Fisker pivots to franchised dealerships for EV gross sales, help


Fisker on Thursday mentioned it could add franchised dealerships alongside company-owned showrooms, pivoting away from the pure direct-sales mannequin beforehand mentioned.

“We’re evolving our enterprise mannequin and intend so as to add as many as 50 seller companions within the U.S. and Canada and an identical variety of seller places in Europe this yr,” CEO Henrik Fisker mentioned in a press release to Reuters.

Fisker mentioned the addition of franchised dealerships would assist “fulfill growing demand for the Fisker Ocean and to arrange for launch of extra future fashions.” Fisker has reported that its contract producer Magna produced 10,142 Ocean electrical SUVs in 2023, however solely 4,700 have been delivered to clients. Fisker has proven potential follow-up fashions, together with the reasonably priced Pear, the Alaska pickup truck, and Ronin convertible.

Fisker Ocean

Fisker Ocean


An organization press launch mentioned that sellers ought to begin receiving autos by the top of the primary quarter, including that negotiations with sellers began in November 2023. Fisker plans to supply no-haggle pricing “the place permitted” and claims it will not require dealerships to make pricey upgrades to current services. Obligatory EV-related upgrades have change into a sticking level for Ford and Basic Motors as the 2 automakers attempt to put together their seller networks for a lot larger volumes of EV gross sales.

The corporate does plan to keep up its Fisker Lounges as showrooms, however North American dealerships will quickly deal with every thing from take a look at drives and gross sales to financing, servicing, and guarantee repairs. In Europe, the corporate plans a hybrid mannequin, signing up sellers whereas persevering with direct gross sales.

Tesla made direct gross sales a part of the EV-startup template. Its direct gross sales and repair mannequin was primarily based on Apple Shops—and it included hiring the creator of that retail mannequin. However different automakers have had various ranges of success in copying it.

2023 Fisker Ocean

2023 Fisker Ocean

Earlier this week, Vinfast additionally introduced a pivot to the franchised dealership mannequin. The primary Vinfast dealership has already opened in North Carolina, one in all 125 gross sales factors the corporate is aiming for within the U.S.

Initially Rivian deliberate to make use of sellers for service and help, whereas promoting immediately. However it will definitely fashioned its personal operation for every thing, turning into absolutely direct like Tesla. Lucid can also be at the moment utilizing direct gross sales completely.

Polestar makes use of a hybrid mannequin that takes benefit of dealership service services from dad or mum model Volvo and could also be the very best of each worlds. Volvo itself tried direct gross sales of its EVs, however sellers pushed again.


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