About Us
How We Got Started
Rob Cotter, Founder and CEO of Organic Transit, began his career in California working on Porsche and BMW race cars. Inspired by the nearby Gossamer Condor project, he built a 60 mph pedal-powered trike and became obsessed with achieving highway speeds on human power. He served as VP of the International Human Powered Vehicle Association and directed the first U.S. solar car race. With support from GE and DuPont, he advanced composite and thermoforming technologies for next-gen vehicles. Rob also advised Gov. Jerry Brown, launched campaigns with The Body Shop’s Anita Roddick, and produced environmental documentaries. After consulting on NYC’s bike share program, he saw the need for a vehicle between a bike and a car — and the ELF was born.
What We Do
We make & distribute solar-powered, pedal-powered, micro EVs. Our flagship vehicle, the ELF, gets the equivalent of 1,800 MPGE (miles per gallon of gasoline-equivalent.)
Our mission is environmental prosperity; we want people, communities, and the planet to be healthier from the use of ETA’s products.
We design for people looking for a better way to get from point A to point B. It is estimated that up to 80% our transportation needs are for distances of less than 5 miles. We don’t need a 2-ton piece of machinery for that! We are building a greener transportation alternative that is safe, comfortable, practical, efficient, light and fun.
Our Team
Rob Cotter
Founder & CEO
Rob is the visionary behind Organic Transit, ETA and the creator of the ELF. With a background in Transportation Design, communications, and marketing, his career is dedicated to building efficient, sustainable transportation for everyday use.
Mike Hastings
CFO & Board Member
Corporate finance officer for over 30 years. VP and Treasurer of Enersys, with revenue of $2 billion and worldwide operations. CFO for companies such as US Nuclear and MegaGraphite, Inc. Member of the Board of Directors of Organic Transit 2018-2020.
Aly Khalifa
Chief Technical Officer
Aly brings 30+ years of experience in sustainable design, 45+ patents, and a track record of launching climate-focused innovations. As CTO of Organic Transit, he leads the charge in design & engineering the next generation of the ELF fleet of vehicles.
Beth Khalifa
Brand Director
Beth brings a bold design vision to sustainable mobility. As co-founder of several successful ventures through Positive Company, she blends artistry with impact, helping reimagine the ELF—an iconic solar-pedal-electric vehicle—for today’s roads.
Diogenes Ruiz
Business Strategist
Diogenes Ruiz career spans three decades working with startups, expansions, and relaunches. He received the Entrepreneurial Spirit Award from Hispanic Business magazine, and is a writer and speaker on topics of business, technology, and human potential.
Tom Glass
Manufacturing, Service and Warranty Advisor
Tom is part of the original ELF team, has decades of experience in manufacturing, troubleshooting and field service. “What happens in the factory determines what happens on the road.” A factory trained BMW technician and machinist for Benson Gyrocopter.