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Despite Henrik Fisker’s ambitious goal of delivering 300 electric SUVs globally per day, internal documents obtained by our sources indicate a significant shortfall in meeting this target.
According to the disclosed documents, the EV startup fell notably below its internal sales goal of 100 to 200 vehicles a day in North America, with sales often limited to just one to two dozen Ocean SUVs daily.
North American Focus and Sales Efforts:
While Fisker has been delivering its SUVs in several European countries through a contract with Magna Steyr in Austria, North America remains the primary market for the startup. The recent announcement of seeking dealership partnerships for U.S. sales signifies a shift from its original direct-sales-only model.
The revelation of pursuing dealership collaborations contradicts the company’s previous emphasis on direct sales.
Fisker had intended to establish showrooms across North America but has opened only two flagship “Fisker Lounges.” Henrik Fisker attributed the sales challenge in the U.S. to the absence of a physical sales presence.
Industry-Wide Struggles in the EV Market:
Fisker’s struggle to meet demand mirrors challenges faced by other EV manufacturers. Establishing brand recognition and securing market share has proven difficult for newcomers, as seen with Lucid’s marketing hurdles and a 10% decline in Rivian’s deliveries in the fourth quarter of 2023.
Despite Magna’s production of 10,142 Ocean SUVs in 2023, Fisker’s deliveries were significantly lower, at approximately 4,700.
Production delays and software issues with early cars contributed to this disparity, with Fisker citing supplier difficulties as another factor impacting the rollout pace.
Unfulfilled Demand and Revised Production Estimates:
Fisker had initially projected Magna to manufacture 42,400 Ocean SUVs in a year, but continual adjustments saw a reduction to approximately 10,000 vehicles in 2023.
Despite these revisions, Henrik Fisker expressed ongoing confidence in publicly accelerating sales and deliveries.
Most of the 4,700 vehicles sold in 2023 were the top-tier Ocean One trim. However, the startup recently shipped the first unit of a more affordable trim, the Ocean Sport, to a customer in the U.K., diversifying its product offerings amidst ongoing challenges.
