I read the Reuters article. "Consumers won't give you a free pass just because you put 'Made in USA' on the box," Keechle says. "You have to remain price competitive."
Then again, Chinese prefer the (more expensive) "Made in Germany" labeled BMWs, rather than the ones produced locally. Another example is Harley Davidson. Despite Japanese copycat twin-cylinder motorcycles, people are still prepared to pay a bonus for getting the "real thing". Branding and origin are not everything, but they can sure make a big difference. Elio still needs to bring out a decent three-wheeler, before it can even bother to think about branding.
Then again, Chinese prefer the (more expensive) "Made in Germany" labeled BMWs, rather than the ones produced locally. Another example is Harley Davidson. Despite Japanese copycat twin-cylinder motorcycles, people are still prepared to pay a bonus for getting the "real thing". Branding and origin are not everything, but they can sure make a big difference. Elio still needs to bring out a decent three-wheeler, before it can even bother to think about branding.