Tito: how the idea of ​​making an electric car came about and why they named it that


Some say demand makes supply, and others say supply defines demand. But either way, it’s a constantly reverberating cycle, with external factors at play that affect the end result. This is the only way to explain the success of Tito, the electric city car which inaugurated its official arrival in the local market exhausting presales, and that in July (when he started recording statistics) surpassed in patents to imported brands such as Volvo, Lexus, Subaru and Mitsubishi.

It’s in our DNA to invest in projects we believe in.points to THE NATION Juan Manuel Baretto, President of To coordinate, the company that brought the concept of sustainable cars to life. Founded in the city of San Luis by Argentinian businessmen and national capitals, the company is dedicated to Year one thousand nine hundred ninety-five the development of electronic and computer equipment, the sale of Internet services, the integration of systems and the development of custom software.

What few people know is that the company didn’t have a roadmap to get where it is today; and that Tito was born from negative car market. In other words: when they entered the electromobility market in 2019, as suppliers of lithium batteries, they found that they lacked customers for the business to be viable. “We had a large network of car manufacturers but none were ready to take the plunge“, explains Baretto.

That’s when – without looking for it but voluntarily and with a pandemic in between – the San Luis team decided to create their own platform with lithium batterieswhich led to a working prototype car that today we all know as titus. “There was no original idea for a car, the plan was built along the way,” summarizes Baretto.

In July, Tito ranked 25th among the country’s top sellers

Even so, already with the car in the flesh, and with data from a survey by the same company, in which 87% replied that was ready to buy an electric car within the next 12 years, the litmus test was missing: test if the car was commercially viable.

This was the origin of Tito’s first presale, for which they asked US$200 to reserve a unit (amount they held for all subsequent presales). In less than three days and without too much publicity, 113 people registered, more than double the proposed objective. For this reason, soon after, they opened another window in which 100 more people signed up. And the rest is history.

Baretto points out that the name of a product is the key, because that is where it resides the message we are trying to convey. “Typically, you see rare and very sophisticated English words,” he says. “We we wanted to show a totally different idea: the a new way to move but adapted to our marketthat of a family car, pleasant and convivial”.

Tito is one of the few electric cars currently on sale made in Argentina.
Tito is one of the few electric cars currently on sale made in Argentina.

As when a group debates the name with which it will baptize its music in front of the public, the team of 10 businessmen from San Luis sat around a round table to discuss the best way to call the face of his debut in the automotive world.

There were several meetings where many ideas were discussed, and over 300 names were discarded. I was allowed to say anything, even swear words,” admits Baretto. And during one of these meetings, one of the graphic designers printed out a list with the proposals “and when we saw it written It was a revelation.” Other than a few quibbles that it wasn’t serious, there wasn’t much conversation. It may be because it rhymed with bonito, chiquito, fitito, car. “I don’t know, but when we saw it, we all knew that that must have been the name”. And of course, that was the name that worked.

In short, Tito’s was a path made by walking, and its success showed that Argentina can indeed be part of the new era of mobility.

In terms of capital, the president of Coradir reveals that they initially invested $17 million in the project, and disbursements are continuing. “We continue to invest to double our production capacity“, it says. Of the 3-door model, they have already manufactured 200 units and delivered the first 150. Production of the five-door (the first 50 units of which were sold out in presale in 48 hours) has not yet started. For next year, Coradir plans to increase manufacturing, although it won’t share the expected numbers just yet.

The Tito five-door version can be obtained, depending on the model type, for a value varying between US$18,000 and US$23,350.
The Tito five-door version can be obtained, depending on the model type, for a value varying between US$18,000 and US$23,350.

Since power began with electricity, the company that prefers “not to anticipate the future so much” has made the arrival of five door titus, and of aunt, the truck version; but the announcements will not stop there. “We have a policy of more actions and less words. Only we move forward with the things that are really viable, and that we know we are going to do”, Baretto explains.

When it’s his turn to sum up Tito’s concept in one sentence, the businessman says: A step in the right direction. “The future of mobility is electricmainly for all advantage what it means”, among which the reduction of maintenance costs and the cessation of the payment of fuel and patents, he lists.

“It’s important to earn our place. We want Tito to be an option because he deserves it, and whoever does not choose it, choose another car with an electric combustion engine. We want that people change the way they move and engage with the environmentdevelops and concludes:The future cannot be stopped. Big business has already figured this out, and the planet keeps telling us so”.

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