The Private Brand Future? Electric Cars

Private Brand comes in all shapes and sizes so of course the latest iteration of a electric car is also a Private Brand. The new electric car is scheduled to be produced in a collaboration between engineering firm MIRA and electric car expert GEVCO.

The firms promise that the new vehicle will require ‘zero compromise’ from drivers and will successfully compete with similar gas and diesel cars.

What would a Target Private Brand car look like?

The Private Brand four-seat city car is designed to create a series of electric vehicle platforms with multiple applications – all of which follow GEVCO’s ‘Zero Technology Compromise’ and incorporate lightweight, recyclable materials alongside electric power train technology.

Each platform will allow for partner organizations to develop their own electric vehicles using it as a basis and adding their own unique style and branding. This could mean that existing manufacturers as well as new entrants to develop their own EV models ‘tailored’ to their brands. Imagine a Walmart or Tesco model, imagine a fun Bullseye branded Target model.

The Private Brand approach reduces the cost and risk of entry into the competitive e-motive sector. It effectively enables carmakers to access technologies that could place them ahead of their competitors.

At the moment, the prototype four-seat e-city car has a lightweight aluminium structure and composite body meaning it weighs 916kg just including the battery. Powered solely by electricity, the car’s 15kWh battery provides it with a range of 70 miles to a single charge and a limited top speed of 80 mph.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.