Saleen's EV market entry strategy

Question: What are the emerging drivers of change?  

1. There is a growing consumer segment that value products and services with highly visible simplicity and conceptual clarity.  
2. There is an emergence of “self-made experts” from dynamic exchanges of ideas, experience, and expertise that are taking place over the social media, web forums, and online tutorials.  Such trend is being expressed through diverse DIY projects and clever "low tech" inventions.   
3. Design is evaluated on the basis of simple presentations and technology on its accessibility. 
4. Niche culture is  highly visible and its influences grow rapidly through mobile/internet social + communication media. 

Potential Market Segment

"All of my friends are riding fixies!"

A notable rising trend to watch out for is the rising popularity of fixie bikes. Within the 6 billion dollar bicycle market (US), a movement that started from bike messengers now account for 8 to 10 percent of the market. Despite the lack of features and possible inconveniences, the users base has grown as a transnational/cultural movement, most prominently seen in Asia (Pacific and Southeast) and Europe, as seen from active user culture visible from social media content.  The fixie culture is driven by the simplicity of the product that have become the platform of wide range of "open ownership" experience--should it be about riding techniques, personalization, or performance enhancement.  Fixie owners are the DIY crowd of the bicycle world.  

Design Opportunities

The emerging trends in consumer culture points to a customer segment whose present vehicle experience does not resonate with their values and needs. There are opportunities for Saleen to introduce vehicles that are...

1. Packaged in simple presentation. They want to enjoy vehicles that have accessible technology,
2. And vehicles that invite users into “open experience.” (What if the vehicles are valued for their openness to users rather than dictating user experience for them?)  

Concept

The EQ_001 appeals not to the current customer base of the Saleen brand, but who are loosely committed to auto brands. They seek for low-user barrier and sense of openness associated with the product. The constant factor for this concept is “experience.”  The vehicle's "EV-ness" is not an essential customer value.

Design Metrics 

1. Authenticity is visibly transmitted from minimalist material usage and construction process.  
2. Simple presentation of the product which is packed with high quality user touchpoints from components, CMF, and build quality.
3. A platform design that will stimulate development of peripheral products and offer scalable user experience. (benchmark: bicycle; smart phone OS)  
4. Create initial user experience marked by high quality offering at low price (benchmark: freemium mobile apps; high quality bicycle frames)