BRAND

Top Gear (Malaysia) - - Life & Style -

Two brands con­verg­ing on the same point, but ar­riv­ing from dif­fer­ent worlds. One, a Sil­i­con Val­ley start-up younger than sev­eral jars of chut­ney in my larder, driven by a hu­man­i­tar­ian mis­sion to rid our roads of fos­sil fu­els and mak­ing the rules up as it goes along. The other steeped in a cen­tury of his­tory, still try­ing to un­shackle it­self from an olde-worlde im­age and need­ing to flog tra­di­tional sa­loons and SUVs in huge num­bers while si­mul­ta­ne­ously sprin­kling the whole com­pany in the I-Pace’s green glow.

It’s work­ing, but not there yet.

When Tesla opened or­der books for the Model 3, it took 325,000 de­posits in the first 24 hours. Jag tried to pull a sim­i­lar trick with the I-Pace, but is yet to show us the num­bers. One of these com­pa­nies ad­ver­tises; the other doesn’t feel the need to. A valiant ef­fort from the swash­buck­ling Brit, but Tesla isn’t just a car com­pany, it’s a cult. Good luck com­pet­ing with that.

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