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The Lucid Air may look the same as the early electric prototype we saw in 2017, but a lot has changed. [credit: Jonathan Gitlin ]
In 2021, there are easily two dozen electric vehicle start-ups whose founders dream of becoming the particular next Tesla. Wanting to be typically the next big thing is a story as old as this automobile business, given that more than 2, 000 American automakers have come and gone, and all of those founders held often the same dream. Many found some initial success only for it to all go wrong in your end.
As glamorous as the automotive industry seems, the chances of sustained success for new manufacturers remains slim. So while many failed companies have since slipped into obscurity, their stories may have some use to today’s neophyte manufacturers.
Selling reliability isn’t the panacea
Engine failure was common in the early days of motoring; both driver and passengers could routinely find themselves stranded miles from home. Most automakers responded by trying in order to improve the quality of their engines. But not Howard Carter.