We are delighted to present an insightful interview with Mark Tapscott, Co-Founder of Aetha Motors and Founding Partner of West Middle East. Mark has been at the forefront of the electric vehicle (EV) industry, launching leading brands like Tesla, Lucid, Polestar, and BYD across three continents. His extensive experience spans Europe and the Middle East, where he has helped bring innovative EV brands to new markets and scale them from zero. As a visionary in lightweight electric sports cars, Mark and his team at Aetha Motors aim to fill the gap left by the original Tesla Roadster. In this session, he shares valuable insights on EV adoption trends, the industry's advancements, and the critical role of global events in shaping the future of electric mobility.

#LEVS: Having worked in both Europe and the Middle East, how have you observed the growth of EV adoption in these regions? Are there cultural factors or regional barriers that impact the pace and approach to EV adoption in either region?

#Mark Tapscott: Having worked in both Europe and the Middle East, I’ve observed distinct growth patterns in EV adoption. In Europe, the adoption rate has been robust, driven by strong governmental policies, incentives, and a growing environmental consciousness among consumers.

In the Middle East, the growth has been more gradual but promising and I certainly see a path to rapid acceleration beyond what we have even witnessed in Europe or North America. The region’s abundant oil resources have historically slowed the transition to EVs. However, countries like the UAE and Saudi Arabia are now investing heavily in sustainable technologies as part of their Vision 2030 initiatives. Cultural factors, such as a preference for luxury and high-performance vehicles, are being addressed by introducing high-end EV models that cater to these tastes. The biggest shift is in the Chinese OEM’s entering the market. It will be these Chinese brands that might not be so readily accepted in Europe that are really making great moves in the Middle East where acceptance is much greater due to their historic presence, closer inter-country alignment and openness to the perceived high technology of these brands from consumers.

#LEVS: There’s a lot of misinformation circulating about a decline in EV sales due to various reasons. Is there any truth to this, or is it simply misinformation being spread to undermine the progress of the EV industry?

#Mark Tapscott: There is a lot of misinformation circulating about a decline in EV sales. In reality, EV sales continue to grow globally. The perceived slowdown is often due to the natural maturation of the market. As the market grows, the year-over-year percentage growth rates may appear lower, but the absolute number of EVs sold continues to rise. This misinformation is sometimes spread by parties with vested interests in traditional automotive industries. For the Middle East, EV is growing at a rate exponentially larger than the market and at West Middle East Ltd, we see this as a huge growth opportunity for OEM’s and distributors as well as EV service providers and infrastructure investments.

#LEVS: What are some of the notable advancements in the EV industry in recent years that you believe are shaping the future of electric mobility?

#Mark Tapscott: Recent years have seen several notable advancements in the EV industry:

• Charging Infrastructure: Expansion of fast-charging networks is reducing range anxiety and making long-distance travel more feasible.
• Direct to consumer model & customer journey: A wider move to provide consumers with either a direct or certainly highly-digitized customer experience allows for a better sales and aftersales experience with greater transparency and convenience. At West Middle East, we have developed several entirely new customer experience and interaction models that improve conversion and satisfaction in new markets where the status quo hasn’t changed in several decades.

#LEVS: While sustainability is often highlighted as a key benefit, what additional advantages do electric vehicles bring to the table in terms of performance, cost savings, and technological innovation?

#Mark Tapscott: 

• Performance: EVs provide instant torque, resulting in superior acceleration and a smoother driving experience and safety benefits.
• Cost Savings: Lower maintenance costs due to fewer moving parts and savings on fuel costs as electricity is generally cheaper than gasoline, even in the Middle East where electricity prices can still provide motoring at 1/10^th the cost.
• Technological Innovation: EVs are often at the forefront of technological advancements, including over-the-air updates, advanced driver-assistance systems (ADAS), and enhanced connectivity features.
• Lightweight: having recently written articles on the importance of lightweight vehicles (and companies) for both the driving experience as well as safety and efficiency. This is the big area where we see potential in the industry and wher Aetha Motors looks to lead, creating light-weight electric vehicles that excite and change how the earth feels about sports cars.

#LEVS: How do you think global events like the London EV Show at ExCeL London and the GEMTECH Forum in Riyadh, organised by Valiant, contribute to the advancement of the EV industry and foster collaboration on a global scale?

#Mark Tapscott:  Global events like the London EV Show and the GEMTECH Forum in Riyadh play a crucial role in advancing the EV industry. These events provide platforms for stakeholders to collaborate, share knowledge, and showcase innovations. They foster international partnerships and help align global efforts towards a sustainable future. By bringing together industry leaders, policymakers, and consumers, these events accelerate the adoption of EVs and drive the industry forward.