I'm really looking forward to watching the Legacy Automakers figure out the path to solvency once it becomes illegal to sell any ICEV's. Even taking the legislation favoring EV's out of the equation, in 5 years, why would anyone want an ICEV?
The paradox facing their business model is truly satisfying to watch unfold. Currently, the legacy's EV's are only price competitive on the backs of their ICE trucks and SUV's. The recent news of the Model 3 winning Motor Trend's Luxury car of the year is significant in showing that even without Federal Incentives, the Model 3 compares favorably with its peers. I don't know if anyone did any research on if the Model 3 was also the least expensive of the competitors, but I believe it was. But they most likely are not financing the costs of their sedan offerings from the truck sales like they are with EV's.
So how will GM be able to offer the Bolt with a $15,000 discount on top of the $9,000 loss they supposedly already incur (according to Bob Lutz), once the ICE trucks and SUV's are no longer part of the equation? If GM or Ford had to price their EV lineup to be profitable on its own, the Bolt would be a $55,000 Sonic.
And the GM faithful look to the Ultium battery as their knight in shining armor that will showcase GM's superior battery tech and catapult GM to the top of the EV mountain. Finally, GM will put Tesla in their place. Hallelujah. They conveniently have ignored that the modular skateboard battery pack in various sizes is circa 2012. But, the real advantage is Ultium's cost advantage where they hope to get their battery costs below $100/kWh. Meanwhile, Tesla has shown how they plan to get their costs in the $60/kWh range. Not just made the claim, but show how they will do it in great detail.
Other than economies of scale, GM's been pretty tight lipped on exactly how they hope to accomplish this. Their battery reveal in sharp contrast to Tesla's battery day didn't really explain anything that would lead one to believe they have a leg up on the competition. No breakthrough in manufacturing, materials, efficiency, form factor, density, weight, structural pack, etc. The truth is, just like the Bolts, anemic charge rate making the car obsolete before it rolled off the assembly line, so too will their Ultium battery go down as an epic failure to innovate.
Currently, the battle cry justifying the purchase of a non-Tesla has typically been price. Otherwise how else can one justify passing on the industry leader in:
- Safety
- Performance
- Efficiency
- Range
- Value
- Resale
- Technology
- Charging Infrastructure
- OTA's
- Autonomy
- Sales model
- TCO
So how exactly do they expect to compete when the exorbitant profits of their trucks and SUV's will no longer subsidize their existence? I suppose they expect to still rape the consumers with ungodly profits from their EV trucks of course. Surely they will be able to make a healthy profit on an E150 at $20k more than the ICE version. Probably could have, except for the Cybertruck, which will decimate their planned gouging experiment before it ever gets off the ground.
It's going to be a long, long time before legacy figures out how to make just EV's and still remain profitable. I have my popcorn ready.