Quote:
Originally Posted by Martinjlm
Since the initial investment for the technology is so high, at least for the first generation, automakers had two potential paths to follow:
- Lowest cost of compliance
- Accelerate cost recovery through pricing
Nissan took the first approach when they launched the Leaf. They were focused on meeting all CAFE requirements and also generating EV credits. So they cut a lot of corners on the styling and content of the Leaf in order to lose the least amount of money they could while racking up EV credits.
Tesla took the second approach and went luxury out the box. That way they could price the product high enough to make progress on recovering investment. Now that Tesla’s technology is more mature and going into second and third generation hardware, their costs are lower and they can move down market with their product and sell more volume.
Other automakers that are bringing EVs into the market are now trying to maximize their pricing flexibility and sell in higher volume by offering EVs in the vehicle segments that have the highest sales volumes. SUVs, CUVs, and pickup trucks. |
That's interesting. Looks like Tesla made the right choice. I wonder if cars like the Leaf (i've heard them called 'compliance cars'), actually made things worse for EV reputations, everyone knows about their costly replacement costs of their air cooled battery.
In the race for a good, somewhat affordable, high volume EV, it seems the Bolt has beat everyone, but it sure doesn't feel like GM is winning with it for all kinds of reasons. You were writing earlier about battery prices being ~$100/kWhr now. So a Bolt with it's 65kwhr battery is ~$6500 of the price of the car. I'm guessing that's still more than an ICE engine.