Some “premium” products are whatever the marketing people say they are (e.g. Madri beer which is drunk in Middlesbrough, not Madrid). Premium car brands are different: consumers decide what counts as premium, and they need convincing with a credible story. In a crowded automotive market, “What is this brand for?” is an increasingly hard question to answer.

How the EV that was the easiest to run became the most difficult to own.

When your car’s ADAS systems don’t seem to work properly, you have to wonder if autonomous driving is really on the horizon.

Higher levels of autonomy require a huge amount of trust by the consumer. When people’s experience of Level 2 driver assistance systems is so awful, that seems optimistic.