By Bradley Osborne –
14th May 2024
Redesign, reinvent, reimagine: whole new ways of approaching the old problems of engineering and producing a saleable vehicle are encapsulated in two letters, ‘re–’, a tiny prefix which carries a lot of semantic weight. It was while mulling over the possibilities of “redesigning”, “reinventing”, and “reimagining” the traditional business model that co-founder and CEO Daniel Barel came up with the name REE Automotive for his startup firm, originally established in 2011 and now a public company with business premises in Israel, the UK, and the USA.