"I don't think people will drop the idea of personal transportation, but a change away from our culture of oil to alternative technologies seems necessary and coming,"
- Editor in Chief John Lehrer, Westways Magazine

After qualitative research of car enthusiasts, I found there is strong culture and passion for internal combustion cars, especially sport cars, while none toward hybrid or pure electric cars. Realizing that emotional desirability can be a more effective motivator for change than either fear or logic, I set out to design a new culture for sustainable mobility. Design can accelerate cultural growth to reach the tipping point, when electric powered vehicles are the majority, and gas powered becomes the novelty. As a design methodology, this research approach and insight gathering can be applied towards any new technology to help foster a culture.