Cleantech Market Intelligence
EV Market Needs More Practical Vehicles, Less Hype
Please 2017, bring us more announcements of practical, production-ready, 200+ mile range battery EVs (BEVs), and fewer of the concept electric super cars or Tesla killers. Yes, these long-ranged, sleek, sporty thrill rides are pretty and may sell in small volumes to high-end buyers when (or if) they come to market. But startups that are seemingly overcompensating for inexperience by showcasing their engineering prowess and far-flung visions won’t provide the needed bridge to mass adoption.
Since Tesla found initial success with the Model S, the term Tesla killer is frequently part of the discussion around most new, long-range BEV introductions from both established and startup automakers alike. In 2016, one company that was the focus of such hype was LeEco, which invested billions in EV startups. These investments led to what was described as one of the more lackluster BEV debuts at 2016’s Consumer Electronics Show (CES): Faraday Future’s FFZERO1. Unfortunately, the company’s variable platform architecture and the way in which that architecture might advantageously position Faraday to achieve its lofty business goals received muted attention relative to the billboard-doubling tail fin.
As it is presented, the architecture should allow Faraday to expand and diversify its vehicle offerings beyond the initial flagship model with ease. Regardless of whether the platform accomplishes Faraday’s business objectives, maintaining focus on either this aspect or another business innovation would showcase the company’s pragmatism and flexibility—qualities desperately needed in a rapidly evolving market. Unfortunately, during Faraday’s attempt to debut its flagship model at 2017’s CES, there were wide reports of financial trouble as well as an executive exodus.
The Race Against Tesla
LeEco’s other two EV investments, Lucid and LeSee, have as of yet avoided some of the harsher skepticism surrounding Faraday. The cars presented by the company do look closer to being production ready. Given that, LeEco is playing catch-up alongside many of the established premium brands, as well as positioning to compete against Tesla. All are aiming to introduce their long-range, $100,000+ flagships sometime before 2020, begging the question: will there be room for all in the premium EV segment?
While these would-be competitors try to outdo each other and out-maneuver Tesla, Tesla continues to stress pragmatic business model innovations. This includes advancing electrification outside of costly premium vehicle segments, laying the groundwork for automated mobility systems, taking the lead in public infrastructure development, and expanding into home energy management. Moving quickly on all fronts is a tough ask for any company, but at least any stumbles Tesla makes are likely to be grounded in vision and not vanity. For their part, the established OEMs are less fallible of Tesla-killer glory and are moving quickly to deploy practical innovations in affordable long-range BEVs, ultra-fast charging developments, and new mobility services.