A presentation and conversation with Jeevak Badve of Sundberg Ferar on the future of mobility - from the cities to the woods.

1. on New Mobility
From the Cities to the Woods
A conversation with Sundberg Ferar
Parrish Hanna
February, 2021

3. Discussion Topics:
One guy’s take on the story of mobility
The extension of auto & mobility tech, interaction & principles
into other spaces
Vocation-specific built of purpose vehicles
New forms of living & working
Democratizing access to the outdoors

7. DISTRICT 2020

21. Common Issues of Mainstream Mobility space
Coordination, Integration, Flexibility, Transparency, Data Management
• Interoperable Systems: ticketing, payments & MaaS
• Creating more flexible, open access, and shared service solutions – via
integration of mobility services & platforms
• Managing transit data to predict future ridership curves
• The role of connected data in forecasting travel demands and equitable
service requirements
• How to scale regional open access platforms into state and nation-wide
programs
• Investment: public & private revenue generating strategies

23. Common Themes:
Next Movement
Next Spaces
Where & How We Live / Work / Play
Infrastructure of Water, Power, Food, Waste,
Disinfecting, Connectivity & Entertainment
Reduce, Re-use, Re-furbish / Re-fresh, Last
one & End-of-Life

24. Common Themes:
Next Movement
Next Spaces
Where & How We Live / Work / Play
Infrastructure of Water, Power, Food, Waste,
Disinfecting, Connectivity & Entertainment
Reduce, Re-use, Re-furbish / Re-fresh, Last
one & End-of-Life
Flexibility
Modularity
Extensibility
An object or a
service, land use,
building materials
or a new interaction
paradigm
Physical &
Digital Systems
Sensors & A digital
ecosystem

25. Discovery Define Design &
Development
Model
Problem
Discovery
Problem
Definition
Diverge & Converge
Solution
Discovery
Solution
Design
Solution
Development
Validation
Solution
Development
Rollout
Process Overview

26. Common Themes:
Tactical → Strategic → Innovative
Utilitarian / Fit-for-purpose → (Everyday affordable) Luxury
Individual → Community → Big City → Culture
More about Emotional & Unique (vs. useful & usable)
More about Accessible, Universal & Inclusive
More about novices than experts

28. 28 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
Extension of Auto &
Mobility Tech,
Interaction &
Principles into other
spaces

29. 29 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
The vehicle as “a living space,
a service delivery platform, a
robot, a data center, a digital
companion.”
Padmassaree Warrior, Former CEO
of NIO (CTO of Cisco & Motorola

34. 34 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
Vocation-specific Built
for Purpose Vehicles

35. Inspiration: Bollinger B2 Chassis Cab
Two-door or Four-door cab
Wheelbase lengths based on desired customization
Patent-pending passthrough for storage of long items
120 kWh battery pack
All-wheel drivetrain & All-terrain capabilities
Dual motor
Portal gear hubs
5,000 lb. payload
Ultra-low center of gravity
Hydraulic anti-lock power brakes (ABS)
Electronic traction & stability control
Hydraulic power steering
Hydro-pneumatic self-leveling suspension
Independent front and rear suspension
10kw on-board charger/inverter
Power system controls, configurable by vehicle application
Integrated thermal-management system

38. Canou EV platform

39. Variable configurations on a (utility) platform

40. The industry has a
history of ad-hoc
design &
development of
Global Emergency
Response.
This includes vehicle
layout, support
frameworks,
storage, connectivity
and more.

41. 41 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
It’s as if my existence has
been geofenced by a
handful of algorithms.

42. When did we start screening more calls than we answer?
When did we start getting more Spam than legitimate email?
When did we start needing robots to screen our calls and emails?
When did we start gaming algorithms to find what we want?
When did we start answering permissions for 5-minutes?
Why do I constantly feel the need to adjust the Settings of
Notifications (from apps, websites, businesses and others)?
Why do I have to spend so much time learning about cookies and
“essential stuff” and deciding “this time only” or “use this
always”?

43. Tech-driven innovation undervalues the
knowledge and experience of human
beings by virtue of - having bodies, being
tactile and visceral and sentient beings, by
interacting with the physical world,
interacting directly with each other, being
part of a community and trained into a
culture.
John Chris Jones, ’60s Design Thinking

44. Cake bike

45. 45 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
The outdoors remain wide-
open for business
New Forms of Living & Working

50. 50
Outdoor Gear
& Adventure
$734 Billion
Powersports
$10.5 Billion
Leisure Travel
$719 Billion
Automotive
$700 Billion
RV Industry
$50 Billion
Travel Activities
$183 Billion
Car as a
Service
$143 Billion
Pre-pandemic Projections for 2019 – 2023: North America
Relevant Trends
▪ Going outdoors as a prescription
for a balanced life
▪ Reduction of retail “foot traffic”
resulting in consideration of
new product exposure & sales
channels
▪ Vehicle inventory made
available on-demand; consumer
embrace rising
▪ Destination locations (like hotels
& resorts) need to “re-define”
themselves
ANewDigitalPlatformOpportunityattheConvergence

52. 52

53. by
no dirty earth

55. Next RV: Millennial Lifestyle Home

56. 56 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
Many are trading-in the conveniences
of ownership and freeing themselves
from the burden of stuff. Enduing
happiness then comes from
experiences rather than material
goods.

60. Applied to mobile and
outdoor ecosystems

63. 63 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
“The future of the city is
electric, autonomous,
distributed, renewable and
user-generated.”
Colin O’Donnell, CEO Kibbo

64. City dwellers and
Millennials (24-39 yrs.
old) in particular are
embracing vehicle
subscription and on-
demand services for
both everyday chores
and the occasional trip
out of the city.
Every day it is
becoming easier to
access a vehicle for a
limited time and a
specific need.

65. Millennials view traveling and
a connection to the outdoors
as vital to the development of
their personal narrative and
identity. (FutureCast)
A Millennial experience-
driven lifestyle has
emerged that is one of
shared & lived
experiences with your
friends and family.

66. How might we enable consumers to “experience the outdoors”
without the burden of ownership?
How might we provide them access to high-quality vehicles,
cutting-edge gear, an exciting destination and piece of mind at
an affordable cost?
Primary Questions
FEBRUARY, 2021

69. 69 25.02.2021 NEW CO CONFIDENTIAL – Presentation title
“It seems to me that the natural world is
the greatest source of excitement, the
greatest source of visual beauty, the
greatest source of intellectual interest. It
is the greatest source of so much in life
that makes life worth living.”
David Attenborough

73. Outdoor Gear Accomodation & Destination
CONTINUOUSLY EXPANDING & INTEGRATED DIGITAL SERVICES
OUTDOOR ADVENTUER EXPERIENCE PLATFORM
Beverages
Fuel &
Charging
Navigation
Details
Tolls
Roadside
Assistance
Insurance
Recommended
Events
Power / Watesport &
other Rentals
ThePlatform:Scalable
Fishing Weekend
Hiking & Camping Weekend
New Digital & Device-
based Adventure
Vehicle Access
Dealership Fleets
OEM Access Locations
Resort Properties
Destination Hotels
Sightseeing & Tailgating
Airbnb, VRBO, Rental
Outdoor Property
Subscription (Kibbo)
Rental & Subscription
RV Dealers
A Trip With Others for
a Cause
On-demand Audio
Guides

74. 74
Vehicle(&Gear)asaService

76. In a world of infinite possible material possessions and the
constant chase of efficiency and productivity, I look to
invest in the process of discovering myself.
I take trips to discover myself, my connections to the
people and nature around me, to find balance and maybe
to reflect and consider the changes that I need to make
regarding who I am , what I care about and where I put my
energy.
ShiftingConsumerValues

77. YOUR VEHICLE TO GREAT MEMORIES
Thank You.
Parrish Hanna
parrish@movotiv.com
info@motourly.com