Survey

[LBrennan]

Recently I was contacted by a UC Irvine MBA student. They are conducting research for their marketing project on Fisker. If you've got some time, please fill out this survey to help them out:

Product
1. Generally what are your thoughts on hybrid cars? Their performance and design?
2. Have you ever owned a hybrid car? If not, why not?

Customers
3. Once models are released, why would you decide to purchase a Karma? Please give 3 reasons in order of importance, with the most important first.
4. How would you describe the typical Fisker customer, or is there no “typical customer” of Fisker?
5. What do you think are some of the reasons why customers choose Fisker?
6. What are some of the reasons why customers choose Fisker over Porsche or BMW?

Marketing & Corporate Communications
7. Marti Eulberg, VP Global Sales and Marketing at Fisker, mentioned one of her biggest challenges is how to educate the public about new plug-in hybrid technology. How do you think Fisker should communicate that information to the American public and its target market?
8. Marti also mentioned Fisker’s mission is to restore the U.S. as the global leader in the car industry and to reduce the U.S.’ dependence on oil. How do you think Fisker should communicate that information?
9. Fisker is using nontraditional marketing strategies at this point. What do you think are the benefits and costs of that?

Additional Information
10. Is there any additional information that you are seeking to obtain about Fisker?

[LBrennan]

Product
1. Generally what are your thoughts on hybrid cars? Their performance and design?

Prior to Fisker, I was interested in hybrids but had not really looked at them because I am not in the market for a new vehicle. I would have considered one for my next vehicle.

I think plug-in hybrids are the essential step between purely gasoline powered vehicles and purely electric vehicles. Currently the infrastructure does not exist to support an EV. As plug-in hybrids become more prevalent, the market will develop to support them. Businesses will start advertising plug-in "stations" in an effort to attract those customers whose primary vehicle is a plug-in hybrid. Once that infrastructure is in place, an EV is perfectly viable.

Before Fisker, "hybrid" and "performance" were mutually exclusive. That is why I am drawn to them. The same is true for the design.

2. Have you ever owned a hybrid car? If not, why not?
No. See above.

Customers
3. Once models are released, why would you decide to purchase a Karma? Please give 3 reasons in order of importance, with the most important first.
Performance, Value, Reducing oil dependency

4. How would you describe the typical Fisker customer, or is there no “typical customer” of Fisker?
Conscientious with discerning taste.

5. What do you think are some of the reasons why customers choose Fisker?
Because they are the first to offer a luxury performance vehicle that is not power by a gasoline engine.

6. What are some of the reasons why customers choose Fisker over Porsche or BMW?

Well, let's compare apples to apples. At the Fisker's price range is BMW's flagship 750i. Certainly a fantastic vehicle with even better performance numbers. I'm going to go out on a limb and say that the BMW's interior is better than Fisker's. Where the BMW falls short is with the 15mpg city and 22mpg highway numbers. That alone makes the Fisker the choice for me.

Porsche is a more difficult comparison. The only sedan they sell is the Panamera and it's priced closer to $90,000. Still, Porsche offers no hybrid option. So essentially it comes down to the fact that the Fisker is a plug-in hybrid, but still offers luxury and more than ho-hum driving.

If you're looking purely for performance, both brands have more to offer than Fisker.

Marketing & Corporate Communications
7. Marti Eulberg, VP Global Sales and Marketing at Fisker, mentioned one of her biggest challenges is how to educate the public about new plug-in hybrid technology. How do you think Fisker should communicate that information to the American public and its target market?
This is a good question. I think their website could use some work. You can look around this website and see many unanswered questions that customers have.

8. Marti also mentioned Fisker’s mission is to restore the U.S. as the global leader in the car industry and to reduce the U.S.’ dependence on oil. How do you think Fisker should communicate that information?
Well the fact is that until Fisker produces a solid product the majority of people will remain skeptical. I think that delivering on their promises is the best way they can communicate that message.

9. Fisker is using nontraditional marketing strategies at this point. What do you think are the benefits and costs of that?
They are trying to distance themselves from the Big 3, which is a clear benefit of the nontraditional marketing strategies.

10. Can you tell me more about your website? What are you hoping to achieve?
I am hoping to build a community of enthusiasts that is an outstanding technical resource as well. As a member of another niche car community it has been great to get to know other owners, go on drives, etc. Also there is just so much useful information and help available... I have been able to improve my vehicle just by reading information that others have provided.

Additional Information
11. Is there any additional information that you are seeking to obtain about Fisker?
Yes. As much information as I can get. People come on here asking questions and I'm trying to get answers for them.

[rceldib]

Product
1. Generally what are your thoughts on hybrid cars? Their performance and design?
I think they are a great design architecture that may be a long term solution once the generator is no longer run by fossil fuel. Batteries alone, for now, do not have acceptable range, are heavy, and are expensive. If the Fisker Karma 1st generation can have the performance they advertise, I am sure further development will mean performance will surpass the internal combustion engine vehicles.
2. Have you ver owned a hybrid car? If not, why not? I have a BMW 528i, a Ford Ranger EV and a Ford Crown Victoria CNG. No hybrid.

Customers
3. Once models are released, why would you decide to purchase a Karma? Please give 3 reasons in order of importance, with the most important first. Green, performance, reliability.
4. How would you describe the typical Fisker customer, or is there no “typical customer” of Fisker? Wealthy, style conscious, and environmentally aware.
5. What do you think are some of the reasons why customers choose Fisker? Green, Style, performance.
6. What are some of the reasons why customers choose Fisker over Porsche or BMW?
Green
Marketing & Corporate Communications
7. Marti Eulberg, VP Global Sales and Marketing at Fisker, mentioned one of her biggest challenges is how to educate the public about new plug-in hybrid technology. How do you think Fisker should communicate that information to the American public and its target market? Auto Shows, Mass media, internet, podcasts. Set-up a webpage like what Lyle has for the Chevy Volt and have a daily story about the progress that is going on with the Fisker. Biggest question mark about Fisker is can they deliver and will it be reliable. If they are open and show what development is being completed people will be more comfortable buying the Fisker. GM is being open with what their plan is and they have been able to stick to their plan. This has been huge in turning peoples opinion around that the Volt is not just a marketing ploy.
8. Marti also mentioned Fisker’s mission is to restore the U.S. as the global leader in the car industry and to reduce the U.S.’ dependence on oil. How do you think Fisker should communicate that information? Auto Shows, Mass media, internet, podcasts. Set-up a webpage
9. Fisker is using nontraditional marketing strategies at this point. What do you think are the benefits and costs of that? Lower cost but not nearly enough coverage. If I ask someone about the Volt they know it. If I ask the average person about the Fisker they do not.

Additional Information
10. Is there any additional information that you are seeking to obtain about Fisker? I would like to see a lot more info from Fisker. What is going on in the development process. How many test cars are out there. What type of tests are they running.

[zazooo]

Originally Posted by Lee Brennan

Recently I was contacted by a UC Irvine MBA student. They are conducting research for their marketing project on Fisker. If you've got some time, please fill out this survey to help them out:

Product
1. Generally what are your thoughts on hybrid cars? Their performance and design?

I currently own a Toyota Prius. I love the concept of having a solid dependable car that costs very little to operate. That it is good or helps to make a better environment is just a bonus. Setting aside the great gas mileage, performance and exterior design leaves more than a lot to be desired. My Prius is a 50 mile per gallon egg on wheels.

2. Have you ever owned a hybrid car? If not, why not?

See above.

Customers
3. Once models are released, why would you decide to purchase a Karma? Please give 3 reasons in order of importance, with the most important first.

1. I am crazy about the look. I love Aston Martins and this looks like an exotic Aston with four doors.
2. Performance. I am an aggressive driver and love to have power at my disposal. My car has none of that.
3. The mileage. Even better than the Prius without the aforementioned compromises. However, I am not a wealthy man. I would have to wait and try to grab one a couple of years old in order to afford it.

4. How would you describe the typical Fisker customer, or is there no “typical customer” of Fisker?

I don't have enough information to answer this question. I don't know if you're talking about Coachbuild customers or potential Karma customers. Either way, they are probably upper class where money is not an issue.

5. What do you think are some of the reasons why customers choose Fisker?

Reputation for quality and great design in regards to his past work. Anticipation for the same with the addition of greater fuel economy for his future work.

6. What are some of the reasons why customers choose Fisker over Porsche or BMW?

Again I don't have enough information to give a credible response. I don't know what price points we're talking about. I couldn't afford any of his past works and can't afford his newest either. I would assume the choice would be about taking a good design and making it better.

Marketing & Corporate Communications
7. Marti Eulberg, VP Global Sales and Marketing at Fisker, mentioned one of her biggest challenges is how to educate the public about new plug-in hybrid technology. How do you think Fisker should communicate that information to the American public and its target market?

Identify ways of getting surveys to the general public and then asking them what their concerns are in regards to plug-in hybrid technology, and then providing information that eases or removes said concerns.


8. Marti also mentioned Fisker’s mission is to restore the U.S. as the global leader in the car industry and to reduce the U.S.’ dependence on oil. How do you think Fisker should communicate that information?

It can be stated over and over but until the production of quality cars that are capable of performing in the way they are advertised are actually on the street, it will be considered nothing more that over-hyped manufacturers claims. Also, they have to be able to provide not only a product such as the Karma, but other products that are affordable and applicable to many price points and applications, and be able to do so in a large quantity.

9. Fisker is using nontraditional marketing strategies at this point. What do you think are the benefits and costs of that?

I'm guessing they're trying to costs down while putting everything they have into getting the production facilities and their first products to be as good as possible. When they achieve what they are striving for, I would assume their marketing campaign will become more traditional.

Additional Information
10. Is there any additional information that you are seeking to obtain about Fisker?

I want to know when I can expect to see Karma's on the street, and discover information about reliability and actual performance.

[zazooo]

Originally Posted by Lee Brennan

Recently I was contacted by a UC Irvine MBA student. They are conducting research for their marketing project on Fisker. If you've got some time, please fill out this survey to help them out:

Product
1. Generally what are your thoughts on hybrid cars? Their performance and design?

I currently own a Toyota Prius. I love the concept of having a solid dependable car that costs very little to operate. That it is good or helps to make a better environment is just a bonus. Setting aside the great gas mileage, performance and exterior design leaves more than a lot to be desired. My Prius is a 50 mile per gallon egg on wheels.

2. Have you ever owned a hybrid car? If not, why not?

See above.

Customers
3. Once models are released, why would you decide to purchase a Karma? Please give 3 reasons in order of importance, with the most important first.

1. I am crazy about the look. I love Aston Martins and this looks like an exotic Aston with four doors.
2. Performance. I am an aggressive driver and love to have power at my disposal. My car has none of that.
3. The mileage. Even better than the Prius without the aforementioned compromises. However, I am not a wealthy man. I would have to wait and try to grab one a couple of years old in order to afford it.

4. How would you describe the typical Fisker customer, or is there no “typical customer” of Fisker?

I don't have enough information to answer this question. I don't know if you're talking about Coachbuild customers or potential Karma customers. Either way, they are probably upper class where money is not an issue.

5. What do you think are some of the reasons why customers choose Fisker?

Reputation for quality and great design in regards to his past work. Anticipation for the same with the addition of greater fuel economy for his future work.

6. What are some of the reasons why customers choose Fisker over Porsche or BMW?

Again I don't have enough information to give a credible response. I don't know what price points we're talking about. I couldn't afford any of his past works and can't afford his newest either. I would assume the choice would be about taking a good design and making it better.

Marketing & Corporate Communications
7. Marti Eulberg, VP Global Sales and Marketing at Fisker, mentioned one of her biggest challenges is how to educate the public about new plug-in hybrid technology. How do you think Fisker should communicate that information to the American public and its target market?

Identify ways of getting surveys to the general public and then asking them what their concerns are in regards to plug-in hybrid technology, and then providing information that eases or removes said concerns.


8. Marti also mentioned Fisker’s mission is to restore the U.S. as the global leader in the car industry and to reduce the U.S.’ dependence on oil. How do you think Fisker should communicate that information?

It can be stated over and over but until the production of quality cars that are capable of performing in the way they are advertised are actually on the street, it will be considered nothing more that over-hyped manufacturers claims. Also, they have to be able to provide not only a product such as the Karma, but other products that are affordable and applicable to many price points and applications, and be able to do so in a large quantity.

9. Fisker is using nontraditional marketing strategies at this point. What do you think are the benefits and costs of that?

I'm guessing they're trying to costs down while putting everything they have into getting the production facilities and their first products to be as good as possible. When they achieve what they are striving for, I would assume their marketing campaign will become more traditional.

Additional Information
10. Is there any additional information that you are seeking to obtain about Fisker?

I want to know when I can expect to see Karma's on the street, and discover information about reliability and actual performance.

[LBrennan]

You should start seeing Karmas on the street later this year.

Reliability information will accrue as ownership of the Karma goes on.