The best marketing device for a startup company is mystery.
Mystery builds intrigue and interest. It makes people wonder what the company is up to and how its products will influence life as we know it. The larger a new company is, the more it can play up the mystery aspect of what it has to offer.
Faraday Future is a perfect example.
With billions of dollars in backing and plans to build a $1 billion manufacturing facility, along with months of hinting at a new car that promises to change the way we see cars, Faraday is primed to hit the big leagues and potentially change the auto industry as we know it.
Unless it under-delivers on its promises. Then it becomes nothing more than a modern-day Segway.
And guess what? It under-delivered.
Faraday Future unveiled a long-awaited concept Monday night to much fanfare. The car, called the FFZERO1, is a wildly shaped electric racecar with 1,000 hp and a 0-60 time of 3 seconds. Granted, tt’s loaded with technology that hasn’t been seen in cars before. Faraday portrayed itself more as a tech company building a car than a car company building new technology.
The FFZERO1 is supposedly built on a platform that can support many different types of vehicles and four different motor configurations.
What the car doesn’t do is change anything about transportation or mobility. It’s just another fancy car built for the traditional model of outdated transportation. Yes, it’s cool looking. Yes, it’s fast. Yes, it could lead to other cool cars, and yes, it will certainly connect the driver to technology in ways we haven’t seen yet.
But that’s not enough.
Where’s the disruptive technology in the auto industry? Electric cars and autonomous cars are not disruptive. They are technological advances to make the current status quo look new, but will do nothing to solve traffic congestion or make traffic move faster through cities. They won’t free up parking spaces or contribute to any sort of more efficient public transportation system.
By unveiling the FFZERO1, Faraday Future told the world that they are just another wannabe automaker that hopes to sell a few cars to people who consider themselves progressive. I wish Faraday the best and hope the company finds success, but it isn’t the disruptive company I was hoping it would be.
We need a company to produce a car that can increase lane capacity on our highways while making the commute to work (and the grocery store) faster and more convenient than traditional cars or public transportation.
Future forms of mobility must deliver individuals from any location to any other location in the most efficient manner and at the exact time that they want to go, all while reducing traffic, ensuring safety, saving time, and eliminating pollution.
That’s the car company I want to see. Where is it?
Probably still shrouded in mystery.
What do you think of the new Faraday Future concept?