EVERRATI: Electric Icons Gaining New Traction
Everrati is redefining the classic car space – changing what it means to own and drive an iconic car, helping people to think differently about their passion. CEO and Founder Justin Lunny tells Energy Focus that, like a fine tailor, the company is creating custom offerings for clients. “Complex packaging, high in componentry – it’s a bespoke offering,” he says of the switch zero emissions.
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In May 2024, amidst the wealth of Savile Row – London’s legendary bespoke tailoring district – a new, modern manufacturer was displaying its wares; crafted with British engineering and imagination. Everrati is a world-class automotive business that redefines the classics. Like a modern interpretation of the traditional dinner jacket, iconic vehicles are stripped back and given a new energy by passionate, skilled artisans.
Savile Row has been through many changes over the years. Some its early occupants were manufacturers of regalia for the military in World War One. But over the following century, conflict and its devastating impacts abated, and fashion became the order of the day amongst London’s townhouses. New techniques and new materials allowed tailors to manufacture cleaner, quicker, with less waste, but still at a premium price. Everrati is on a similar journey, taking everything that is good from internal combustion engine (ICE) cars, realising their environmental impact is unsustainable, and saving them from the history books.
As the company displayed a Ford Superformance GT40 (among others), originally built more than half a century ago, on red carpets in the heart of Mayfair, some could question if this was just a parade for wealthy car portfolio owners to make claims rather than commitments to cleaner energies. But Justin Lunny, CEO and Founder of Everrati, tells Energy Focus that the company is revolutionising and redefining processes involved in automotive manufacturing to produce truly world-class products without the carbon emissions of their earlier make up.
Justin Lunny, CEO and Founder
“We are taking heritage into the future rather than just converting. There are those that will just convert, but a car can be dangerous if it is not treated with respect. The way we do things is the right way. All cars go through a full nut and bolt restoration to give a solid base for its next power train.
“The excitement around being able to drive these things into the future in a way that is clean and reliable is fantastic. When you consider the Land Rover or Porsche that we do, before we get them, they emit their own boy weight in CO2 in less than 2000 miles. When people hear that, they quickly realise that isn’t acceptable anymore.”
NOT A CONVERTER
Everrati takes a chassis and a vision for better, and builds out from the core, tailoring a long-term solution for cars that are both beautiful and historically important. As regulators and legislators follow a path towards banning the sale of ICE vehicles, organisations like Everrati are becoming important for people who do not want to give up traditions.
“There are a number of pure-play converters, but we do not call ourselves a converter. We redefine each car that we look at – it’s far more than just batteries and motors,” insists Lunny. “It’s an entire power train and we are worried about finishes, dials, switch gear. We work to develop a finished car rather than just converting existing cars. Because we have a supply chain that is genuinely Tier 1, our price points are higher but you buy access to technology that you wouldn’t otherwise be able to. The sort of suppliers we have are not those who would supply a converter.”
The supply chain that feeds into the conversion market is varied. There are small engineering manufacturers and world-class technology development companies, all with pros and cons but all with a vision for an industry that keeps classic cars moving. Like the finest Savile Row tailors, Everrati and Lunny’s mantra here is simple: “We only use the very best,” he says.
“We are creating some very specific models for the Ultra High Net Worth audience – we cannot take shortcuts.”
He says that many of the relationships with suppliers are now exclusive and the very best products and services available anywhere in the world are offered up only for Everrati.
“Our main motor provider is a UK company, Helix Motors, that is known to be one of the highest power dense motors in the world. Their motors power the Lotus Evija and the Aston Martin Valkyrie and they are high performance which you cannot just go and buy. Our batteries in front engine rear drive for the likes of the Mercedes Pagoda are gen-5 batteries and are not available to anyone else in our space. We have some very high-end inverters and we are setting up a relationship with a new partner to ensure we offer the very best technology. When we have the supply chain in place, we can offer that across B2B or B2C.”
ROLLING ART
The B2C element of Everrati is where the genesis of the business came. Being able to take history and nostalgia, and redefine it for the future was the spark that moved Lunny – a serial entrepreneur and successful businessman in fintech – to move into the EV sector.
He watched from his home in Windsor, west of London, when Prince Harry married and drove away in a converted electric powered Jaguar E-Type. “I realised the opportunity was there to offer the ability to drive these cars to a wider audience. It was rolling art and such a beautiful piece of engineering. I wanted to invest in a business, but none had the level of quality I was after,” he remembers. “The journey so far has been amazing. Covid was not straightforward, delaying things and making them more expensive, but we did hire some engineers that we may not have done otherwise. The reception we’ve had has been amazing. We are now selling cars to very high-profile people in multiple countries off the back of them reading some PR.”
But the longer-term future for this pioneer sits largely in the B2B arena. Lunny and his small team of experts see the company able to offer something completely different to what is available elsewhere. ‘Powered by Everrati’ is a B2B concept that sees the company able to offer alternative power systems and designs, similar to the high-end tuning companies recognised in the ICE industry. For example, companies that have been at the forefront of developing industry leading ICE vehicles are being pushed into developing modern solutions as regulations bring an end to fossil fuel power. Powered by Everrati is the perfect solution for those who want to adapt what they have but not fundamentally change their brand.
“Maybe a lower volume manufacturer, who has been in the combustion industry, and now wants to develop their EV proposition,” describes Lunny. “Rimac is too expensive, and they don’t want to go right down to a generic converter. We sit in a really nice space – OEM-grade, OEM-quality, OEM-process but at a price point that is realistic. We are also a very agile business. The way we have developed our battery control unit (BCU) means that we can deliver a vehicle proposition far quicker than most and at a standard that is acceptable for a production run. Everything from an idea through to certification is where we fit in.”
GLOBAL PARTNERSHIPS
International expansion has been quick for this relatively young business, and like Savile Row, the company is showcasing British talent around the world with customers emerging from the USA and Canada all the way through Europe and on to the UAE and around the Middle East. Typically, people in technology who want to drive innovation and be part of ‘world firsts’, Lunny is appreciative of the forward-thinking client base for being part of an industry and energy transition without losing the valuable ‘petrol head’ mentality.
In May, Everrati partnered with W Motors in Dubai to create a regional manufacturing powerhouse. A luxury hypercar manufacturer and mobility solutions provider, the W Motors agreement is the perfect demonstration of Everrati’s ability to play in the B2B space. “We see a lot of opportunities to develop our Powered by Everrati proposition – the underlying EV solutions, integration, and provision – into the MENA region. We are busy working on another partnership in North America on a similar basis.”
“Everrati’s electrified icons and its proprietary powertrains set new standards – we are proud to partner with such a trailblazing brand, playing a key role in its further expansion in the Middle East and beyond, at the same time taking advantage of its technical expertise to support W Motors’ growth in the creation of bespoke electric vehicles, across both the luxury and sustainable mobility sectors,” said W Motors Chairman, Founder and CEO, Ralph R. Debbas.
Currently all Porsche builds are handled by the company’s partner in Irvine, California but the British engineering remains the underpinning fabric that holds entire concept together. “All of the EV and mechanical engineering and CAD development is our core,” says Lunny. “That forms the basis of the business. We have our own BCU and we have our own OEM-grade supply chain. Because the team is ex-Maclaren, ex-JLR, ex-Rimac, ex-Singer, ex-Bentley etc, we have a good interaction with the supply chain from those businesses. That allows us to deliver OEM-grade level solutions for our cars and for the B2B market.”
When successful – like with Land Rover, Porsche, GT40, Mercedes Pagoda and soon the Lamborghini LM002 – Everrati is delivering high-performance cars that have a classic edge, but equipped for the modern road and beyond. Clean, reliable, fast, and venerated.
“After we redefine these cars, they come out as a version of themselves had the modern technology been available when it was originally designed by the OEM. We are trying to recreate something that has very similar characteristics but in a modern world,” says Lunny.
PASSION FOR TECH
Thanks to the small Everrati team, some of the world’s most iconic cars will live on, and the way powertrains are imagined for EVs will continue to evolve. In order to remain nimble through the innovation and engineering process, the company commits to a technology-agnostic approach so that new, pioneering ideas can be implemented wherever possible.
“Battery technology is improving all the team and we are therefore looking at new technologies all the time. That is part of the reason we developed our BCU in the way we did. If you are an OEM, you are generally looking at a production run of some thousands of vehicles and you have a consistent configuration of battery technology and battery chemistry. When you do low volumes across different models, you have to be very flexible. We can say ‘there is new technology coming through, let’s look at it and take it on in this project’. That is an interesting position for the battery companies themselves as we can get new technologies into a road-going vehicle quicker than they would ever get to market with an OEM,” Lunny highlights.
While Everrati remains a relatively young company, it is learning much about a quickly changing EV industry while applying its engineering and business knowledge developed in ICE. Importantly, the passion for the industry continues to shine through and employees, customers, suppliers, and all stakeholders are becoming increasingly excited about the opportunities for this catalyst company.
“The buzz it gives our team and the people we talk to is what makes me proud,” Lunny smiles. “We have created a movement and that is exciting. I go to Pebble Beach Concours d’Elegance every year with my children and they love it, and it is something we are all passionate about. The fact that we are building things that people are exciting about is hugely pleasing.
“This year has been substantially better than last year, and we are expecting better next year. We are growing the team – it’s a really exciting space.”
In 2025, Everrati will display on Savile Row again, not as a business making things look good but as a global organisation of innovation and car culture, reimagining icons for a modern industry.