James Norman is Senior Director of PTC’s Global PLM Segment Hub, leading strategic initiatives for PTC’s Intelligent Product Lifecycle solutions and sustainability. He joined PTC via its acquisition of Planet Metrics, where he led pioneering work on scientific and analytical enterprise applications for product sustainability management. He has held sustainability roles in U.S. Congress, academia, and the nonprofit sector, and holds B.S. and M.S. degrees in Ecology from the University of Georgia.
As society pursues innovative solutions to mitigate climate change and its associated impacts, the transportation sector offers substantial potential for transformative progress. Traditionally, sustainability efforts in transportation have primarily targeted reductions in direct tailpipe emissions; however, this strategy addresses only a single dimension of the sector’s overall impact. Adopting a more holistic approach to sustainable transportation requires a fundamental rethinking of how the products and infrastructure supporting mobility are designed, manufactured, maintained, and handled at end-of-life.
Why sustainable transportation matters
Sustainable transportation encompasses strategies for moving people and goods that reduce environmental impact, conserve resources, and support public health and safety, while meeting current societal requirements without jeopardizing future generations. Attaining these objectives requires recognition that the journey begins long before the first mile is travelled.
The transportation sector is responsible for approximately 25% of global greenhouse gas emissions, while manufacturing and production contribute around 20%. Collectively, these sectors account for nearly half of the world's energy consumption. As global demand for transport and their supporting supply chains continue to grow, it is essential to consider both the upstream impacts associated with the design and production of mobility products and infrastructure, and the downstream effects of how these product-service systems are managed throughout their full lifecycle.
Designing for circularity and longevity
Design plays a critical role in supporting product sustainability objectives. By incorporating circular principles like modularity, repairability, remanufacturing, and reuse during the early stages of product development, manufacturers can significantly reduce waste and pollution over a product’s lifecycle.
Digital transformation is essential to these goals as well. Solutions like PTC’s Creo and Windchill allow engineers to simulate and optimize designs for targets such as increased circularity and longevity, while also facilitating effective management of complex product data and collaboration among geographically dispersed teams. These capabilities equip organizations to make strategic and well-informed decisions that balance sustainability outcomes with performance, cost, compliance, and risk considerations.
Manufacturing with purpose
Sustainable manufacturing encompasses more than the pursuit of cleaner production facilities; it also involves the implementation of advanced and more efficient processes. Modular product design enables manufacturers to reuse existing assets, minimize tooling waste, and adapt production to local markets through distributed manufacturing. These strategies can significantly reduce production, transportation, and supply chain emissions and waste. Digital transformation plays a critical role in sustainable manufacturing as well, with solutions such as IoT and AI facilitating real-time monitoring of energy and resource consumption to identify inefficiencies and guide ongoing improvement initiatives.
Companies like BMW are already leading the way, integrating intelligent material mixes and digital workflows to reduce their environmental impact while maintaining high standards of quality and innovation.
Service as a sustainability strategy
The service phase of a product’s life is often overlooked, yet it holds immense potential for sustainability. Predictive maintenance, remote diagnostics, and digital service tools can extend asset lifetimes, reduce unnecessary dispatches, and minimize resource consumption. By empowering customers to repair and upgrade their products, manufacturers can foster a culture of stewardship and reduce the demand for new materials.
The Right to Repair movement is particularly pertinent in this context. As global legislation pushes for greater access to repair tools, parts, and service information, it promotes a transition from disposable goods to products designed for extended use. By empowering consumers and independent technicians to maintain and restore their own equipment, the Right to Repair initiative reinforces that sustainability extends beyond the initial point of sale and represents a long-term commitment to product longevity.
Ryvid: Electric Motorcycles Redefining Urban Mobility | PTC
Ryvid: a case study in sustainable mobility
California-based electric motorcycle start-up Ryvid exemplifies this holistic approach to sustainability. Its motorcycles are engineered from inception with modularity and customization in mind, enabling riders to exchange panels, adjust suspension systems, and replace sub-assemblies without the need for specialist tools. Ryvid supports customer-driven modifications and repairs through open, detailed instructional videos and an extensive 3D CAD parts catalogue, reflecting their conviction that sustainability is an ongoing commitment that extends far beyond initial point of sale. The company also encourages an ecosystem of riders and third-party manufacturers to develop accessories and components, further enhancing the adaptability of its electric motorcycle platform. Additionally, Ryvid’s removable batteries can serve as portable power sources, while over-the-air updates facilitate future improvements in performance and efficiency without requiring mechanical alterations.
What’s more, Ryvid employs a microfactory model designed for distributed manufacturing, allowing for local assembly and reducing dependence on global transportation and supply chains. Ryvid is also diversifying its offerings by providing drivetrains and battery management systems to retrofit existing combustion engine motorcycles – a strategy that advances circularity and electrification, particularly in regions where motorcycles are prevalent and the cost of new electric bikes can be cost prohibitive. For Ryvid, sustainability is very much about a long-term, adaptive relationship between product and owner.
The road ahead
Sustainable transportation is not just about where we’re going – it’s about how we get there, and what we leave behind. By rethinking design, manufacturing, service, and end-of-life management, we can build a mobility ecosystem that empowers people and respects the planet and future generations.
At PTC, we are proud to support innovators like Ryvid who are showing what’s possible when sustainability is integrated into every stage of the product lifecycle. Because the future of transportation isn’t just electric – it’s circular, connected, and built to last.
It is a vision of mobility that treats each motorcycle not as a disposable item, but as a long-term platform that can evolve over time. As The Third Angle episode makes clear, that is what sets Ryvid apart — and what may set the direction for the future of electric motorcycles.