Anyone who follows the news when it comes to electric and/or hybrid vehicles can tell you the story of Henrik Fisker. Gross money mismanagement, a sexist ad campaign, and some good old fashioned bad luck all had a hand in the downfall of Fisker Automotive in 2012, (for an excellent run-down of the death of the company click here). Despite the colossal failure of Fisker’s original car, Chinese auto-parts company Wanxiang Group is betting big money that his dream of delivering luxury electric cars to discerning buyers can be a profitable reality. Born from the ashes of the failed Fisker Karma comes the Revero, a luxury electric hybrid sedan that is sure to turn heads and break banks.
With base models starting at $130,000, the Revero from Karma Automotive (a subsidiary of the Wanxiang Group) is not a car built for the masses. It is however an elegant, attractive sedan that can go from 0-60 mph in 5.4 seconds. The 403 horsepower engine in the Revero makes it a rival to many of its exclusively gas-powered competitors and the overall quality of the vehicle is second to none. In addition to a 4-cylinder turbocharged internal combustion engine, the Revero also comes standard with a 21kWh litium-ion battery. This allows the Revero to travel up to 50 miles all-electric and up to 300 miles total range. Full charge time for the battery is approximately 10 hours when plugged in to your average 120 volt socket and 24 minutes when hooked up to a quick-charging station.
The Revero maintains much of both the interior and exterior of the original Fisker Karma. According to James Taylor, Chief Revenue Officer for Karma Automotive, this was not an accident. The company believes that the original Fisker Karma could have been a tremendous success and still holds a great deal of appeal for potential customers. Taylor further stated in a 2017 interview with the website revolution.watch, that any potential Karma buyer is probably going to be a bit different than your average luxury car customer. Karma buyers “Are people who have done something in their lives successful enough to buy a six figure car. They are probably some form of entrepreneur; they like to do things differently, so those same characteristics carry over to their purchase of a car. Their personality makes up is key. No one has ever been challenged for buying a BMW 7 series, but you won’t be noticed either, because everybody buys them. The person who pulls up in a Karma gets noticed for taking a different path,” Taylor noted. You can read the entire interview with Taylor by clicking here.
No matter who the buyers of Karma’s vehicles end up being, there won’t be very many of them. Karma only produced about 150 cars in 2018 and plans to build an absolute maximum of 300 in 2019. Karma is counting on exclusivity and relative inaccessibility to build their brand and eventually drive sales.
Will this strategy of scarcity work? Will Karma eventually rise from the ashes of Fisker and become a rival to Tesla and the other luxury electric/hybrid producers? Please leave us a comment below and let us know what you think.
For more on the Frisker EMotion all-electric car including a gallery of high-resolution photos, please click here.
Source | Images: karmaautomotive.com