Getting out of the vicious traffic circle: attemps at restructuring the cultural ambience of the automobile throughout the 20th century

For years, alternative vehicle and propulsion concepts have had a very difficult time catching on, even though technicians and engineers have repeatedly pointed out that the design quality of electric propulsion systems or other novel vehicle concepts is available and feasible. Often enough, this state of affairs allowed free rein for various conspiracy theories, in which extraneous issues were made responsible for the lack of technological breakthrough. This paper agues, however, that innovation research has itself focused too narrowly on the process of the establishment of new products. On the basis of five case examples —the implementation of diesel engine propulsion for street vehicles; the EV1, the first electrically propelled standard car by General Motors; Ford’s prototype electric car study “Pivco”; the NSU Wankel engine; and the “Smart” car manufactured by DaimlerChrysler — an attempt is made to develop a comprehensive understanding of innovation processes which does not stop at the “technical invention” of a device. The thesis is that a new device requires a relevant cultural ambience, which must be more or less invented alongside it in multiple dimensions. Technical-constructive work is thus only one part of a successful innovation process; parallel to this, complementary measures must be taken with regard to the overall sectoral environment, law-making, user perceptions and attributions of meaning, as well as the cultural appropriation of a given device. Without the appropriate “adaptive measures”, even the most interesting technical projects runs the risk of sinking onto oblivion for lack of relevance.