Shai Agassi's been in the news a lot recently. The former SAP wunderkind recently launched Project Better Place, a company focused on developing recharging systems to support a presumed mass adoption of electric vehicles. With $200 million in first round startup capital (from sources like Venture Partners and the Israel Corporation), the resources are in place to get Agassi's unique concept rolling.
His plan is to attack two sides of the EV equation. The first, and this is the part that's gotten most of the attention, is to develop "extension cords", or places where EVs can either power up. This would involve developing infrastructure at fixed locations such as parking lots, homes, office parks, etc. For long range travelers, Agassi envisions battery "hot swap" locations: drive in, pull out a drained battery, push in a charged battery, drive off.
The second, less visible part of the company strategy involves, for all intents and purposes, the infrastructure for the infrastructure. Agassi is leveraging his SAP experience to develop the software that will "run" these new charging systems: integrating disparate grid systems, managing demand, setting priority, etc. From the man himself:
"This is where my expertise comes from. I had a great school at SAP, [I've developed] an understanding of business models and the complexity of multiple different systems in multiple different industries."
With enormous start up capital, management pedigree and experience, PBP would seem to be one of the new alternative transportation darlings of Silicon Valley. And why not? PBP has requisite trappings: a game changing, disruptive idea that (if successful) will fundamentally change the way people approach driving.
But is it a viable idea?
Personally, I love the concept, as it wholly re-envisions the auto industry. The idea of battery "hot swapping" is particularly interesting, as it helps remove one of the major obstacles to mass adoption of EVs: concerns about the cost, capability and longevity of batteries.
But it seems that a project of this magnitude is going to have a very long burn. There are enormous hurdles to clear, mostly around getting government, grid operators, auto manufacturers, etc. to place nicely in the sandbox together. And then there was this tidbit from the Q&A at the company launch (
video here):
"You'll see us scale to a pretty wide test to test hundreds of thousands of vehicles in 2009."
Now unless he's going to be using some of that money to greatly expand the current fleet of EVs currently on the road, I'm not sure where these test subjects are going to come from. Maybe that line is for the investors, but its one of a number of comments that seems slightly disconnected from the current state of EVs.
In the end, I suppose that the real goal of Project Better Place is the software development component. If they plan on rolling out regionally (with local investment playing a significant roll in doing so), the software becomes to the money maker, while putting the onus of hardware implementation on others.