Fisker Automotive, the American manufacturer of premium plug-in hybrid electric vehicles, and southern California-based global branding experts Lambesis, announced on July 1 the launch of Fisker’s international “Pure Driving Passion” campaign and website for the upcoming Fisker Karma.
If you haven’t heard of Fisker Automotive, it’s a car company based in electric-car-loving California, and what they’ve introduced to the automotive world is the equivalent iPod to a field of cassette tape players and cumbersome multi-stack CD units. The Fisker Karma, their first car, is large luxury sports sedan that has helped paved the way towards the development of the electric vehicle, whilst utilising the last days of the internal combustion engine.
It is a hybrid, yes, but, like the Lotus concept from a couple of weeks ago, the internal combustion part of the hybrid is only there for regenerative purposes for the battery. In essence, it is an electric car and it can be recharged at a power point. The beauty of this electric hybrid is though, it is beautiful and it is a more realistic and economical package compared to its, well… nearest rivals that aren’t concepts – the Toyota Prius is more of a petrol car with electrical support, whereas the Tesla Roadster is purely electric and thus has a more limited range.
The Karma uses 300kWs worth of electric power, which results in 0-100km/h times as quick as 5.8 seconds, and a small direct-injection combustion engine to keep the batteries charged. The batteries alone are said to have a range of 80km, but, with the combustion engine activated, the range goes up to 480km (including the original 80km). These figures sound pretty good. To top it off though, with the regenerative motor activated, the car is said to drink just 2.4L of fuel per 100km. Keep in mind it is a largish sedan and it is as quick as an SS Commodore.
The new ad campaign though aims to market the idea behind this car, the company and the new website. Fisker Automotive, Inc. CEO Henrik Fisker said in a recent release, “We wanted a site that delivers Fisker enthusiasts a deep, rich experience with the brand through the best online technologies available. Lambesis’ history developing stylish, iconic brands made the agency a perfect fit to help create Fisker Automotive’s Pure Driving Passion campaign and international site development.”
Henry Fisker knows a bit about design and style too. He used to work for the likes of Aston Martin and BMW DesignworksUSA and helped create the DB9 and BMW’s Z8 roadster.
They hope the new campaign gathers a large chunk of the market whilst also attracting loads of fence-sitters and anti-hybrid enthusiasts by ridding the boring stigma normally attached to green cars. The new site is also designed to inform potential customers about the plug-in hybrid electric vehicle (PHEV) as well as introduce the new Karma which is scheduled to go on sale at the end of the year.
The new website can be found here: www.fiskerautomotive.com