Rick Woodbury in his Tango at the X Prize showcase

Today at the Specialty Equipment Manufacturing Association (SEMA) 2009 show in Las Vegas, in the midst of some very sweet cars, parts and accessories, it’s easy to get sucked into the shiny beauty of gorgeous machines. An unveil by color master/designer Chip Foose and builder Peter Klutt on their Super Cuda collaboration was stunning. The guys from Galpin Auto Sports (GAS) and Ford rebuilding a 69′ Mustang live for the MTV crowd had all the right glam. But what was really disappointing was the fact that SEMA’s “Making Green Cool Zone” might have referred to the Siberian-like space it occupied at the back of the South Hall in the Las Vegas Convention Center. This was a shame because this area was the most exciting in terms of design, innovative engineering, and new eco-friendly automotive products.

X PRIZE from Progressive Insurance Automotive was the key sponsor for the area and a selection of cars from competing teams adorned the area. The X PRIZE awards 10 million dollars in prizes to the teams that win a multi-stage competition for clean, production-capable vehicles that exceed 100 miles per gallon energy equivalent (MPGe).

HP2g

The vehicles on display showcased the depth of imagination and bold design. Sleek modern looks paired with the most practical of concerns for a lower carbon footprint, safety, performance, and affordability, were all key factors in the development of these new vehicles.

Just around the corner from the X PRIZE teams were folks like Doug Pelmear of HP2g. His uniquely engineered 1987 Ford Mustang hybrid delivers about 110 MPG running on E85 (85% Ethanol). He and his team made a more fuel-efficient engine using variable displacement to transition the car from running on eight cylinders down to firing on just one. He also proudly mentioned that he drove from Ohio to Vegas, only stopping once in Oklahoma for gas.

Azhar Hussain on the new Mavizen TTX02 electric racing superbike

Also unveiled today was the world’s first electric superbike, the Mavizen TTX02. This electric racing motorcycle uses an Open Source OS and is nicknamed the “laptop on wheels.” It’s also very lightweight and tight. When speaking of the role that innovative racing technologies play in bringing products to market, Azhar Hussain, founder of TTXGP (the world’s first zero carbon, zero emission motorcycle race), said today, “…competition first it’s R&D on steroids.”

With all the great new ideas being set forth, it was unfortunate that the press conference background for some of these innovators was some leftover green cloth with an 18 x 24 inch sign with a tiny Making Green Cool logo on it. In one area all the other exhibitor cars were so closely put together, it was tough to maneuver around them. You just felt bad for these guys. Like they were put in a corner and told not to make a fuss.

Okay so maybe you don’t need big fancy graphics, but when some of the most innovative work in the automobile industry is not showcased with the enthusiasm it deserves, how are we ever going to expect people to get excited and on board with greener, smarter alternatives?

Find more SEMA 2009 pictures at www.rhizomeimages.com