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Expect car brands to launch half-baked marketing in rush to electric

Consumer demand for electric cars is about to turn a dramatic corner, but how many auto brands will have a real story to tell about innovation?

by Nicolas Roope

It’s not long ago that only the Tesla S, Nissan Leaf, BMW i3 and Renault Zoe were the only pure electric cars we’d spot on the roads, year after year. A polite tribe, a peripheral species that was more curiosity than serious contender.
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Slow shifts beckon in complacency and now suddenly we’re at a dramatic inflection point. The epicentre of the biggest pivot since Ford set up production lines to fire out Model Ts by the millions. We’re about to witness a bloodbath as the new-starts and incumbents battle for supremac


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