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Not long ago, I happened to get connected with a high-up at Coda. A few back-and-forths seemed to confirm what was pretty clear already — the carmaker was doomed. There are a lot of potential reasons for the failure — and, in actuality, it’s probably all of them combined.
For one, Coda didn’t seem to be on anyone’s radar. I almost never saw anyone hype the car. As Chris DeMorro of Gas2 notes, the Coda Coda (Coda Automotive is the name of the company and its only model) “offered adequete range in a very boring, Chinese-built package.” Some might like the design, but yes, it was designed to look like a common car, nothing more.
Furthermore, the car wasn’t cheap. At $37,250, it needed something more exciting (which it didn’t have) in order to compete with the Nissan Leaf and a range of other plug-in electric cars.
Coda tried offering 10,000 miles of free charging to boost sales in October 2012, but you know the cliché — too little, too late.
The company isn’t looking to go away completely, however. It is now “focusing its business strategy on the growing energy storage market,” according to the Coda website (which is currently just one simple page of text). As Chris notes, that’s not such an easy market either: “Filing for Chapter 11 bankruptcy in a Delaware court, Coda will attempt to reorganize itself around an energy storage solutions plan. The company will use the same battery packs, but will forgo the whole car part, entering a far less capital-intensive (but some would argue still over-saturated) marketplace.”
Looks like I need to head on over to our “Electric Cars For Sale In 2013” page and remove the Coda and the Fisker Karma.
Coda Files For Bankruptcy, Switching To Energy Storage Focus was originally published on: CleanTechnica. To read more from CleanTechnica, join over 30,000 others and subscribe to our free RSS feed, follow us on Facebook (also free!), follow us on Twitter, or just visit our homepage (yep, free).