Historically specialized in the construction of racing cars, Ligier Group very quickly specialized in the marketing of microcars without a license to the general public. This week, a new electric model called Myli has just been launched to broaden its target and win over young people.
Ligier also wants to surf on the “hype” of the cart opened in recent years by the Citroën AMI. The French group is currently launching its first model of electric vehicle without a license. Its name: the Myli.
Guest of Good Morning Business on Tuesday, CEO François Ligier presented in detail this car restricted to 45km / h, with a positioning that he wants rather upscale.
Young people more and more interested
For Ligier, however, customer positioning is unprecedented. The heart of the target is indeed not so obvious to define. François Ligier describes on the one hand “the elderly person in a rural environment who needs mobility and who does not want to be dependent on a third party to do his shopping, go to see the doctor”, and on the other, an audience of teenagers more and more “interested” and just as much in search of greater freedom.
With a maximum autonomy of 192 kilometers (variable according to the model and the type of use), la Myla runs entirely on a lithium-ion battery and could also convince many parents. According to François Ligier, the latter would prefer “to see their child on a four-wheeler rather than a two-wheeler”, deemed to be more unstable and dangerous on the road.
But for that, parents will still have to put their hands in their wallets: offered from 11,500 euros, the vehicle marketed by Ligier is a top-of-the-range product in its own right which distances itself from the Citroën AMI (main competitor model sold around 7390 euros).
Give the cart a makeover
Long associated with drivers who have lost their license, the cart is improving its image. “The market is growing strongly throughout Europe and our customers identify this product as a mobility solution in its own right. We have a customer today who is proud of his product and who fully assumes it”, assures François Liger.
The latter argues that young people are less and less willing to pass the driving license, in particular because of its prohibitive price. It remains to be seen whether the latter will take the Myli really seriously, thus putting an end to the imaginary “soap box”.
