Timing is everything when it comes to product launches.
Then suddenly, overnight, the company unveiled its battery electric vehicle online in Japan.
Highly strategic, if you ask me, with the timing of COP26.
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Of course, this is no real surprise as its name combines the Latin words for sun and earth.
Im interested to know what increased capabilities the solar roof will add to the battery range.
Why launch the Solterra a week ahead of its scheduled release?
Whats interesting is whynow?
Its not like the LA Autoshow is small fry.
Compare this to Japan, a country that has traditionally been recalcitrant in committing to renewable energy.
Their local auto industry is now struggling to save face.
Toyota the worlds top-selling carmaker only released their first all-electric vehicle in 2020.
While theyre invested in hydrogen, they have really lagged in keeping pace with renewable innovation.
Is the partnership with Suburu as much about redeeming their image as a friendly rivalry?
But to make matters worse, they have not signed the COP26 pledge, nor has Suburu or Hyundai-Kia.
The Renault-Nissan alliance is also absent from the list.
Its not a good look for Japan.
Especially, as countries button down on subsidies and incentives for electric vehicle manufacturing and ownership.
But its not all bad in Japan
Fortunately, its not all bad news for Japan.
Hyundais heavily invested in hydrogen, and the Nissan Leaf remains one of the worlds top-selling electric cars.
This is an all-terrain vehicle for off-road driving.
So whos their competition?
Story byCate Lawrence
Cate Lawrence is an Australian tech journo living in Berlin.
