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After 6 Years, Aptera Motors Is No More
After years of beautiful concept cars, envy-inspiring demos, and missed production targets starting in 2008, high-efficiency car startup Aptera is liquidating its assets. A pointed excerpt from Wired's account: "The truth is, Aptera always faced long odds and has been in trouble for at least two years. The audience for a sperm-shaped, three-wheeled, electric two-seater was never anything but small. It didn’t help that production of the 2e — at one point promised for October 2009 — was continually delayed as Wilbur ordered redesigns to make it more appealing to the mainstream. Aptera had a small window in which to be a first mover in the affordable EV space, and that window closed the moment the Nissan Leaf and Chevrolet Volt hit the market. At that point, Aptera teetered on the brink of irrelevance." As a compulsive driver, I had been hoping to one day drive one of these to save gas money.
This car is interesting but it was aimed at the wrong consumer. US consumer cannot afford this vehicle, because US consumer is subsidized (especially now with the Government Motors), and all the various loans, that make it too cheap for the US consumer, who can't really afford the new cars buy them with government guaranteed loans.
The company should have moved the idea to China and started there and aimed at the local Chinese market. I think they were going with a more or less correct idea in terms of the product, but they were not doing it at the right time and definitely not aiming it at the right clients.
You can't handle the truth.
If you're new to building cars, you can't go for cheap. You can't compete with mass-produced cars on price and you don't have the capital to set up mass production. If the manual labor required for assembling your car makes it 10k more expensive than a comparable car of a big company, your best hope is to produce cars for a market segment where the uniqueness of your model is worth the additional cost to enough customers.
That's why most small car companies produce super sports cars. It doesn't matter if they cost 210k instead of 200k. But selling a small car for 25k when the competing product costs 15k just doesn't work. Tesla was smart to start with the Roadster. Now they have the means to go after a bigger market with the Sedan.