November 01, 2022
Crain’s Detroit Business
Oct. 25, 2022
Kurt Nagl
Electric vehicle manufacturer Via Motors is moving its headquarters from Utah to Auburn Hills, where it plans to invest $12.4 million and create 300 jobs.
The company is opening a 98,000-square-foot office and R&D tech center at 3900 Automation Ave. with the help of a $2.5 million performance-based grant from the state, according to the Michigan Economic Development Corp., which approved the incentive Tuesday. The space had previously been occupied by Italian auto components supplier Magneti Marelli, which moved its base to Southfield last year.
The company began moving employees to the new office on Aug. 1, according to spokesman Derek Larsen. The move will help the electric commercial delivery vehicle maker plug into metro Detroit’s mature automotive supply chain, according to the company.
“Our goal is to provide the best electric work trucks for fleets everywhere, and this facility is critical to achieving that goal,” Bob Purcell, chief executive officer of Via Motors, said in a news release. “We’re excited and proud to partner with the city of Auburn Hills and the State of Michigan, tapping into the region’s automotive expertise to help global fleets shift towards a zero emission, commercial electric vehicle (EV) future.”
The jobs are expected to pay an average wage of $2,458 per week plus benefits.
Incentives were necessary to sway the company toward a new administrative base in metro Detroit, according to the MEDC. The company is also considering expanding within its current Utah footprint or in California.
“The Company is attracted to locating this facility in Michigan because of the State’s robust supply chain for electric vehicles and mobility,” according to an MEDC briefing memo. “Even though the Company would like to locate in Michigan, incentive assistance is necessary to ensure this project moves forward in Michigan.”
Via Motors started out converting General Motors Co. vehicles into plug-in hybrids before manufacturing fully electric commercial vehicles.
The company builds plug-in trucks and vans under the Vtrux brand, with customers including FedEx Corp. and Verizon Communications. It offers a portfolio of electric work trucks from classes 2-5 with a variety of configurations from box trucks and cutaways to stake trucks and walk-in vans, according to the release.
The company is in the process of being acquired by New York-based Ideanomics, whose founder and executive chairman is Shane McMahon, son of retired professional wrestler and former WWE Chief Executive Officer Vince McMahon.
“Once it becomes part of Ideanomics, Via can offer a total package that makes it easy for fleets to transition to electric drive — vehicles, charging infrastructure and financing,” the release said.
The company’s chairman is longtime General Motors Co. executive Bob Lutz.
“Via is doing it the right way, taking their OEM experience and discipline, combined with the drive and creativity of a startup,” Lutz said in an email. “This new HQ and technical center is an essential next step, and shows the world what I’ve known for some time — that Via means business.”
The company will keep its presence in Utah, serving as a hub for the western part of the country.
“We’re a region and state of innovators, it’s in our DNA,” Maureen Krauss, president and chief executive officer of the Detroit Regional Partnership, said in the release. “VIA Motors is a high-tech company that’s going to be headquartered in the Detroit region as we continue to deliver cutting-edge automotive and advanced mobility technology to the world.”
