EV startups have mostly turned to the direct-to-consumer model of sales, which is perhaps best associated with Tesla. However, Fisker plans to buck the trend and announced today that it will establish a dealer partnership model.
“As we saw throughout 2023, the EV market has changed dramatically,” said CEO Henrik Fisker. “Fisker is transforming its strategic efforts by putting in place the brand accessibility and sales channels required to satisfy increasing demand for the Fisker Ocean and to prepare for launch of additional future models.”
Fisker says it intends to work with as many as 50 dealer partners in the U.S. and Canada, as well as a similar amount in Europe. However, Fisker in Europe will espouse a hybrid strategy, using both a dealer and a direct-to-consumer model.
Read: Fisker Shares Jump After Sales Quadruple In Q4, Has Delivered 4,700 EVs In 2023
The automaker claims its new sales model is part of its “asset light strategy,” and will help it expand its sales and delivery network at a faster pace than it otherwise could. Where permitted, Fisker dealers will have no-haggle pricing.
Dealers working with Fisker will not be required to make expensive changes to their facilities. The automaker has developed a corporate identity that is easy to set up so that dealers can start selling EVs like the Ocean as quickly as possible.
Despite that, Fisker promises that it will work with dealers to emphasize customer experience, satisfaction, and support. Working with dealers may help with that, as a recent study found that EV owners who interact with direct-to-consumer brands leave more one-star reviews of their experience than customers who interact with dealers.
Dealerships will also allow the automaker to offer more test drives, as well as a place for customers to experience new models as they become available. Fisket will also continue to support its Fisker Lounges around the world and plans to open more.
Fisker says it has been in discussions with potential dealer partners since November 2023, and expects to start sending vehicles to them by the end of the first quarter.
