It was one of the consequences of Tesla’s meteoric rise in recent years: multiplication of brands of electric cars. But not from China, we didn’t talk about it then. In the United States, the enthusiasm was such that brands or brand promises proliferated. Of course, there was Rivian and Lucid who managed to get out and sell their first models. With fairly respectable advantages against Tesla elsewhere. But there were others, those who started from scratch and had to prove everything. Nikola, Lordstown Motors, Canoo, we are still waiting for the first creations of these manufacturers. Who then sold us their innovative projects, with loads of marketing adjectives and great advertising gimmicks.

Faraday Future, American outsider

however, You cannot improvise as a car manufacturer so. Of course, electrical engineering is more accessible and easier to master than heat engineering. Also for this reason Chinese brands hatched so easily and so quickly. But that’s not all. The product itself must be liked, accompanied by distribution and established communication. Something you can’t invent when you start working in the sector. another American manufacturer of electric cars also in a bad position: The future of Faraday. Founded in 2014 yearthis young brand introduced a potential future production model. This 100% electric SUV is called the FF91 very good style was supposed to start production in 2020.

Retention marketing

But since fundraising related, but no serial model has come off the assembly line. In the words of Faraday himself, the brand doubts that it will be able to fulfill its obligations. 399 pre-orders were already recorded for FF91, but thirty had already been withdrawn. But no later than last week, the young producer managed to collect 350 million dollars. Before that, the company had only until the end of September over 30 million in cash, compared to 121 last quarter. Fundraising, which was therefore necessary, but which does not reassure potential customers. Which are suspended until future strategic decisions of the company.