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Is There A Bright Future For Bright Automotive?

by on Dec.17, 2010

Un-plugged for now: the Bright Idea.

What appeared to be a bright future is now a bit more cloudy for Bright Automotive, one of the many start-ups hoping to capitalize on the growing interest in electric vehicles.

Launched in January 2008 by the Colorado-based Rocky Mountain Institute, Bright seemed poised to be one of the first makers to come to market with a competitive battery-electric vehicle, or BEV.  But battered by the recession and the tightening of the money markets, the spin-off has retrenched and is rethinking its strategy, but Bright still hopes to become a contender in the potentially lucrative electric vehicle market, contends its new chief operating officer.

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“We had to hit the pause button on our production program,” acknowledges Mike Donoughe, who signed on as Bright’s CEO in August.

The firm had been hoping to carve out a niche in what many believe will be the most promising segment of the battery-car market with the Bright Idea.  The plug-in hybrid delivery truck, which was previewed at the 2010 Washington Auto Show, was slightly larger than the Ford Transit Connect, a pure battery-electric offering that is just going into field testing.