While consumers generally indicated that they liked the idea of an environmentally friendly automobile, they did not want to give up the performance they had come to expect from ICE-powered vehicles.
"They are willing to give up power, performance and styling and will pay extra for a green car," Mr. Edwards said.
In middle age, however, he was persuaded by his unhappily married mistress, the Polish-born princess Carolyne Sayn-Wittgenstein, to give up his performance career and to devote his attention to composition.
Therefore, while they initially don't offer as much performance as traditional offerings, customers are willing to give up some performance for the disruptive products' overwhelmingly lower prices, which incumbents cannot match because their model cannot achieve profitability at the lower prices.
A violinist born in Toronto and educated in London and New York, he played first fiddle in the Tokyo String Quartet during its heyday, from 1981 to 1996, when he was forced to give up steady performance because of a repetitive-stress injury to his left hand.
Earlier in July, its seven-member executive management team gave up their 15% performance related pay.
If you have a bad performance, don't give up.
Further, the whole sustainability agenda has been presented to the consumer as a sacrifice or a penalty where you have to pay more or give up performance to meet a sustainability goal.
I think the main message we want to get out is that you do not need to give up performance to invest in a sustainable way.
