AEHRA is a new global ultra premium electric automotive brand, destined to eclipse all existing standards for the end-to-end purchasing journey, in-cabin comfort, space, ownership and travelling experience.
The name ‘AEHRA’ derives from the Latin ‘aera,’ which means ‘era’ but also ‘parameter from which a change begins.’
AEHRA will unveil two groundbreaking electric vehicle (EV) models, a sedan, and an SUV in 2022. Both are scheduled for direct deliveries to customers in 2025.
Headquartered in Milan, AEHRA is a global company, operating with an open platform to harness the very best that the automotive industry can offer: world-class engineering, Italian design and American customer service, combined with the advantages of next-generation EV powertrain and ADAS technology.
A new era of ultra premium EV mobility
Company Co-Founder, Chairman and Chief Executive Officer Hazim Nada launched AEHRA with a vision to redefine ultra-high premium sustainable mobility by exploiting the very latest engineering, battery and manufacturing technologies in a manner not yet achieved by any automaker.
AEHRA’s vision is to synthesize the elegance of Italian design, global engineering, and American customer service with the future of EV monobodied manufacturing. AEHRA is intensely-focused on creating a driving experience that is always extraordinary. For business or pleasure, AEHRA is a valued necessity to everyday life that is as beautiful as it is practical. The mission of AEHRA is to provide customers with an unparalleled driving experience that is beautiful, environmentally respectful, and functional.
Born in the US and raised in Italy, Hazim Nada holds an M.S. in Theoretical Physics from the University of Cambridge and a PhD in Applied Mathematics from Imperial College London. He served in the world-renowned Cambridge Theoretical Physics Department and subsequently flourished in quantum and investment banking, before creating a multinational commodities trading company. The highly experienced entrepreneur is also an accomplished pilot and avid skydiver. Both disciplines ingrained in Nada a profound understanding of the theory and practice of advanced aerodynamics – knowledge that has proved critical to forming AEHRA’s vision.
In 2015 Nada formed Aero Gravity, Europe’s largest vertical wind tunnel, with Sandro Andreotti, who is also a Co-Founder and Chief Operating Officer of AEHRA.
He observed that no automotive manufacturer was taking full advantage of emerging EV architecture to deliver a genuine step-change in vehicle aerodynamics, design, cabin space and human journey experience. Instead, global OEMs and start-ups alike, remained in thrall to legacy thinking, designing EVs that look like Internal Combustion Engined (ICE) vehicles and manufacturing them and marketing them in an equally archaic manner.
Hazim Nada, Co-Founder, Chairman and Chief Operating Officer of AEHRA, said:
“We created AEHRA with an undiluted vision to tackle some of the fundamental shortcomings in the current global automotive industry. First, to create truly desirable electric cars, that are conceptualised from the onset as electric, without the overhang of combustion legacy mindsets, and basing them upon Italian design that finally optimise the benefits which EV design affords, both inside and out.
AEHRA’s vehicle architecture takes the step by addressing the direct shortcomings of designing electric vehicles that maintain the shapes of internal combustion engine traditions. And secondly, to redefine the automotive experience.
We’re not just talking about allowing customers to purchase a car directly online in just a few clicks, we’re going to completely rewrite the way that buyers make their way through the full research and purchasing journey, as well as enjoy it to the ultimate, long after they’ve taken delivery.”
Class-leading space and comfort with transformative technology
AEHRA’s initial SUV will effortlessly accommodate four full-size NBA (National Basketball Association) players, while leaving room for a six foot adult in the middle of the rear seat row. A generously sized trunk will offer ample storage space.
While every AEHRA model will feature the latest ADAS (Advanced Driver Assistance Systems), for expansion to fully autonomous driving capability in the future, the driver is placed at the very heart of the vehicle. An exceptionally strong, ultra-lightweight carbon-fiber monocoque chassis will significantly reduce vehicle weight, enhance range, and provide exceptional agility and driving pleasure.
Beyond performance, beyond range
Featuring leading-edge battery platform technology, the AEHRA SUV and sedan will be targeting at least a range of 800km (497 miles) and awe-inspiring performance.
“When AEHRA reaches the market, many of the challenges that impede EV manufacturers today will no longer be an issue. Range anxiety will be of no concern to customers. And while we will offer performance comparable with any contender, we will also give drivers the ability to choose ‘softer’ performance characteristics, more relevant, and arguably much safer for driving on the public road,” continues Nada.
Frictionless customer experience
The AEHRA team’s belief that the potential afforded by state-of-the-art EV architecture is yet to be fully unlocked is matched by its research into the retail model adhered to by most manufacturers for offering a frictionless ultra premium customer journey.
“Over the next couple of years electric vehicles scheduled for production will develop greater performance levels in power and range, surpassing the needs and expectations of nearly all the potential end users. The question thereby remains, once performance and range has been commoditized beyond the needs and expectations, what does the customer experience surrounding electric vehicles demand in innovation? We believe the answer rests in innovating the factors that the customer directly feels and lives: the shapes of the vehicles and the resulting interior cabin spaces. The approach taken by AEHRA in addressing this comes first from our principles with the result being vehicles of outstanding beauty and functionality that will outdate any current shape in circulation,” explained Nada.
Asset-light manufacturing for maximum return on investment
When it comes to manufacturing and assembly, AEHRA will mirror its strategic approach of cherry-picking the very best and most innovative technologies and sustainable materials available globally. Rather than create its own production facilities at considerable financial outlay, the company has chosen to remain asset-light and work with leading manufacturing partners.
Strong team with exceptional automotive design and engineering experience
AEHRA Co-Founder, Chairman & Chief Executive Officer, Hazim Nada and Co-Founder and Chief Operating Officer, Sandro Andreotti will be supported by a broad team of distinguished automotive experts with executive global OEM experience.
As AEHRA’s Chief Design Officer, Filippo Perini brings three decades of interior and exterior automotive design experience to spearhead AEHRA’s design department. The former director of Lamborghini’s Centro Stile design center in Sant‘Agata Bolognese led the creation of seminal road and concept cars, such as the Lamborghini Aventador, Murciélago LP 640, Huracan, Urus and Reventon.
Filippo Perini, Chief Design Officer of AEHRA, said:
“Normally, when you design a new car, the brand is driving you to keep your focus within certain limitations. But with AEHRA, we have 360-degree freedom. There are no boundaries. As a designer and an engineer, I always take a ‘form follows function’ approach, and this is no different at AEHRA. I always believe that when a product or a solution looks beautiful, that is because it is working.”
“At AEHRA, we will use advanced aerodynamics in a completely different way. We will create cars infused by the Italian passion for design, that deliver a step-change in interior space, cabin comfort and technology to transform the occupant journey experience.”
Roadmap to success
With substantial private funding in place, AEHRA has established a clear roadmap to deliver the strategic goals of its unique, transformative business model.
AEHRA will unveil the final design and names of its SUV and sedan in 2022, with customer deliveries expected in 2025.
A strategic model roll out is planned for key markets, including North America, Europe, China, and the Gulf States cited as key target markets.
SOURCE: Aehra
