Low-tech Magazine: Overview of early electric cars (1895-1925)
Early EV manufacturers and battery makers could not agree on how to position the electric vehicle in the market. Some were convinced that the electric should be marketed as a short distance city vehicle. They saw it as a mistake to try and sell the electric as a touring vehicle, because its range would always be inferior to that of a gasoline powered car.
Instead, they focused on the fact that the range of electrics was sufficient for most people.
"Electrical World" wrote in 1909: "The average EV, as built today, has considerably more available mileage on one charge of battery than the average vehicle of ten years ago, and what is more, has a considerably greater mileage than is actually needed in the run of business or pleasure, except where a long tour is undertaken."
"I do not believe the average daily mileage of most cars is above, say, 30 miles", said the German-American engineer Charles Proteus Steinmetz to the New York Times in 1915. Steinmetz had developed a more efficient motor - incoporated in the 1917 Dey Electric Roadster - but he did not turn that advantage into a longer range. Instead, he choose to develop a lighter and cheaper vehicle (1400 pounds or 636 kg): "The series motor consumes about 20 percent more power than the controlled motor. With the same mileage, this means a savings of 20 percent of the battery weights, and as the battery is a considerable part of the car weight, a further saving of power due to lesser weight which has to be carried".