Electric hypercar manufacturer Rimac has revealed that it has not yet sold all 150 units of its Nevera model. CEO Mate Rimac attributes this to a decline in demand for ultra-high-end electric vehicles (EVs). He explains that the market environment has changed since the development of the Nevera began in 2016/2017, with tastes shifting as regulators and mainstream car manufacturers push for electric cars to become the norm. Rimac believes that this forced application of electric technology has repulsed some consumers, emphasizing the importance of creating a superior product based on merit.
The Nevera was initially developed to showcase the potential of electric motors and batteries at a time when the technology was still in its early stages and had yet to be embraced by mainstream manufacturers. However, as electrification becomes more mainstream, Rimac suggests that consumers in the high-end car segment are seeking differentiation. They desire analogue technology and internal combustion engine (ICE) drivetrains, similar to how high-end analogue watches command higher prices than smartwatches with more capabilities. Rimac states that his firm has already delivered over 50 Nevera cars out of the 150 planned.
While Rimac acknowledges that an electric Bugatti would have sold well due to the brand’s reputation, he believes that demand for electric hypercars will not return. In the mainstream car segments, loyalty to individual brands and powertrain technologies is limited, but in the high-end car segment, there is a demand for differentiation and an “analogue” appeal. Rimac emphasizes that it’s not about being electric; it’s about offering unique experiences and capabilities that other cars cannot provide.
Looking ahead, Rimac reveals that his firm is exploring the use of nanotube technology for its next car, which would allow for the use of different liquid fuels to generate electricity and power motors instead of conventional batteries. Rimac is open to using LPG, hydrogen, and even diesel as potential fuels. However, he sees no reason for Rimac’s recently acquired brand, Bugatti, to stop selling ICE cars in the near future. Rimac plans to utilize a new V16 engine and potentially other engines for Bugatti models.
In conclusion, Rimac’s CEO Mate Rimac believes that the decline in demand for ultra-high-end EVs is due to the forced application of electric technology and the desire for differentiation in the high-end car segment. Rimac emphasizes the importance of creating products based on merit and offering unique experiences. While Rimac hasn’t sold all units of its Nevera electric hypercar, it remains the best-selling electric hypercar on the market. Looking ahead, Rimac is exploring nanotube technology for its next car and sees no reason for Bugatti to stop selling ICE cars in the near future.
