In this insight, we explore how UK startup RBW Electric Cars merges classic craftsmanship with electric technology to advance sustainability, alongside its EV-as-a-Service offshoot, Spirit EV, and their combined potential for eco-friendly motoring.
Redefining Luxury Vehicles in Lichfield
UK-based startup RBW Electric Cars, headquartered in Lichfield, Staffordshire, is blending sustainability with the quintessential British motoring experience by redefining luxury vehicles through marrying classic car craftsmanship with cutting-edge electric technology. In essence, they’re creating classic car-style EVs. RBW hopes that this innovative approach captures the charm of iconic British sports cars while aligning with the global shift towards sustainable transportation in a way that appeals to luxury car buyers.
Heritage and Innovation
Founded in 2017, RBW Electric Cars has positioned itself at the forefront of a niche market, offering brand-new electric vehicles that encapsulate the spirit of classic British design.
Models
Their flagship models, the RBW Roadster and the RBW GT, are clearly crafted to resemble classics such as the MG, Aston Martin, and Jensen. However, beneath their vintage exteriors lies a modern electric drivetrain, delivering a seamless and environmentally friendly driving experience.
In RBW’s 28,000-square-foot facility, each vehicle is individually tailored to the customer’s preferences, with in-house paint and trim specialists ready to bring any vision to life. This bespoke approach ensures that every car is not just a mode of transportation but highly personalised.
What’s So Different About RBW Cars?
Several factors distinguish RBW Electric Cars from other manufacturers in the industry, not least the old-style, classic look of their models. In addition, one of the most notable differences is their use of a patented power drivetrain system, which places the electric motor at the rear of the car. This is designed to enhance handling and retain the authentic sports car feel that enthusiasts may recognise and enjoy.
Also, the Turntide lithium-ion battery technology is strategically placed under the bonnet, providing balanced weight distribution. This placement reportedly not only improves the vehicle’s handling but also maximises battery capacity without compromising the car’s classic design.
Classic Bodies
The feature that gives these vehicles an instant ‘wow factor’ is the use of British Motor Heritage bodyshells, produced to original specifications, ensuring that the vehicles maintain their iconic appearance while benefiting from modern materials and processes.
Quality
RBW’s commitment to quality also extends to the interior, where hand-stitched leather upholstery and bespoke suspension systems are standard. Customers can choose from a curated selection of paint colours or request specialised options, making each vehicle unique. Modern features such as Bluetooth connectivity, Apple CarPlay, crash sensors, and air conditioning are also integrated, providing the comforts expected in contemporary vehicles without detracting from the nostalgic appeal.
Sustainability at the Core
At the heart of RBW’s mission is a dedication to sustainability. By utilising electric propulsion, RBW’s vehicles contribute to reducing carbon emissions and promoting cleaner transportation options. The cars offer an estimated range of 150 miles from a 35kW battery, making them suitable for both daily commutes and leisurely drives through the countryside.
Also, building new vehicles from the ground up allows RBW to optimise manufacturing processes for environmental efficiency. This approach aims to reduce waste and avoid the challenges associated with converting existing petrol-powered cars to electric. The modern electric systems also require less maintenance than traditional combustion engines, potentially extending the lifespan of the vehicles and further reducing their environmental impact.
Introducing Spirit EV and the EV-as-a-Service Model
Building on the success of RBW Electric Cars, CEO Peter Swain and his team have now launched an offshoot company called Spirit EV. This new venture aims to offer an ‘EV-as-a-Service model’, providing design, testing, and production services with an artisan approach. Spirit EV seeks to share RBW’s expertise with other manufacturers and builders interested in developing custom electric vehicles with classic styling.
The Benefits of EV-as-a-Service
The EV-as-a-Service concept allows companies to tap into Spirit EV’s advanced technology and patented components without the significant investment typically required for research and development. This collaborative model not only accelerates the production of electric vehicles but also promotes sustainability across the industry by making electric technology more accessible.
Plans to Expand
Spirit EV plans to expand its operations internationally and is reported to be considering opening a factory in Danville, Virginia, by February 2025. This expansion could be a sign of the growing global demand for sustainable transportation solutions and highlights RBW’s ambition and commitment to meeting that demand.
Balancing Tradition and Modernity
RBW Electric Cars and Spirit EV represent a unique intersection of tradition and modernity. By preserving the aesthetic appeal of classic British cars and infusing them with state-of-the-art electric technology, they offer products that may appeal to both vintage car enthusiasts and advocates for sustainable living.
Like Vintage But Without the Extensive Maintenance (and Pollution)
This approach addresses some of the limitations often associated with owning classic cars. For example, real vintage vehicles typically require extensive maintenance and may not meet modern safety or environmental standards. RBW’s cars, however, provide the reliability of new vehicles, reducing the need for frequent repairs and offering features that enhance safety and convenience.
Ryan Morris, president of Meson Capital Partners and chairman of RBW, highlighted the practicality of this approach in an interview with TechCrunch back in 2023. He noted that building a classic-style car from scratch with modern electric components reduces the maintenance burden on owners, potentially expanding the market for such vehicles. “I’ve got two kids, I work a lot, I’m busy. I don’t have time to fix my car every third time I drive it,” he remarked, emphasising the appeal of reliability in today’s fast-paced world.
Economic and Environmental Impact
From an economic standpoint, RBW and Spirit EV’s business model aims to make custom electric vehicles more affordable and accessible. By purchasing components in larger quantities and streamlining production processes, they can reduce costs compared to traditional auto restoration shops. This efficiency not only benefits the company but also makes sustainable transportation options more attainable for consumers.
Environmentally, the promotion of electric vehicles contributes to global efforts to reduce greenhouse gas emissions. As countries implement stricter regulations on emissions and encourage the adoption of electric vehicles, companies like RBW may begin to play a crucial role in facilitating this transition. By offering vehicles that are both sustainable and aesthetically appealing, RBW hopes to address environmental concerns while meeting consumer desires.
Challenges and Future Prospects
Despite their innovative offerings, RBW and Spirit EV face challenges inherent in entering a new and evolving market. The demand for brand-new, classic-style electric vehicles is still emerging, and companies must navigate uncertainties related to consumer acceptance and market dynamics.
In an interview, Peter Swain acknowledged these challenges but remains optimistic about the future, saying, “We’re in a new market, which we’ve created. It’s pretty unique—brand-new, classic EV cars. But where’s it going to go? Let’s be honest, we don’t know exactly”. The company’s strategy involves continuous innovation and responsiveness to market feedback, positioning them to adapt as the industry evolves.
Connecting EV-as-a-Service to Sustainability
The EV-as-a-Service model offered by Spirit EV has significant implications for sustainability. By providing resources and expertise to other manufacturers, it helps reduce the overall environmental impact of vehicle production. This collaborative approach fosters innovation and promotes the adoption of electric vehicles on a broader scale.
Experience and Knowledge
Neil Heslington, who leads development for Spirit EV, brings valuable experience from his work on early electric vehicles like the Smart EV for Daimler in 2008. His insights into developing projects to original equipment manufacturer standards, but with lower budgets and less time, directly inform Spirit EV’s offerings. It is hoped that this knowledge will enable the company to assist others in bringing electric vehicles to market more efficiently and sustainably.
What Does This Mean for Your Organisation?
RBW Electric Cars and its offshoot, Spirit EV, take a novel and niche approach within the automotive industry, seeking to bridge the gap between classic car aesthetics and modern sustainable technology. By combining the timeless appeal of vintage British sports cars with contemporary electric drivetrains, they aim to offer a unique product that caters to enthusiasts of classic design while addressing environmental concerns.
Their strategy of using patented technology and bespoke craftsmanship allows them to stand out in a competitive market. Their focus on customisation and quality may appeal to a niche segment of consumers who value both tradition and innovation. The introduction of Spirit EV’s EV-as-a-Service model presents an opportunity for collaboration within the industry, potentially facilitating a broader adoption of electric vehicles by making technology and expertise more accessible.
However, the venture is not without its challenges. Entering a market that is still emerging carries uncertainties, particularly regarding consumer acceptance and the scalability of such specialised products. The higher costs associated with bespoke manufacturing and advanced technology may also limit their appeal to a wider audience. Additionally, while electric vehicles contribute to reducing emissions during operation, considerations around the environmental impact of battery production and the sourcing of materials remain key issues within the industry.
As RBW Electric Cars and Spirit EV move forward, their success may depend on their ability to navigate these challenges by adapting to market demands and advancing technological efficiencies. Their efforts contribute to the ongoing dialogue about sustainability in transportation, highlighting both the possibilities and complexities of integrating eco-friendly practices with consumer desires for performance and style.
RBW’s initiative, therefore, represents one of many paths the automotive and EV industry is exploring in the quest for sustainable solutions. Their offering highlights the potential for innovation when heritage and modern technology intersect, while also reminding stakeholders of the practical considerations that accompany such ventures. The future impact of their approach will likely unfold as part of the broader evolution of the electric vehicle market and its response to global sustainability goals.
