New crop of electrics puts cult of Tesla to the test
European EVs such as the Jaguar I-Pace are ready to challenge, writes David Booth.
In 1981, 13 investors bought a very troubled Harley-Davidson from AMF — whose lackadaisical attention to quality control birthed the famed “Hardly Ableson” pejorative — and began one of the most, if not the most, incredible rejuvenations in modern motorcycling.
Thanks to a complete revolution in manufacturing — much borrowed from the Japanese, by the way — Milwaukee’s market share, having eroded to a paltry 20 per cent of the over-601-cc motorcycles by the early 1980s, rose so quickly that, today, more than one in two “heavyweight” motorcycles sold in North America is a Hog.
The competition — more specifically, the big Japanese brands — took notice. Looking to emulate Milwaukee’s success, the other companies started building “cruisers.” At first, they were just warmed-over “chopped” versions of their existing motorcycles. Unsurprisingly, lacking serious “custom” bona fides, they went nowhere.
Undaunted, Japan commissioned all manner of studies and focus groups, all researching the success of this new segment. The conclusion? Customers made clear their warmed-over parallel twins and in-line fours lacked Milwaukee’s V-twin “muscle.” So Japan built V-twins, albeit still with Asian styling motifs. Still no traction.
Pulling out the stops, Japan’s motorcycle makers built design houses in the United States and began pumping out cruisers with V-twins and ’Merican styling. Still nothing.
Butch, better built and (at least some of them) stylishly crafted, these “metric cruisers,” saw almost universally disappointing sales. The lesson in all of this — and it positively beggars belief that it took the Big Four three decades to figure it out — is that those loyalists weren’t actually buying “custom” motorcycles. They were buying Harley-Davidsons. All their focus-grouped justifications — as noted before, V-twin engines, unique Milwaukee sound, authentic American styling — were simply that, justifications. They didn’t care that the Asian products were demonstrably better in virtually every regard — at least in the ’80s and ’90s — and cheaper to boot. They simply didn’t want them.
Now, I know you’re a little confused. You thought this column was supposed to be about electric vehicles. At least, that’s what the headline promised. Well, the reason for this little trip down Milwaukee’s memory lane is that I think we’re about to find out — hopefully in less time than 30 years — whether there really is an electric vehicle revolution happening or if, à la Harley-- Davidson, all the incessant hype about batteries and electrics motors we’re being fed is just Tesla cultism.
The parallels between what Japan Inc. thought was a cruiser revolution and what is happening with the electric vehicle industry are uncanny. The dominance of one brand with little technological justification. The cultlike following of its customers. The turning of a blind eye to reliability issues. The complete lack of success of established marques. As I said, uncanny.
Indeed, the question of whether this is all real revolution or just incredible marketing, I think, is about to come to a head; vigorous competition to Tesla’s monopoly is finally arriving on our shores. And, unlike past competitors, which have all been largely golf carts to Tesla’s luxury sedan, the arrival of the Europeans marks the first direct attack on Tesla’s sovereignty in the luxury EV segment. Mercedes-Benz’s EQC400 is due to arrive next year, Audi’s E-tron before that, and Jaguar’s I-Pace is already here.
Judging by the I-Pace’s performance, Tesla could be in some trouble. Like all Jags — actually better than many of its already fine cars — the I-Pace is a remarkable drive. Quiet (duh, it’s electric) and comfortable, Jaguar’s trademark combination of exquisite ride and handling is seemingly not at all affected by the transition.
Indeed, the I-Pace, most probably because of the low centre of gravity resulting from building the batteries into the floor pan, handles better than its gasoline-fuelled siblings. Steering is delicate and precise, body roll is reduced and the damping of potholes is phenomenal.
Oh, Tesla still has a leadership in range — the I-Pace is some 100 kilometres behind — and the Jag should have, as the upcoming Porsche Taycan will, a 350-kilowatt fast-charging system. And yes, the Model S is faster.
The question facing all the traditional luxury marques now diving into the upscale EV segment is whether all those supposed environmentalists who’ve snapped up Teslas are actually electric-vehicle customers or just Tesla cultists.
As Yamaha, Honda, Kawasaki and Suzuki found out, it makes a difference.