This week is the opening of the Salon de l’Auto in Montreal, the symbolic start of the auto show season for the Canadian automotive industry. I love the city and the show, and have been many times. But, here is the story of one year that I will never forget.
Betting Against the Weather
That Time I Made a Mistake
Zig vs. Zag: Using Hydrogen as a Counter Narrative
When you come to market with a different technology, it creates a multitude of communications possibilities. This was exactly what happened when we launched a #hydrogen vehicle. While the volumes were small, the key was articulating the technology's capabilities and why it might be a better solution to battery electric or petrol vehicles, without disparaging either.