The End?

November 7th, 2010

In music, a coda is a movement that brings a work to a conclusion.  In other words, it’s the end.

So, when it comes to naming your new start-up electric car company, why would you choose the name “Coda”? Would it be to signify the end of the internal combustion engine?  Maybe the end of transportation as we know it?  Or perhaps it might even be a subconscious decision which turns out to be foretelling of the ultimate fate of your company itself.

In the case of Coda Automotive, I’m leaning towards that last, prophetic choice.  Turns out, Kevin Czinger has just resigned as the company’s CEO, just a few days after the Senior VP of Global Sales announced his departure.  And although the company is still theoretically a going concern, one must wonder how the orchestra will continue once the maestro exits.

Coda Automotive spun off from Miles Electric Vehicles – makers of smaller, slower neighborhood electric vehicles (NEVs) – a few years ago, with the charge of producing highway-capable, full-size EVs for the American consumer.  Although Miles EVs aren’t bad (for what they are), my own opinion is that Coda’s aim is slightly off target.  Their upcoming (?) EV appears reasonably capable, though its styling is more like that of a mid-1990s Toyota Corolla than the “effortless blend of style and function … with a classic profile and sleek lines [and an] aesthetic rival[ing] the coolest cars on the road” described on the company’s slick website.

Even less harmonic is the price, at over $37k after the $7,500 tax incentive! This is about $4k more than the much more attractive Chevy Volt extended range electric vehicle, and about $13k more than the also much more attractive Nissan Leaf EV (with similar specs to, albeit with a significantly smaller battery than, the Coda) – both due out in about a month’s time.

I’m excited about the new electrified cars we’re about to see on our nation’s roads.  But as for Coda – well, the next song on their program might just be Requiem for an EV.

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