Intelligent Energy ENV bike 2005

International power systems company Intelligent Energy had world-class hydrogen fuel cell technology, but the world was slow to grasp its potential. The technology needed a compelling application to engage mass-market customers globally and embody the reality of a saleable product application to potential business partners.

Seymourpowell’s solution was ENV: the world’s first purpose-built hydrogen fuel cell motorcycle. Almost silent, sleekly elegant and emitting only pure water vapour, the new machine delivered a whole new paradigm in consumer transportation

Launched in the UK, Monaco and Los Angeles, ENV won hearts and minds wherever it appeared, winning a string of design, eco and automotive awards, appearing in over 600 TV transmissions, on 500 radio shows and in even more articles. TIME Magazine called it 'one of the most amazing inventions of 2005', whilst the UK’s Motorcycle News called it 'probably the most important new motorcycle, ever'.

ENV put Intelligent Energy firmly in the public arena, opening doors on every level for the company. In 2006, Intelligent Energy was one of a very small number of companies worldwide to be named a Technology Pioneer by the World Economic Forum.

Deciding the correct application for new technology
We conducted a series of ‘crucible’ strategic workshops, where key personnel from Intelligent Energy expressed their business requirements and contributed ideas for product applications best-suited to demonstrating the technology. It was agreed that a motorcycle offered the best opportunity to showcase a key advantage of the Intelligent Energy fuel cell – its simplicity and very small scale given the power output. The major question then became “what kind of motorcycle?”

Working with the SPF (SeymourpowellForesight) team, a series of analyses were undertaken to examine the global, powered two wheeler markets (PTW’s), current PTW offerings in each category, general consumer trends, as well as an ethnographic study into the reality of PTW use in a number of markets. Initial analysis indicated that the majority of users required lightweight, easy-to-handle and use products.

Attitudinal research showed the bike needed to feel and look uncomplicated and ‘non-technical’, but visually exciting nevertheless. To appeal to as broad a range of customers as possible, this had to be a motorcycle with clear product design language – a bike for ‘the iPod generation’. Early visual language themes were developed to ensure that the simplicity and product feel of the final surfaces were maintained throughout technical development. The overall form had to be clearly ‘of the future’, but with a nod to contemporary surface trends. The aim was to make the vehicle very light, fast enough to be useable in traffic AND irresistible: engaging public enthusiasm was key.

Thanks to the close co-operation between research, ethnographic and design teams, we began the formal design process with a very clear briefing and set of ‘signposts’ to check the design as it evolved.

The launch of ENV resulted in huge global media coverage...

'Runs on liquid hydrogen and looks like it's from the next century…one of the 10 coolest things on earth.'
Loaded, UK, July 2006

'Way cool'
Ode, USA – 2 March 2006

'Whisper-quiet, environmentally friendly, and every bit as exciting as more conventionally powered two-wheelers, it has to rank among the best-engineered motorcycles on the road'
Popular Mechanics South Africa, February 2006

'Eye candy can be earth-friendly'
The Times, UK, 16 March 2005

'Hydrogen bike that's on the side of the angels'
The Times, UK, 16 March 2005

'A visionary vehicle'
Designdirectory.co.uk

'The only way to get more environmentally-friendly than this is to walk'
Daily Mirror, UK, 18 March 2005

'The bike Jesus would ride'
T3, UK, June 2005

'It might just change the world'
WE People, Taiwan, October 2006

'The ENV is the world's first motorcycle built around a hydrogen fuel cell. Running clean and quiet, it is, to date, the simplest and most innovative articulation of that technology's potential.'
Business Week Innovations, USA, 27 November 2006

'Completely silence every bike and scooter and mentally Photoshop our all their smoking exhaust fumes. Can't you feel your blood pressure drop?'
WE People, Taiwan, October 2006

'We all want an ENV bike'
Playboy, Holland, March 2006

http://www.envbike.com