t always gone well, though examples do exist of dominant authority proving effective.

From the mid-1920s, the German government decided it wanted to build a network of roads – which became known as the Autobahn. When Hitler took power, he enthusiastically progressed the project and had the idea in the late 1930s of a car for the masses to go with their new road networks, commissioning a well-regarded engineer called Ferdinand Porsche, to make it a reality.

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By the early 1970s, the Volkswagen Type 1 (aka “Beetle”) went on to overtake Henry Ford’s “Model T” as the most produced car up to that point, eventually tapping out at 21.5M models over an unbelievable 65-year lifespan. It was eventually overtaken by the Toyota Corolla, which remains at the top with over 47.5M produced in nearly 60 years.

The British Leyland experiment

In 1968, numerous established British car brands merged with the goal of being able to take on the globalising American juggernauts like Ford and General Motors, through creating efficiencies, economy of scale and all that kind of stuff.

Sadly, it didn’t go too well and the UK Government had to step in and nationalise the whole thing in 1975, under the “British Leyland” name.

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There followed years of industrial turmoil, cars that were less well built or less well received than expected, and eventual dismemberment and sale of key brands like Jaguar and Rover. Government interference may have partly caused the merger to happen in the first place. Eventually it had to get involved in running a business it knew nothing about, in order to save face and thousands of jobs.


Zero Emissions Mandates

Coming back to the present day, before Covid, legislators in the EU (and the UK, which was still part of it at the time) decided that in order to reduce emissions and enthusiastically champion the kind of growth that Tesla was starting to experience in the US, they should encourage the car industry to invest in a transformation to electrification.

So, governments started offering incentives to offset the additional costs for end users, through direct subsidy to consumers, grants for installing home-chargers and tax breaks for companies supplying EVs to their staff. They also invested in improving public charging networks and ultimately legislated to force car companies to reduce emissions and speed up the uptake of EVs.

The US government never compelled an EV shift (though the law on trying to reduce pollution from gas guzzling vehicles was often mis-appropriated as an “EV Mandate”).

The European Union, however, did set out rules that meant it would no longer allow the sale of petrol or diesel cars after 2035, with stringent targets to reduce emissions of Internal Combustion Engine cars ahead of then. The EU threatens to penalise car companies based on the average CO2 emissions of their sales – though a reprieve has been granted for now.

Car companies reportedly considered restricting the numbers of its most polluting models, dropping certain ICE configurations altogether to avoid selling too many (and racking up fines by the resultant raising of their average CO2 output). In some ways this is what the legislators want, even if that means the highest performance cars in the range (such as Porsche’s 911 GT3) have to be restricted in numbers, even if the demand is there to sell more of them.

The UK government in 2020 decided that they would accelerate the move to EVs, and ICE vehicles would be phased out by 2030. That has now been relaxed to keep in step with the EU, given than the global car industry would be targeting the 2035 date for compliance anyway.

The current US administration quickly tore up the environmental restrictions due to take effect from 2027, so for now it’s perfectly OK to keep on buying the mix of pickups and SUVs that seem so popular.

The best selling “car” in the US is the Ford F-150, which will do about 14-17mpg in real world driving, emitting around 250 – 350g/km of CO2 (in the European model) depending on engine size.

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The top selling car in the EU, by contrast, is the ICE-only Dacia Sandero, which will get 53 miles per UK gallon, emitting only 119g/km of CO2. [Note that the UK gallon is about 20% larger than the US one, so if the F-150 could do 15mpg in the US, it would be more like 18mpg in the UK].


Do Consumers want them, though?

Forecast demand for EVs is picking up but it’s still a long way from being the dominant form of propulsion. They are often more expensive to buy than traditional ICE cars, even if the running costs over time might be lower. Residual values have so far been poor – headlines saying that EVs lose half their value in 2 years could be enough to give buyers the jitters about buying a new, premium electric car.

Analyst Statista provides data with forecasting until 2029; taking a straight-line extrapolation (which is unrealistic but serves a purpose) from 2030 to 2040, would conclude that even by 2035, Petrol shipments would still have the upper hand.

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Data Source: Automotive industry worldwide – statistics & facts | Statista up to 2029, then a straight-line extrapolation from 2030 – 2040.

If government mandates and incentives keep being offered or even increased, it’s likely that EV uptake will accelerate. If we assume that pure petrol and diesel will to all intents dry up post-2030, and that there’s at least a bump in hybrids for a while before them being essentially unavailable after 2035, maybe it would look like …

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Data Source: Automotive industry worldwide – statistics & facts | Statista up to 2029, then an estimate of decline in petrol/diesel and stronger uptake of EV and (to 2035), hybrid

In truth, it’s unlikely that diesel, petrol or hybrid will completely stop in 2030/35. Even if the EU keeps its restrictions in place, there’s no telling what the US might do, or what will happen outside of these major blocs. We’d assume that pretty much all petrol and diesel will become MHEV or PHEVs, and for a while at least would continue to out-sell EVs.

Some car manufacturers bet the farm on EVs – take, for example, Geely. Amongst various Chinese domestic brands, they own Sweden’s Volvo & Polestar, the London taxi company and former UK sports car maker Lotus. Polestar used to be a sporty sub-brand for Volvos, like Mercedes’ AMG or BMW’s M-division, but it spun out as a separate company initially offering a high spec PHEV before launching a range of BEVs.

Polestar is reportedly circling the drain, with $1Bn losses and middling sales figures, though their boss said they’re going to stick it out. They have launched several new cars in the last couple of years and it’s taking time for them to gain traction while the 5-year old Polestar 2 is looking less competitive.

Volvo’s pure EV sales are down YoY by nearly 25% and sales across the board are falling. Lotus tried to do a Porsche-style pivot (diversifying from just doing sports cars to more lucrative SUVs) by launching massive Chinese-built EV cars, but is both rowing back its pledge to move to EV-only for its UK-built sports cars, and is even looking to add a turbo-petrol “range extender” engine to it EVs to effectively make them EREVs. The Lotus Eletre SUV, designed and built by Geely in Wuhan, is expensive and heavy enough, and not particularly efficient. Wherever they could fit a petrol engine will only make it even more compromised.

Even with government assistance and tax penalties on more polluting cars, it seems people aren’t rushing to spend £100K+ on a 2.5 tonne luxury electric SUV. Lotus also joined the breathless pre-COVID rush for EV hypercars that would produce crazy power and cost millions of pounds. It seems the uber-rich don’t much want them either.


Complexity and Usability

As well as concerns about how they’re powered, consumers might be cooling on buying new cars in general. What with [waves arms around above head]all of this”, keeping older cars running make more financial sense for many.

For driving enthusiasts, even buying new ICE cars – in Europe at least – also comes with the downside of a variety of mandatory safety features. On the face of it, more safety = better, but the new GSR2 regs require a variety of systems (like speed warnings) to be enabled every time you start the car, which means the car beeps and bongs for a variety of reasons, and can take many menu options to deselect the features.

Ironically, with the trend to replacing physical buttons with screens, the driver-monitoring camera on a modern car will tell you off for not keeping your eyes on the road, just because you’re trying to change the cabin temperature on the big screen whilst moving.

Car journalists talk about “peak car” being 8 – 12 years ago; stuff that has come out since is often more complicated, more expensive and not as nice to drive, even if they’re supposedly safer and better for the environment.

Will legislators blink?

It remains to be seen whether the powers-that-be will continue to try and make the industry switch fully to EVs. The use of tariffs by the Trump administration might stymie imports from overseas, but there’s little incentive for domestic US automakers to fully embrace EVs or even make their existing gas guzzlers super-efficient – Tesla being the notable exception. At least for now, tariffs are also restricting some cars from being sold in the US, as they’d just be too expensive – Volvo’s new Chinese-built ES90 “saloon” being one example.

In the early 2000s, the UK government (among others) incentivised diesel cars as a more efficient and less polluting (from a CO2 perspective) alternative. Fast forward a few years, and diesel particulate and NOx emissions were recognised as being a health danger and the naughty car companies were cooking the books (“Dieselgate”) when it came to emissions testing. It’s just over 10 years since the United States EPA raised its concerns about emissions not being reported correctly.

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According to the Consumer Insights Global Survey, when asked in 2024, US buyers were 69% looking at Gasoline/Petrol, 19% Electric and 26% Hybrid, with Diesel accounting for only 8% (clearly, each consumer might be considering multiple options since the numbers don’t add up to 100%…)

Germany looked a little more positive, with 53% evaluating Petrol, 26% Electric and 32% Hybrid (though a stalwart 28% still want Diesel, it seems). The UK was 48% Petrol, 31% Electric, 39% Hybrid and still 23% Diesel.

Even a decade before we’re expected to switch to EVs, with these patterns in consumer demand, it feels like we’re going to get a lot of hybrids before we go fully electric, if that indeed happens.


The threat from China

The Chinese market has evolved over the last 25 years; at one point, it was the new nirvana for Western brands as newly affluent Chinese consumers wanted to snap up luxury products from Europe and the US. Auto makers rushed to set up manufacturing facilities in China to serve the growing local market, even producing specific models (like Audi launching the A6L long wheelbase for people to be driven around in).

That is now changing – the overall luxury goods market in 2025 is estimated to grow less than 1% in China, compared to 1.2% for North America and 2.4% for Northern Europe. While still expanding, the Chinese economy growth rate is slowing and consumers are turning more to cheaper, local brands.

At the same time, the Chinese government’s long-term investment program in the infrastructure and manufacturing capability for electric vehicles started to pay off. Now, the list of best-selling electric cars is dominated by Chinese manufacturers.

If the world’s car market is pivoting to be largely if not entirely electric, then BYD and similar brands could be the dominant maker of EVs, even if they have to spin up factories in other parts of the world to sidestep tariffs and other blockers.

Even though the charging networks are more advanced in China than in many other parts of the world, consumers are still worried about range and charging times. This has led to the development of waves of “NEV” – New Energy Vehicles – which are fundamentally electric but not exclusively so. Petrol-powered EREV – range extender EVs – are gaining ground and may become the default since they appear to offer all the benefits of EVs but can run for hundreds of miles.

If Europe and the US are going to still have an automobile industry in 10 or 20 years, they will need to compete with imports from China that are potentially much cheaper, and due to experience and scale, will probably be better than the ones coming from established western auto makers.


So, is the car industry doomed?

Well, obviously not entirely – but the constituent parts of it in a decade or two might be very different to what we’ve got used to over the last 30 or so years. German hegemony at the premium end of the market is certainly looking under threat.

So far, the Chinese manufacturers are grabbing market share by selling good-enough BEVs at a price that beats the premium offerings from Germany, and undercuts the alternatives from US, Japan and Korea. Renault has scored a hit with its cutesy R5 so there is hope from within the established industry that they can make a product that buyers want.

Time will tell if that’s enough to save the existing car makers or if they’ll be replaced by a new wave of names from China and elsewhere.

#780: The inexorable (?) shift to Electric Vehicles

[Following from part 1, #779: Is the car industry doomed?]

Car manufacturers have been working on the assumption that soon, they will only be selling hybrid and then fully electric vehicles (EVs). Given that the gestation of a new car model is measured in years if not decades, they’ve been pouring $Billions into developing new car designs, new software platforms and new electric drivetrains. They need to skate to where the puck will be, which means there’s a lot at risk if they get assumptions and forecasts wrong.

Initially, some makers offered EVs as an alternative to the pure internal combustion engine (ICE) in existing models – hence you’d see different versions of similar-looking cars being sold, some with just ICE, some with a hybrid of ICE and electric and some with just Battery Electric (BEV). Volvo offered its XC40 in 2021 with 4 different petrol engines, 2 plug-in hybrids, 2 diesels and an EV option. Prices ranged from £25K for the most basic petrol T2 to £60K for range topping electric P8.

Abbreviation soup*

The purest EV/BEV is simply a car that uses one or more electric motors to propel itself. Power probably comes from a large, heavy lithium-ion battery that can take hours to recharge. Public fast-charging stations are springing up but can be complex to install (given the power requirements they need from the grid), and are many times more expensive to use than domestic electricity costs.

The industry keeps playing with other charging solutions such as swappable battery packs (like old laptops used to offer), or hydrogen fuel cells which generate their own electricity, dispensing with the battery but needing to find ways of getting the notoriously tricksy hydrogen on board.

As technology has matured, existing car companies evolved their ranges by launching new models that were designed specifically as EVs, so could be different to traditional cars in layout.

Mild Hybrids (sometimes known as MHEVs) are easiest to engineer, since they have a small electric motor and battery combination that may just provide additional oomph to the existing ICE, so don’t necessarily have the ability to run on electricity only. They can help the engine be more efficient but don’t replace it in function.

These have been around for years, in various forms – the first outside of Japan was launched 25 years ago, the Honda Insight.

2001 Insight, 80g/km, 1L/3cyl and 87bhp, 85+mpg | 2007 Audi, 322g/km, 4.2L/8cyl and 414bhp, ~20mpg

Honda was just showing what was possible if engineers tried really hard to be efficient. Volkswagen did it 10 years later, with the XL1,  and various other manufacturers tried, but the most ultra-efficient cars were never really mainstream. Nowadays, Mild Hybrid (or “Self-charging Hybrid” as Toyota calls them) are the easiest way for manufacturers to add some electrification to an existing car platform.

Plug-in Hybrids (PHEVs) try to offer the best of both worlds – a decent sized battery and an electric motor that could drive the car for maybe 50-60 miles, with a reasonable ICE there to provide longer range and more power. On the face of it, PHEVs are the perfect compromise – no real “range anxiety” of needing to charge the car when on longer journeys, while all the pottering about near home or even short commuting can be done like an EV and charged cheaply from home with a plug-in wall charger.

But there are downsides – when the PHEV runs out of electricity, it’s running just like an ICE car, but it’s got a 200kg-ish battery to lug around. When it’s on EV mode, the battery might be a lot smaller than the three-quarter-tonne affair you’d find in a Tesla, but it’s now got the anchor of a passive ICE to make it less efficient, and the motor is probably not as powerful as a pure EV car would have.

Clearly, we have the complexity of both systems to deal with, meaning there’s also more that might one day go wrong.

There’s also a generally unspoken concern about PHEVs – drift up to a roundabout in EV mode and give the accelerator a boot to get in with the flow of traffic, or sweep down a motorway slip-road in EV mode and put your foot down to get up to speed, and you might cause the ICE to fire up and join the party. In principle, that’s great – more ICE power when you need it, and after a while it’ll shut down to let you cruise along in EV mode again.

But what if that ICE hasn’t had the chance to warm itself up yet? If it was a regular car, its oils and seals and things would ideally have been ticking over for a while before being asked to perform at max power.

If the PHEV had been wafting around on electric drive before arrival at that first roundabout, then the driver demands a slug of power that the EV bit can’t deliver, the car is showing the same kind of mechanical sympathy as starting it up from cold and then jumping straight on the power at thousands of RPMs. Sure, the engines should have been designed and lubricated for this mode, to some degree, but who knows what this kind of “duty cycle” will do for long-term reliability.

Finally, there’s another variant that might become more prevalent than PHEVs – the EREV or Extended Range Electric Vehicle. The earliest example was probably the original BMW i3 REX – it’s an electric car but also has a small petrol motor which is used to top up the charge in the battery, giving it additional range. It’s quite possible that more EV makers will start offering this kind of option as a way of dealing with range anxiety. If they’re allowed to.

*Friend of the newsletter Neil Marley eloquently ranted on LinkedIn recently about the distinction between acronym and abbreviation. It would be tempting to say “PHEV” is an acronym, but it’s an abbreviation. Acronyms are new words like “laser” or “radar”; if you have to spell the letters out (like “WFH” or “EV”) then it’s an abbreviation. Capisce?


Driving EV adoption

Leaving aside the truly experimental, the highly compromised early EVs in the modern era were very much the environmentalist’s choice, before Tesla launched the Model S in 2012 and made them arguably as good as existing car options. Most people – though not all – who drive EVs are won over by their smoothness and technology, as well as the feeling they’re helping the planet.

As it happens, the earliest electric cars arguably pre-date the OG petrol vehicle, but lead-acid batteries and later nickel-cadmium rechargeables can’t hold enough juice for any kind of range. It took the development of lithium-ion batteries in the late 20th century to make a mass-market EV practical, banishing the milk float memories of the 1970s.

GM’s short-lived EV1, 1996-1999

There’s increasing evidence that EVs can last better than expected, better than petrol or diesel cars. With lower vibration and heat cycles running through the car every time it’s used, and fewer moving oily bits and other parts, there’s less to go wrong, and less that needs servicing. Even the brakes might not wear out as quickly since they’ll use the motors to slow the car down: so-called “regenerative braking” is really just reversing the motor to slow the car through putting drag on the drivetrain, also generating & storing electricity for later use.

Electric car sceptics might say that if the average EV is heavier than an ICE alternative, they’ll potentially wear the roads out more quickly, and though they might not be chucking out CO2 and NOx, they could be throwing tyre particles around in greater volume than lighter cars… though that argument is largely debunked.

Whatever, the industry was at an inflection point a few years ago – when should they stop developing or even stop producing “traditional” cars, and instead put all their efforts into the new technology? Eventually, the price difference between the two might go away but at least in the early days, it was not uncommon for EV versions of an existing car to be significantly more expensive.

Charging challenges

YouTuber Harry Metcalfe has covered a few gremlins with relying on public charging networks; if you can find a charger that works, it takes a long time and isn’t necessarily cheaper than petrol or diesel.

If you could charge your EV at 350kWH and it could cover 3 miles for every kW used, a large 100W battery would still take ~25 minutes to fully charge, and might give you 300 miles of range, at a cost of up to £79 from (for example) GridServe.

Compare that to an average petrol car that could do 36mpg, and you could fill a 55 litre tank in a few minutes, giving you 435 miles of range for about £74.

Right now, EVs only really make sense if you can charge them overnight on a domestic tariff at home – but that can only be for a proportion of the population. And taking a 100kW battery from 10% to 100% charge would take 13 hours and cost (for UK users) about £22, or considerably less if they are on the right power plan.

Maybe the ideal scenario for many households would be to have a larger PHEV or EREV for longer trips or carting the whole family+dog+gear around, and a small 2+2 city car for short haul stuff.

According to the UK government’s Office of National Statistics, the 2021 census gave us some interesting demographic information:

  • 23% of UK households have no cars, 41% have a single vehicle and 36% have two or more
  • 21% of households live in a flat. maisonette or apartment.
  • According to ZapMap, 67% of households have access to a driveway. 9 million households do not, so would need to rely on some kind of public charging network.
  • EVA England says that over half of existing EV owners who do not have a driveway rely solely on public charging. 60% of disabled drivers reported issues with accessibility in public chargers.

Is Hydrogen the answer?

Ideally, government should get involved to make sure there’s a sensibly-priced charging infrastructure in place, so people living in cities or blocks of flats don’t get disadvantaged when it comes to using an EV. An alternative might be to invest in having a hydrogen filling network, and then car companies could have a different fuel source for powering their EVs.

Car makers have experimented with Hydrogen as an alternative fuel source for years; a fuel cell car can take hydrogen, combine it with atmospheric oxygen to release electrical power, and produce nothing more than H20. It’s also possible to separate hydrogen from water, though it takes a lot of energy to do so – but large arrays of solar panels in a desert could capture huge amounts of power that would otherwise do nothing and split out hydrogen for onward shipment to where that energy is needed.

source: Honda

The challenge with Hydrogen is that it’s somewhat explosive.

Hindenburg airship, 1937

Well, it’s one of the most explosive elements, and can combust at very low concentrations in air. BMW, when making the experimental BMW Hydrogen 7 (which burnt hydrogen in its Internal Combustion Engine rather than using a fuel cell to generate electricity), advised users not to park the car under their house or in fact in an enclosed garage for any amount of time, in case the hydrogen leaked out and blew the whole thing to bits.

While it’s possible to transport hydrogen using variations of the natural gas supply network, it’s not without challenges and speaking with oil & gas safety and risk management specialists, there is little appetite to get involved with it right now. If that could be overcome, a good hydrogen distribution system was established and it became easy to refill your car, then it could provide a useful alternative to the weight and cost of lithium ion batteries and the charging time and range anxieties that negatively impact EV ownership.

A Toyota Mirai hydrogen fuel cell car can add about 5.6kg of hydrogen (at a cost of £10-15 per kg) to its tank in 5 minutes, and that is enough to drive for nearly 850 miles. The Mirai is no featherweight (nearly 2 tonnes) but otherwise is just an electric car in the way it drives, except that it has a compressed tank of gas rather than a big battery. Like Toyota, Honda has been working on hydrogen vehicles for years (including building a joint-venture fuel cell with GM, as used in the hydrogen powered CR-V).

Apart from its tendency for blowing up, the problem with hydrogen for fuelling automobiles is one of the chicken and egg – there are a handful of hydrogen stations in the UK, and the number has been falling, though the UK Gov has put in a bit of funding to add a few more. Without places to fuel up, hydrogen cars are not usable, yet without enough of them to drive demand for a refuelling network, the infrastructure is not viable.

Industrial power

The near-term future for hydrogen power is probably better suited for industrial applications, since the battery electric model is too hard to make work. As it happens, diesel has pretty good energy density – about 100x that of lithium-ion batteries by weight. So, to power an extremely large machine like the Liebherr T284 mining truck (which weighs 242 tonnes dry and has a fuel tank of 5,300L), would need about 500 tonnes of lithium ion batteries.

If you’ve got farm equipment, earth moving machinery or big diggers out in the field, you need them to be running all the time you can – meaning not only would batteries would need to be huge to power those machines on a 12-hour cycle, they would take days and days to recharge.

JCB has been working to build a variant of its diesel engine to run on combusting hydrogen instead. Driving a hydrogen bowser out to the field, connecting it to the fuel tank and filling it up on site makes more sense. Even with the machines burning hydrogen instead of using a fuel cell, it can be a near zero emissions model if the hydrogen was separated using green energy in the first place.

Eco-fuels then?

Another option being pushed by the automotive industry is the use of sustainable fuels. Some mix biofuel with existing fossil fuels to reduce the impact. Some are similar to the hydrogen combustion story with JCB, where if we could manufacture a purely synthetic fuel, then it could arguably be low or even zero emissions in total.

Porsche is investing in “eFuel” which uses hydrogen extracted using renewable energy and combined with atmospheric CO2. When it’s burnt in use later, any CO2 produced is only putting back the CO2 extracted during manufacture.

In motorsport, Goodwood is already using 70% sustainable fuel at the Revival event held in September. Formula 1 aims to be running on 100% sustainable fuel in 2026 – laudable if a little bit greenwashy, given the amount of air travel and freight required to get all their equipment to races…

To some degree, encouraging the continued use of existing fossil-fuelled cars by running them on (more) synthetic fuels is net-better for the environment than replacing everything with EVs. Manufacturing a new EV will add 20-odd tonnes of CO2 to the atmosphere – about the same as driving an average petrol car for 100,000 miles.


What does the future hold?

It’s difficult to be sure, but for now the car industry is still backing BEVs as the answer for domestic transportation. Mass transit like buses or for use in industrial settings, hydrogen looks like a much better option if they can deal with the distribution challenge. It seems unlikely that we’ll be running around in hydrogen-powered cars any time soon.

But there are very real charging challenges with BEVs that make it very difficult to imagine 100% usage. Even if pretty much all new cars are BEVs within the next few years, the average age of cars on the road is already growing – up to (in the UK) 9.5 years, up from about 8 before Covid. If you can charge your BEV at home, it’s great – every time you set off, your car is full of fuel. If you can’t charge at home, though, it’s going to be more hassle than if you’d had an equivalent petrol car.

Perhaps PHEVs or EREVs give us the best compromise, especially if they could be run on synthetic fuel. With a 10 year+ lifespan even PHEVs bought now could still be going strong well into the next decade.

The motor industry – especially in Germany, where it’s about 20% of all manufacturing – is lobbying the EU hard to dilute or even remove targets for transitioning to EVs, citing the relative lack of consumer demand and the huge costs they have incurred in engineering as being an existential threat.

Mercedes’ CEO Ola Kallenius recently said, “We need a reality check. Otherwise we are heading at full speed against a wall.”

The closer we get to the end of this decade, the more likely it is that governments will capitulate and extend the potential lifecycle of petrol/electric hybrid cars.


Final part – Government interference in the car industry; rarely a good thing

#779: Is the car industry doomed?

The global automotive industry is at a crossroads. Worldwide population growth and demand for cars means some cities are so choked with traffic, you’d be quicker walking. Environmental concerns are driving shifts to electrification while technology intended to improve safety is at risk of distracting and even causing accidents.

Meanwhile, costs have skyrocketed amid worries of slowing consumer demand for brand new cars, leaving industry titans in something of a quandary – they have to invest fortunes to build cars fit for the future. But have they developed vehicles which are too big, heavy and expensive, overburdened with technology that end users don’t want?

What next? Will self-driving autonomous cars become a reality any more than the flying cars vision from the 1950s?

This series looks into some trends, data and perhaps a gaze into the crystal ball on what it all might mean for cars we drive (if we do at all), and the industry which employs 2.6 million people and is valued at $2-3 Trillion annually.

There’s so much to cover, I’ll break it into three parts over the next few weeks.


Part i: “Give the people what they want!”

Some people say, ‘Give the customers what they want’, but that’s not my approach. Our job is to figure out what they’re going to want before they do.” — Steve Jobs

Steve Jobs is famously attributed as saying this, even though no definitive source has been found. Jobs supposedly went on to repeat the Henry Ford quote that if he asked people what they wanted, they’d say “a faster horse(which is almost certainly made up).

Jobs was right, at least when new technology is concerned – show them a Mac when all they’ve used is a command line, or an iPhone when they had a Nokia 2110 and you’ll have them hooked. In the car industry, though, things are a little more complex. One thing’s for sure – if you’d asked people in 1996 what they really want, not many would say “an electric car”.

Changing buying patterns

Rewind a generation or two, and consumer habits for buying cars were radically different than today. Every few years, people would change cars by going to the same dealer they always used and probably bought the same brand they always bought. Loyalty was almost cemented in – you were a Ford family because Dad always bought Fords, or a GM/Open/Vauxhall family as Uncle Ted worked in the nearby factory. Switching car brands would be like changing football team you support.

That started to change when established brands like BMW and Mercedes became more attainable and upwardly aspirational. New entrants came into the market offering arguably superior products, possibly cheaper and/or more reliable. Long warranties tempted people to try out otherwise unproven makes. The biggest shakeup, however, came about due to easy availability of finance.

For years, getting a new car on some kind of PCP deal has been the default (for UK buyers at least) – it’s estimated that ~90% of all new and used car acquisitions are financed, though that may be changing. The premise of PCP is that at the end of the agreement, you could walk away, buy the car outright for an agreed fee or, as happens most often, enter a new PCP for a different car. Historically, this last option has been most likely but is softening as higher interest rates bite and the uncertain future residual value of new cars (especially electric vehicles) puts the costs up more.

More people are leasing or taking a new car on a subscription. City dwellers might rely more on public transport and use Uber or a pay-per-use club like Zipcar. Whatever, the traditional demand and supply models are changing.


Long cycles

Cars take a long time to design and build. From early concepts through to figuring out how they could manufacture and later service the thing, to testing for performance in all climates and crash-worthiness, it takes years and costs millions if not billions of dollars.

Add to that the trend in the last 30 years of “platform sharing” – where a car company will build a modular platform that can be more easily adapted to fit different sizes or types of cars in its own range, or even across brands (looking at you, VW, Audi, SEAT, Porsche, Bentley, Lamborghini…). Having to radically update a whole platform let alone the models that it underpins is a very significant undertaking.

Sometimes, car manufacturers try a new model out and it really takes off, so everyone else jumps on the bandwagon. In the 1980s, Chrysler downsized the A-Team sized van to be more of a family run around, and came up with the “minivan” concept, a few months ahead of Renault launching the Espace in Europe. For years, MPVs were wildly popular, before “crossover” vehicles and SUVs started taking over.

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Plymouth’s 1985 voyager “mini-van”

Sports Utility Vehicles (SUVs) account for nearly half of all new car sales worldwide and, according to the International Energy Authority, are responsible for a rapid growth in worldwide CO2 emissions. The IEA said if SUVs emissions were measured like a country, they’d be the 5th largest CO2 polluter in the world.

Both MPVs and SUVs are examples of users gravitating towards a new format, compared to their old saloons, hatchbacks, estate cars/station wagons etc. What’s the car industry to do? Make more of those, and less traditional cars, if that’s what people want to buy instead. Volvo recently announced that its XC60 is the most popular model ever, supplanting the iconic boxy 240 estates from the 70s. They’ve been threatening the demise of regular saloon/wagons for a few years.

A handy side-effect for the car makers is that they can jack up not just the ride height, but the margins of these larger cars, and that sometimes means others in their range get dumped due to low demand and/or low profitability. Ford cancelled the Fiesta, a small hatchback that was the best-selling car in the UK for years, for these very reasons.

So, the car industry needs to guess what people want a decade before they’ll be in a position to deliver it. They have to deal with legislature demanding better emissions (hence the journey to EVs) and improving safety.

For the most part, great – cars are way more comfortable and safer now for their occupants (though maybe less so if you’re on the outside; research says that if the US replaced all SUVs with regular-sized cars, 17% fewer pedestrians and cyclists would be killed each year). The trouble is all the extra impact protection, safety systems, airbags, screens, cameras, electric seats, 17-speaker surround sound stereo… they all add weight and cost. Cars are on average around 1/3 heavier now than they were 40 years ago, and there are many which are well over 2 tonnes. The largest electric SUVs are knocking on 3t.

Screens and buttons

As well as changing shape of cars and the way people acquire them, another significant trend over recent years has been the prevalence of in-car tech.

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The 2020 Honda “e” – lots of screens but still had buttons for some things

Surveys of intending purchasers shows increasing demand for more safety and comfort systems – in 2023, the top requested thing was a wireless charging pad for your phone but by 2025, it’s more advanced cruise control and automatic-braking protection from reversing into things.

Most cars now offer one or more screens to control in-car systems. Consumers now expect Apple CarPlay or Android Auto on new cars (even on relatively budget-friendly ones), though car makers have been dragged somewhat into making them standard fitment – even a few years ago, Ferrari wanted over $4K as an optional extra to enable the tech, even though it was already fitted in the car and it was just a matter of turning it on.

Other manufacturers have tried monetising enabling features that are there already – as the guts of what the car does are increasingly software controlled, it’s easier to just build all the hardware into every car. BMW floated the idea of users paying monthly subscriptions to use certain features, like heated seats – but rightly got some robust end user feedback that they felt they were being ripped off buying a car with functionality present, then having to pay again to use it.

Other vendors have mooted charging subscriptions for more advanced functionality – like if self-driving becomes a reality, users might be expected to pay per journey to use it. Unsurprisingly, not all users are excited about this business model.

As well as trying to find creative new ways to extract more cash from the end user, car companies have been on a charge to cut costs of manufacture as well – by pushing everything into menus on a screen, they save money from having physical buttons to control stuff like ventilation and heating. They also have a trend for having touch-sensitive “buttons” with haptic feedback, though user feedback is forcing a switch back to actual buttons that enable the user to interact without having to look at the control.


“Simplify, then add lightness”

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This quote was attributed – though like all good quotes, it’s difficult to pin down if and when he actually said it – to the mercurial Colin Chapman, boss of Lotus. It’s the distillation of a philosophy that a light car (at least a light racing car) is better. Keeping this simple is also a worthy goal – though in modern cars, it’s more likely that simplicity is a veneer of usability over a hugely complex system underneath. Chapman sailed too close to the wind on occasion when it came to the Lotus racing cars of the 1960s – they were light and simple, but a bit too fragile.

Lightness, however, is a virtuous circle.

In contrast, look what happens when a regular car gets bigger and heavier (because the maker is required to, or if the buyer expects lots of space and bells and whistles inside). It needs a more powerful engine to give it the same relative performance; that in turn might add even more weight and complexity. It will need bigger brakes to stop it, and the wheels will need to be bigger to accommodate them. The tyres will need to be wider to maximise grip, further adding weight and creating more resistance, thus reducing the impact of performance and reducing fuel economy.

This additional “unsprung” weight on each corner makes the car handle less well, so in order to deal with that and all the extra flab onboard, the suspension components need to be thicker and heavier. And so on…

Battery Electric Vehicles (BEVs) face a similar problem – people want a long range (measured in hundreds of miles between charges), meaning they need to fit a large battery (the Tesla Model Y’s battery is apparently over 750kg; that’s more than the total weight of a first generation Lotus Elise).

Because people want big, safe, comfortable vehicles (which are heavier) then either the effective range goes down or the battery size goes up. And when the latter happens, it takes longer to charge the car fully, even if only to cover the same distance. The battery is also the most expensive component in a BEV, so the price rises too. Trying to offset that extra mass by making the rest of the car lighter using exotic materials (carbon fibre and stuff)? Price goes up even more.

What we really need is a small, safe, lightweight (1 tonne), efficient (getting 5miles/kWh) EV with plenty of space inside and a 400-mile range. The downside? If that was possible today, it would cost a million pounds.

Some car companies have tried to make lightweight EVs but with limited success; Honda released the “Honda e” following rave reviews of their 2017 concept car, and it hit the brief – drove really well, not too heavy (around 1,500kgs) and packed full of style and cool tech.

Honda’s concept for the “e”
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Cool tech does date quickly, though (Top Gear’s Chris Harris once said that buying an electric car is like buying a laptop in the 1990s … you just know that a better, faster, cheaper one will be just around the corner).

Also, small EVs tend to have low range – 100 mile maximum is not bad if you’re shuttling to and from your house and the shops or doing an average commute, but not so good if you have long journeys in mind. Honda dropped the £37K “e” after only 4 years; there are a couple of thousand in the UK so there’s at least some hope that when all that tech starts going flaky in 5-7 years’ time, that parts to repair them might be available.

So, what do we want?

As borne out by survey data, new car buyers increasingly want well-integrated technology in aspirational, safe and usable cars that are environmentally conscious and don’t cost too much. Sadly, these things are not usually complementary. Buyers are increasingly brassed off by massive slab screens in place of any buttons or proper controls, especially in supposed premium cars where the minimalist screen-forward feel looks a bit utilitarian.

The trend for large SUVs in place of regular family cars is getting some lawmakers’ attention too. The joke of the “Chelsea Tractor” is a problem in cities where space is at a premium. Paris tripled parking fees for vehicles weighing over 1.6 tonnes. Some campaigners in London are agitating for similar, and there’s pressure on the UK chancellor to overhaul vehicle taxation away from just emissions-based and focus as well on weight and/or size.

If these measures change what consumers demand from car makers, how long will it take them to design the cars that people want in future..?  Is it too late?

Next part – the shift to EVs