Future Auto March 2024
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20 FUTURE AUTO | Q & A<br />
Q & A<br />
Lessons from<br />
the ‘frontline’<br />
An interview with Darrell Jacobs,<br />
MTA SA/NT CEO<br />
Q1: You were part of the launch of Australia’s first<br />
electric car at Mitsubishi. That was in 2009, 15 years<br />
ago. What did you learn from that experience?<br />
Some of the lessons we learned still exist today.<br />
Customers were unsure of range, being a battery car<br />
was very foreign to them and they were uncertain about<br />
the infrastructure to support it. Affordability was also an<br />
issue. It was a $55,000 car competing in the $20,000<br />
car segment.<br />
Q2: Fast forward to <strong>2024</strong> and we’ve seen a significant<br />
uptake in electric vehicles. What has changed?<br />
They are becoming more mainstream, with much<br />
greater awareness of them in the media and on the<br />
roads. There is also a greater choice for the customer,<br />
and ultimately, the link to decarbonisation is stronger.<br />
Q3: What is one thing missing in the discussion<br />
around this transition to zero and low emission<br />
vehicles?<br />
The discussion seems to be centred on everyone<br />
needing to drive electric vehicles quickly and that<br />
they will all be here tomorrow. What’s missing is an<br />
understanding that vehicle technologies are constantly<br />
improving. Diesel technologies are improving, there are<br />
a large number of hybrids and hydrogen is on its way.<br />
People seem stuck on talking purely about EVs. And<br />
we can’t forget that it’s not just about the vehicle; it is<br />
about infrastructure, skills, safety and recycling. Not to<br />
mention, it is a 20+ year transition. So, we must discuss<br />
the whole ecosystem.<br />
mtasant.com.au | Back to Contents
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