Fisker Pivots from Direct Sales to Dealers

Electric vehicle startup Fisker announced today that it will pivot to a dealer sales model in both North America and Europe to align with rising consumer demand for its upcoming models. 

Fisker aims to establish partnerships with approximately 50 dealers in both the U.S. and Canada, as well as a similar number across Europe, by the end of 2023. The company expects the first Fisker Ocean SUVs to start arriving at dealer lots by the end of the first quarter of 2024.

The move marks a strategic shift for the EV maker, which originally planned to rely on a direct sales approach. However, Fisker believes the dealer model will enable more rapid expansion of its sales and delivery infrastructure.

“As a high-growth startup, Fisker is transforming its strategic efforts by putting in place the brand accessibility and sales channels required to satisfy increasing demand,” said Chairman and CEO Henrik Fisker.

Beyond the Fisker Ocean, the company hints at additional “higher-volume vehicle models” arriving to market soon. The unique dealer territories and no-haggle pricing approach aims to incentivize partnering dealers while simplifying the customer experience.

In Europe, Fisker will supplement its direct sales with new sales and distribution partners. This blended strategy aligns with regional regulations while expanding reach.

Our Thoughts

While Tesla, Rivian, and others have favored direct sales, Fisker’s asset-light dealer strategy could fuel faster growth. By leveraging dealer partnerships, Fisker may be able to accelerate deliveries and scale production faster across future models.

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