The Jesta Freak Car brand Pyramid provides an overall perspective of the hierarchy of the main car brands in the world. In response to our customers, we were asked to develop an additional car brand pyramid but only focused on All-Electric Vehicle (EV) brands. In our EV Car Brands Pyramid, we have ignored the brands that offer plug-in hybrids and therefore you will miss some famous luxury car brands in our pyramid.
The Growth of EVs in the last 20 years
The NASA Lunar Roving Vehicle is probably the most famous unknown EV as it became the first manned electric vehicle used on the moon during the Apollo 15 mission in 1971, showcasing the potential of electric propulsion in extreme conditions.
The recent growth of electric vehicles on the road is driven by several factors. First, there is increased awareness of climate change and the harmful effects of fossil fuels have boosted demand for cleaner transportation. Second, technological improvements have extended EV range and reduced charging times while declining battery costs have made EVs more affordable. Further, government policies and incentives, along with expanded charging infrastructure, have facilitated EV adoption. Finally, corporate commitments to sustainability, energy efficiency, and consumer preferences for eco-friendly and cost-effective vehicles are accelerating the shift to EVs.
EV Car Brands Pyramid*
Source: Jesta Freak
Note: *Car brands that provide all-electric vehicles. Excluded are car brands that only offer hybrids but not all-electric vehicles.
Budget Car Brands (EV)
So, which EVs are at the bottom tier? You might have guessed it these are the “budget” or “affordable” EV car brands, but you might not be familiar with some of these EV brands. Most of these companies are of Chinese origin such as MG Motors (formerly a British brand), GAC Motor, Byd Auto, Changan, and Geely Auto. These brands provide all-electric cars under $30,000 (excl. VAT) in certain markets. However, many Chinese EV brands are not available, or in limited quantities, in the United States and Europe. This is a result of geopolitical issues, high import duties, no sales and distribution network, stringent European and American safety standards, and perceived quality. Other “affordable” EV brands include Chevrolet, and Nissan, for instance.
Mass Market Car Brands (EV)
This brings us to mass market car brands like Volkswagen, Kia, Renault, Peugeot, Ford, and Fiat. Although these well-known brands and models have been somewhat late to the EV revolution, they are now offering all-electric versions of their popular models, such as the Renault 5 E-Tech Electric, Fiat 500e, and Volkswagen e-Golf (now replaced by the ID.3). These electric cars are priced higher than their petrol and diesel counterparts but offer lower running costs, and might, based on various studies, offer higher savings in the medium to long-term. The EVs from traditional car manufacturers build on the reputation of their conventional models, reflecting durability and quality. However, their approach is still focused on selling products rather than creating experiences.
Source: Pexels Gopikrishnan
In this tier, we also welcome several relatively new car brands that only provide EV cars such as Lynk & Co, Polestar, Fisker, and Canoo. The main difference from the traditional car brands is how they sell, and distribute their cars. Lynk & Co, Polestar, Fisker, and Canoo, emphasize direct-to-consumer sales, online purchasing, and flexible ownership models like monthly subscriptions and leasing, making car ownership simpler and more transparent. These brands also offer experience centers for consumers that are designed to provide an immersive and educational environment, distinctly different from traditional car dealerships. In contrast, traditional petrol car brands rely heavily on dealership networks, long-term financing, and leasing options.
Premium Car Brands (EV)
Moving up the hierarchy, we find premium car brands. These companies are perceived by many customers as luxury brands, with associated higher pricing and perceived quality. The companies have car models in either higher or lower segments to diversify their brand model line offerings. The car brands have also established a strong reputation, operate some form of loyalty process, assuring existing customers of their connection with them, and balance quality and price. Well-known brands include BMW, Mercedes, Audi, Lexus, Range Rover, and Tesla.
The established luxury car brands have integrated new electric vehicle series into their line-ups, enhancing their luxury offerings with advanced and sustainable technology. BMW launched its “i Series” with models like the i3 and i8, and is expanding its lineup with the iX3, i4, and iX. Mercedes-Benz introduced the EQ sub-brand with models such as the EQC and EQS. Audi’s e-tron series, including the e-Tron SUV and Q4 e-Tron, for instance.
These EVs still emphasize Mercedes, Audi, and BMW “German Made” with emphasis on premium luxury and underscored by a profound commitment to engineering prowess, with Audi championing “Advancement through Technology” and BMW touting itself as the “Ultimate Driving Machine”.
However, in this category, we also have premium all-electric-only brands including Tesla, Lucid, Rivian, and Vinfast. The EV-only brands each have distinct market strategies and focus. Tesla emphasizes innovation and mass-market appeal with a direct sales model, a supercharger network, strong global presence, leading in autonomous driving and software updates. Lucid targets the luxury segment, offering high-end materials, advanced technology, direct sales, and experience studios. Rivian caters to adventure enthusiasts with rugged, adventure-ready electric trucks and SUVs, and offers flexible subscription services. VinFast, originating from Vietnam, is rapidly expanding into global markets with a diverse product lineup, emphasizing affordability and flexible ownership models, including battery leasing.
In contrast, BMW, Mercedes, Audi, and Lexus still rely on traditional dealership networks, offering a hybrid sales model that combines online presence with in-person experiences, emphasizing luxury, heritage, and established customer service practices.
Aspirational Luxury Car Brands (EV)
The next category is the aspirational luxury car brands such as Porsche, Maserati, Lotus, M (BMW), and AMG (Mercedes), for instance. There are some common themes in their brand messaging including the emphasis on quality, unique and limited models, engineering, and emotional connections. These brands strive to resonate with their target audiences by conveying their core values and aspirations.
A significant characteristic of these cars is the increasing use of experience centers. Their flagship brand experience centers deliver an immersive experience, curating an ambiance that seamlessly blends the brand’s essence of quality and elegance with an added layer of sophistication.
Porsche, Maserati, Lotus, BMW M, and Mercedes-AMG are all integrating electric vehicles while maintaining their performance and luxury focus. Porsche leads with the Taycan lineup, including the Cross Turismo, but faces challenges electrifying the iconic 911 due to its rear-engine design. Maserati has the GranTurismo Folgore and plans to electrify its entire range by the decade’s end. Lotus introduced the Evija hypercar and will expand with electric sports cars and SUVs. BMW M’s i4 M50 blends traditional performance with electric mobility, with more electric M models in development. Mercedes-AMG and Maybach leverage Mercedes-Benz’s advancements, in developing luxury EVs like the Mercedes-Maybach EQS 680 SUV. The Maybach brand in the EV car brand pyramid is downgraded as it does not provide a supreme luxury EV car yet.
Supreme Luxury Car Brands (EV)
This brings us to the supreme luxury car brands that include normally the famous supercar brands of Ferrari, Lamborghini, Bentley, and McLaren.
Nevertheless, Ferrari, Lamborghini, Bentley, and McLaren have not fully transitioned to all-electric cars yet, as they try to balance and preserve their heritage of high-performance, petrol-powered, “Noisy” supercars.
They are cautiously integrating hybrid technology, nevertheless, planning fully electric models only when they can ensure these EVs meet their performance standards and maintain their brand legacy. We can expect all-electric cars from these sports car brands from 2025 onwards.
This tier is therefore empty, except we feature Rolls Royce in the supreme luxury segment, while in our general car brand pyramid, it ranks at the very top.
This ranking is influenced by the introduction of Rolls Royce’s first EV, the Spectre. Despite being a very luxurious vehicle with a price tag of $425,000, in our view, the brand should develop more iconic EV models to belong truly to the top of the EV car brand pyramid.
The Top of The EV Car Brand Pyramid
For those with a refined taste in automobiles and the financial means to indulge it – particularly the millionaires and billionaires of the world – there exists a select group of EV car marques that represent the pinnacle of EV automotive artistry and engineering.
The Ultimate Luxury Car Brands (EV)
To start there is Rimac which specializes in high-performance electric hypercars, emphasizing cutting-edge technology and extreme performance. The Rimac Nevera is a flagship model with 1,914 horsepower, capable of 0-60 mph in under 2 seconds, and a top speed of 258 mph. With only 150 units and a price tag of over $2 million, the brand belongs at the top. In addition to producing its vehicles, Rimac provides electric drivetrain technology to other manufacturers and has formed partnerships with major automotive companies, such as Porsche and Bugatti
Pininfarina, known for its design heritage, entered the EV market with a focus on luxury and high performance. The Pininfarina Battista, priced at $2.2 million and up, is an all-electric hypercar with 1,900 horsepower, offering a top speed of over 217 mph and a range of around 300 miles.
Aspark, a Japanese company, is focused on producing extreme-performance electric hypercars. The Aspark Owl, is an all-electric hypercar boasting 2,012 horsepower, a top speed of 249 mph, and a 0-60 mph time of just 1.69 seconds. The starting price of the car is at $2.9 million.
These EV brands are not just about transportation. They are about making powerful statements exemplifying the potential of electric powertrains to deliver unmatched speed and sophistication.
In conclusion, the future of EV car brands looks good, driven by advancements in technology, expanding charging infrastructure, and growing consumer demand for sustainable transportation. As both established and emerging all-electric vehicle manufacturers innovate, we can expect broader adoption of EVs across all tiers and categories.
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