Mud, Mountains, and Market Insights: A Day Off-Road with Scott Kunselman
05 March 2025
A Day with Our Automotive Advisor
We recently had the privilege of spending a day at Holly Oaks Off-Road Park in Michigan with our strategic advisor, Scott Kunselman. The mission? Put our Terrain Intelligence technology through its paces on real-world challenges, and, of course, get a little muddy.
Scott brings over 30 years of experience from Chrysler (and its various evolutions), where he contributed to the development of iconic off-road vehicles like Jeeps and Ram trucks. His deep knowledge of off-road consumers, vehicle engineering, and the complexities of the automotive market makes him an invaluable resource for us here at Potential.
“It was really fun for me to see the technology you guys have been working on and see it in play,” Scott said. “To watch what the algorithm has decided to select for us... it was really enjoyable to see that.”
Watch the full video here: Listen to Scott and our Founder Sam discuss our technology and it’s impact on off-roading.
Putting Terrain Intelligence to the Test
The off-road park was the perfect proving ground. Our muddy UTV, outfitted with Terrain Intelligence, tackled a wide variety of obstacles:
Mud pits (yes, we found plenty!)
Concrete steps
Simulated rock crawling
Steep, rutted trails
While Scott is well-versed in making his own decisions on difficult terrain, he appreciated seeing how our algorithm seamlessly adjusted vehicle settings. For example, on steep descents, the system automatically engaged four-wheel drive for added safety and control, showcasing one of the key benefits of adaptive off-road technology.
Expanding the Off-Road Horizon
A significant focus of our conversation with Scott centered on the shifting landscape of off-roading. It’s no longer just about “heroes” or hardcore enthusiasts, it's for anyone seeking outdoor adventure.
“Off-roading today is often a path to something else, camping, exploring, hunting,” Scott noted. “I think this type of technology is fantastic because it’s going to expand the horizon. It can be a training aid, but for a lot of people, it's also a means to an end. They'll be able to utilize this to protect their investment, protect themselves, and kind of feel like an expert right out of the box.”
From novices to seasoned explorers, Terrain Intelligence lowers the barriers to entry by boosting driver confidence, increasing safety, and helping protect the vehicle.
Why OEMs Should Care
From an OEM’s perspective, our technology helps customers unlock the full potential of off-road vehicles, capabilities that often go underutilized. For brands built on adventure and rugged performance, that’s a game-changer.
“[OEMs are] providing an incredibly capable vehicle that oftentimes is underutilized,” Scott explained. “This will give a tool that provides more utilization and ultimately bring more positivity to the brand... that audience is going to grow.”
By making off-roading more accessible, Terrain Intelligence fosters brand loyalty, ignites word-of-mouth enthusiasm, and invites new customers into the off-road community.
Scott’s Role at Potential
Scott’s extensive automotive background, along with the connections he’s forged over three decades, offer invaluable insight for us at Potential. His guidance helps us refine our go-to-market strategies and avoid pitfalls he encountered firsthand in the industry.
“I really feel blessed to be able to share that with you guys, share the ability to make quick contacts with folks that might sometimes be a barrier, especially for a smaller company,” he said.
His passion for helping others aligns perfectly with our mission: to empower everyone to go further off-road, more safely, and with greater confidence.
Stay Connected
This off-road adventure was just the beginning. We’re continuing to push the boundaries of Terrain Intelligence and look forward to sharing more updates in the coming months.
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Thanks for following our journey—and a special thanks to Scott for getting in the mud with us (literally and figuratively) to shape the future of off-road exploration.
Have questions or want to learn more? Reach out anytime—we love talking about all things off-road and innovative tech.