Currently reading: Aehra CEO on why 2022 is right time for a new premium EV brand

Hazim Nada says innovative, asset-light production and waning brand fidelity will help Italian start-up thrive

Aehra is a newly formed Italian EV company that plans to shake up the "high-premium" car segment with a bold, ergonomically-focused design rethink and a new approach to retail.

It will show "95% ready" designs for its first two cars – a saloon and an SUV – in the coming months, having formed a car design 'super-group' comprising ex-Lamborghini design bosses Filippo Perini, Alessandro Salvagnin and Alessandro Serra, as well as Italdesign exterior designer Marco Quamori.

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