#DetroitElectric

It’s fitting that the first electric vehicle ever featured in the Rare Rides series is today’s two-door Detroit Electric. One of the earliest electric cars, the luxurious Detroit Electric was whirring around cities when many people still used horses.

Detroit Electric, the fledgling electric car maker with the historic American name, wants to follow its limited edition roadster with a mass-production sedan and SUV.

The company recently told a Dutch newspaper that it doesn’t want to be like that other electric car company — you know, the one with the rocket man — despite copying its every move, Elektrek reports.

Detroit Electric, the startup company that hopes to revive the early motoring age’s most successful brand of electric cars, has revealed the final design details and specifications of its Lotus based SP:01 battery powered sports car, which it says will start production in the UK early this year. Preproduction prototypes are being tested at the Leamington Spa assembly facility. Detroit Electric also announced the appointment of its first distributor in Asia.

Detroit Electric Vice President Doug Moore in the company’s Fisher Bldg headquarters in Detroit. Note the used whiteboard in the conference room behind him.

When Detroit Electric launched their brand last spring at a gala affair in Detroit’s magnificent Fisher Building they, and the building’s landlord, said that the revived electric car brand would be making its headquarters in a suite on the 18th floor of the historic Detroit skyscraper. They also laid out their plans for assembling cars in southeastern Michigan.

Detroit Electric CEO at the April launch of the brand and its SP:01 battery powered sports car

Saying that they continue to be committed to building cars in the Detroit area, EV startup Detroit Electric has told the Detroit News that the first models of its SP:01 sports car, like Tesla’s Roadster an electrified Lotus, will have their final assembly done in Holland starting in the last quarter of the year, not this month in Wayne County, Michigan as announced when the brand was launched back in April. While some have characterized the announcement as indicating that Detroit Electric is moving production from the Motor City to Europe, at the launch the company did indeed say that they’d be opening two assembly facilities, one near Detroit and the other in Europe to build cars for the European market, so it’s possible that there is no move planned, just that the Detroit facility has been delayed.

Back in April, the revived-after-eight-decades Detroit Electric brand held a big event for the press and local dignitaries in the lobby of Detroit’s magnificent Fisher Building. They announced that the company would be doing final assembly on their battery powered Lotus-based sports car, the SP:01, in a Detroit area facility and that their headquarters would be in the historic building that Albert Kahn designed for the Fisher brothers, of car body making fame. They said that an assembly facility location would be chosen in Wayne County, that initial production would begin by the end of the summer and that they hoped to have their headquarters offices set up as soon as the Fisher Bldg suite was renovated. Joining politicians and Detroit Electric executives at the press conference was one of the building owners. Now come news that the company has not finalized a lease or purchase agreement on its chosen manufacturing site in Plymouth and a visit by TTAC to the 18th floor of the Fisher Building revealed empty offices with no sign of renovations or any activity at all since April.

Earlier this month, when Detroit Electric revealed their first car, the Lotus based SP:01, the EV startup’s CEO, Albert Tam, said that the battery powered sports car is only the first of three cars that Detroit Electric will be introducing over the next year or so. Only 999 of the carbon fiber bodied SP:01 will be made but Tam said that next year Detroit Electric will be introducing two more mass market cars, a sedan and hatchback. Tam said that those cars will have Detroit Electric specific styling and interiors but will be based on gliders sourced from an existing auto manufacturer with final assembly being done in Michigan. At the time of the SP:01 reveal, Detroit Electric executives said that the vendor whose platform they’d be using was “in Asia”. They company also said that an announcement of a strategic partner would be made at the Shanghai Auto Show. I assumed that partner would be Chinese and that Detroit Electric would be announcing who their platform vendor for the sedan and hatchback would be. I was half correct.

While Damon Lavrinc at Wired’s Autopia makes the observation that the revived Detroit Electric company seems to be following the Tesla playbook, launching their company with a car based on an electrified small Lotus, Detroit Electric CEO Albert Lam insists that his team is using a different business model than Tesla and that they have learned from other EV startups’ mistakes. Lam also said there was no comparison between Detroit Electric and Fisker, which appears to be headed to bankruptcy soon, having just furloughed all but 50 employees. Detroit Electric says they are following the model of Apple (on Lam’s CV along with a stints at Lotus and Sun Microsystems) focusing on design and engineering with much of everything else contracted out. Lam pointed out, at a press conference following the reveal of the SP:01 sports car, that buying and equipping a factory to build an original platform, as Tesla is doing, or even contracting out assembly of an original platform, as Fisker has tried to do, both require up front investments of hundreds of millions, perhaps a billion dollars or more, requiring quick success and substantial early sales just to break even.

Detroit Electric is a startup electric car maker that revives the brand of another startup electric car maker by the name of Detroit Electric. As chronicled by Ronnie Schreiber, Detroit Electric cars were produced by the Anderson Carriage company from 1907 to 1939. They sold thousands of them until they were displaced by a better idea, the internal combustion engine. Yesterday, the new Detroit Electric unveiled its first model, a $135,000, battery-powered sports car.

As reported by Reuters, the Detroit Electric SP:01 is “the world’s fastest pure-electric sports car,” with a range of “just under 190 miles” between charges.

Until the modern day revival of electric vehicles like the Teslas, Nissan’s Leaf or the Chevy Volt, the best selling electric car ever was the Detroit Electric, produced by the Anderson Carriage company from 1907 to 1939. They sold thousands of them (1914 was the high water mark with ~4,500 produced). Among the people who drove Detroit Electrics were electricity pioneers Thomas Edison and Charles Steinmetz and the wives of automotive industrialists Henry Ford and Henry Joy (he ran Packard). Interestingly, John D. Rockefeller, who made his enormous fortune from petroleum products like gasoline, owned a pair of Detroit Electric Model 46 Roadsters. Now, not only has the electric car industry been revived, but also the Detroit Electric company, which says it will start producing battery electric sports cars in a Michigan facility by the end of this summer. Following Tesla’s example, their first car will be based on a Lotus, in this case an Exige coupe, and the company promises two other “high performance” models in 2014.

A few months ago, BMW announced that it was throttling back (or should that be rheostating back?) on it’s “i” branded EV program, in part due to a lack of public charging station infrastructure. A company that sells as many gasoline and diesel powered cars as BMW does can afford to temper its enthusiasm for cars that run on electrons. A company that only sells battery powered electric cars, as Tesla does, doesn’t have that luxury.