By Kassem Bdeir | Staff Writer

The automotive industry has always been a fierce battlefield. Hosting over 60 distinct brands globally and each forging ahead with its unique innovations, there has never been a truce. No sooner had one of them come up with a new technology rendering the later generation of it obsolete. The pursuit for supremacy is unending, whereby manufacturers tirelessly want to increase sales, grow market share, and have the best reputation. 

This rivalry has reached fever pitch with the recent surge in electric vehicles, ignited by Tesla, the American automotive titan. Electric vehicles, or EVs, are a game-changer in transportation. Instead of relying on gasoline, they use rechargeable batteries to power an electric motor, which then moves the car forward. This motor operates quite differently from traditional engines. It has two main parts: the stator and the rotor. The stator creates a magnetic field, and when it interacts with the rotor, it generates the energy needed to spin the wheels and drive the car. This technology allows electric vehicles to run smoothly and emit zero emissions, offering a cleaner and more sustainable way to travel. The release of the Tesla Roadster in 2008 marked a significant milestone, showcasing the potential and viability of electric vehicles in the automotive market. Followed by the Model S in 2012, a luxury all-electric sedan, the company stepped into a broader market, gaining considerable attention and acclaim for its performance, range, and technology.

Europe Rides the Electric Tide

Among earliest German adopters of the EV trend were Mercedes-Benz, Audi, and Porsche. Mercedes and Audi ventured into Sport Utility Vehicles (SUVs) with acceptable ranges with the EQC and e-tron respectively. These models not only focused on range but also incorporated advanced driver-assistance systems (ADAS) for enhanced safety and driving experience.

On the other hand, Porsche introduced the Taycan, a four-door performance coupe that stood out not just for its range but also for its cutting-edge charging system, significantly reducing charging times compared to other EVs. Later on, Audi further expanded its EV lineup with the e-tron GT by utilizing a platform borrowed from the Taycan, since the two companies are part of the Volkswagen Group [1]. This model not only offered reduced range but also emphasized aerodynamics and handling, thus enhancing its performance on the road. Then, Mercedes inaugurated the EV luxury sedan segment with its EQS, which is basically an electric S-class. It possesses about 550 km of range and a “Hyperscreen” option, which is an innovative feature that transforms the entire dashboard into a seamless glass panel integrating various displays for navigation, infotainment, and vehicle controls [2].

Furthermore, Britain has been generous with EVs too, especially through Mini, Jaguar, and even Rolls Royce. For instance, Mini has executed an electric version of its icon, focusing on agile handling and a spirited driving experience while maintaining an eco-friendly approach. Jaguar, through a crossover called the I-pace, has showcased innovative battery technology and advanced thermal management systems, ensuring optimal performance and longevity for the vehicle’s battery pack [3]. On the other hand, Rolls Royce’s approach towards electrification aligns with its values of luxury, craftsmanship, and quality. The brand has been researching electric drivetrains and battery systems to seamlessly integrate these technologies into their vehicles. Its aim is to maintain the ultimate comfort and refinement that define the Rolls Royce experience, as portrayed in its “Spectre”. The car was released early in December 2023 and boasts a half-million-dollar price tag [4].

France and Sweden have not been shy too, each offering a few contributions. For example, the Renault Zoe is a small family hatchback with compact design and a range of about 400 km, making it an ideal urban commuting option. Additionally, Sweden’s Polestar brand inspired by Volvo, its parent company, has integrated a carbon-fiber body into its Polestar 1 model.

Petrol Heads Revolting

Car enthusiasts often hold a perspective opposing embracing EVs, preferring the traditional internal combustion engines. The history, mechanical sensation, growling noise, exhaust tune, and transmission variations are all eliminated with EVs. These elements, which are part of the dynamic package the car offers, fade away, transforming it into a static home appliance. Every day, a new automotive segment is invaded by EVs, from family hatchbacks to off-road vehicles to supercars to common transportation means to utility trucks… The argument involves the need to preserve part of the classic automotive experience and to honor the invention that once revolutionized transportation globally. Jeremy Clarkson, the most popular petrol head in the world and presenter of the famous “Top Gear” and “The Grand Tour”, has never indulged in the EV experience. He famously told DriveTribe Youtube channel in 2019: “I never want to drive a car that hasn’t got a nice sound coming out of the front or the back, and petrol does that. I’m nearly 60, I can drive petrol cars till I die” [5].

To wrap up, the automotive industry’s fierce EV competition displays an evolving world where innovation is a never-ceasing appetite. While global brands intensify their efforts in producing sustainable high-performance EVs, enthusiasts refrain from embracing futuristic technology and cling to the heritage of the internal combustion engine.  The future of automobiles lies in remaining poised between innovation and heritage, ultimately satisfying the preferences and direction of the automotive world.

Tesla Model S [6]

[1] “2024 Audi e-tron GT Review, Pricing, and Specs,” Car And Driver, Jun. 29, 2023. https://www.caranddriver.com/audi/e-tron-gt

[2] J. Groves, “Mercedes MBUX Hyperscreen: is it worth it?,” CAR Magazine, Jan. 23, 2023. https://www.carmagazine.co.uk/car-news/tech/mbux-hyperscreen-how-does-it-work/

[3] Jaguar Media Newsroom, “JAGUAR I-PACE: THE ART OF ELECTRIC PERFORMANCE,” Jaguar Media Newsroom, Jun. 26, 2019. [Online]. Available: https://media.jaguar.com/2018/jaguar-i-pace-art-electric-performance

[4] “2024 Rolls-Royce Spectre review, pricing, and specs,” Car And Driver, Nov. 28, 2023. https://www.caranddriver.com/rolls-royce/spectre

[5] L. Chillingsworth, “Top Gear star Jeremy Clarkson says he will never own an electric car as he prefers petrol,” Express.co.uk, Feb. 28, 2021. [Online]. Available: https://www.express.co.uk/life-style/cars/1403640/top-gear-jeremy-clarkson-electric-car-news-tesla

[6] “In-depth video review,” carwow.co.uk. [Online]. Available: https://www.carwow.co.uk/tesla/model-s#gref