After an absence of over 70 years, Detroit Electric, the electric car manufacturer, has returned to the legendary Motor City, promising job creation and a range of exciting 100 percent electric vehicles for the mass market.
Heralding the rebirth of the original electric car brand, Detroit Electric has announced the establishment of its corporate headquarters on the 18th floor of the iconic Fisher Building, located in downtown Detroit, with Don Graunstadt, CEO, North America operations at Detroit Electric, signing a long-term lease.
A site has also been identified to assemble the first ever pure electric sports car in Michigan, with production to start in August. The dedicated production facility will have an annual capacity of 2,500 sports cars. Detroit Electric aims to create over 180 sales and manufacturing-related jobs over the next 12 months.
Following five years of research and engineering development, the first model to carry the renowned Detroit Electric logo will be a limited-edition two-seat sports car. Certain to quicken pulses thanks to its bold styling, outstanding performance, exhilarating handling characteristics and impressive range, this new sports car will be launched in April in Detroit, ahead of a global public reveal at the Shanghai Motor Show on April 20. The show will also provide the platform for Detroit Electric to share an announcement about a partnership with a global carmaker. Full details will be announced on the first press day of the show.
On sale in many of Detroit Electric's target markets by end of August 2013, the new Detroit Electric sports car will spearhead a family of all-electric production cars, including two other high-performance models that will enter production by end of 2014.
"We are proud to become the fourth car manufacturer born out of Detroit, and the first to manufacture a pure electric sports car from Michigan," said Graunstadt. "We are committed to doing our part for this great revival of Detroit through innovation, entrepreneurship and determination – what we like to call 'Detroit 2.0'. Our investors and management team are thankful to the State of Michigan for the help provided in allowing Detroit Electric to carry on the legacy that began in Michigan so many years ago."
Early in the last century the electric vehicle industry was flourishing in Detroit and a company called Detroit Electric was selling more electric vehicles than any other company, the company claims. By 1912 there were numerous American electric vehicle makers, with Detroit Electric making around 13,000 cars, which it claimed was an electric vehicle production world record for the twentieth century. Notable customers included Thomas Edison, Mamie Eisenhower, John D. Rockerfeller Jr. and Clara Ford, the wife of Henry Ford.
The brand was revived in 2008 by Albert Lam, former Group CEO of the Lotus Engineering Group and executive director of Lotus Cars of England, with a vision to produce an electric vehicle that seamlessly integrates refined aesthetics, innovative technology and superior handling and performance.
To safeguard its sustainable growth, Detroit Electric employs an "asset light" business model, similar to brands such as Apple and Nike, focusing investment on R&D and marketing. Detroit Electric's chairman and group CEO, Albert Lam, brings to Detroit Electric various operational disciplines from his time heading up technology and innovation-driven businesses in Asia, including Apple and Sun Microsystems.
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Since its inception in 1938, Detroit has built more than four million engines at its three million square-foot manufacturing plant in Redford.