Maxwell Labs focuses on electromotive research and named themselves after James Clerk Maxwell who proved electricity and magnetism are the same force. They provide specifications for lead acid batteries with charging speeds from 4-70 mph and safety protections against mechanical failure, crashes, and other electrical hazards. The presentation discusses branding the new electric vehicle "Futuri" with a high-tech font, taglines about riding the future now, targeting younger adults with modern, eco-friendly styling and technology at a competitive price.