In the final pages of Jim Motavalli’s excellent 2011 book, High Voltage: The Fast Track to Plug In the Auto Industry, he turns to EV advocate Chelsea Sexton to characterize where the plug-in car movement is headed. Chelsea—like Jim, a contributor to PluginCars.com—sees a “couple of rough years” in our immediate future, with “deployment missteps, changes in policy and negative media stories, whether earned or not.”
High Voltage is a wonderful chronicle of these rough years. If you’re looking for a pro-EV rant—or a plug-in advocate’s tract that redacts the missteps and shortcomings from electric car history—this ain’t it. In fact, what makes this book so much fun to read are Jim’s behind-the-scenes personal anecdotes. The “fast track” of the book’s subtitle is really more of a misadventure.
For example, in August 2010, when Jim traveled to Irvine hoping to meet Henrik Fisker. The famed designer-turned-CEO wasn’t there. Jim’s calling card—as a writer for New York Times, NPR’s Car Talk, and PluginCars.com—couldn’t even land him a meeting with Fisker’s vice-president of sales and marketing who was “too slammed” with meetings. Instead, Jim settled for lunch at a local Whole Foods with Russell Datz, a company PR guy. (Datz told Jim that Fisker would produce 15,000 Karmas in 2011, one of the many overblown promises not realized by upstart electric carmakers.)
Then there was the time at the Detroit Auto Show in 2011, when Jim tried to drive a prototype of the Ford Focus Electric, only to have it stall out. A Ford technician muttered something about a “reset,” and was able to get it going again. Daimler-Chrysler engineers weren’t so lucky, when Jim tried to drive the company’s Dodge Sprinter Plug-in Hybrid truck, at a high-profile event in New York City way back in September 2006. The New York Power Authority and the Electric Power Research Institute sponsored the pilot project and the event. “With all those people looking on, I twisted the key—and nothing at all happened,” explains Jim. “A squad of German engineers with laptops couldn’t get the Sprinter going either.”
Challenges and Caveats
Jim balances these mishaps with mostly positive, but equally balanced, descriptions of his time behind the wheel of more successful electric cars, like the Nissan LEAF. In his first extended drive with Nissan’s electric car, he writes, “The LEAF was truly a delight to drive—smooth, tight, responsive. It accelerates plenty fast enough for me…There was a whooshing noise on fast takeoff that my wife compared to an airplane.” Jim writes in an effortless breezy style. He’s a great storyteller. But the real charm of the book is that Jim, while clearly believing in the benefits of EVs, doesn’t shy away from the challenges and caveats. “I loved everything about the LEAF except the range challenges,” Jim writes. “I’d probably develop ways around them if I actually owned the car.”
Jim does a lot of blogging to make a living, but he’s not of the ilk that simply regurgitates what others have written. He picks up the phone and jumps on airplanes—to see things for himself and speak directly with auto industry insiders. And people talk to him. Through the book, we tag along the journey, and eavesdrop. Jack Nerad of Kelly Blue Book, told Jim, “There’s not a good deal of uncertainty about [carmakers] selling the first 25,000 [electric] cars. They’ll find that many environmentalists and technology-oriented customers in a country of 300 million.” After that, Nerad questions what might happen. “Is this a consumer product with legs, or will the demand dry up?”
The book chronicles the attitude influential industry analysts, like Maryann Keller who throws her own wet blanket on the EV industry. She believes the $1 billion in government money to support Tesla and Fisker were not good investments. “While the startups may pioneer the use of some technology, any successes will be copied by the larger manufacturers, which have greater resources, including government support, as well as an existing infrastructure,” Keller said. “The startups will fail or remain neglected to niche markets.”
Facts versus Opinions
We might want Jim to shout back at Ms. Keller and Mr. Nerad: “You’re wrong. EVs kick ass. Global warming and oil dependence sucks.” But as our thoughtful and friendly narrator, Jim replies, “I can’t answer Nerad’s questions because the important factors—the price of oil, the state of the economy—aren’t reliably predictable.”
At the same time, when reality dictates, he’s ready to take on the uninformed with facts, technical assessments, and historical context, as in this excerpt:
He then lays out the case with government and university studies, interviews with industry analysts and utility executives, and common sense logic.
Motavalli’s High Voltage goes a long way to displacing uniformed opinions—and replacing them with hard-earned facts and realizations about electric cars. I wholeheartedly recommend the book to anybody who drives an EV or is thinking about it. Don’t expect the journey to be as smooth and silent as an electric car’s acceleration. Yet, sometimes the bumps in the road make the drive more fun.
I've always found Motavalli's articles to be fairly well informed and reasonable, I'd expect the book to be the same.
Though she isn't listening I'll respond to Keller by saying the efforts of the start ups, meaning specifically Tesla, have pushed the larger OEM's into motion, so even in the unlikely event that they fail the money was well spent, certainly more so than the billions spent on hydrogen in the last 20 years or so. Last I checked it was a loan to Tesla anyway.