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How ARRA is looking to upend the direct-to-consumer EV market — Bob Morris | Tim Lamb Group

Dealers concerned about OEMs and industry disruptors that aim to sell electric vehicles directly to consumers may have a possible solution in ARRA, a new EV brand looking to establish a foothold in the U.S. On this episode of Inside Automotive, CBT News anchor Jim Fitzpatrick is joined by Bob Morris, the director of the southeast region for the Tim Lamb Group and the exclusive agent for ARRA to discuss the company’s first North-American entry, the EV3.

ARRA, which stands for Advanced Responsible Renewable Automobiles, plans to avoid the direct-sales model adopted by many U.S. car manufacturers, instead heeding Morris’s advice to rely on franchised dealers to promote its business. The company’s first product, an electric, four-door hatchback titled the EV3, features a 360-mile driving range with a 10-year, 100,000-mile bumper-to-bumper warranty. “Every dealer I’ve taken it to has not only applauded the design but has raised their hand to take the car on,” confides Morris.

The ARRA EV3 will come with two variants. The base model will start at $29,900 before any tax credits apply. The upgraded version, with an MSRP of $33,900, features a leather interior, 18-inch wheels and a paneled ceiling.

The new EV brand is looking for dealers with impressive records of sales and customer satisfaction. “CSI is obviously critically important, as is your sales effectiveness,” notes Morris, “we’re looking for dealers that are 125 or higher.” When it comes to market and location, ARRA is prioritizing quality over quantity. “We’d like to have as many franchises initially as Porsche has…they’ve got a little over 200 dealers, and that’s what we think we’d like to go with,” he continues. “We see this as not a [brand] we’re going to try to see how many rooftops we can put up.”

So far, dealers in 12 states have committed to carrying the ARRI EV3. These include all five New England states, in addition to the U.S.’s largest EV market, California. The brand is also considering a distributorship program through which individuals can acquire territories and sell the company’s products to dealers in their region. “We’re not trying to reinvent anything,” Morris explains. “If we have somebody that wants to take a region, let’s say Great Lakes…but they want to keep Ohio for themselves…we’ll make them the distributor.”

While the vehicle is awaiting certification in the U.S., retailers can obtain an ARRA EV3 for showroom use from Mexico, where it is already available for purchase. Morris anticipates a domestic launch during 2024, potentially in the summer. “Stay tuned for a big announcement about a North America assembly plant,” he adds.

By relying on the support of experienced and committed car dealers looking to prove the franchise system’s viability, the EV brand has positioned itself to make a massive, positive impact in retail automotive. To learn more about bringing the ARRA EV3 to your dealership, call Morris at 561-504-2075 or email him at

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Colin Velez
Colin Velez
Colin Velez is a staff writer/reporter for CBT News. After obtaining his bachelor’s in Communication from Kennesaw State University in 2018, he kicked off his writing career by developing marketing and public relations material for various industries, including travel and fashion. Throughout the next four years, he developed a love for working with journalists and other content creators, and his passion eventually led him to his current position. Today, Colin writes news content and coordinates stories with auto-industry insiders and entrepreneurs throughout the U.S.

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