Maybe Krafcik and colleagues should consider simply changing the conversation about their brand from a mileage emphasis to a discussion about the broad range of vehicles now being offered under the Hyundai umbrella, from economy models to the luxurious Equus.

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Driving a wide range of different vehicles, contestants set off from Goodwood racetrack, in West Sussex, on 24 July.

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But they could plummet if the batteries cause problems or users find the range of the vehicles too limiting.

ECONOMIST: Electric cars