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Tuesday, October 21, 2014

Ugly just don't sell

The designers at Boulder watched too much Star Wars.
Luke (gasp) I am your (gaps) father!
ELECTRIC trucks traditionally only worked far from the public eye in restricted areas of airports. There, it does not matter that these trucks are — to a model — fugly.
But the looks of a even electric trucks are vital when they are aimed at public buyers, as two small electric truck manufacturers in the U.S. have discovered to their cost.
The Los Angeles Daily News reports the Boulder Electric Vehicle company is mothballing production after disappointing sales. As reported last year on this Motoring page, Boulder made two models, both with a decent range and capable of freeway speeds and payloads between 1,5 and 2,2 tons.
The Smith Electric truck still rides, thanks China.
In an interview with the Los Angeles paper, CEO Carter Brown said Boulder would still service the few vehicles it sold.

Earlier this year Smith Electric Vehicles also suspended production, after losing more than $127 million (R1,4 billion). Smith has since been bailed out by a China’s Wanxiang Group and resumed production. 
(This article was first published in the Weekend Witness)