Fisker, the electric vehicle company founded by renowned car designer Henrik Fisker, is taking a different approach to selling its vehicles. Instead of relying solely on direct-to-customer sales, Fisker is partnering with dealerships to expand its reach and offer customers a more convenient and personalized experience.
Fisker announced on Thursday that it would integrate its dealership model with its direct sales model, creating a hybrid distribution system that would allow customers to choose how they want to buy and receive their vehicles. Fisker said this strategy would help boost its sales and delivery targets and increase customer satisfaction and loyalty.
Why Fisker Needs Dealerships
Fisker is not the first EV company to adopt a hybrid distribution model. Tesla, the market leader in the EV space, also sells its vehicles both online and through its network of showrooms and service centers. However, Tesla has faced challenges and legal battles with traditional dealerships, who see Tesla as a threat to their business model and lobby for laws protecting their interests.
On the other hand, Fisker is trying to avoid such conflicts and leverage dealerships' existing infrastructure and expertise. Fisker said it has signed agreements with 12 dealership groups in the U.S., representing more than 100 locations across 25 states. Fisker also said that it is in talks with several dealership groups in Europe, where it plans to launch its vehicles in the second half of 2023.
Fisker’s CEO, Henrik Fisker, said that dealerships are essential for the company’s growth and success, especially in the U.S., where customers still prefer to see and test-drive vehicles before buying them. He said that dealerships can provide better customer service and support and help with trade-ins, financing, and delivery options.
Fisker also said that dealerships can help the company reach new markets and customers, especially in rural areas where online sales may not be as effective. He said that dealerships can also help with marketing and promoting the Fisker brand and products and generate referrals and repeat purchases.