Detroit Electric brand to return with EV line-up

Special Cars 20 Mar 2013
Detroit Electric brand to return with EV line-up

Revived after an absence of 70 years, Detroit Electric has announced the upcoming launch of an all-electric model line-up, with a two-seat sportscar to debut next month.


Following five years of research and engineering development, the first model to carry the Detroit Electric logo will be a limited-edition two-seat sports car.

It will be launched early next month in Detroit, ahead of a global public reveal at the Shanghai Motor Show on 20 April.

Detroit Electric Sportscar preview

On sale by end of August 2013, the new Detroit Electric sports car will spearhead a diverse family of all-electric production cars, including two other high-performance models that will enter production by end of 2014.

At the Shanghai Show will Detroit Electric will also make an announcement about a major partnership with a global carmaker.

The dedicated production facility is located in Michigan and 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.

Detroit Electric Logo

The company has established 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.

Detroit Electric’s Chairman and Group CEO Albert Lam commented “The sports car will allow us to demonstrate to the world our ability to build an exciting and innovative product. This DNA will be translated across to our future sedans; all our cars will be fun to drive and deliver exceptional performance within their class.”

About Detroit Electric

Founded in 1907, Detroit Electric produced battery-powered electric automobiles during the 1910s and 1920s.

1916 Detroit Electric 1916 Detroit Electric in Brussels Autoworld Museum
(Source: Wikipedia)

By 1912 there were numerous American electric vehicle makers, with Detroit Electric both the market leader and the most prolific, going on to make around 13,000 cars – 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 Detroit Electric brand was revived in 2008 by Albert Lam, former Group CEO of the Lotus Engineering Group and Executive Director of Lotus Cars of England.

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.

(Source: Detroit Electric)

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