An electric car company with a rich history is rolling out a racy new EV that will be its first in 74 years.
Detroit Electric, which shipped its last electric car in 1939, will relaunch sales in August with an EV that accelerates from 0 to 62mph in 3.7 seconds and hits a top speed of 155mph. Company representatives say the $135,000 vehicle will be targeted at buyers who want performance first and electric technology second.
"It's not just an electric car," Alex Michaelides, a Detroit Electric spokesman, told us. "It's a sports car that happens to be electric."
I would rather they just picked a new name for the company. Reviving an old brand that has no relationship to the new company just implies aspects of the company that don't exist. Emerson and Packard Bell radios and a few others have done this in the consumer electronics industry. It, in my opinion, gives false brand value.
The car sounds interesting and looks pretty sharp. I think they've done a good job in targeting. As a "toy", it will likely be more successful than if it were trying to replace an ordinary family car. People buying it as such don't have to worry about commuter range and can plan their outings based on the limits of the car.
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