The new Coda sedan will generate 120 miles range per charge of its LIon batteries.

CODA Automotive, a California-based, a fledgling electric car and battery company, is taking deposits for a new four-door, five-passenger, battery-electric sedan.  But don’t run out looking for a dealer.  The start-up automaker is rethinking the classic automotive retail system, starting with an online ordering system.

“We are excited to begin offering our friends and neighbors a vehicle that meets their day-to-day driving needs, reduces their ownership costs and satisfies their desire to be better stewards of the environment,” said Kevin Czinger, President and CEO, CODA Automotive

Consumers can now reserve a CODA with a fully-refundable $499 deposit at www.codaautomotive.com. The first deliveries will begin at the end of 2010, company officials said.

Powered by a 33.8 kWh, 333V Lithium-ion electric car battery system, the eponymous CODA sedan will be capable of 90 to 120 miles range per charge.

The 5-seater, meanwhile, has a price of $37,400, after federal tax credit of up to $7,500, Czinger said. The car also will qualify for California state incentives, including up to a $5,000 tax rebate under the state’s Clean Vehicle Rebate Project. For some Golden State buyers, however, the biggest perk may be gaining access to the decal that will give owners the ability to drive a CODA on California’s HOV lanes.

CODA also currently plans to begin selling vehicles in Hawaii in the third quarter of 2011, where the car will be eligible for a $4,500 tax rebate offered in the state.

“With a new technology introduction in the automotive category, dependability, quality and safety are key, and these attributes have been our focus since day one,” said Mike Jackson, senior vice president of Global Sales, Marketing and Distribution at CODA Automotive.

But what may stand out most about the CODA program is its unusual approach to marketing.  The online ordering approach is just part of the company’s alternate take on retailing. It plans to set up a network of centers, starting in the San Francisco Bay area that will help “educate” potential buyers, and offer test drives.  Deliveries will be made direct to the customer.

A small network of service facilities will be established, including more than 20 Firestone stores around California.

On the technical side, the CODA sedan’s 33.8 kWh battery is about 40% larger than the lithium-ion pack used in the Nissan Leaf, one reason for the additional range.  The battery-electric vehicle will use an advanced active thermal management system that keeps the battery system at an ideal operating temperature at all times – even when the vehicle is parked. This technology is essential to the cycle life, durability, capacity and reliability of automotive grade battery systems, CODA claims. The electric vehicle will be backed by a three-year/36,000 mile limited warranty and a limited battery warranty of eight-years/100,000 miles.

The CODA features a 6.6 kilowatt on- board-charger, helping to facilitate a complete recharge in about six hours(v) from a 220V charger.  Charging for a 40-mile commute can take as little as 2 hours.  Based on average nighttime (off-peak) electricity rates in the U.S., the anticipated cost to fully charge the CODA Sedan is under $3.

The CODA Sedan will be equipped with both active and passive safety systems, including six advanced airbags with an occupant detection system, Anti-lock Braking System and Electronic Stability Control. Other standard features of the CODA sedan  include Satellite-Ready AM/FM/XM radio, 8-inch color touch-screen, turn-by-turn navigation with real-time weather and traffic updates, a “GreenScreen ” system that monitors driving efficiency and a Bluetooth hands free phone system.

The company said it expects to sell 14,000 units by the end of 2011.