About transportation

Excerpt from Chapter of Natural Capatalism:

Imagine a conversation taking place at the end of the nineteenth century. A group of powerful and farseeing businessmen announce that they want to create a giant new industry in the United States, one that will employ millions of people, sell a copy of its product every two seconds, and provide undreamed-of levels of personal mobility for those who use its products. However, this innovation will also have other consequences so that at the end of one hundred years, it will have done or be doing the following:

paved an area equal to all the arable land in the states of Ohio, Indiana, and Pennsylvania, requiring maintenance costing more than $200 million per day;

reshaped American communities and lives so as to restrict the mobility of most citizens who do not choose or are not able to own and operate the new product;

maimed or injured 250 million people, and killed more Americans than have died in all wars in the country's history;

be combusting 8 million barrels of oil every day (450 gallons per person annually);

made the United States increasingly dependent on foreign oil at a cost of $60 billion a year;

relied for an increasing percentage of that oil on an unstable and largely hostile region armed partly by American oil payments, requiring the United States to make large military expenditures there and maintain continual war-readiness;

be killing a million wild animals per week, from deer and elk to birds, frogs, and opossums, plus tens of thousands of domestic pets;

be creating a din of noise and a cloud of pollution in all metropolitan areas, affecting sleep, concentration, and intelligence, making the air in some cities so unbreathable that children and the elderly cannot venture outside on certain days;

caused spectacular increases in asthma, emphysema, heart disease, and bronchial infections;
be emitting one-fourth of U.S. greenhouse gases so as to threaten global climatic stability and agriculture;

and be creating 7 billion pounds of unrecycled scrap and waste every year.

Now imagine they succeeded. This is the automobile industry sector of commerce so massive that in 1998, five of the seven largest U.S. industrial firms produced either cars or their fuel. If this industry can fundamentally change, every industry can. And change it will. This chapter describes how the world's dominant business is transforming itself to become profoundly less harmful to the biosphere. That transformation reflects, today partially and soon fully, the latest in a long string of automotive innovations. In 1991, a Rocky Mountain Institute design called the Hypercar synthesized many of the emerging automobile technologies. To maximize competition and adoption, the design was put in the public domain (making it unpatentable), hoping this would trigger the biggest shift in the world's industrial structure since microchips. As revolutions go, it started quietly, with simple observations and heretical ideas. The automobile industry of the late twentieth century is arguably the highest expression of the Iron Age. Complicated assemblages of some fifteen thousand parts, reliable across a vast range of conditions, and greatly improved in safety and cleanliness, cars now cost less per pound than a McDonald's Quarter Pounder. Yet the industry that makes them is overmature, and its central design concept is about to be overtaken. Its look-alike products fight for small niches in saturated core markets; they're now bought on price via the Internet like file cabinets, and most dealers sell new cars at a loss. Until the mid-1990s, the industry had become essentially moribund in introducing innovation. As author James Womack has remarked, "You know you are in a stagnant industry when the big product innovation of the past decade is more cup holders." Virtually all its gains in efficiency, cleanliness, and safety have been incremental and responded to regulations sought by social activists. Its design process has made cars ever heavier, more complex, and usually costlier. These are all unmistakable signs that automaking had become ripe for change. By the 1990s, revolutions in electronics, software, materials, manufacturing, computing, and other techniques had made it possible to design an automobile that would leapfrog far beyond ordinary cars' limitations.

-Hawken, Paul and Lovins, Amory & Hunter, Natural Captalism, Rocky Mountain Institute, Snowmass , CO, October 29, 2008.