Detroit Electric brand is back with plans to build cars globally

Detroit Electric brand is back with plans to build cars globally

Posted: Updated:
Don Graunstadt is the CEO of North American Operations at Detroit Electric. Don Graunstadt is the CEO of North American Operations at Detroit Electric.
DETROIT (WJBK) -

A video on YouTube has electric car fans all over the world excited about a new company called Detroit Electric.

"We intend to build cars in North America for [the] North American market, build cars in Europe for the European market and build them in Asia for the Asian market," said Don Graunstadt.

He is Detroit Electric's CEO of North American Operations. Since their big unveiling at the Fisher Building in April, he says the company has been doing big things, including the announcement of a partnership with the Chinese company Geely.

"If you want to be successful in the electrical vehicle industry, you have to have a partner in China," Graunstadt said. "China is going to be the biggest market for electric vehicles. They don't have a legacy gasoline industry... like we do here. So they're going to go into the future with electric."

The original Detroit Electric sold cars from the turn of the century to almost 1939.  As the brand returns, there is a lot of competition in the sector, most notable the now-profitable California-based auto company Tesla, which also started off with a roadster based on the Lotus body.

"Our business model is a little bit different. We haven't gone out and bought a $400 million plant to manufacture cars," Graunstadt said. "We contract a lot of... what I would call the build-out, and what we're doing is we're using our resources to focus on marketing and innovation for the consumer."

Since they acquired the name and history, Detroit Electric has a lot to live up to, but Graunstadt, a former Lotus executive, says their future is bright as the Motor City turns electric.

  • Local NewsLocal NewsMore>>

  • M-1 RAIL PROJECT ALTERS D-DOT BUS ROUTE

    M-1 RAIL PROJECT ALTERS D-DOT BUS ROUTE

    Monday, September 15 2014 4:14 AM EDT2014-09-15 08:14:02 GMT
    Important information concerning the M-1 Rail Project's effect on an important D-Dot bus route. D-Dot route number 53 along Woodward Avenue has been re-routed to Cass Avenue. It will not be available on Woodward between Adams and Mack.
    Important information concerning the M-1 Rail Project's effect on an important D-Dot bus route. D-Dot route number 53 along Woodward Avenue has been re-routed to Cass Avenue. It will not be available on Woodward between Adams and Mack.
  • Family believes missing man shot, abducted

    Family believes missing man shot, abducted

    Sunday, September 14 2014 11:50 PM EDT2014-09-15 03:50:53 GMT
    The family of a 20 year old man says he was shot in Detroit and now he's missing. The family of Mike Bryson made an emotional plea Sunday, asking the public for help to find him.
    The family of a 20 year old man says he was shot in Detroit and now he's missing. The family of Mike Bryson made an emotional plea Sunday, asking the public for help to find him.
  • Police: 7-year-old girl shot while playing outside

    Police: 7-year-old girl shot while playing outside

    Sunday, September 14 2014 11:19 PM EDT2014-09-15 03:19:22 GMT
    Detroit Police are investigating a shooting Sunday that left a 7-year-old girl in critical condition.
    Detroit Police are investigating a shooting Sunday that left a 7-year-old girl in critical condition.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | New Terms of Service What's new | Ad Choices