Monthly Archives: May 2018


My 2008 Interview With Elon Musk

2008 Tesla Roadster Validation Prototype

It’s coming up on 10 years since I first interviewed Elon Musk, CEO of Tesla Inc. and SpaceX. At the time he was still chairman of the board, not yet having ditched his third CEO in a year. This interview was originally published on AutoblogGreen in June 2008 when I was a writer there. Musk contacted me after I wrote a story questioning his involvement in the development of the Roadster following a Fox News story where he was referred to as the company founder. We had a nearly hour-long conversation and I interspersed that transcript with some responses from Martin Eberhard that I had solicited by email.

As I re-read this, I noted the words I wrote in the final paragraph of the epilogue and realized that sadly, little of what I wrote has come to pass.

Having met several members of the Tesla team when I visited there in January to drive the Roadster, it’s clear to me that they have tremendous skills and expertise and they are recruiting more people with those qualities. Hopefully, the management team now in place at Tesla has the strength of character to take the knowledge of the engineers and apply the necessary review process to design decisions going forward. That is an absolute must in order to get cars built right, on time and on budget. Certainly the work of the TEAM at Tesla Motors has lit a fire under many other manufacturers to accelerate their own electric car projects.

I’m republishing it here for posterity. Given Musk’s recent tirades against the media, I wanted to have this in more than one place.

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HD Maps Might Help Teslas Stop Running into Fire Trucks

Recently, a Tesla in Utah ran into the back of a stationary fire truck at high speed. This is the second such incident this year and the National Transportation Safety Board is already investigating the earlier incident. Incidents involving Teslas get news coverage because of the strident safety claims made by Elon Musk for his company’s AutoPilot driver assist system, but such accidents can happen with many vehicle brands. Relying on a single sensor for active safety control is often inadequate, but high definition (HD) maps may actually turn out to be part of the solution.

Teslas, and many millions of other vehicles, are equipped with forward-looking radar sensors that are used for adaptive cruise control (ACC). The radar is used to detect a vehicle moving ahead while ACC is active and measures the gap to that vehicle. If the lead vehicle slows down, the ACC vehicle will automatically slow to maintain a safe gap.

Forward-Looking Sensors Not Seeing Everything

You might think that if ACC detects a stopped vehicle it would automatically slow to a stop, but as the two recent crashes indicate, this isn’t always true. When ACC is used at highway speed, the assumption is that the other vehicles on the road will also be moving. To prevent false positives that would cause the brakes to erroneously engage, these systems are designed to ignore static objects like road signs, light poles, etc.

When another static vehicle that was outside of the radar range comes within view of the sensor while moving at highway speeds (as both vehicles in these crashes were), it is not assumed to be a vehicle and thus it is ignored. Some vehicles also include a combination of automatic emergency braking and/or forward collision warning safety systems to prevent crashes, but these systems are not optimized for identifying stationary vehicles in the roadway when the vehicles are traveling at highway speeds. Refinements in the coordination between these systems will continue.

How Does Mapping Fit into This?

Today, increasingly detailed maps are being used not just for routing but also as inputs to hybrid propulsion systems and long-range sensors in partially automated vehicles from GM and Mercedes-Benz. In the coming years, HD maps with detailed locations of static objects will be used for precision localization. If a vehicle has HD maps with the locations of fixed roadside objects, it may be possible to fuse this with the real-time radar data to better understand which objects can safely be ignored. The addition of image data from the camera used for lane keeping assist and it should be possible to recognize legitimately stopped vehicles and respond accordingly.

Companies such as San Francisco startup Mapper and incumbent map providers like HERE and TomTom have begun building HD maps. Mapper has developed a low cost, multi-camera-based data collection system that can be installed in vehicles used for ride-hailing providers or in other fleets. By the end of 2018, up to 2 million vehicles from Volkswagen, BMW, and Nissan are expected to be on the road globally with Mobileye’s latest EyeQ4 image processor. These vehicles will also be collecting data that feeds into Mobileye’s Road Experience Management system and then into maps from providers including HERE.

The sooner we start augmenting existing driver assist systems with new data sources such as HD maps or fusion of other sensors in the vehicle, the sooner object classification should improve to help prevent more crashes. The Tesla crashes are getting the attention, but these are problems that afflict virtually every manufacturer and the technology needs to be improved in order to save more lives.


Ford Takes the Exit Ramp from the Car Business

In many respects, the company that Henry Ford built more than a century ago moved America from the cart to the car (this October will mark the 110 anniversary of the Model T). Today, Ford is undergoing another transformation as the transportation market continues to morph. During its 1Q 2018 financial results, Ford confirmed that its North American vehicle lineup will include only two cars from 2020, the iconic Mustang and the new Focus Active—and even the Focus is morphing into a crossover-style vehicle.

More than 90% of Ford sales in the next decade will be pickup trucks, utilities, and commercial vehicles. Despite the change in the shape of the average Ford vehicle, the company is committed to improving energy efficiency in addition to operational efficiency. In part, that means adding electrified propulsion options to just about every vehicle it builds—from the Mustang to the F-150 and every new SUV.

Until now, Ford has just taken token stabs at the battery EV (BEV) market with vehicles like the defunct Transit Connect Electric and slow-selling Focus Electric. Even its hybrid systems, which are second in sales only behind Toyota, are only available on three nameplates: the soon to be discontinued C-Max and the midsize Fusion and Lincoln MKZ sedans.

Changing with the Times

However, that’s all about to change. At the New York International Auto Show in March, Lincoln revealed a concept version of its upcoming Aviator SUV with a plug-in hybrid drivetrain. That vehicle is expected to share its hardware with the next generation of one of Ford’s best-selling vehicles, the Explorer. The upcoming Bronco, Escape, and other models will also be available as hybrids.

In addition, Ford is committing to BEVs with a new dedicated platform rather than just conversions like the current Focus. This will enable much improved packaging and performance and a better cost basis. Starting with a performance crossover BEV in 2020 to be built in the Mexican plant that currently builds the Fiesta, Ford plans to launch 15 more BEVs globally in 3 years. While six of the BEVs will be available in North America, many of rest will likely be optimized for the Asian market, where Ford has formed partnerships with Zotye in China and Mahindra Group in India. Some of them may even be cars.

These vehicles will likely represent the bulk of Ford’s business for many years to come. But Ford is also working to build its mobility service business into something that is commercially viable and profitable as soon as possible.

Surviving Today’s Crises

The first three generations of Fords to run their eponymous company, Henry, Edsel, and Henry II, surely wouldn’t recognize this new enterprise as the one they built up over more than 7 decades. But during their tenures, Ford also faced several existential crises and survived—albeit without quite the radical product changes today’s business is facing.

It seems that almost everyone running a car company today is cursed to “live in interesting times.” Today’s company leaders, including the founder’s great grandson Bill Ford and CEO Jim Hackett, will have their work cut out for them to rebuild Ford for a new generation and move travelers from the car to whatever comes next.

However, there is precedent for a company to make similarly shocking moves while transforming into more of a services company. IBM exited the PC business in 2004 that it helped to found to focus on supercomputers, software, and services. And that paid off: within a few years, the company was generating even higher revenue and profits.