Direct sales plus dealers
Fisker has announced a new sales strategy for electric vehicles (EVs) that remains asset-light, but hopes it will help boost sales of its flagship Ocean model.
The company has shared plans to adopt a network of about 100 dealer partners in addition to its direct-sales model.
The American carmaker slashed its output goals several times last year, most recently in early December, as it leaned down to prioritise liquidity.
Its final production target sat at 10,000 annual units – a far cry from the 42,400 originally promised. By lowering its targets four times, Fisker was able to produce more than 10,000 Ocean EVs in 2023 and deliver about 4,700.
When Fisker announced its updated production strategy to prioritise capital, it also shared that it was in “advanced discussions” with several carmakers about possible strategic partnerships with more details to come in 2024.
While details about that have yet to be announced, it has confirmed a new network of about 100 dealer partners across North America and Europe.
Combined with its existing direct-sales model, Fisker hopes its dealers can take advantage of larger market territories with less local competition, enabling no-haggle pricing where permitted.
Chairman Henrik Fisker says: “As we saw throughout 2023, the EV market has changed dramatically. As a high-growth start-up, Fisker is transforming its strategic efforts by putting in place the brand accessibility and sales channels required to satisfy increasing demand for the Ocean [pictured] and prepare for the launch of future models.
“As a result, we are evolving our business model, and intend to add as many as 50 dealer partners in the US and Canada and a similar number of dealer locations in Europe this year.
“In keeping with our asset-light strategy, I expect the dealer partnership model should enable Fisker to expand its sales and delivery network at a faster pace.”
The company adds it does not intend to require these new dealer partners to make any major or expensive changes to existing facilities, helping limit the lead time before EV sales and service can start.
As for Europe, Fisker will follow the popular agency model and plans to sign agreements with sales and distribution partners in those respective markets while continuing direct sales.
