SHADOW HAWK –SUPER TERRAIN VEHICLES

Part Sports Car, Part Race Truck, Part Fighter Jet

Late in 2000, in the throes of 2008’s financial upheaval, Dan Stewart ’69 took a job as chief marketing officer (CMO) of the Shadow Hawk Division of James Engineering in Brookfield, Colorado. The “division” consisted of James “Jim” Richards, president and chief engineer, and his son Scott, vice president of engineering. Jim was a car guy and old hot-rodder and engineering genius. Jim really stepped up his game as reflected in his vision of the world’s first Super Terrain Vehicle (STV) — the Shadow Hawk.

Shadow Hawk had outrageous capabilities, at least in Jim’s specifications and expectations. Thinking outside the box generated novel engineering solutions that drove the projected performance: top speed at 150 + mph, novel fossil fuel engines with exceptional mileage, and alien-monster-like ability to climb walls. It soon became apparent that the lack of any prototype was a severe handicap. More than that, a fatal condition.

As a mere division of James Engineering, Shadow Hawk had no separate funding. Vehicle prices ranged from $1 million to $3 million which was a tough sell with no example to even touch. James Engineering saw manufacturing orders shrink to dangerous levels. This, plus the suffering from the economic disaster of 2008, meant there were no funds for a prototype. Even though he was CMO, Dan was also tasked with securing funding and investors. “When you get one to drive, let me know,” was the typical objection, often followed by, “We will consider investing once we see a prototype.” They needed the funding to build the prototype. And so, it went. Recognizing that he had to take a different approach, Dan put together a plan for added exposure and distribution. It also became apparent that he needed a little bit of thinking outside the box.

A highlight of his tenure was a trip to Hollywood to do a commercial for the United States Army. Dan recalls after Jim Richards finished up a full-sized wood mockup, they loaded it up pre-dawn and set out to Tinseltown, a straight through effort. The video was done in a huge sound studio. “The inside looks at how Hollywood does it was a treat making the whole effort worthwhile.” says Dan.

To be continued in the next Golden Bison Bulletin.