That’s ‘ax’ as in get rid of, rather than take an ax to. John Rosevear:
It can take three years or more for an automaker to take an idea from the first sketch to production. Ideas that seemed great at the start can look not so great when the new car finally hits the market.
Or maybe they look great for a while, but not so great after competitors have had a chance to respond. And sometimes, that great-seeming idea really just wasn’t so great after all.
Some that didn’t (or won’t) turn out so great:
- Cadillac ELR
- Nissan Leaf
- Tesla’s Roadster Relaunch (DOA)