What Does the Future Look Like?
On the one hand, we think it is absolutely great: General Motors and Honda working together to develop and, perhaps more importantly, manufacture fuel cells at a facility in Brownstown Township, Michigan.
After all, there is lots of development going on but there are few companies with the scale or the wherewithal to truly mass produce these advanced energy-generating units (hydrogen goes in, electricity comes out).
But as we’ve noted before, the name of the joint venture company that the two vehicle manufacturers have established for the making part of the endeavor—Fuel Cell System Manufacturing LLC—leaves a little something to be desired.
C’mon guys: We’re talking about the future here and that sounds like something that you might produce with a Dymo labeler.
Yesterday the company unveiled its logo.
Here it is:
While there may be something to be said for the graphic on the left side, the sans-serif lettering is certainly legible, but, again, this is something extraordinary, not quite so plain.
Ram Truck chief exterior designer Joe Dehner talks about how they’ve developed the all-new pickup. “We’ve been building trucks for over 100 years,” he says. “Best I could come up with is that this is our 15th-generation truck.”
Honda is an engine company.
A young(ish) guy that I’ve known for a number of years, a man who spent the better part of his career writing for auto buff books and who is a car racer on the side, mentioned to me that his wife has a used Lexus ES Hybrid.