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The truth is that our electric car industry is not unlike many others in the UK. We have ups and we have downs. Especially for a market which has only been mass-producing options for around 5 years, which is a fraction of the time that the combustion market has been operating.
When you consider the mixed success of petrol and diesel, especially the latter, you can quickly forgive the nature of the battery segment. So the BBC report on Polestar is not particularly welcome news, with the media outlet reporting on redundancies on an R&D centre in Nuneaton (Warwickshire) which Polestar has been utilising for the new Polestar 5.
The upcoming Polestar 5 is an electric supercar, which will be launched in GT format not unlike the Porsche Taycan and the Audi e-tron GT saloon. With a planned release date of late 2025, the team are suggesting that these are planned voluntary redundancies and are simply a reflection of a commercial enterprise ending. But are they?
Many brands have struggled to make sense of the UK market, especially when understanding there are big differences between the personal and business markets.
Like it or not, Polestar are very much business centric with their Polestar 2 fastback effectively a competitor to the Tesla Model 3 and BMW i4 and with the Polestar 3 SUV very much a BMW ix3, Audi Q4 and VW ID5 alternative. Yet price is more relevant to what retail and personal consumers want in the UK in the absence of the tax benefits.
By this we mean that limited companies enjoy such advantageous Corporation Tax benefits, along with the driver enjoying genuine savings on Benefit In Kind (BiK), the move to zero-emission technology is a practical one. For many business owners, it is a no-brainer to shift the fleet into something greener.
However, for the personal market paying with their own money, for which they have paid tax on, the underlying reasons behind the move to BEV is based on other factors like practicality, performance, electricity savings and helping the country move to net-zero. But this means brands have to create products which meet the demands of the market.
A brand which is looking to do more in the EV segment is one which not unlike Polestar, has struggled to really make a significant impact and replicate their success from the combustion side of things. We are of course talking about the Ford group, one of the UK’s most beloved manufacturers over the last 25 years.
With iconic options like the Fiesta and Mondeo and, more recently, the Puma SUV the personal and retail market has been enthused by what has been produced. However, with the EV market, Ford decided upon the Mach-E SUV to be their foremost product, which was popular as a fleet and salary sacrifice choice, but much less so for the general public.
It is not a surprise that Ford have been outspoken about the electric car and van transition in the UK, with the group struggling to get more mass-produced options through. This is now very much changing with 2024 having seen the Explorer SUV and Capri Fastback launch, followed by their Puma Gen-E in 2025.
For this year, the all-electric Puma is aiming to be the go-to PCH and PCP BEV of choice, with Ford identifying that the UK needed a more cost-effective SUV. Not unlike their combustion versions really. Ford are also looking to tap into those families needing multiple-seats and those businesses / fleets who need a larger car in zero-emission format.
The electric Tourneo Custom - “Work. Play. Your own way” - is a practical and ergonomic car derived van, which is perfect for those customers needing passenger carry ability.
Not unlike the competitor VW ID.Buzz, this is able to be configured up to 9 seats, with 8 passengers and the driver. As this can be configured and tailored to your bespoke requirements, you can either utilise the vehicle to carry more passengers or you can instead utilise the 5,472 litres of luggage space with the seats down! The Ford group are offering 3 specification levels with the Toruneo Custom including:
Where the Ford group are trying to create something really special is with the whole host of options which make this a practical motoring option.
The B&O system allows a 14-speaker immersive sound experience for the driver and multiple passengers, the 3-zone climate allows the driver and rear passenger to individually create their own environment, the track based seating means you can alter the internal configuration of the vehicle to make your requirements such as luggage-space maximisation or more conference-style arrangements.
Other aspects include the Panorama roof for a more light and airy feel to the big vehicle or the power slide doors, so that a one-click button allows both the near-side and off-side door to open automatically. The main colours include the Frozen White, Agate Black, Moondust Silver, Blue Metallic and the Digital Blue Aqua.
A fixed or powered retractable towbar can be added, if your family vehicle is likely to tow a trailer. For information build your own option on the Ford website.
Head to the Ford brand website to build your perfect option or just get in touch with our team on 01942 910 001 or by emailing us at [email protected]
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