Italian Electric Vehicle Startup Looks to Upstage Rivals by Leveraging Superior Design

Almost 20 years ago, Tesla proved that electric vehicles could be manufactured for the mass market, and the company has enjoyed the benefits that come with being the first in an industry. Fast forward to today, the United States alone has recorded more than 400 companies looking to make and sell electric vehicles, and the competition is becoming stiff. In Italy, AEHRA, an EV startup isn’t fazed by all the existing and upcoming players in the electric vehicle space because it has an ace up its sleeve.

According to AEHRA CEO Hazim Nada, the company will bring freshness to EV design and infuse its vehicles with character, “an Italian-ness,” as he calls it. He says that the existing electric vehicles are designed through the lenses of conventional ICE vehicle design and that hangover of a bygone era makes the EVs boring. He wants to freshen up how electric vehicles are designed.

To this end, the ambitious CEO has hired Filippo Perini, formerly working with Lamborghini, to be the chief designer at the startup. Nada wants AEHRA’s vehicles to primarily focus on aerodynamics rather than on performance. He wants EVs with smoother lines and curves rather than the edges seen on nearly all cars on our roads. This isn’t just to provide eye candy, although that is also a major objective. Gentler curves boost aerodynamics and improve vehicle range. The vehicle interior will also be reimagined so that car occupants can be more comfortable.

Nada believes that his cars will gain traction on the market because younger car buyers aren’t constrained by the need to stick to a brand they have known for decades. Rather, they go for what they see as offering value. To Nada, there is a market for everyone, and he doesn’t see himself trying to grab a share from Tesla, Fisker Inc. (NYSE: FSR), Lamborghini or any other manufacturer. Coexistence is possible, he says.

AEHRA electric vehicles aren’t going to come cheap. With a planned production of a modest 20,000 to 25,000 units in 2025, the first models will be a sedan and an SUV, which will be priced at approximately $160,000 to a maximum of $180,000. These vehicles will first be launched in the United States and Europe before being rolled out to China and other markets.

Nada is famous for building the largest wind tunnel in the world, the AeroGravity. This Milan-based vertical tunnel enables visitors to have a firsthand taste of freefalling. He is bringing this passion for aerodynamics to the electric vehicle industry.

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