Fisker BEV Branding Program Focuses on Would-Be Buyers

Battery-electric-vehicle startup Fisker will open the first of its “global brand experience centers” in the first half of 2022 in Los Angeles, followed by a European center in Munich, Germany.

“Fisker Brand Experience Centers will offer prospective customers the opportunity to see and experience the company’s vehicles, as well as speak with product experts on hand,” the company says in a news release.  

Following Los Angeles and Munich, Fisker plans to open at least four additional centers in London, New York, Miami and Copenhagen in second-half 2022.

The Fisker Ocean BEV will make its global debut in November at the Los Angeles auto show, with production to start Nov. 17, 2022. Production prototype testing will begin this year.

“With less than 500 days to run before we start on-time production of the Fisker Ocean, we are simultaneously focused on crafting our customer journey,” Fisker Chairman and CEO Henrik Fisker says. “Our brand experience centers will be the primary physical touchpoint for the majority of our prospective customers. Our global rollout plans are focused on the largest metropolitan areas for electric vehicle adoption – and where we can meet the greatest number of our reservation holders.”

The Fisker Ocean will be priced in the U.S. starting at $37,499 (excluding BEV-related subsidies) and below €32,000 ($38,000) in Germany (including taxes and BEV-related subsidies). High-value option packages will be offered to customers across the Ocean’s entire price range, the company says.

Including fleet orders, Fisker says it has more than 62,000 hand-raisers identifying themselves as potential customers, and 17,300 paid reservations for the Ocean. The Fisker reservation system, enables prospective customers to place a vehicle reservation with the flexibility to cancel at any time. Each vehicle reservation requires a $250 deposit with a 10% charge ($25) to cover third-party and administrative costs in the event of a cancellation.

Contract manufacturer Magna will build the Ocean – the first of four BEVs Fisker plans to be selling by 2025 – at its Graz, Austria, facility under a long-term production agreement through 2029. Fisker has said its design, engineering and software teams will integrate Magna’s lightweight, aluminum-intensive EV architecture with the Ocean’s exterior styling.