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So far, we have failed in designing a real alternative to the car. Compare the bus and the car as experiences: there is a clear winner and loser. Why does my minivan have 17 cup holders - but my bus has none? Why is my bus shelter not heated, but I can start my car remotely and let it warm up? Why is my bus uncomfortable and noisy when I can listen to Beethoven in my car? My bus is a design failure. It’s a stick painted green, and out of desperation or inspiration I’m supposed to want the experience. In Toronto, the slogan of the transit company is ‘the better way’. Well, it’s not, and everyone knows it. Until the bus experience is more attractive and effective than the car, we will always be selling a losing proposition.
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