Latest Coda Electric Sedan News
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Latest Coda Electric Sedan News
Jalopnik, the automotive blog, took aim at an easy target yesterday when it posted the “Ten Worst Electric Cars Ever Made.” The list was full of 1970s experiments, three-wheelers, low-speed neighborhood electric vehicles, and Chinese knock-offs—such as Coda Automotive's electric sedan, which hit Number 10 on the list. The goal was yucks: look at a bunch of stupid EVs. But after the LOLs get emailed and tweeted, a more important point emerges. The past era of substandard electric cars—and notions of EVs as glorified golf carts—is long over.
Coda Energy, the remains of former electric vehicle maker Coda Holdings, is a silver-level sponsor of the Energy Storage North America Expo and Conference in San Jose, Calif. in mid-September. This may be the new company’s first public appearance since Coda Holdings was dissolved and its energy storage assets were purchased by a group of investors.
Phil Murtaugh, chief executive of Coda Holdings Inc., spent his last day on the job on Saturday. Murtaugh’s last words as he left the company’s office in Santa Monica, Calif. were, according to a knowledgeable source, “The last one out, please turn out the lights.”
Coda is shutting down its auto operations after selling fewer than 100 cars. The sedan was doomed by a high price, bland styling and the absence of a marketing plan.
For the past couple of years, the electric car market has been characterized by a degree of irrational exuberance. Much of that was killed in 2012. This past year dealt a tough lesson about overstated sales goals for Nissan—and bankruptcies for A123 Systems, Azure Dynamics, Ener1 and Think. Better Place’s Shai Agassi stepped down from the top position at his company, where elaborate battery-swapping schemes have not gained traction. The takeaway for EV companies and fans in 2013 should be to reset expectations—and to be brutally honest about real shortcomings. That’s where Coda Automotive comes in.
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