How working backward changed the auto industry

The Problem-Solving Series

In 1973, lines formed around the block at gas stations as everyday Americans tried to fill up their tanks. OPEC nations disrupted normal oil supplies as part of the Arab Oil Embargo. This caused persistent gas shortages, and the American dependence on foreign energy was painfully apparent.

Electric vehicles (EVs) had been discussed for many years. Now, it was time to take action. The Nixon administration started Project Independence, an effort to produce energy domestically. Nuclear power plants were a key component of the plan. Still, the demand for coal and gas went up.

Automakers explored electric vehicle options. General Motors showcased an urban electric car prototype and the American Motor Company supplied electric delivery jeeps for USPS testing. Even NASA’s Lunar rover, which drove on the moon, contributed to the growing prominence of electric vehicles.

However, the technology was not yet ready for primetime. EVs had severe limitations. Their maximum speed was about 45 miles per hour. Regular consumers didn’t have much of an option but to continue to drive gas-guzzling cars.

It took another twenty years before momentum picked up again. This time, environmental concerns were the cause of renewed interest…