Robert Roth
2 min readSep 8, 2023

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Consumer education is poor and critical to supporting maximum pace of conversion. At the top level LFP offer an expected life of 700,000 to 1,200,000 miles. The industry should offer an extended warranty on LFP batteries so the smaller range but longer life is a clear trade off.
The warranty can also be longer because consumer behavior of always charging to 100% shorten life of NMC.
Maybe 150,000 miles or 12 years. You could even offer an extended warranty at a low price the likely ensures a higher profit and higher image and confidence. Many consumers still think EV batteries have a short life.

The next issue is cost of ownership and range for various use cases. Government and industry need to explain use cases where 100% of needs are met with 100 miles of range so issues with cold etc are not a factor. Uber and police car miles per day are very predicable are two examples. In the case of police cars EV last 3 to 4 times longer so total cost of ownership is about half.

Next the many examples of folks with long commutes can save of the order of $900 a month in fuel cost. So the EV pays for itself.

Address the bad press, cobalt uses child labor cost a lot of CO2 to mine. Tesla stopped using cobalt 3 years ago, there is none in LFP and their high end products.

The industry has improved the supply chain in terms of environmental and labor issues that linger in the consumers mind.

The consumer image of EVs needs a major reset.

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Robert Roth
Robert Roth

Written by Robert Roth

Retired Intel Electrical Engineer, 70's US Navy Officer Nuclear Power Program, Graduate studies in Business UC Berkeley, BSEE U of Fla.

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