Blog Post #7: The Automobile Invention seen through the Diffusion of innovations theory.

Automobile Invention seen through the Diffusion of innovations theory 

    Diffusion of innovations is a theory that explains why innovation is a success or a failure and how society helped pave the way. Everett Rogers, the theory’s founder, creates a timeline of technology’s success rate and spread while emphasizing that this all happens through a social system. The curve graph of the Diffusion of innovations is a visual aid to demonstrate how adopters impact the success of innovation and how it is adopted into a culture. 

Innovators/Pioneers: where the creation begins. The innovators and pioneers are the people who created the invention, and the followers were the first to try the product; they are the risk-takers. 

Early Adopters: are the people who “got it.” They are individuals or companies with the social and financial status to motivate and persuade investors to believe in their innovation. 

Early majority: the point at which a product will skyrocket and create a name for itself. The early majority is where mainstream media begins. 

Late majority: are the individuals or companies who are late to the trend. They are doubtful about the invention, skeptical about change, and typically do not have much social and economic status.  

Laggards: the quiet group of individuals who show no interest and refuse to adapt to change. 

The creation of automobiles is an excellent example of a successful invention, a product in the 5% curve graph. In 1886 the first automobile was invented by Carl Benz: a three-wheeled vehicle powered by stationary gasoline. Carl Benz was the pioneer who sparked the major innovation of Ford’s Model T in 1908. 

    The Model T was THE innovation that changed the mode of transport technology. A large population of early adopters was evident because owning the Model T suggested you had money and status, you were innovative with the times, and it was the most efficient way to travel. Within the first year of the Model T’s release, Ford sold 6,389 units. Henry Ford’s assembly line process was the second major invention that sparked worldwide innovation in countries like Italy and Germany. Between 1913 and 1927, the Model T was in peak sales, specifically 1923, when it hit the Early Majority phase. 

    Even though the Model T was a success, there was a high population of late adopters that ranged from Americans who could not afford the car to those who did not have the accessibility to purchase, store and or drive the car. Not only were there late adopters, but some people never adopted, known as the Laggards. For example, the Amish community has never adopted the automobile due to their personal and religious traditions. 

    Fast forward 100 years into the future, our automobiles are an unstoppable innovation with a social system and massive market capital. The evolution of the automobile has gone from a three-wheeled gasoline engine to a car with a radio, air conditioning, seatbelts, GPS navigation, and now fully electric cars. The critical mass of fully electric cars is a possibility for America, but we are still in the middle ground between early adopters and the early majority. 

    Some negative consequences of standard non-electric cars are high gas prices, the increase in heavy use of non-renewable fuels, and the emission of air and noise pollution. These factors have pushed Americans to purchase electric cars and for car companies to invent new electric models. There are countless sides to each argument regarding the positive outweighing the negatives of purchasing electric cars. You have the positives of saving money on gas and cutting down the carbon footprint compared to the negative aspects of higher initial cost, inaccessibility to charging stations, and expensive replacement parts. I am not ready to own a fully electric car at this point in my life; however, I believe in its power to change the world, and one day I will join the majority. 

    

    “A cost-benefit analysis is the process of comparing the projected or estimated costs and benefits (or opportunities) associated with a project decision to determine whether it makes sense from a business perspective” (Stobierski, "Cost Benefit Analysis" Article) When doing a cost-benefit analysis with new communication technology, it is vital to understand the long-term financial risk versus gain. New technology is risky; you need to consider the longevity and success rate of the product and how it will function on the stock market. You can use the Diffusion of innovations curve graph as a lens when creating the cost-benefit analysis. 

    Diffusion Theory has shown us that the creation of automobiles is in the 5%; it is one of the most successful and long-standing inventions in history that revolutionized how we move throughout our everyday lives.

Citations 
Diffusion Graph Picture
Model T Picture 
Benz 1886 Picture
Car Timeline Picture
"Cost Benefit Analysis" Article
Wikipedia: Diffusion of innovations
Model T - HISTORY