Reid (Rusty) Hefner

Reid (Rusty) Heffner is Vice President of Strategy at South 8 Technologies, a San Diego-based battery electrolye technology company. Prior to joining South 8, Rusty was Chief Technologist at global consulting firm Booz Allen Hamilton, where he led a team of scientists and engineers in conducting technical due diligence on new energy technologies and in management of energy R&D projects. Rusty started his career in the software sector, which included development of solutions for transportation customers including Harley-Davidson, Mitsubishi Motors, and Nissan. Rusty earned an MBA from Georgetown University and a PhD in Transportation Technology and Policy from ITS Davis.

What organization do you currently work for, and what is your role?

I am Vice President of Strategy at South 8 Technologies, a battery startup based in San Diego, CA. Our product is LiGas electrolyte, which makes lithium-ion batteries safer, higher-performing in cold weather, and cheaper to manufacture. In my role, I lead the company’s go-to-market efforts, which includes defining our products, who will buy them, and how we’ll sell them. I also lead South 8’s engagement with the government agencies that fund our research and development efforts and set policy that affects our products.

What is your favorite thing about, or largest accomplishment in, your current role?

I spend A LOT of my time talking with customers, including automotive companies that are manufacturing electric vehicles (EVs). I’m fascinated by the challenges they have with their current batteries, and whether South 8 can help. Our goal is more about understanding than selling: we want to know what limitations they see in their current batteries, why those limitations are a problem, and what a solution to those issues should look like. For example, today’s EV batteries deliver less energy when temperatures are below freezing, reducing driving range during the winter. South 8’s LiGas electrolye is designed to perform at temperatures as low as -60C, ensuring that EVs in Minneapolis perform as well as EVs in Los Angeles.

How did the TTP program and/or ITS prepare you for your current role?

My research at ITS focused on the consumer response to novel vehicle technologies, including EVs. With guidance from Ken Kurani, Tom Turrentine, and Dan Sperling, I explored what motivates people to take a chance on buying a car that used a new type of powertrain or fuel. That research required me to listen to consumers and then carefully analyze their responses to understand their decision-making process. We learned something new in every interview, and it was ideal training for the type of customer-facing role I have now. When you’re developing a new technology and designing a product, it’s essential to let candid customer feedback shape your efforts.