Arnell Admits Peapod Does Not Meet Crash Test Regulations
Peter Arnell’s Peapod electric car “doesn’t need to comply with U.S. crash test and safety regulations” according to Fast Company. Arnell says that “Message and brand is most important now.” More important than safety, Peter, really?
The more we find out about Arnell’s glorified golf cart, the worse it gets. BNET readers learned in January that the “car” cannot go faster than 25 mph. We then discovered in April that it only has a range of 30 mph and makes a strange beeping sound in reverse. Then, of course, the Peapod became entangled in the Chrysler bankruptcy.
It all begs the question of why an automobile company would ask an ad agency CEO to be in charge of a car design in the first place. Arnell was quoted by Fast Company saying:
The Peapod electric vehicle is, “awkward-looking, strange and offbeat,” says Peter Arnell, CEO of the Arnell Group.
Because when I walk onto a dealer lot, the first thing out of my mouth is, “Give me something awkward, strange and offbeat!”
Here’s what Arnell told Fast Company about safety:
It won’t survive a crash with an SUV too well, though. When asked about the Peapod’s safety record, Arnell explained that the car doesn’t need to comply with U.S. crash test and safety regulations since it doesn’t go above 25 mph. “Message and brand is most important now,” Arnell said.
The magazine concluded the car won’t become mainstream because it is “too limited in speed and durability.”
BNET’s prediction: Chrysler will use the bankruptcy to quietly drop the Peapod launch; and Arnell will be spared the humiliation of becoming America’s Clive Sinclair.
- See BNET’s previous coverage of Arnell Group:
- Peter Arnell: Pepsi Logo is “Bullshit”; Tropicana Is “Not My Brand … So What the Hell?”
- Burned by Madoff, Kyra Sedgwick Becomes Tropicana Orange Juice Saleswoman
- Arnell’s “Explanation” of Failed Tropicana Design Resembles His Nonsensical Pepsi Document
- In Blow to Arnell, Tropicana Drops Package Redesign
- Pepsi’s Nonsensical Logo Redesign Document: $1 Million for This?
- New Pepsi Logo Seems Similar to Three Other Corporate Emblems
- Pepsi Airs First New Ads Since Switch to TBWA
- Arnell’s Competitors Hate the New Pepsi Logo
- Pepsi’s New $1 Million Logo Looks Like Old Diet Pepsi Logo
- Why Arnell’s Peapod Electric Car Launch Will Fail
Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.
BNET User Analysis