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photo: Think

This post first appeared on Grist.

“Honey, could you run down to the store and pick up some milk, tofu and one of those new Think City electric cars?”

That could be a conversation you’ll be hearing soon in Switzerland (in French, German Italian and Romansh, of course) now that Norwegian electric automaker Think has struck a deal with Swiss retailer Migros to market the City.

Sort of a cooperatively owned Costco, Migros is Switzerland’s largest supermarket chain and operates more than 600 stores across the country. In a deal announced Wednesday, Migros will sell the battery-powered Think urban runabout through a new division called M-Way.

“We have the key central retail locations all over Switzerland and beyond, now we want to use these bases to spread the news and sales of electric vehicles such as the Think City,” Herbert Bolliger, President of the Federation of Migros Cooperatives, said in a statement.

The announcement caught my attention because it’s a reminder that, one, not all green tech innovation is destined to happen here in California, and two, business model innovation will be just as important as technology itself in transforming electric cars from a niche to a knockout.

From its reincarnation a few years ago under the leadership of then-chief executive Jan Olaf-Willums, Think sought not to sell so much a car as mobility. Internet-enabled and connected to your mobile phone and the power grid, the plastic-bodied City was designed to plug into the transportation and electric power networks rather than be just another isolated hunk of metal rolling down the road.

You might buy the City but lease it’s battery or drive one when needed through a car-sharing service like Zipcar. Or from your neighborhood grocery store.

James Andrews, a Think spokesman, told me that sales of the City will begin this summer at Migros supermarkets. M-Way will initially set up retail outlets at Migros stores in urban areas.

It’s a smart strategy to expose consumers to electric cars. After all, how often do you casually stroll through car dealerships, which, in the United States at least, tend to be isolated in “auto rows” off the beaten path.

Now how often do you pop down to Whole Foods or Safeway for a gallon of milk? You’re probably likely to check out the City or another electric car if you pass it on the way to the wine aisle. Maybe you’ll even take one for a test drive around the block.

Migros’ M-Way already has sold a fleet of 60 Citys to Alpmobil, an eco-tourism company that will provide them for the use of its guests at a resort in the Swiss Alps.

Back in the 1990s, Think leased a previous version of the City to San Francisco Bay Area residents as part of a pilot project that let them plug the cars in to charge at train stations. Among the Think early adopters was a guy named Sergey Brin.

San Francisco is likely to be among the first U.S. cities to receive shipments of the latest City when Think begins selling the car in America later this year. Who knows, you might even be able to buy one at the farmer’s market one day.

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