Oh, how I’ve lamented these long years of pressure to be
environmentally responsible. Don’t get me wrong, I firmly believe that action
needs to be taken now to stave off climate change and that the whole of humanity
needs to change their wasteful ways. What I lament is the profiteering that’s
overrun the markets as though ‘eco friendly’ is just another fashion craze to
be exploited. This is especially true in the auto industry where manufacturers,
such as Tesla Motors, have spent their energies crafting high-end,
sports-car inspired hybrids and electric vehicles for the relatively wealthy.
So it’s high time the average consumer had greater access to affordable, ‘eco
friendly’ automobiles. And Detroit Electric looks poised to deliver.
On Monday, Detroit Electric announced that they would be
pairing up with Malaysian automotive manufacturer Proton Holdings in order to
build the entirely electric E63. The plan is to release the car in Europe and
Asia in February 2010 and in the U.S. in the following few months, well ahead
of Tesla’s 2011 launch date for their Model S four-door sedan.
Speaking of Tesla Motors, a company heralded by many
interested in the environment and technology, one needs to consider the company’s
actual contribution to the market and to reducing carbon emissions on today’s
roads. While car mags and gadget blogs are salivating over Tesla’s entries into
the electric vehicle market the fact remains they are manufacturing cars for
the upper-middle class to the wealthy elite, a minority here in North America. There’s
no doubt that they are popularizing the electric car but a $50,000 sedan (the starting
price for the Model S sans the $7, 500 government tax rebate) is not viable
enough to make an environmental impact when the most popular vehicles in the
market are below $30,000. In fact, it amounts more to a publicity stunt than to
any tangible reduction of carbon emissions. And so it’s refreshing to see
Detroit Electric releasing two models both priced on or around 30K.
The E63 four-door sedan will be offered in a 111-mile
package at $23,000 to $26,000 and a 200-mile $28,000 to $33,000. It sports a
top speed of 112 mph and can go from zero to 62 mph in under eight seconds.
Undoubtedly if you’re looking for performance and flash in
an electric vehicle you’re looking at Tesla Motors. But the fact of the matter
is saving the environment is more important than bells and whistles and body
designs. If it comes down to having a sleek, sporty look versus reducing carbon
emissions across the board, certainly the latter is more important. This isn’t to deny the fact that there’s a market for high-end electric vehicles. But while the Volt is making red carpet appearances with Hollywood celebrities the average consumer needs an environmentally sound car they can actually afford. Hopefully the E63 is the first of many to fulfill that criterion.
