Have you ever watched a movie that captivated you so much you remembered it for years and years to come? The infamous Back to the Future, released in 1985, did just that for an entire generation and beyond. The movie was a hit with audiences worldwide, its main draw being the time-traveling car that would become a standout element of the blockbuster hit.
The car, produced by DeLorean Motor Company (DMC), featured iconic gull-wing doors and a sleek appearance, a futuristic sight during the 1980's.
Recently, DMC released a teaser promoting the classic car's revival, and people are buzzing.
The 15-second clip opens with the quote, "The future was never promised," a perceived nod to the '80s hit movie. Dramatic music and dappled light silhouette the car as those iconic gull-wing doors open, and boom, the clip is over.
The video is gaining traction on the company's Twitter account, posted with the strategically placed hashtags, "#DeloreanEVolved #Delorean #Auto #ElectricVehicle #Luxury #BigGame." And news is spreading on the slight but significant shift from the original model, an electric battery.
We have yet to hear an official price point for the release, but some speculate the vehicle's cost will reach the six-figure mark, not too surprising considering the company's infamous history and its electric modification.
Targeting a Different Market
Electric vehicles (EVs) have gained substantial hype since the turn of the century, thanks to Tesla and Toyota's Prius. Since the dawn of EVs, auto manufacturers have managed to produce competitively priced products to appeal to broader audiences.
Considering that Tesla's exclusivity aided in the company's success, this pathway was somewhat contradictory, though not all that unexpected.
Tesla's luxury appeal enthralled everyday consumers wanting to be part of the club. Auto-manufacturers noticed the trend and decided to capitalize on it, producing EVs at lower price points.
With the teased release of the DMC's EV, we see the opposite end of that spectrum - one targeting a higher socio-economic background seeking the allure of new technology and driven by a largely positive perception.
Some may have mixed feelings about this approach, but it is positive for sustainable development. As seen with yachts and private jets, no matter the public opinion or studies, some individuals will always purchase higher-end items, even if they carry massive environmental footprints.
One study found that the top 10% of wealthiest nations in the world contributed to about 50% of carbon emissions - using excess money to purchase image, not necessity.
Individuals from lower socio-economic backgrounds tend to tunnel priorities toward getting by, providing necessities for families. On the flip side, individuals from wealthier backgrounds have already met their necessities. Enter the desire to "keep up with the Joneses" and a willingness to pay high dollar for trending products. In the end, catering eco-friendly products to higher-income individuals still creates change for the better.
The Trending Vehicle
Since DMC has only teased their new release, we can't be 100% certain of the vehicle's environmental footprint. A great deal of nuance within EVs creates footprints ranging from much eco-friendlier options to only slight advantages over traditional combustion engines. How and where the vehicle, its materials, and the charging stations are manufactured play a prominent role in the EV's outcome.
In general, electric vehicles have a lower overall environmental footprint than combustion engine cars. And considering how far EV's and studies detailing footprints have come, coupled with DMC's resources, we can assume that engineers and researchers have taken effective mitigative steps to ensure that EV's footprint is a net positive.
A Turbulent Past
The DMC has undergone some variation throughout its history. In fact, despite the popularity gained from the 80's movie, the DeLorean was only around for about a year before the company went bankrupt, only to be revived again in 1995 when Stephen Wynne purchased the logo and trademark. Because of the original company's short-lived fame, they only produced around 9,000 cars.
Since the acquisition, DMC has focused on refurbishing older DeLorean vehicles and selling t-shirts and hoodies on their websites.
When factoring in the dormant nature of the company over the past few years, coupled with the current hype around nostalgia, the new teaser vehicle will surely continue receiving mass news coverage for months to come.
That said, one thing is for sure: DMC's entrance into electric vehicles will only enhance EV popularity, effectively aiding the entirety of the sustainable development movement that is poised to support climate change remediation.