Like it or not, the concept of the internal combustion engine is passˆ©, inefficient and downright uncivilized. The future of motoring lies in electric-powered propulsion. The automobile is ubiquitous, and they will always be in our popular collective imagination. Car culture will not die’Äìthe cars will change. Regardless of the specific alternatives we arrive at, the electric-powered automobile must be at the forefront of popular culture. Yet, it starts with semantics: the ’Äúalternative’Äù fueled vehicle label makes electric cars and hybrids subordinate. Enter ELECTRON. Electron is a publication for the cultivation of ’Äúgreen’Äù car culture benefiting environmentalists, car enthusiasts, manufacturers, as well as new readers browsing at the bookstore or website. By utilizing design research methods, hybrid and electric car desirability can be cultivated to help reduce CO2 emissions and fossil fuel consumption.