#social

A group of German automakers, chemical concerns, and battery producers have announced the joint development of a “battery passport” designed to help government regulators trace the history of the cells. The consortium is funded by the German government and is supposed to work in tandem with new battery regulations that are being prepared by the European Union.

According to the German economic ministry, officially the Federal Ministry for Economic Affairs and Climate Action, the overarching plan is for the EU to mandate traceable hardware be installed in all batteries used in the continent by 2026. Those intended for use in electric vehicles are up first, with the passport scheme also serving to chronicle everything from the vehicle’s repair history to where the power cell’s raw materials were sourced.

Remember when we didn’t know what the word “hashtag” meant? Gosh, that was nice. I recall reading one of Jack’s fiction pieces in 2012 (did I mention that Sunday Stories are coming back this weekend! YASSSS! Thank you, readers! #MakeFictionGreatAgain damn it I just used a hashtag) that was laden with hashtags and thinking, “Christ, I’m glad I have no idea what that was all about.”

Of course, it’s now 2016, and I’m busy adding #fordperformance #fordfocusrs #fors #nitrousblue to every single picture I post on Instagram in the hopes that some 15-year-old hot hatch enthusiast will get bored in study hall, find my picture, and give me the highly sought-after “like,” or, if I’m really lucky, a “follow.”

I think we can all agree this is pathetic behavior, yet everybody in the game does it. I’m not as bad as some — my social media pages are designed more to inflame the opposition than inspire loyalty — but we’re all driven to play this silly game by the OEMs, who have universally decided that having 10,000 Instagram followers means you get to have press cars delivered to your door, regardless if you have any knowledge of or about the industry.

As a first-rate cynic and an enthusiast of the English language, I reflexively cringe when I hear the latest “CBC buzzwords” (CBC is Canada’s version of NPR) that get thrown around by the sort of people who think that bicycles will eventually replace cars as our main mode of transportation in our future communitarian-utopia of urban living.

You may have heard them before; words like “vibrant”, “sustainable” or “diverse” inevitably always used as a positive adjective regarding one’s proximity to a farmer’s market or yoga studio. Describing oneself as a “storyteller” when one’s employment situation is murky at best. Describing any commodity good as “artisinal”. This is what I call “word torture”, and if George Carlin were still alive, he’d have a field day.

Imagine my horror when I logged on to the website for the latest installment of Ford’s Fiesta movement and saw it was chock-full of these nebulous descriptors. I nearly had to go back and read one of TTAC’s “Volts on Fire” stories just to calm my rapidly rising blood pressure.