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16 F U T U R E A U T O | Q & A
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Lessons from the ‘frontline’ An interview with Darrell Jacobs, MTA SA/NT CEO
Q1: You were part of the launch of Australia’s first electric car at Mitsubishi. That was in 2009, 15 years ago. What did you learn from that experience? Some of the lessons we learned still exist today. Customers were unsure of range, being a battery car was very foreign to them and they were uncertain about the infrastructure to support it. Affordability was also an issue. It was a $55,000 car competing in the $20,000 car segment. Q2: Fast forward to 2024 and we’ve seen a significant uptake in electric vehicles. What has changed? They are becoming more mainstream, with much greater awareness of them in the media and on the roads. There is also a greater choice for the customer, and ultimately, the link to decarbonisation is stronger. Q3: What is one thing missing in the discussion around this transition to zero and low emission vehicles? The discussion seems to be centred on everyone needing to drive electric vehicles quickly and that they will all be here tomorrow. What’s missing is an understanding that vehicle technologies are constantly improving. Diesel technologies are improving, there are a large number of hybrids and hydrogen is on its way. People seem stuck on talking purely about EVs. And we can’t forget that it’s not just about the vehicle; it is about infrastructure, skills, safety and recycling. Not to mention, it is a 20+ year transition. So, we must discuss the whole ecosystem.
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