Rory Sutherland

okay blackberry purists okay this is this is you know this is a kind of rim moment where electrification fundamentally changes what it means to be a great car because probably reliability assuming the software doesn't go wonky is going to be pretty damn good okay now i i recently had a bit of an issue where somebody said electric cars are expensive and i kind of went well

It kind of depends, doesn't it? Because an electric Skoda will be more expensive currently than a petrol Skoda. But in performance and quietness and driving dynamics and efficiency, the electric Skoda is probably more akin to a petrol Audi than it is to a petrol Skoda.

It kind of depends, doesn't it? Because an electric Skoda will be more expensive currently than a petrol Skoda. But in performance and quietness and driving dynamics and efficiency, the electric Skoda is probably more akin to a petrol Audi than it is to a petrol Skoda.

It kind of depends, doesn't it? Because an electric Skoda will be more expensive currently than a petrol Skoda. But in performance and quietness and driving dynamics and efficiency, the electric Skoda is probably more akin to a petrol Audi than it is to a petrol Skoda.

And the guy I met who's the kind of electric car guru at Wired magazine was asking this very same question, which is, OK, you've got a bunch of engineers. You've got a bunch of, you know, if you think about it, the people who hated Dylan going electronic were folk people. I'd rather like folk music, but it doesn't really exist anymore, does it? Okay?

And the guy I met who's the kind of electric car guru at Wired magazine was asking this very same question, which is, OK, you've got a bunch of engineers. You've got a bunch of, you know, if you think about it, the people who hated Dylan going electronic were folk people. I'd rather like folk music, but it doesn't really exist anymore, does it? Okay?

And the guy I met who's the kind of electric car guru at Wired magazine was asking this very same question, which is, OK, you've got a bunch of engineers. You've got a bunch of, you know, if you think about it, the people who hated Dylan going electronic were folk people. I'd rather like folk music, but it doesn't really exist anymore, does it? Okay?

I mean, you get the odd little... So he saw the writing on the wall, but got shouted at for having been ahead of the curve. Dylan had seen the writing on the wall and decided, okay. And someone shouts Judas at him. I don't believe you. Play it fucking loud, as he replies. Now, you might argue that Jango has had a bit of a Dylan moment.

I mean, you get the odd little... So he saw the writing on the wall, but got shouted at for having been ahead of the curve. Dylan had seen the writing on the wall and decided, okay. And someone shouts Judas at him. I don't believe you. Play it fucking loud, as he replies. Now, you might argue that Jango has had a bit of a Dylan moment.

I mean, you get the odd little... So he saw the writing on the wall, but got shouted at for having been ahead of the curve. Dylan had seen the writing on the wall and decided, okay. And someone shouts Judas at him. I don't believe you. Play it fucking loud, as he replies. Now, you might argue that Jango has had a bit of a Dylan moment.

which is, look, the things that made us great at Le Mans or in the age of Mike Hawthorne, fundamentally, what the hell is a car in 2030, 2040, when pretty much any car can deliver all the performance and indeed the quietness that a normal driver would hope for? Okay. And the Wired guy asked the question, is it going to be all about interiors? Is it going to be all about design?

which is, look, the things that made us great at Le Mans or in the age of Mike Hawthorne, fundamentally, what the hell is a car in 2030, 2040, when pretty much any car can deliver all the performance and indeed the quietness that a normal driver would hope for? Okay. And the Wired guy asked the question, is it going to be all about interiors? Is it going to be all about design?

which is, look, the things that made us great at Le Mans or in the age of Mike Hawthorne, fundamentally, what the hell is a car in 2030, 2040, when pretty much any car can deliver all the performance and indeed the quietness that a normal driver would hope for? Okay. And the Wired guy asked the question, is it going to be all about interiors? Is it going to be all about design?

Because, okay, a very simple, tough question for Jaguar Land Rover is we've got Chinese competition. We're never going to kind of undercut them. given labor costs, all the other costs that apply. How on earth do we carve out a niche for ourselves in this new future? Now, for a small car manufacturer and a small volume manufacturer, Jaguar's making about 60,000 a year, okay?

Because, okay, a very simple, tough question for Jaguar Land Rover is we've got Chinese competition. We're never going to kind of undercut them. given labor costs, all the other costs that apply. How on earth do we carve out a niche for ourselves in this new future? Now, for a small car manufacturer and a small volume manufacturer, Jaguar's making about 60,000 a year, okay?

Because, okay, a very simple, tough question for Jaguar Land Rover is we've got Chinese competition. We're never going to kind of undercut them. given labor costs, all the other costs that apply. How on earth do we carve out a niche for ourselves in this new future? Now, for a small car manufacturer and a small volume manufacturer, Jaguar's making about 60,000 a year, okay?

They do have one advantage, which is they can completely pivot and start all over again. Whereas a large volume car maker has to manage this incredibly painful transition. Complex supply chain, et cetera, et cetera. I mean, you know, there's a whole German, you know, Wittelstadt, you know, which supplies, you know, fan belts and weird bits. All of that goes. Because, I mean...

They do have one advantage, which is they can completely pivot and start all over again. Whereas a large volume car maker has to manage this incredibly painful transition. Complex supply chain, et cetera, et cetera. I mean, you know, there's a whole German, you know, Wittelstadt, you know, which supplies, you know, fan belts and weird bits. All of that goes. Because, I mean...

They do have one advantage, which is they can completely pivot and start all over again. Whereas a large volume car maker has to manage this incredibly painful transition. Complex supply chain, et cetera, et cetera. I mean, you know, there's a whole German, you know, Wittelstadt, you know, which supplies, you know, fan belts and weird bits. All of that goes. Because, I mean...

This is one thing, by the way, which I think we ought to say about electric cars, which I think is missed by a lot of people, which is that if you look at a petrol engine, which is, you know, it's a cathedral, it's a magnificent achievement, a really advanced, you know, petrol engine.