Ekh
Elio Addict
Some excellent points, AriLea, especially about the low price point making it hard for others to move in on them. Detroit HATES small, cheap cars because the margins are so much slimmer, and their overhead is just the same as for the more profitable large cars and SUVs.It is a valid concern*. But that's where the price and mpg come into play.**
Yes, motorcycle oriented people like it, that's a sizable niche, (no fade expected)
Three wheeler enthusiasts like it, small but energetic niche, (no fade expected)
Social club people like it, that's a niche,(growth over time expected, up to 5years - 10 years)
*Novelty motivated people like it, that's a niche reducing as sales rise (fade expected),
Green oriented people like it, a strong niche, greatly enhanced by the** low cost threshold to play,(no fade expected, depending on factors)
People with low income like it, that's a... NOT a niche but an ongoing segment, *** (no fade expected, depending on economic factors)
**Cost-per-month people who commute like it, that's not a niche, and a very large opportunity. (no fade expected, depending on alternatives)
Diamond lane access commuters like it, all weather access is their objective (no fade expected, depending on alternatives)
**Cost sensitive commercial and government applications, medium size segment (some fade expected to a dependable renewal, depending on alternatives)
**People who drive a long distance for some purpose, travel costs becoming a principle issue, (no fade expected, depending on alternatives)
*** (Everyone needs transportation) The Messerschmitt three wheeler and Issetta are good comparisons for this segment. These enjoyed good patronage until economics and alternatives made them obsolete. But it's important to realize these were not executed as 'or' vehicles but as accessible alternatives in hard economic times. The times changed, and cost attractive alternatives were developed.
The kind of cost-vs-purpose motivation for the Elio is expected to be an ongoing factor without a known end point while the transportation system remains in it's current technology. It would take a dramatic change of technology to alter that formula.
As for alternatives, the low price of the Elio is a strategic policy that serves as a dis-incentive to competitors. All the potential competition will wait to see how this play's out. Meanwhile Elio should become market established and stable. Elio motors is therefore not likely to change that strategy while volumes remain at viable levels. And a small vehicle like this has one secrete weapon. Relative to larger vehicles, the ability to accommodate variations in sales levels is more flexible and scalable. Less stuff is just simply more agile. All parts and most tools being more exchangeable between automation vs human handling is one example of this flexibility.
The cost to execute in the hundreds of millions is also a deterrent for competiton. Once Elio is established, there is more opportunity in complementing the new market than going head to head with Elio. Another way to say this, since now people can depend on an Elio to save them money, they can now chose bigger, more luxurious and maybe less efficient vehicles for their 'And' compliment to the Elio. Instead of a Sedan and a Minivan, maybe they can choose to get an Elio (or two) and a 4x4-Six Pack Truck. Some people may get and Elio for work, and something like a Tesla for evening socials.
As for the foreign competition, the import costs become a significant percentage of a $7k vehicle, this will continue to give Elio leverage so long as the brand remains in good standing with the public, and Elio Motors sticks to their strategic low cost formula. The Slingshot is a example from China, it sells here for over $22k, no opportunity to compete with the Elio price point even though simpler and cheaper to produce.