After more than $400 million in outlays and months behind schedule, dozens of electric cars have hit the road in Israel, the test site Agassi chose for his Better Place venture. Four stations where the cars can get a new dose of juice when their batteries run out are operating, and the plan is to ramp that number up within months.
The concept: to wean the world from oil and eliminate the biggest hurdles to environmentally friendly electric cars -- high cost and limited range.
To do this, Better Place has jettisoned the fixed battery. Instead, drivers can swap their depleted batteries for fully charged ones at a network of stations, receiving a full, 100-mile range in five minutes. Better Place owns the batteries, bringing down the purchase price of the cars using the network.
People driving shorter distances, the vast majority of customers, can plug in their batteries each day to chargers installed at their homes, offices and public locations, which will fully recharge in six to eight hours.
He faces a wall of skepticism. A major concern is "range anxiety": Will the car conk out because its battery is drained, stranding the driver in a dicey neighborhood, en route to the hospital, or with three wailing kids in back?
Rising fuel prices worldwide still haven't sent electric car sales surging, noted U.S.-based automotive expert John McElroy. "It may not be an energy price issue," he said. "Consumers may simply decide that electric cars don't offer the range they need."
Agassi, a former top executive at software giant SAP AG, said he is ready to prove his doubters wrong. "We're driving a car that most people said would be a fantasy," he said.
The swappable battery model aims to reassure drivers about range and show they don't need to sacrifice convenience or cash to switch to electric.
So far, the four Better Place battery stations are set up in central and northern Israel. During the second half of the year, around 40 stations are due to be operating across the country. But even before that, the company says enough will be up that a motorist could make the 300-mile drive from Israel's northern tip to its southern end.
Agassi has raised $750 million from investors including General Electric Co. and HSBC Holdings PLC since founding Better Place 4 1/2 years ago.
French automaker Renault has begun selling a sedan, the Fluence, customized to use the stations, priced in Israel at roughly $32,000, comparable to other sedans sold here. Currently, about 140 are on the road, most driven by Better Place employees.
The Fluence should start becoming available to the general public within weeks. Leasing companies, which buy about two-thirds of the more than 200,000 new cars sold annually in Israel, have ordered more than 1,800, and private customers have ordered several hundred more.