"The customer can have it painted any colour he wants, so long as it's black"
Henry Ford stated to describe the available options of the new Model T for the user around 1910. The evolution of consumer choice since then has grown vastly over the last few decades with more and more available options for one to choose from. So how do you make the decision? Trying to pick something that fulfils all your requirements isn't easy with all the factors you now need to consider. Is it easy to use and handle? Does it correspond with today's environmental demands? Is it cost effective? Am I still staying up to date with fast moving innovation? Innovation is a factor that influences us on a daily basis, tempting us to step out of our comfort zone and try out something that may or may not be beneficial but it's a risk that has to be taken. The same principle applies when considering new evolved materials for your application, if you continue utilising something because you are in your comfort zone then you may never really know what further benefits are available to you and your application.
The automotive industry is just one of many industries keeping pace with ever-growing innovations. According to the 2014 Innovation Automotive report, auto companies are using various nano technology and materials to "improve the performance of new cars and meet consumer needs along with regulatory requirements". Some car companies have even used composite materials in fuel systems and other auto parts since the late 90s to make products 60% lighter and more fuel efficient. We understand that the transition to new materials involves high risk for many businesses, which is why we spend time and money to research and develop the best possible solutions to bring innovative products more quickly to the market. But in the words of Mark Zuckerberg, "The biggest risk is not taking any risk..."