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Fisker Automotive, the new business model
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In part I, we viewed the history of startups and in part II we saw how Fisker Automotive wants to make a difference by outsourcing. In Part III we conclude what this could mean for the car industry.
The gist is that right now is the perfect time to set up the car company of the future and those who have already been working on the electric drive will have a clear advance tomorrow. What Fisker Automotive wants to do could revolutionize the industry.
Work On The Fundamentals. What is striking about the Fisker business model is that out of the 750 people working on the plug-in hybrid, PHEV Karma, fewer than 100 are on staff. This leaves the "car maker" to concentrate of design and what attracts people to cars in the first place.
To the question why not buy a GM Volt, the answers are many. The Fisker Karma is a PHEV, much as the E-REV Volt is but will be more expensive for different reasons. The Karma is a performance car with a light aluminum chassis while the Volt is aiming more for family sedan market. Does this justify twice the price? Henrik Fisker certainly hopes so and time will tell.
What Does This All Mean? Henrik Fisker has one of the most interesting and comprehensive business model based around the electric drive. While it is clearly obvious that designing a car from scratch and commercializing it takes important resources, Fisker leaves the manufacturing part to a few companies whose sole business is running factories, two of which being Valmet Automotive for the body work and Magna International for the interior.
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This sort of business model could the forerunner of what is to come in the industry. As more and more startups make indents on the traditional car making business, it will give part makers and components integrator a greater industrial role. Ford is already starting to work with Magna, which is in talks to buy Opel. Adding more companies working on specifics will eventually lower costs and allow for more innovation, a starch contrast to how the automobile industry operated these last few decades.
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