TELO E-Truck: Redefining Design Norms For Urban EVs

Dunja Jovanovic: What inspired its creation and the market opportunities that led to the formation of your brand?

Jason Marks:  The inception of our venture was rooted in a challenge: commuting in densely populated urban spaces. Living in downtown San Francisco with my large dog, I faced issues taking him in my sedan or SUV due to the sand he accumulated. A truck with a covered bed allowed me to head to the beach without worry. This was a game-changer for me, allowing me to pursue outdoor activities without the stress of driving in the city. We began exploring solutions, initially delving into micro-mobility projects with scooters and motorcycles. After a survey in San Francisco, nearly 89% highlighted the need for a small truck in a city setting, and that's when we pivoted in that direction.

DJ: I'm somewhat surprised by this preference, considering the general liking for larger trucks among Americans.

Forrest North: Indeed, the trend has been toward larger trucks. My personal interest in moving away from fossil fuels pushed me towards electric vehicles (EVs) early on. With trucks growing in size, it felt contrary to the environmental goals. A small, highly versatile truck seemed a fitting solution for both urban and outdoor settings. Its adaptability and capacity to maneuver in both settings made it more practical.

DJ: Where does your truck stand in the EV truck market?

JM: The evolution of truck development, particularly stemming from the fuel crisis of the '70s, prompted a shift towards larger vehicles. However, with the advent of Electric Vehicles (EVs), there's been a replication of this trend towards larger truck designs, neglecting the market niche for smaller, high-performance trucks. Our primary focus has been to bridge this gap by creating a vehicle that not only offers both range and performance but does so within a compact frame.

Automakers endeavored to comply with fuel economy standards by increasing the size of vehicles, consequently dominating the market with predominantly larger trucks. This pattern continued even with electric trucks, which largely concentrated on larger models. Our goal is to cater to the unaddressed demand for smaller, high-performance trucks, specifically meeting the needs of businesses requiring compact yet highly capable vehicles for tasks in urban settings.

DJ: How do you balance functionality and affordability without sacrificing quality in your truck's design?

FN: The key advantage lies in our truck's design, focusing on a smaller battery pack while maintaining a range of 350 miles. By using a 106-kilowatt-hour pack instead of larger ones (e.g., 200-kilowatt-hour), we reduce raw materials in the battery significantly, resulting in a lighter vehicle. Additionally, we emphasize function over luxury, ensuring affordability without compromising quality.

DJ: Who is your ideal customer? Are they urban dwellers or those inclined towards outdoor activities?

JM: Our market splits into around 60% commercial and 40% consumer base. While we aim to cater to those working in construction, plumbing, and other downtown areas, our consumer market is largely individuals living in metropolitan regions, and involved in outdoor activities like mountain biking and surfing.

DJ: Could you discuss the design principles behind your truck?

FN: Our design philosophy, led by Yves Béhar, revolves around a modern and clean aesthetic. We steer away from the prevalent trend of sharp, angular designs, focusing on simplicity and functionality. Yves's design vision goes beyond the present, aiming to appeal to the future market, ensuring a timeless appeal.

DJ: Who do you see as your main competitors, and how do you plan to differentiate your brand in the market?

JM:  Our truck’s unique selling points, including its crew cab structure, and Tesla-like range in a compact footprint, position it uniquely in the market. While some may compare it to other vehicles, our strategy emphasizes the exceptional combination of utility, high performance, and small size, setting us apart from existing alternatives.

DJ: How do you plan to make the product accessible in the USA?

FN: Our main focus is establishing a reasonable price point for the performance our vehicle offers. We conducted thorough market research to determine a competitive price. We're targeting urban areas to generate excitement among those who most benefit from our product.

DJ: And where do you see challenges?

JM: In the EV market, there's a trend towards price competition. Companies are trying to differentiate their EV models but struggle due to similarities. Charging standardization, leveraging software for testing, and more accessible manufacturing are vital trends.

Tesla's network sets a high standard in charging infrastructure, a crucial aspect of widespread EV adoption. Many new EV companies faced challenges and failed to deliver due to aiming for increased sales volume without testing the market viability or a realistic approach to profitability. 

FN: We face challenges in communicating our groundbreaking innovations, particularly in safety and battery technology, and debunking preconceived notions. In 10 years, vehicles with long hoods will seem outdated. Our challenge is to shift perceptions about vehicle design, safety, and environmental impact.

JM: Launching an innovative vehicle remains a significant challenge in the automotive industry, requiring capital, public support, and effective communication to emphasize safety features, and practicality.