Automotive PR to launch electric car

A California-based electric car pioneer has drafted in agency support to launch the world's first all-electric sports car in Europe.

Tesla's electric sports car
Tesla's electric sports car

Automotive PR has been brought on board by Tesla Motors for the launch project this summer. The 125mph Tesla Roadster was launched in the US earlier this year. The car will enter the UK, German and other European markets in the second half of 2008.

Automotive PR will work alongside its US counterpart, which is handling the German comms activity. The car will be showcased in the UK at the British International Motor Show in London and at the Goodwood Festival of Speed in Chichester. Both events will be held next month.

Automotive PR is charged with handling the media relations activity for the launch. It will be targeting consumer, automotive, business and lifestyle titles as part of the brief.

The Roadster is 100 per cent electric and can travel from zero to 60 mph in 3.9
seconds. It is run on lithium ion batteries, which take 3.5 hours to recharge. The car can last for up to 220 miles.

‘The use of electric cars is on the rise,' said Automotive PR US MD Axel Catton. ‘While this model is more a collector's item than one to change the overall global warming situation, it is a pioneer of this technology and breaks the electric car mould.'

The car manufacturer is considering following the sports car model with a family saloon design. Perks for electric car drivers in London include free parking and exemption from the congestion charge.

It was recently announced that vacuum cleaner entrepreneur James Dyson is working on a solar-powered car. The car's battery would be charged by solar panels on the roof, with the motor based on those used in the company's vacuum cleaners.

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