Please don’t let the first impressions fool you. We’re packed with horsepower and capable of removing obstacles that other prettier, flashier vehicles cannot.

The reason for our expressed confidence? Economics.

We have studied this and studied this until we’re blue in the face. The fact we can’t escape is nomads are winning. They are skiing and attending concerts and finding time for coffee while attending to the office on their mobile. The battle for status quo can’t be won. Change is now.

And from what we can see, change is coming from all over the west.

This isn’t to say that our east coast and global friends aren’t changing too. But, the west has one advantage that is hard to duplicate for others. Pioneering spirit. Since before Lewis and Clark, the west has adapted itself to its vast remote space in order to experience their beautiful environment.

Want to see the change coming for yourself? Track along with #SWSX this week. It’s a whole new ballgame from here on out. It’s a whole new frontier. Time to suit up and make your way to theSpace. Austin kicks open the doors in two days.