Why Are Retired Car Models Returning As Electric Vehicles?

Whilst electric vehicles have constantly been in the headlines, the last few months have seen an unprecedented surge in interest as a combination of cost parity, global events and the hard work of domestic raw material suppliers has helped to convince drivers to go electric.

This has, in and of itself, led to several fascinating trends, the most unusual of which is that the rise of electric vehicles has itself led to the revival of car brands and models that had previously been diminished and discontinued.

One of the most popular new models on the market is the revival of the Renault 5, a car originally made in 1995. As well as this, the British brand MG has become one of the most popular EV brands under Chinese ownership, and Ford is even considering reviving the Fiesta, according to BBC News.

Whilst each of these strategies is interesting in isolation, they appear to be pointing towards a trend of reviving historic and popular models and marques in a new era of electric motoring.

The biggest question is whether the chicken or the egg came first; is the retro EV revival a response to consumer demand for EVs, or is it an attempt to spark interest in the market, and will it ultimately help the battery and EV ecosystems to do so?

 

Is The Ford Fiesta Returning As An EV?

Whilst not confirmed completely, the strong hints of Jim Baumbick, president of Ford Europe, have led to suggestions that the Fiesta hatchback is set to return as an EV.

This would be a reversal of a reversal of course for Ford, which had braced themselves for a £14.6bn profit hit as they planned to discontinue many of their EV projects in favour of petrol and hybrid alternatives.

It would also be a reversal of their attempts to discontinue their popular affordable car models, with both the Fiesta and the Mondeo saloon being discontinued in favour of selling the Mustang muscle car and F-150 pick-up truck in more regions as more upmarket models.

Within a year, it became clear that this approach was not working for Ford, and the return of the Fiesta name as an EV would hopefully help it be part of the same market as the Mini Countryman Electric, the Cupra Born and the Renault 5 EV, as well as models from BYD and MG.

 

Can A Retro Revival EV Boost The Market?

If it happens, the Ford Fiesta EV would solidify the shift in how EVs are designed and marketed away from being wholly forward-thinking and futuristic pieces of technology and more towards a retrofuturistic mix of nostalgia, practicality and sci-fi stylings.

The ultimate template which proves this can potentially be a success is the Renault 5 EV, which, according to The Independent, topped sales charts in the UK.

Whilst far from the first retro revival EV, with even the Renault 5 itself forming the basis of the Lectric Leopard in the 1970s and an EV version of the Fiat 500 revival being launched as early as 2012, the Renault 5 has captured the imagination of buyers and industry leaders.

What is more complex is whether a focus on retrofuturism has come due to consumer demand and changed the market organically, whether it is a coordinated attempt to use nostalgia to capture the public’s imagination, or whether the real reason for its success is due to other factors.

The Renault 5’s timing could not have been better; it was released right as the most successful EV brand in the world had entered a profound downward spiral, as improvements to battery technology have improved range and practicality, and with grants that have allowed the car to be far more affordable.

It cannot be left unstated, as well, that a surge in petrol and diesel prices has incentivised not only the purchase of hybrid cars to reduce the reliance on fuel but also on battery EVs to eradicate it entirely.

As the second energy crisis in less than five years hits motorists, it has reached the point that many are opting to invest in an EV to finally break the cycle of unpredictability.

 

Have EV Batteries Revived Entire Brands?

One particular success has not just been a single model but how an entire brand has been brought back from the brink as a primarily EV manufacturer.

Following the bankruptcy of MG Rover in 2005, the Longridge plant, the MG name and the rights to some of the Rover models were bought by Nanjing Automobile Corporation, although it was quickly bought out by the state-owned SIAC Motor.

With the Chinese car industry aggressively focused on EVs, MG has become a significant international brand with a focus on EVs, which has helped to significantly boost its profile.