Everything but the Metric System: “The new YASA axial flux motor weighs just 28 pounds, or about the same as a small dog.” :)
If I were a self-respecting journalist, I would've used 3.26 gallon milk jugs. Small dog automatically goes to which breed? Chihuahua (fits in a toddlers purse) or Border Collie or Golden Retriever or Saint Bernard (needs an SUV/minivan)? 4 different classifications based on size!
Imperial dog or metric dogge?
Americans are very weird when it comes to metric. They often quote mobile phones as having something like "a six inch screen size but now only 12mm thick" - pick a measurement system people !
Is even a 13 kg dog "small"? It certainly does not feel small if you are carrying it upstairs.
The link you're quoting, the one posted, is a second hand US report.
The primary company link is from a UK subsidiary of Mercedes-Benz and is (almost) fully metric (the fundemental units US weights are officially defined with respect to (for more than a century now)).
See: https://yasa.com/news/yasa-smashes-own-unofficial-power-dens...
  Earlier in the summer YASA achieved 550kW (738bhp) from a 13.1kg version of its new axial flux prototype motor, equating to an unofficial power density world record of 42kW/kg
  Now latest testing of an even lighter 12.7kg version on a more powerful dynamometer has shattered this record, with a staggering 750kW (>1000bhp) short-term peak rating, resulting in a new unofficial power density record of 59kW/kg
Just those pesky trad bhp units left hanging like a chad in a Florida election . . .Sometimes leads to humorous effect https://x.com/SheriffAlert/status/1221881862244749315
> Large boulder the size of a small boulder is completely blocking east-bound lane Highway 145 mm78 at Silverpick Rd
I wonder if Americans don't have a mental image for measurement units so that they alway use some physical object as a reference. Sure, its useful to use a common object as a reference but I don't see that much often in other places.
Most people usually understand what it means something to be 20 meters, 5kg or 2 liters intuitively. Like, when I hear that something is 60m tall I intuitively think if it as 20 story apartment building and don't benefit from the extra info about how this is like 18 elephants stacked on each other.