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a car or a whole new ifrastructure from this man
https://www.youtube.com/watch?v=28K9lKL536Y
I'm not trying to be nasty about the guy, I feel he has done a great job in delivering a product, a factory and some joins into the industrial market. What he has not done is set alight the Hydrogen market. Where are the bangs and whistles of a whole new world? Where are the queues outside the carshowrooms for the Mirai 12? Where are the Hydrogenists giving advice to the new hydrogen users?
When you sell sausages (tubes of waste meat) you entice the customer with the sizzle and the smell.
Where is the SIZZLE?
On my way out, so haven't got time to watch right now, but I have to say that we definitely don't want any talk of bangs where hydrogen is concerned! That's definitely going to put people right off!
Nobody is to use the "H" word.
You get my joke.... but we do want Pazzaz
Tesla didn't sell their car on boring.
Proving the point that not all CEOs should be allowed to present their case to the world! I hope that they have done their PR research and are correct in pushing the infrastructure and storage angle rather than the Hydrogen-as-the-future approach. It doesn't seem an intuitive way to advertise the company!
I think this is recycling 6 years old interview. ? Things have moved on since then.
Rufus, well spotted! It's from 2014, so I take back what I said about CEO's presenting to the world! Everything has changed so much since then that it is unfair to judge the interview against today's reality!
Lutra
There are several webinars where Graham Cooley states the present and future case for ITM. He is an engineering expert on all the issues that are the opportunities for ITM to thrive and it is more important that he concentrates in this area alongside Linde and Snam who are in the field. The webinar link below with ITM and Snam is very informative and also gives an excellent insight into the strength of Snam explained by Cosma Panzacci - Exec. Vice President for Hydrogen. It was before the Shell 100MW announcement
https://www.sintef.no/projectweb/greenh2webinars/webinar-archive/
Graham Cooley looks like death warmed up but don’t let that put you off!!
I agree Rufus, I've watched many webinars and company updates with GC and he always strikes me as calm, rational, and knowledgeable. That's not to say I agree with every outcome or consequence of each statement he makes, but within the resources he has at his disposal I think he and ITM are doing ok...well, more than ok really.
ITM needs to have a proper Marketing Dept set up which will deliver Advertising, Promotional Events, Sales Conferences and active Sales Persons to its Target Customer Base. Incidentally Sheffield City Council has just announced that it intends to convert all of its Transport Vehicles to ElectricPower - no mention whatsoever of Hydrogen Power - yet it is on ITM’s doorstep! Why couldn’t they have sold the idea to their local council?
tiqitiq, do we really know that they are not actively promoting themselves to their target customer base. I know I'm not their target so I certainly wouldn't expect to see a TV advert during "Britain's Got Talent".
toneman
Just spotted this link
https://itmpowerplc.bamboohr.com/jobs/view.php?id=124
ITM is advertising for a Marketing Executive to join their Marketing Team.
I take your point about the Target Customer Base, but I wonder why you didn't make any remark on the Sheffield Council reference. It looked to me as a missed golden opportunity to promote H2 for our local City Transport system. Also we haven't seen or heard yet, in any of the Energy/Renewables Journals, of progress with the subdivision dealing with Hydrogen Filling Stations being installed in the UK. There just seems to be a lack of news, as to what's happening, which one would expect from a properly organised Marketing Dept.
The local press expounds the fact that there is a world class factory, leading the world in Green Hydrogen Technology, in the Sheffield/Rotherham area.
tiqitiq, I'm as keen as anyone to promote hydrogen vehicles over battery, particularly for buses, trucks and trains, but I do wonder what level of ROI there is for a local bus depot refuelling station by a company like ITM compared to, say, a P2X or industrial hydrogen system. It may be a better direction of ITM focus in those industrial areas, much as GC has been touting for quite some time. Just because you 'can' provide a solution doesn't automatically mean it's worth your while chasing it. I certainly expect the future revenue from Snam, Linde and possibly Shell to far outweigh anything you'd get from Sheffield Council, so if ITM's marketing and schmoozing has not been focused on Sheffield Council I'll let them off.
toneman
I think you've missed my point - I don't expect to see adverts on the TV - leave that to the Car Manufacturers - but I would expect City , County and Town Councils telling their Citizens/Ratepayers that they are progressing to Clean Air Environments for their areas by replacing their current fleets, when required, by running Hydrogen Fuel Cell powered vehicles and thereby reducing pollution and costs. Sheffield City Council has just done that but they are going to have Battery powered electric vehicles!
I wasn't actually referring to Bus depots within the Sheffield City area as the buses are managed by companies such as First, Stagecoach and a couple of other smaller companies. No, I was talking about all the vehicles used by Sheffield City Council e.g. Refuse collection vehicles, School buses, Special Needs Vehicles, Vans, Cars used by various employees in pursuance of their specific jobs be it Parking Enforcement, Community Care personnel, and many others who are supplied with the appropriate vehicles to carry out their tasks.
If Sheffield, or a city like it, was to take on board the idea of using Hydrogen powered vehicles across its entire Vehicle range there is a high probability that many other cities would follow suit. My point was that as Sheffield City Council is on ITM's doorstep, it would have been a great opportunity for ITM to achieve an order from them. After all Sheffield is on the Hydrogen Map already as ITM's refuelling station is already in the public domain!
Yeah, sorry tiqitiq, I did understand most of that already, and the TV bit was just tongue-in-cheek really. You may be right of course, but I wonder how many vehicles they really have. I'm in Hampshire and most of the services vehicles are outsourced to private companies, same as you mentioned about First/Stagecoach. Our refuse trucks are certainly a private company contract.
To be honest I expect most organisations will attempt battery technology first because it's much easier on the brain - plug it in, drive, plug it in again; and in principle it appears to them to be lower cost to implement. It's quite nuanced to recognise that hydrogen is often a better overall operational experience. I suspect it's a very low return on investment to try and persuade these organisations that they're wrong and they should use hydrogen. I believe the switch to hydrogen transportation will come over time as hydrogen becomes embedded into the energy framework, but until then there is so much other green hydrogen opportunity that green hydrogen for transportation is really just a side-show. It'll be nice to have it eventually but we don't need it yet. I'd even be ok with (grey) hydrogen transportation from fossil until we have enough renewable energy and green hydrogen I just don't see that surplus being available for 10-20 years.
Public sector energy contracts are also an immensely time consuming politic quagmire that are best avoided from a time, effort and financial input level.... trust me. I've been selling energy for 36 years.
Private commercial sector....sell them the benefit and price....they are busy ...job done .. signed.
Public sector....never time to do anything right but always time to do it twice.
TiqTiq - I had the same thought (why not Sheffield buses on ITM produced H2) when I received their email. I do agree with Toneman and Lfclfc5 though.
Just because the bus that transports school children is hydrogen powered, it wouldn't make folks go out and buy a hydrogen car, would it?
On the other hand if National Express, First, Aviva and the like start to run their national vehicle strategy on Hydrogen (particularly National Express and the other £1 one) - now we are talking!!
It will be like dominoes. When one falls a load of others will follow. And in time the cost benefits will make it so attractive
Chicken and egg I think. Swindon has a small fleet of local authority van using Hydrogen supplied at the Honda plant. With Honda leaving I am not sure what will happen to them - although Swindon is in the unique? position of having two hydrogen fuelling stations, one close to the Honda site and one by junction 16 of the M4. Those van were supplied in 1917 but I see no evidence that private firms have joined them.
GarryParry, I emailed Sheffield council several moths ago and got a simplistic reply saying that they were “working “ alongside ITM to look at hydrogen transport in South Yorkshire. Why don’t I believe them! Mmm. Just seemed a bit wishy washy with steering groups and discussions. It’s a fume ridden City with buses left idling at bus stops whilst they queue in lines. Obviously don’t have on off buttons. ;-) city centres are desperate for clean air they just need to make a decision to push forwards.
Further to my "good old Swindon" posting. I , and others, have had considerable correspondence with the group ( MP, council officials etc) set up to look at what happens on the Honda site when the works finally shuts. The suggestion that Honda, and others, use the site to develop the use of Hydrogen in vehicles has been one of the suggestions put forward. Positive noises in response but, as yet, no evidence of action. A pity - given that Honda have done much early work on Hydrogen here.