More than 200 guests, three individually styled cars and an unveiling that quickly became an emotional moment. A new automotive brand has made its public debut in Portugal.
At 2:30 pm on Saturday, 10 October, Alexander Brimelow had a problem. Nobody had turned up to his car launch.
Forty-five minutes later, he had a very different problem. More than 200 guests had arrived, the wristbands had run out, and The Yard in Vale do Lobo had become the setting for a busy automotive launch.
For Drive ÉLAN, a new brand entering the Portuguese market, it was quite an introduction.
Guests arrived dressed for the occasion as drinks and canapés circulated. Three vehicles, concealed beneath covers, waited for the unveiling.
The turnout surprised even the man behind the brand.
“I knew people were interested, but I genuinely wasn’t expecting anything like that. Suddenly there were people everywhere. It was overwhelming, but absolutely wonderful.”
From a Hospital Bed to a Dream Come True
The idea for ÉLAN took shape while Brimelow was recovering from pneumonia.
The British entrepreneur began imagining a different kind of car: something small, stylish and fun, combining the charm of classic leisure vehicles with electric motoring and the chance for customers to make their own design choices.
Brimelow had spent more than two decades in the luxury automotive industry, working around some of the world’s best-known cars. ÉLAN, though, had a different aim. It was not about building the fastest or most expensive vehicle on the road, but something that would make people smile.
That idea became Drive ÉLAN.
Three Cars, One Unforgettable Moment
As guests gathered, Brimelow spoke about the journey from the first idea to the cars waiting beneath their covers. He also acknowledged the support of his wife, Sarah.
Launching his own brand proved more emotional than he had expected. Then the music started.
As Bon Jovi’s It’s My Life played, the covers came off to reveal three individually styled ÉLAN vehicles.
Guests moved in to take photographs, look at the interiors and try the cars for themselves. Brimelow found the moment difficult to take in.
“When those covers came off, I looked at the three cars and genuinely had tears in my eyes. They looked absolutely gorgeous. I’d spent so long working towards that moment, but nothing quite prepares you for actually seeing it happen.”
Not Just a Car. A Fashion Statement.
The conversations soon moved beyond performance and price. Guests began discussing colours, designs and interiors, and what their own ÉLAN might look like.
One prospective customer imagined a purple car decorated with green tennis balls. Another wanted a design inspired by Ayrton Senna’s racing helmet.
One guest summed up the reaction this way:
“It’s the ugliest car I’ve ever seen, but also the cutest and coolest car I’ve ever seen.”
For Brimelow, that kind of response was part of the idea.
“I never wanted ÉLAN to be just another car. I’ve always thought of it more like a fashion accessory. People choose a Hermès handbag or a Rolex watch because they love the style, the individuality and how it makes them feel. Why shouldn’t a car do the same?”
Customers can choose their own combination of exterior colours, upholstery, wheels and other design details, giving each car a personal look. Judging by the launch conversations, there was no shortage of ideas.
Small Dimensions, Big Surprises
The styling caught people’s attention, but guests also asked about the cars’ practical features.
The electric ÉLAN’s advertised range of approximately 160–200 kilometres interested those looking for a stylish vehicle for shorter everyday journeys. Some guests were also surprised by the interior space: one visitor who is 6 ft 3 in was able to sit comfortably.
The four-seat layout, full aluminium body and automatic electric drivetrain also drew interest.
Starting at €32,995, including Portuguese VAT and registration, ÉLAN was presented as an alternative to more expensive specialist leisure vehicles.
One visitor told Brimelow: “Alex, do you realise what you’ve done? You’ve created something that’s nearly €10,000 cheaper than your main competition, and it’s cooler and better.”
That was one guest’s assessment, but it reflected the enthusiasm around the launch.
Customers Wanted to Order. The Founder Wanted to Talk.
As the afternoon went on, some guests began asking how to order, reserve a specification and pay a deposit.
No orders were taken during the event. Brimelow said he wanted to spend the afternoon talking with the people who had come.
“ÉLAN is a very personal project for me, and at this early stage I’m personally looking after the customers. When more than 200 people arrived, I realised I couldn’t possibly process orders and give everyone the attention they deserved.”
Instead, interested customers were invited to arrange appointments after the launch. Fifteen private test drives have already been arranged for the next two weeks, with vehicles due to be taken to prospective customers’ homes.
Keeping It in the Family
Despite the size of the crowd, the afternoon had a family feel. Brimelow’s eldest son, Harvey, helped coordinate test drives around Vale do Lobo. Ten-year-old Hilton became the brand’s youngest interviewer, filming social media conversations with guests about their favourite colours and cars.
Hugo took a more relaxed approach to the launch, spending much of the afternoon playing crazy golf next door. Sarah welcomed friends and guests and supported her husband through a day he is unlikely to forget.
For all the attention around the cars, ÉLAN remains a personal family project.
The Beginning of Something Bigger
Drive ÉLAN now plans to introduce its approach to personal electric motoring to customers across Portugal, with bespoke design choices and a more individual buying experience.
For Brimelow, the launch also carried a personal meaning. Having lived with dyslexia throughout his life, he hopes his experience will encourage others to pursue their ambitions.
“I’ve never believed you have to be the cleverest person in the room to achieve something special. I’m dyslexic, and I’ve had my challenges, but I’ve always believed that if you really want something, you’ll find a way.”
“Be genuine, believe in what you’re creating, surround yourself with the right people and, most importantly, enjoy the journey. Because if you love what you’re doing, it never really feels like work.”
From an idea conceived during an illness to a launch attended by more than 200 guests, Drive ÉLAN has made its first impression in Portugal.
Drive ÉLAN — Move Beautifully.
Instagram: @drive_elan
Disclaimer:
The views expressed on this page are those of the author and not of The Portugal News.