In an interview with TechCrunch’s Matt Burns, Faraday Future SVP Nick Sampson had an honest moment and admitted that unveiling the FFZERO1 concept instead of their production car was to get people talking about the company and create a buzz.

In my opinion, Burns did a wonderful job with the interview. He conveyed the disappointment some of us were feeling after FF created all this hype for finally unveiling the shell of a concept race car, which will probably never make it to production. All the while, the company claims it has working prototypes of its first car intended for production, and Head of Design Richard Kim even said that the design is done on the vehicle.

They made a mistake. They should have unveiled what they are calling  their “first production car”. It would have given them way more credibility. I firmly believed that FF is not vaporware. We reported on Faraday’s team and I doubt a vaporware company could have attracted so much talent.

But yet everyone I’ve been talking to about the event since Monday is telling me it looks like a “vaporware company” and I have to admit, it’s exactly how it looks. Lots of hype for 20 minutes of congratulating themselves and showing a product no one will ever use. The EV industry has already seen a lot of hype.

“We’re not Tesla. But we’re not Fisker either. We’re not fucking around.”

That’s almost the first thing a FF representative said when the company took its first step out of stealth mode last summer. Right now, they look more like Fisker than Tesla.

I’m confident that this week’s unveiling was only a misstep and that we will soon see more interesting things from FF.

The whole interview is worth watching. Hats off to Matt (but don’t read the Youtube comments):