Some auto-industry observers are calling it a “field of dreams” moment, but ifmakers can’t figure out how to bridge the gap between consumers’ curiosity in the products and their willingness to buy them, it may become a nightmare on Main Street.
By comparison, dealers have only 54 days’ worth of gas-powered vehicles on their lots, less than the usual 70-day threshold. The average cost of a gas-powered car is about US$30,000, less than half the price of the average EV.and Honda are taking advantage of the opportunity presented by buyers’ hesitancy on EVs and spending heavily on advertising their hybrid models.
Like the South Florida family I know who got stuck in a traffic jam in their Tesla just about 15 kilometres from home after a trip to Disney World near Orlando. After an hour of stop-and-go, and having turned off the air-conditioning in the 35-degree heat to conserve juice, they finally made it to an exit that took them to a service station with EV charging stations.
It’s a strategy that got Mr. Toyoda turfed last year by environmentally obsessed activist investors who believed he was dragging his feet on the company’s development of EVs.
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