Fisker has chosen to depart from the prevalent direct-to-consumer sales model, opting instead for a dealer partnership approach. CEO Henrik Fisker outlined the shift, citing significant changes in the EV market throughout 2023 and the imperative to cater to the burgeoning demand for the Fisker Ocean and future models.
Under this new strategy, Fisker aims to collaborate with up to 50 dealer partners in the U.S. and Canada. In Europe, the company plans to adopt a hybrid model, leveraging both dealerships and a direct-to-consumer channel. This move aligns with Fisker's broader “asset light strategy,” designed to expedite the expansion of its sales and delivery network.
Diverging from the norm, Fisker assures a no-haggle pricing policy for its dealers, where regulations permit. The company seeks to facilitate a streamlined purchasing process for consumers. In a bid to ease the burden on dealer partners, Fisker has developed a corporate identity that requires minimal facility modifications, enabling dealers to swiftly commence EV sales.
Despite embracing a dealer partnership model, Fisker is adamant about prioritizing customer experience, satisfaction, and support. Acknowledging recent studies highlighting potential dissatisfaction among EV owners dealing with direct-to-consumer brands, Fisker sees the collaboration with dealerships as a means to potentially enhance customer relations.
Beyond facilitating traditional sales, the partnership with dealerships is expected to enable Fisker to offer more test drives and create dedicated spaces for customers to experience new models firsthand. The company also plans to sustain and expand its global network of Fisker Lounges, underscoring its commitment to customer engagement.
Fisker initiated discussions with potential dealer partners in November 2023 and anticipates commencing vehicle deliveries to dealers by the end of the first quarter. This strategic shift reflects Fisker's responsiveness to the dynamic landscape of the EV market, emphasizing adaptability, accessibility, and consumer satisfaction while fostering a scalable and efficient sales approach.