Emerson Motor Company Press Release January 1, 2021 — Detroit, Michigan

Emerson Motor Company (EMC), headquartered in Detroit, Michigan, announced today that it has paused its planned expansion into California following new regulatory developments from the Consumer Business Tribunal (CBT) in 2022.

Regulatory Update

In 2021, the Federal Trade Commission introduced the Safeguards Rule, designed to strengthen consumer data protection. Under this rule:

  • Dealers must designate a single officer responsible for overseeing security operations and reporting.

  • Employees are required to clearly explain what customer information is collected, how it is used, and how it is ultimately disposed of.

EMC is aligning its compliance strategy with these requirements to ensure customer trust and regulatory integrity.

Product Innovation

During a review at EMC’s engineering department, the company unveiled the 2023 Dork Resyth, a ground-up mid-size SUV positioned below the flagship Myth full-size SUV.


  • The Resyth introduces a unibody design, offering customers a smaller, more versatile SUV option.

  • This expansion reflects industry trends toward compact and mid-size SUVs, meeting evolving consumer preferences for diversity in size and functionality.

Market Positioning

The Dork Myth lineup is priced from $126,545 for the 2WD model to $133,564 for the Ultra4 edition. By comparison, I Automotive’s B9975 tops out at $59,538, leaving a $67,007 gap between EMC’s entry-level Myth and the competitor’s premium offering.

This pricing dynamic highlights a near-luxury SUV segment ranging from $60,000 to $200,000 — a space below the traditional luxury threshold of $203,886. EMC’s strategy positions the Resyth and Myth to capture customers seeking upscale features at more accessible price points, creating opportunities for healthy competition and sustainable growth.


 

Location: Detroit, MI, USA

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