We believe that there are many buyers who want a stylish, sporty car that sends a positive message about their concern for the environment as they drive it down the street.
I’ve always wanted to design a Mustang. I just never really had the opportunity in my career because the timing was never right.
I believe there’s still room for the dream a lot of people in the industry have – to design and build your own cars.
Design – pure beauty – will be number one at Fisker Coachbuild. We want to bring beautiful, desirable cars to the market, limit the production of each model, and do so with the highest quality.
One of the big failures for the big auto companies is that even the CEO and the top management often don’t understand design and manufacturing. As a CEO, you have to make decisions; you need to have knowledge.
When I design a car, I want people to look at it and go, ‘Wow, that’s kind of interesting,’ and do a second take.
At a European auto show, I had someone from a German car company come up to me and say the Karma should cost $125,000, not $87,900, but our development process lets us lower the costs. I guarantee it’s profitable.
In this industry, you have to have passion. It’s tough; there’s no mercy. But I just love cars – I love to bring a new car to market. And every time I do this, it gets a little easier.
The car industry has invested a lot in hybrid, but my opinion is electric cars will take over a lot of hybrids quicker than people think now.
The implementation of autonomous driving needs a whole new rethinking. To really make it an attribute for society, we really need to think differently about where and when and how we implement this.