Superstar

The Joule Shines at Paris Auto Show

By: Going Like Sixty - Published: Oct 12, 2008   Updated: Jul 4 2011 • References: southafrica.info and blog.wired
Electricity is still clearly charging the automotive world. At the Paris Auto Show, the Joule has been stealing all the press coverage--and for the right reason.

The Joule is a six-passenger electric car that boasts a range of 250 miles and an estimated cost of $22,000-$28,000. It's made in South Africa--certainly not a region known for its car production. The finished product will consist of about 50% local content.

Implications - The eco-movement has been a culturally powerful force that has informed the values of a large segment of society. These consumers prize efficient design and waste reduction. Companies should consider creating campaigns to promote their environmental initiatives and draw these consumers in closer to the brand.