South Africa’s electric vehicle aspirant, Optimal Energy, aims to start production of the Joule towards the end of 2010, says the company’s executive manager for marketing Diana Blake.

“We are currently evaluating different site options in South Africa, and we are talking to potential manufacturing partners.”

She says the company will consider a joint venture with a vehicle manufacturer and retailer, should the “proper synergies” exist.

“We aim for a local content of more than 50%,” Blake adds.

She notes that Optimal Energy has been in contact with the local component manufacturing industry for some time already to achieve this target, and that details will be made available in due course.

“Initially, manufacturing will take place in South Africa but, depending on the market, it is probable that manufacturing in other parts of the world will follow,” she adds.

The six-seater Joule will sell for between R200 000 and R250 000.

Should the Cape Town-based firm succeed in its ambitious plans, the Joule will be Africa’s first home-made all-electric, zero-emissions vehicle.

However, launching the Joule in 2010 will also place the local company on par with vehicle mammoths such as General Motors, which aims to introduce its first large-scale electric vehicle, the Volt, in the same year.

However, the proposed large-scale introduction of electric vehicles worldwide over the next few years has been coupled with generous government incentives, as this type of vehicle is rather costly compared with one using a standard internal combustion engine. For example, the US federal government has already approved a $7 500 tax credit to anyone buying a Volt.

So, what would Optimal Energy then require from the South African government to make large-scale production and consumer uptake of the Joule possible? (The development of the car has already been aided by a R55-million contribution from the Department of Science and Technology.)

Blake says the local company has been engaging government on a number of incentives.

Both the current auto industry support programme, the Motor Industry Development Programme, and the Automotive Production and Development Programme, which will replace it in 2013, can assist, she explains, “but we probably need more tailor-made packages”.

“Other [types of] incentives which have made a big difference to electric vehicles in the US, the UK and Europe include access to bus/taxi lanes [which will be introduced to Gauteng highways in 2010], free city parking, free charging at shops and office parks, carbon dioxide tax exemptions, and so forth.”

As for Joule distribution, sales and service backup, Blake says these decisions have not yet been made, and that the company is “exploring a number of possibilities”.

She also notes that Optimal Energy is “carefully building the Joule brand”, having started with exhibiting a prototype at this year’s Paris Motor Show.

“By 2010, when the first production cars will be for sale, this brand will be familiar in South Africa and the world.”

Blake says the South African public has shown a “great willingness” to embrace new and unknown brands, as the flood of new vehicles from the East has shown.

She believes that the fact that the Joule will be made in South Africa will add another string to the company’s bow.

Blake says the Joule was “extremely well received in Paris”. “Everyone wanted to know when it would be available in Europe, and commented about the fact that Joule was the first real alter- native to the conventional offerings avail- able.”

Optimal Energy’s Joule has been designed in association with legendary South African-born automotive designer Keith Helfet.

Helfet was the chief stylist at Jaguar, and was responsible for the design of the XJ220, the XK180 and the concept F-Type.

Optimal Energy CEO Kobus Meiring managed the Rooivalk attack helicopter development department at defence com- pany Denel in the 1990s.

From there, he was appointed project manager of the Southern African Large Telescope project, which was completed in 2005.

He formed Optimal Energy in the same year.

Blake worked for BMW South Africa for 18 years.

Optimal Energy employs more than 70 people.