In its first major advertising campaign in national US media, Fisker Automotive, the leading manufacturer of luxury Electric Vehicles with extended range (EVer), today celebrated its breakthrough in combining sustainable motoring with cutting edge technology and design.
The company’s advertisement – a multi-page display in today’s edition of the Wall Street Journal – extols Fisker’s success in bringing the industry’s first four-door luxury electric vehicle to market, while acknowledging the challenges that accompany all new pioneering technologies.
“Launching a new car company is a difficult enough challenge on its own and one that is rarely attempted, let alone also trying to establish a new brand with a revolutionary new product and technology,” says Henrik Fisker, Executive Chairman and Chief Designer. “We have made steady progress and won several prestigious awards for our game-changing Karma model.
“But changing the market is never a risk-free enterprise. We have faced multiple challenges, which have created skepticism about our ambitions – especially in uncertain economic times. But we are building a business for the future by pursuing sustainable luxury without compromise.”
Fisker Automotive has always stayed true to its original vision. Almost without exception, the purity of an original car design is typically lost in its translation from concept to production. Fisker Automotive has defied convention with the Karma – bringing the concept to reality without alteration and in a record four years.
In an even more revolutionary step, the Karma’s EVer powertrain fundamentally changes the way we drive. Short daily trips – the majority of our driving – can be completed on electric power alone, without tailpipe emissions.
Karma drivers also have the freedom to take longer trips without worry, thanks to a gasoline engine-generator: quick visits to the gas station extend the Karma’s range indefinitely.
“By combining true ‘dream car’ design with zero-emission capability, we are doing something that has never been tried before,” continues Henrik Fisker. “Change is not easy. Today’s message in the Journal is an opportunity to put these challenges into perspective and take stock of what we have achieved.”
In a first for an American car company, earlier this year the Fisker Karma captured Top Gear magazine’s Luxury Car of the Year Award. Fisker Automotive has raised more than $1 billion from private investors and generated revenues exceeding $100 million from customers who have decided to join us on this remarkable journey.
“We think that’s impressive,” concludes Mr. Fisker. “And we’re just getting started.”
The text of the Wall Street Journal ad appears below. Further marketing communications initiatives will follow in the next several months.
New isn’t easy.
History will tell you the new path is often the most difficult.
Discovery, far more work than settling.
But history will also tell you there are always a few who simply don’t care.
They don’t care that pushing forward is 4,000 times harder than being pulled along.
They don’t care that giant leaps require more than a single step.
And they don’t care that not everyone is behind them.
Because they know the doubters aren’t the builders.
The critics are never the creators.
And the skeptics, rarely the inventors.
When we set out to redefine and reshape how the
world thinks about cars, we knew it wouldn’t be easy.
And despite our many firsts, accomplishments, and accolades, it hasn’t been.
But that’s alright.
Building the future never is.