Forbes describes Henrik Fisker not as a car designer, but as an actor who would be perfect for this role for a Hollywood blockbuster: a tall, attractive blond 57 years old. One of his most famous works is a silver BMW Z8 sports car for “Bondiana”: this one drove Pierce Brosnan as James Bond in the film “The World Is Not Enough”. At the beginning of the 2000s, he moved to Aston Martin, then to Tesla – Elon Musk’s company(which later sued him). how did Elon Musk become the world richest men?
In 2007, Fisker founded his own company, Fisker Automotive, which launched one of the world’s first electric vehicles. And it crashed six years later. Then the company was building an expensive supercar called Karma with a price tag of $ 100,000. But Fisker Automotive suffered all the setbacks imaginable: defective batteries, technological problems, and also – a hurricane that destroyed an entire batch of luxury cars. As a result, the company declared itself bankrupt in 2013, its assets were bought by the Chinese Wanxiang Group: Fisker Automotive was renamed Karma Automotive and continues to produce cars under the name Revero.
Now Fisker is back in the game and he is confident that everything will work out. First, he has a new partner – his wife Gita Gupta-Fisker: she is a co-founder and CFO. Secondly, he has already taken his new company Fisker Inc to an IPO, during which he raised more than $ 1 billion. Thirdly, the company’s shares have grown by 56% since October 2020, Fisker and his wife are already billionaires with a fortune of $ 1, 1 billion each. Usually, friends, father, and son do business, but husband and wife are the first time in the auto industry.
Fisker took his wife as a partner for a reason and led the company to an IPO: they taught the lessons of the past failure. Then he was only a leader, all the power and decision-making power – with the investors to whom Fisker Automotive was actually sold. Now everything is different: the spouses have shares, votes on the board, and experience. Everyone is responsible for their own area: Henrik for design and engineering, Geeta for the financial side. She received an excellent specialized education, worked in the international investment company Lloyds Banking Group.
Geeta’s main goal is to ensure that Fisker Inc is able to present its vehicle in the promised price range. We are talking about the company’s first car – the Fisker Ocean crossover for $ 37,499, which should hit the market in 2022.
Price is the main attraction of Fisker Ocean, says Henrik. Tesla Model Y in the US starts at $ 49,990 excluding local benefits, which means almost $ 12,000 more than Ocean’s base price. The latter, taking into account government incentives in the United States, will cost less than $ 30,000 at all. The cars are similar: Ocean is also a five-seat crossover with a cruising range of about 400 km.
In order not to spend money on an expensive plant, Fisker signed a contract with the famous car company Magna: it takes contracts from car brands and assembles cars, produces parts, etc. at its factories – in fact, it is outsourcing in the automotive industry. Now Magna cooperates with such manufacturers as BMW, Daimler (Mercedes-Benz), Jaguar Land Rover, Toyota, and others. The new partner is Fisker Inc. In October 2020, the companies entered into a partnership, Magna will assemble the Fisker Ocean at its plant in Austria. As part of the partnership, Magna also acquired 6% of Fisker Inc.
Henrik Fisker and his wife are confident that this time everything will work out. At least 10,000 people have already booked Fisker Ocean with a $ 250 deposit. And knowing the mistakes of the past, the creator of the “Bond car” will try not to repeat them.