CREATING RADICAL NEW CARS IS EASY BUT SELLING THEM IS A CHALLENGE
CHANGE CREATES OPPORTUNITY. And with the car industry undergoing massive changes due to technology, electrification and autonomy, there are massive opportunities for bold start-ups to disrupt the established order. ‘Start-up’ is as much a mentality as a description of a company’s age: it’s a desire, like Silicon Valley’s tech firms, to shake up and disrupt, breaking rules and challenging the way things are done. Car industry start-ups are coming from everywhere. There are the Silicon Valley ones (led, of course, by the brilliantly disruptive Tesla), well-funded Chinese companies riding that country’s huge electrification push – think Byton (page 16) and Geely’s Lynk&Co – and the Indian-funded Pininfarina (page 48). Heck, even Aston’s revived Lagonda brand is conceived, according to its strategy boss, like “a 113-year-old start-up”. This mentality is a breath of fresh…