[DigitalToday reporter Jinju Hong (홍진주)] Buyers of Tesla's next-generation electric sports car, the second-generation Roadster, have waited almost 10 years without taking delivery. Rivals, meanwhile, are rolling out electric vehicles that can be ordered or bought. The ability to produce and deliver, rather than flashy demonstrations and launch promises, is emerging as a measure of competitiveness in the electric-vehicle market, an analysis showed.

Electrek, an electric-vehicle outlet, said on Oct. 19 that interest in the EV market is shifting from demonstrations that show off future technology to products consumers can actually buy.

While Tesla has not finalised the Roadster launch, rivals are turning a range of models into reality, from electric pickup trucks to high-performance race cars.

At the centre of the controversy is Tesla's second-generation Roadster. Tesla flagged the next-generation Roadster early, but reservation holders have not received cars despite a long wait. Recent demonstrations have drawn attention again, but Electrek pointed out that, given what has been disclosed and the conditions for launch, it remains uncertain whether mass production and deliveries will actually happen.

By contrast, more models that can be purchased are emerging in the electric pickup market. Consumers have entered a stage where they can order electric trucks at dealerships, and an electric dually model with 1-tonne payload capacity has also appeared. General Motors (GM) has also unveiled a 3500 dually model with electric propulsion, expanding options for commercial EVs.

Moves that put physical products first are also continuing in the high-performance EV segment. British EV company McMurtry has begun producing an electric fan car priced at $1.36 million. The vehicle, which uses fans to generate strong downforce, was introduced as being able to drive even when flipped upside down. It contrasts with the Tesla Roadster in that it has moved beyond a concept showing future technology and entered actual production.

In the race to develop flying electric cars, companies other than Tesla are also making their presence felt. DeLorean is pushing ahead with development of a flying car and showing the feasibility of achieving actual flight. Electrek highlighted rivals' progress on the premise that there is no need to wait blindly for future EVs that fly, drive while upside down, or deliver full self-driving. It added that the level of commercialisation of each technology and whether ordinary consumers can buy them need to be assessed separately.

Points of contact where consumers can experience actual vehicles are also expanding. EV startup Slate Auto has opened its first test-drive and experience centre in Chicago. By creating a space where customers can see and experience vehicles in person, it is building a foundation for pre-purchase trials and sales beyond online showcases.

What these cases have in common is that execution is becoming more important than the buzz around technology. It is not enough to draw market expectations through new-car reveals or demonstrations. Companies need to move through the process of starting production, taking orders and delivering vehicles to customers for results to translate into business performance.

The Tesla Roadster has long been seen as a symbol of future electric sports cars, but its prolonged launch delays have become an example that shows consumers the gap between promises and real products. Rivals, by contrast, are building concrete products and business foundations across different areas, including electric pickups, high-performance EVs and flying cars.

The next competition in the EV market depends less on who promises a more impressive future than on who finishes products and delivers them to customers first. Whether Tesla can turn the Roadster's launch and deliveries into reality, and whether rivals can turn their products and production capabilities into actual market expansion, will be the points to watch.