alt Hacker News> The problem was that European manufacturers sought to market EVs as a "premium product"
Tesla came up with that strategy, executed well on it, and is top of the European BEV market. Despite Musk's subsequent antics.
I don't think the European manufacturers really wanted to do BEVs in the first place, which is why so many were anemic until recently. This is finally changing even though VW are desperately lobbying against the competition. The VW EVs are adequate despite the mis-design reliance on screens (which they are correcting) and pricing (nobody ever bought German cars for their low prices, except the Beetle). Renault have a hit on their hands with the 5.
It's fine for EVs to exist on a market segment curve like regular cars. So long as they deliver value at each level. This is different in the US and Europe, yes, but the real problem has been a combination of lack of seriousness and the general malaise that forced all the legacy manufacturers into Stellantis in the first place. I wonder if there has been an equivalent of the Nokia "burning platform" memo which has made people in the industry realize that, yes, the transition away from petrol engines is now happening and they need to adapt properly.
(edit: I have just been reading up on https://en.wikipedia.org/wiki/Luca_de_Meo vs https://en.wikipedia.org/wiki/Carlos_Ghosn and think the Renault turnaround can be attributed to the old CEO being arrested and replaced by someone actually trying to do a decent job)
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Tesla is a premium product because they had first-mover advantage.
But VW is merely a manufacturer of cattle-class vehicles. They saw BEVs as an opportunity to "grow" the base price of their best selling vehicle (VW Golf) to $50K. They were just misguided to believe that buyers would accept that.
Fortunately they've seen the error in their ways and are now releasing cheaper vehicles.
I personally think the VW ID designs are excellent, save for their price. They're just too darn expensive.
BEVs will eventually be (much) cheaper than ICE cars since they have almost no moving parts compared to the latter. We tend to forget that ICE cars are mechanically very complex machines which only work so well because manufacturers had more than 130 years to refine and perfect them.
>nobody ever bought German cars for their low prices, except the Beetle
Huh? VW Golf cars were hugely popular in Europe for being low price and sturdy. Not every German car was a Mercedes or a BMW. But now even the Golf equivalent, the ID, is too expensive for a vast majority of Europeans.
VW moved itself as the premium brand of the group and relegated Seat and Especially Skoda as the cheaper brands.
We just got a rental Tiguan eHybrid. It's so big I can't park it anywhere without wasting my time, the high turning angle is annoying compared to my Suzuki, the controls are a hallmark of bad ergonomics and the driving experience is a let down even compared to a Toyota Yaris. I would never pay upwards from 36k euros for such an underwhelming car, when I could get a Corolla hatchback for 26k. The latter is boring, but it offers a seamless driving experience and okay controls.
Ghosn (the previous CEO) is widely credited with turning around Nissan. Some people figure he was actually too successful and his legal troubles in Japan were an extension of the boardroom fight he had with the old guard at Nissan.
Also, the world's first mass market EV, the Nissan Leaf, was spearheaded by Ghosn. Obviously Nissan completely squandered the first mover advantage, but that was no longer under his watch.