We’ve talked a lot about electrification and sustainable energy and transformational technologies shaping the ways we move through the world on Before IT Happened. In this episode, award-winning industrial designer and co-founder of Untitled Motorcycles Hugo Eccles joins the show to talk about his creative process driven by a passion for both riding and design, talking about his family’s deep connection with automobiles all the way to his current challenges designing e-bikes and trying to attract new groups of riders through innovation and conscious development. Before any world-changing innovation, there was a moment, an event, a realization that sparked the idea before it happened. This is a podcast about that moment — about that idea. Before IT Happened takes you on a journey with the innovators who imagined — and are still imagining — our future. Join host Donna Loughlin as her guests tell their stories of how they brought their visions to life.  JUMP STRAIGHT INTO: (02:11) - Hugo’s family legacy with mechanics - “My great-grandfather was one of the founders of the Royal Automobile Club and played a big part in electrifying Britain. In fact, there's a story that he got punched by Queen Victoria. He got into a disagreement with the queen when he was installing electric lighting in Buckingham Palace.” (05:11) - Working with the design firm IDEO in the 90s - “I worked on everything from office furniture systems to mobile phones to children's toys, car interiors, medical products, you name it.” (09:57) - Establishing a booming design career - “We're not engineers. We're very ignorant about things, which I think is good in a way. We're really well-positioned to be the kind of advocate for the consumer—for the user—because they're not engineers either.” (13:17) - Hugo’s decision to focus on motorcycle design - “It just started with a really innocent question. My wife asked me ‘This might be a stupid question, but you love design and you love motorcycles. Have you ever thought about designing motorcycles?’ It was interesting. I think I was waiting for permission to do it.” (20:56) - Designing on trend - “I think the trouble with style is it's generally attached to fashion, and fashion is very temporary. If I had to choose function or style, I’d choose function because function never goes out of style.” (27:49) - Hugo’s on the future of e-mobility (and how to attract new non-male riders) - “ I really think comparing a gas bike to an electric bike's a bit like comparing a landline to an iPhone. They both make phone calls, but the implications of the two things are so very different.” EPISODE RESOURCES: Connect with Hugo on https://www.instagram.com/hugoeccles/ (Instagram) and https://www.linkedin.com/in/hugo-eccles-92855b8b/ (Linkedin) Learn more about https://www.untitledmotorcycles.com/ (Untitled Motorcycles) Learn more about the https://www.petersen.org/ (Petersen Museum in Los Angeles) Listen to Before IT Happened’s:https://www.beforeithappened.com/podcast-episodes/tapping-into-startup-culture-and-betting-on-the-future-of-mobility-with-vitaly-golomb-episode-19 ( )https://www.beforeithappened.com/podcast-episodes/smart-electric-motorcycles-and-achieving-zero-fatalities-before-2030-with-damon-founder-jay-giraud (Smart, Electric Motorcycles and Achieving Zero Fatalities Before 2030) Listen to Before IT Happened’s:https://www.beforeithappened.com/podcast-episodes/tapping-into-startup-culture-and-betting-on-the-future-of-mobility-with-vitaly-golomb-episode-19 ( )https://www.beforeithappened.com/podcast-episodes/driving-the-nostalgia-of-motorcycles-into-the-ev-era-with-paul-dorleans-episode-40 (Driving the Nostalgia of Motorcycles into the EV Era with Paul d'Orleans) Thank you for listening! Follow https://www.beforeithappened.com/ (Before IT Happened) on https://www.instagram.com/beforeithappenedshow/ (Instagram) and https://twitter.com/TheBIHShow (Twitter), and don’t forget to subscribe, rate and share the...