New Electric Luxury SUV With Crazy Doors Emerges From Italy

Teaser / Comments

Check out the latest luxury SUV from Italy.

It's much easier to build an electric car from scratch than a gas-powered car because there are far fewer moving parts. That's why we keep seeing new EV startups emerge seemingly overnight. The latest of these companies is called Aehra, a new ultra-premium EV brand from Italy. Aehra has just teased the first images of its upcoming SUV, which does not have a name yet. Unlike the latest luxury SUV from Italy, the 2023 Ferrari Purosangue, Aehra's will be all-electric.

The SUV will reach the European and US markets in 2025 and will be joined by an electric sedan model (which will be shown in February 2023), both priced between $160,000 and $180,000. Aehra says its target customers will come from Tesla, Lucid, BMW, Mercedes-Benz, and Porsche. The Italian automaker believes it can sell 15,000 to 25,000 units in its first year on sale.

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The teaser images reveal a radical, highly aerodynamic shape with a side profile unlike any of its competitors. In fact, it barely looks like an SUV at all. Both the front and rear ends are dynamically sculpted, and we can't see this car being mistaken for anything else on the road. The lightning signatures both feature long LED strips that won't look dated when the car arrives three years from now. As a final bit of Italian flare, the doors open up rather than out.

No performance details were shared, but given the market Aehra is targeting, we imagine the SUV will be pretty quick with a substantial driving range.

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Building a new car (even an EV) from scratch is difficult, which is why we see so many startups fail to get off the ground. Aehra believes it has the right team in place to succeed where others have failed. The company's Chief Design Officer, Filippo Perini, comes from Lamborghini while Head of Design, Alessandro Serra, used to work for Genesis Advanced Design Europe. Finally, Stefano Mazzetti (formerly of Ferrari) is in charge of purchasing and procurement.

"Aehra was launched with a vision to unlock the full design potential afforded by cutting-edge EV platform technology in a manner not previously seen," said Perini. Aehra's first SUV model seamlessly synthesizes the unmatched elegance of Italian design with the very best in global materials and engineering to deliver a shift-change across the entire customer journey."

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Aehra will complete its private Series A funding by January 2023, meaning it will likely go through several more rounds of investment before cars roll off an assembly line in 2025. We are always dubious of new startups like this, but we'll keep an eye out for any new announcements leading up to the predicted on-sale date. Aehra says it will reveal the SUV's full design and name in October, at which point we can garner a bit more excitement for the project.

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