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Italian EV Startup Puts Design First

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Nov. 21, 2022—There is a new electric vehicle startup that is generating buzz.  

According to ABC News Go, AEHRA is a fully electric vehicle startup headquartered in Milan, Italy, and is paving its own path forward in the industry. How is AEHRA doing this? By focusing on an element that CEO Hazim Nada believes has been overlooked in the electric vehicle market: Making cars that have character. That's part of the reason Nada hired a former Lamborghini designer to ensure that AEHRA vehicles simultaneously look good and make a good impression.

Keeping that in mind, it should come as no surprise that AEHRA's clientele is intended to be on the wealthier end of the spectrum. But the exact details of AEHRA's customer demographic won't be certain until 2025, which is when the automaker will officially launch the first of its vehicles. According to ABC News Go, these initial model options will include an SUV and a sedan. 

The price range of these vehicles is expected to be around $160,000 to $180,000. The luxury EVs will first be introduced to markets in the United States and parts of Europe, with plans to eventually move into China. 

Nada believes that AEHRA has the power to not only stand out in the EV market, but to also share space with the other players. Nada told ABC News Go that AEHRA will be in a different demographic than the ones that are currently covered by other EV automakers like Tesla. It appears that Nada is confident that they can successfully exist with other automakers in the EV space without the constant need for competition. Based upon what AEHRA has shared about its pricing structure, that singular element could prove to be a big part of AEHRA's market distinction.

 The ultra-premium AEHRA approach seems to be one that prioritizes functional beauty, with a soft design focus instead of the sharper angles that are common on some EV models. ABC News Go notes that this design approach also "improves the car’s aerodynamics, which will help extend range, according to AEHRA chief design officer Filippo Perini."

Nada also looks forward to the opportunity to appeal to younger drivers. From his perspective, there seems to be less car brand loyalty amongst family members than in years past. He sees younger drivers as a group that is looking for new and exciting options, and he believes AEHRA could catch their eye. 

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