Magazines drive car culture. ELECTRON is the replacement and natural evolution of other car magazines. A large number of car enthusiasts get their information from magazines. By being alongside other traditional car magazines, it can attract new converts. A large indicator of car culture is in bookstore magazine stands represented by sports cars mainly, because they are touted as the best of automobiles. Using the sports car magazine format as a starting point, ELECTRON’Äôs features are inspired by research methods to create a ’Äúgreen’Äù car enthusiast culture.

     The detailed articles are appropriate for a magazine format, as opposed to TV and video. Its emphasis is not just on the machine itself, but what ’Äúgreen’Äù cars represent in our culture. Green is a given. There’Äôs no need to be preachy or granola-hippie-hipster about green. ELECTRON sees green as powerful and sexy. There are no bunny rabbits, trees and foliage as part of the graphic language. While large manufacturers, small car companies, and government are working on the technological and political aspects of sustainable mobility, ELECTRON focuses on making mainstream American culture more receptive toward this positive change.