The brand plans to sell an entire family of electric vehicles, with Tesla-worrying volumes and Porsche-worrying price tags
Jimi Beckwith
6 September 2017

Detroit Electric has confirmed plans for an electric supercar, SUV and saloon, in an assault upon the electric vehicle market from the British manufacturer. 

The brand, which has plants in both the UK and China, plans to sell around 50,000 units per model, per year, although the supercar will be lower volume, with around 1000 units per year mooted.

The first car the brand will launch will be a sports car next year, which will establish the brand’s platform, off of which the other cars will be made. Although the brand remains tight-lipped on how fast the sports car will be, there will be a significant difference between its performance and that of its more mass-market siblings. 

Starting at around £180,000, the supercar is priced to rival the Porsche 911 Turbo, McLaren 720S and Ferrari 488; this will be for the lowest-performance iteration of the car. Higher-performance versions will be priced higher. In the meantime, the Detroit Electric SP:01 will be phased out.

Ranges of the cars will start at around 310 miles (510km), although depending on the model, it could rise as high as around 500 miles (800km). Detroit Electric would not reveal who its suppliers will be. 

The brand’s SUV will be launched in 2019, and will be priced to compete with other high-end luxury vehicles, suggesting a price rivalry with the Bentley Bentayga. Richie Frost, CTO of Detroit Electric, said: “We’re a high-end luxury brand like Bentley, but there isn’t anybody who has established themselves as a high-end high-perfromance manufacturer of EV sports cars.” 

“There are several USPs around the cars; it will be the tech and design of the cars which set it above everything else, though.”

The cars are currently in the design stage, but the company is working on the first engineering vehicles which will be completed next year. Testing and homologation will follow this. The company is concentrating on right-hand drive markets initially, with other markets like the US coming between nine months and a year later. 

It’s targeting a worldwide spread in terms of sales; the company is targeting 30% of sales to be Europe, 30% to be Asia and 30% to be US-borne sales. The rest will be spread across the rest of the world. Half a billion dollars is being spent on upgrading a Chinese production facility; “The focus is on building technical teams up and getting an operations strategy mapped out.” said Frost. 

Read more: 

Detroit Electric plans full EV range in joint venture

Detroit Electric SP:01 sports car to launch following £1.5 billion deal

 

2016 Detroit Electric SP:01 - on-sale date, specs, pictures

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Comments
4

6 September 2017

So they've announced that their first model is obsolete before it goes on sale?

 

This is like Dany Bahar at Lotus. You might as well wish for a Detroit Electric Unicorn - its as likely as anything else.

6 September 2017

Oh dear, still no mass-market world-view?  Niche cars are ok for making decent profits - if you're lucky.  But surely the big money is in making world cars that sell like hot cakes...small Mokka-sized SUV.  I long for a British manufacturing group to announce that (long term) they plan to take on VW (for example).  We really need to start making and selling stuff to jonny foreigner, if we are to house and cater for our soon-to-be 80 million population.

6 September 2017

" We’re a high-end luxury brand like Bentley... "

You're not though. You're really not, at all.

 

 

6 September 2017

"The brand, which has plants in both the UK and China" really, a quick investigation shows the company only employ 4 poeple and that includes the directors, itonly has a tiny amount of cash too. Yes I know it's contractors and all that but to have 4 permanent staff knock out 4 new cars by 2021!!!

I'm currenly crowd funding a UFO and plan to have a 4 seater by 4:15 pm today, can I have some publicity please?

 

Hydrogen cars just went POP

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