Quote Of The Day: Defining Your Market Edition

Edward Niedermeyer
by Edward Niedermeyer

The core consumers would be interested in technology and kind of early adopters

Coda Automotive senior VP for sales and distribution Mike Jackson (yes, the former GM marketing whiz) describes the market for his firm’s forthcoming electric car. So what is Jackson’s “kind-of-early-adopter” Californian consumer looking to get out of the Coda? A redesigned Mitsubishi platform, built and bodied in China for one thing. Chinese lithium-ion batteries delivering “90-120” miles of range, and guaranteed for eight years or 100k miles (3 years, or 36k miles for everything else) for another. 134 HP and 221 lb-ft, good for a top speed of 80 MPH. An 8-inch navigation screen with real-time traffic updates. And for you, they’ll throw in 17-inch alloy wheels. But the Coda EV’s most striking feature (at least in terms of appealing to tech-oriented Californians) is best summed up in the measured prose of AutoWeek

It has fairly bland, universal styling and is roughly the size of a Chevrolet Cobalt.

Holy unfortunate comparisons, Batman!


Previously we’d heard that the Coda would cost $45k when it arrives stateside. Now, however, AW reports that

The ambitious goal is to sell 14,000 Codas next year with a sticker in the mid-$30,000 range after the $7,500 federal tax credit and other potential incentives.

If we assume “mid-$30k range” to be $35k, that means the Coda is still at least $1,000 more expensive than the none-too-cheap (but range-extended) Volt. If the “other potential incentives” includes California’s $5k Clean Vehicle Rebate, the $45k number may have been on the low side. For comparison, after the federal credit and the California rebate, the Nissan Leaf should cost about $20,000. And though Coda talks the talk about “American Innovation,” their EV is still a Mitsubishi-based Chinese sedan.

If Coda sells 14k units next year, Chevy will be wishing they had increased the Volt’s production level… and price. But it’s not hard to guess what will happen to Coda in 2012, when Nissan and GM ramp up production and Ford enters the market. They’ll snag a few suckers along the way, but someone obviously still needs to tell Coda’s execs that most Americans would have a tough time paying $45k for anything made in China.

Edward Niedermeyer
Edward Niedermeyer

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  • Philadlj Philadlj on Aug 20, 2010

    It's never a good thing when your not-even-on-sale-yet car's styling is compared to that of thr six-year old outgoing Cobalt. But the Coda looks like one of the few cars that would benefit from a front-mounted license plate, as CA requires.

  • Zerofoo Zerofoo on Aug 20, 2010

    Mid 30's to save money on gas? That's crazy. Any number of small fuel efficient cars can be had for $10k to $15k - the difference can buy a lot of gas. Let's be honest. Anyone spending this kind of money on an electric vehicle is doing so to feel good about what they drive, not to save money or the planet. -ted

  • EBFlex China can F right off.
  • MrIcky And tbh, this is why I don't mind a little subsidization of our battery industry. If the American or at least free trade companies don't get some sort of good start, they'll never be able to float long enough to become competitive.
  • SCE to AUX Does the WTO have any teeth? Seems like countries just flail it at each other like a soft rubber stick for internal political purposes.
  • Peter You know we’ve entered the age of self driving vehicles When KIAs go from being stolen to rolling away by themselves.
  • Analoggrotto TTAC is full of drug addicts with short memories. Just beside this article is another very beautiful article about how the EV9 was internationally voted by a renowned board of automotive experts who are no doubt highly educated, wealthy and affluent; the best vehicle in entire world. That's planet earth for you numbskulls. Let me repeat: the best vehicle in the world is the Kia EV9. Voted, and sealed, and if you try to deny it Fanny Willis is ready to prosecute you; but she will send her boyfriend instead because she is busy.
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