Should Brands Be Bolder with Performance Models in the Age of Electrification?
The Fallacy of “It’s Better Than the Old One”
For years, the phrase “it’s better than the old one” has been a common refrain in the automotive industry. However, Matt Prior questions the validity of this statement. He argues that it is expected for new cars to be better than their predecessors, considering the advancements in technology and the substantial investments made by manufacturers. Nonetheless, there have been instances where new models fail to surpass their older counterparts, which raises concerns for companies transitioning to electrification.
The Challenge of Replacing Driver’s Cars
One of the main challenges faced by automakers is replacing iconic driver’s cars with electric powertrains. The recent example of the Mercedes-AMG C63 highlights this issue. The new model, although technologically advanced, falls short in comparison to its predecessor due to the replacement of the beloved V8 engine with a less charismatic and heavier alternative. Similarly, the upcoming BMW M5 is expected to weigh over 2400kg, raising doubts about its performance capabilities.
Reinventing Performance Models
In light of these challenges, Matt Prior suggests that automakers should consider reinventing performance models instead of simply trying to improve upon the old ones. He cites the example of the new Hyundai Ioniq 5 N, which takes a different approach. Instead of aiming to surpass previous hot Hyundais like the i20 N and i30 N, the Ioniq 5 N sets out to offer something entirely new and succeeds in doing so.
Rethinking Performance in the Electric Era
The notion that new cars will always be better than their predecessors is being challenged in the age of electrification. As automakers navigate the transition to electric powertrains, they must reconsider their approach to performance models. Instead of trying to replicate the past, they should embrace innovation and reinvention to create exciting and compelling vehicles for the future.
