Our auto industry must ditch nostalgia even as it revives DeLorean
LAST week we were bombarded with fond memories and childhood nostalgia when the famous car brand De-Lorean was relaunched. A new template, based on the most powerful marketing tools, will be released. Former Tesla executive
Obviously, we’re meant to be lyrical about the car’s cinematic success in Back to the Future and its two sequels, and remember less clearly the trial – and acquittal – of the car’s original founder.
So the new DeLorean will always have some claim to Britishness, even if it’s not, like its predecessors were, built just outside of
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The latter belong to foreigners but are produced in the
As electric vehicles are now accepted as the transport of the future,
The decision, however strongly courted, by
The auto industry always loves a bit of nostalgia, as the new DeLorean demonstrates. And the sector is rich in heritage in this country. But the past should only inspire us, not comfort us. If we want to stay in the auto business, we need to build more and better cars, engines and other parts. Seeing gigafactories take shape is as close to a modern restoration of our manufacturing base as one could get.
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