Henrik Fisker has unveiled the production-ready version of his eponymous EV start-up company’s first model, the Ocean SUV, a year ahead of its global launch.
To be produced by Magna Steyr in Graz, Austria, the Ocean will arrive in the UK in the second quarter of 2023 with competitive performance figures, advanced technology and a range of between 250 and 350 miles.
Its design, five-seat interior and technical make-up are largely unchanged from the prototype first seen in 2019, right down to the convertible-style California Mode function and roof-mounted solar panel, and a rough starting price of £28,000 is expected.
We spoke to Fisker at the Los Angeles motor show to find out more about how he plans to succeed this time, following the demise of his earlier, Karma-making automotive business.
Have you been inspired by any other companies?
“Not really. We’re doing it differently to Tesla, for example. They’re building their own dealerships; we will have Experience Centres where you can go and see the vehicle, but we won’t service and deliver vehicles from these centres because generally they’re expensive real estate. So we’re trying to cut costs by putting our distribution centres outside the cities and making partnerships for service. All this has allowed us to cut costs for the customer.
“If there’s anybody that has inspired our business model when it comes to manufacturing, it’s probably Apple. They don’t build their own products; they spend all their efforts on customer features and solutions. That’s the way we’re doing it.”
What does the UK market mean to Fisker?
“The UK is among our top five in Europe. It’s very important, and I see a lot of growth there. Specifically, of course, because of London’s strict restrictions [on cars], we’ve already seen a lot of interest and reservations.