In EVs, practicality be damned
 | James B. Treece is industry editor at Automotive News. |
Reprints
Print
Respond
- 2 million extra doors was the best call Daimler made during 'marriage of equals'
- Nissan lures feathered pickup customers with fish, no rebates
- In the Land of Many Buicks, one in particular stood out
- With Mercedes, there's nothing bigger than S-class launch
- How a pope inspired Zetsche to become a Mercedes man
DETROIT -- Azure Dynamics has followed Bright Automotive into bankruptcy. Yet Tesla Motors’ stock trades near its record high on Wall Street.
The stock market is supposedly rational. Keep telling yourself that.
Azure and Bright both handled electric delivery van conversions. It should have been a good business.
Delivery vans are prime candidates for electrification. Many delivery vans drive a set, limited-mileage route each day. Fleet operators can calculate whether charging overnight will save money vs. filling up at a gasoline or diesel pump. They don’t have to worry that the battery won’t allow a spur-of-the-moment trip to the lakeside cabin over the weekend.
Azure was converting the Ford Transit Connect. It didn’t have to worry about marketing or setting up a service network -- Ford Motor did that.
It still wasn’t enough.
Tesla, meanwhile, makes -- let’s face it -- high-priced toys for the 1 percent. Its Tesla Model S was supposed to be an affordable family car, but has morphed into a $57,400 sedan whose distinguishing feature is an instrument panel that looks like an oversized iPad.
As I said, a high-priced toy.
Tesla’s stock price closed Tuesday at $37.94, a record high.
EV critics say the battery-powered cars and trucks aren’t practical. This week’s lesson is the opposite. To be successful in the EV business, a company should be as impractical as possible.
You can reach James B. Treece at jtreece@crain.com.
