Approximately 6 percent of the vehicles sold in the U.S. today are electric. That’s only 825,000 EVs. When you consider that 40 percent of those sales are in California, that leaves less than 500,000 divided among 49 states.
The good news – for the environment and EV sales – is that most prognostications point toward 40 – 50 percent of all vehicles on America’s roads by 2030 will be electric.So, what’s an EV manufacturer to do? The simple answer is that there’s a rainbow of solutions.
Some traditional manufacturers are still making profits from predictable internal combustion vehicles. They’re selling the ICE experience that wraps around their cars and trucks. For example, there’s the hot version from Dodge and the off-road variants from Ford. They are wisely finding low-cost methods to stretch the lives of their portfolio products while simultaneously stepping into the EV marketplace.
Quite a few pundits have disparaged Toyota for being slow to develop a pure EV portfolio. Their scientists, however, claim there is no single silver bullet. To support a move to lower carbon consumption, the worldwide leader in auto sales is remaining flexible. Their reasoning is that drivers across the country will not have access to a widespread full electric infrastructure for quite a few years. So, hybrid range, extended electric, cleaner gasoline, hydrogen fuel cells and, of course, full electric are going to play prominent roles for at least the next 20 to 30 years.
Tesla originally shook the industry when the investment community heaped kudos and cash on Elon Musk for being a futurist and an outsized disruptor. Now, nearly every manufacturer is sprinting into electrification, but, as usual, it will not be a one-size-fits-all formula. Manufacturers will still have to balance their portfolios to ensure profits and perform tried-and-true marketing methods.
There will assuredly be quite a few auto companies that fall away in the process. And some that aren’t making headlines today will be front page news tomorrow. Bottom line: we still have at least another decade or so of industry disruption ahead of us.
Playing it safe creates mediocrity and oftentimes failure. At Karma, research, data, a brilliant design team, and common sense are guiding our efforts toward fulfilling a unique market niche. Our American luxury brand will be a variant of: Distinctive. Aspirational. Exotic-Elegant-Electric. Or maybe something entirely different, but still addressing a clean mobility future. (We’ll be revealing our actual updated branding and marketing beginning in the latter stages of 2023.)
Whatever we decide, we expect to build a competitive advantage by being a mirror of our customers in an industry that will soon be bursting at the seams. We truly aspire to drive change beyond the norm, building vehicles that inspire positive transformation in the world.
Select a strategic direction, extol the differentiators, and state the story. An entire organization – inside and out – should enthusiastically speak with one voice, unapologetically dispensing core messaging over and over again.
U.S. businesses lose nearly $40 billion annually due to poor customer service. The EV world – where there are often unique customer demands – is not an exception to this rule. In fact, as the segment expands, superior service is actually becoming a differentiator. While we’ve all been rightfully focused on sales, many of the shiny new vehicles have become a bit road-worn and require regular maintenance and occasional repairs.
This is where a breakdown occurs. A quality customer experience should be mandatory. Developing well-schooled EV service techs is an astute investment that is too often overlooked.
The transition into EVs and, more broadly, the next chapter of automotive will be defined by the experiences that automakers create for customers. As media and digital interactions move deeper into the fabric of society, the ability and desire to create an unbroken connection between the life of the consumer and the products they consume will be an increasingly prevalent focus.
It will not be the buying, the service, or even the driving that build sales. Instead, it will be how the vehicle can be inserted into the continuum of a consumer’s life to complement their sense of self and future aspirations.
In April, Marques McCammon was named president of Irvine, Calif.-based ultra-luxury carmaker Karma Automotive. His 30-year auto industry career across four continents includes engineering, manufacturing, brand leadership, marketing, and software-based product advancement.
The 2020 Karma Revero GT is a major remake that delivers a new model substantially more refined than the original Karma Revero, which evolved from an existing series hybrid sedan. Externally, all of the Revero GT’s body panels have been restyled, including the doors. Most noticeable are the new grille and front fascia that present quite a departure from the Revero’s original and rather massive grillework.
Besides a more modern look, weight has been reduced by more than 500 pounds, an important move since this is one heavy grand touring car weighing in at some 5,050 pounds total. Optional carbon fiber wheels shave off an additional 55 pounds. Inside, there are new seats, center console, and an all-new infotainment system.
There are also big changes in the drivetrain. A turbocharged 1.5-liter three-cylinder engine, sourced from the BMW i8, replaces the previous GM-sourced 2.0 liter engine originally used in the Revero series hybrid. Two electric motors drive the rear wheels through a single speed transmission. Combined power output has noticeably increased from 403 to 535 horsepower, with a beefy dose of 550 lb-ft torque at the ready. All this brings an impressive 0-60 mph sprint in just 4.5 seconds. In a departure from the norm, the exhaust for the Karma GT’s three-cylinder engine is located behind the front wheels.
A lighter 28-kWh battery pack is configured to run down the spine of the car. This nickel-manganese-cobalt lithium-ion pack provides a battery electric range of up to 80 miles, an impressive gain over that offered by the 2019 Revero. With the 280 mile range afforded by electricity from the car’s gasoline engine-generator, overall driving range comes in at 360 miles. EPA rates the 2020 Karma Revero GT at 26 combined mpg and 70 MPGe when driving exclusively on battery power.
Drivers can choose between Stealth, Sustain, and Sport modes to tailor the driving experience. Stealth is for all-electric driving. Sustain mode uses the BMW range-extender engine to supply electricity to the rear motors, preserving power from the battery pack for later use. Sport mode maximizes performance by combining the power from both the engine-generator and battery pack. Three levels of regenerative braking can be selected using steering wheel paddles.
A Karma Revero GTS is planned for introduction later in 2020. Here, torque will be increased to a massive 635 lb-ft for even greater performance. The GTS variant will also feature electronic torque vectoring and Launch Control to handle all that torque. In addition, a planned battery upgrade is expected to provide up to 80 miles of all-electric driving.
