[Quietcars] Another hybrid comes to the marketplace.

[michael townsend]

>From the folks at Motorweek.org  
FYI
Fisker Automotive
How an ambitious automotive manufacturer is banking on good "Karma" to
launch a new era in eco-friendly, luxury vehicles. Yolanda Vazquez takes us
behind-the-scenes at Fisker Automotive. FYI
<http://www.mpt.org/motorweek/fyi.shtml> 
Fisker Automotive
Yolanda Vazquez
At the start of the automotive age, carmakers cropped up by the dozens. each
with
its own take on the new fangled horseless carriage. And as in any new
industry, only
the ones with the best concepts survive. Well now with oil supplies
shrinking and
the fear of climate change widespread, today's auto industry is undergoing a
rebirth
that is also fostering new car companies with fresh ideas. FYI reporter
Yolanda Vazquez
takes a closer look at one firm, and the man behind it, that's taking green
motoring
by storm. - John Davis
At its global headquarters in Irvine, California, Fisker Automotive is abuzz
with
activity. Designers, engineers, clay modelers dedicate their talents and
tools to
bring the world's first luxury plug-in hybrid, the Fisker Karma, to life.
The original Sports Sedan and Karma S Convertible have wowed audiences at
auto shows
in the U.S. and abroad. Now the race is on to get the Karma into production
in just
a few short months.
HENRIK FISKER, CEO, FISKER AUTOMOTIVE
: I think we have pushed it really to the edge now where we really have a
complete
new design.
The man behind this spirited effort is Henrik Fisker, an affable Dane who,
throughout
much of his storied career, has defied the boundaries of automotive design.
FISKER
: I kind of like to set myself dreams which other people think are
impossible. Being
a kid from Denmark, just being a designer at BMW was impossible, all the
teachers
told me.
His creative talents gave us the sleek styling of the BMW Z8 roadster - yes,
the
one featured in the 1999 James Bond movie. Fisker hopes to stir up the same
amount
of awe and admiration with the Karma.
FISKER
: It's beautiful. It's low sitting to the ground, it's just kind of all the
things
that really gets us excited about cars.
But there's more to this slick ride than meets the eye. At nearly 88k a pop,
Fisker
has developed a luxury eco-friendly car. It features cutting edge plug-in
hybrid
technology known as q-drive which combines the best of both a gasoline
engine and
pure electric. Fisker claims the Karma's lithium ion batteries are good for
a 50-mile
emission-free range.
FISKER
: We're really carving out a niche in this price segment that we're in where
nobody
really has a car today that has this type of performance and can get over
100 miles-per-gallon.
A full-length solar roof panel helps charge the car's batteries and provide
cooling
for the passenger cabin. The circuit board design blends in well with the
22-inch
alloy wheels and innovative LED headlamps.
MARK CLARKE, EXTERIOR DESIGN MANAGER, FISKER AUTOMOTIVE
: People are really drawn to the headlamps. It's the jewelry of the vehicle.
It's
the eyes of the car.
Mark Clarke is in charge of exterior design. He says distinctive details
help establish
the brand's styling.
CLARKE
: And because we are a new company we don't have any traditional
manufacturer DNA,
design DNA to move into the next generation. That means we can start fresh.
The idea of a "fresh approach" is what brought Alex Klatt to Fisker. The
designer
spent 18 years with BMW before coming onboard.
ALEX KLATT, INTERIOR DESIGN MANAGER, FISKER AUTOMOTIVE
: When I started my job here I looked over this beautiful exterior from
Henrik and
I said the interior is missing that a little bit.
To ensure the design aesthetic is uniform throughout, Klatt has set up an
open work
space filled with so-called "vision boards."
KLATT
: A creative collage of ideas, of pictures, of images and every designer and
engineer
sees something else in those images.
Cutouts help Fairuz Jane-Schlecht with materials selection. Her job is to
find suppliers
who provide recyclable items like this patch of scrap denim for use as
acoustic layering.
FAIRUZ JANE-SCHLECHT, COLOR & MATERIAL DESIGN MANAGER, FISKER AUTOMOTIVE
: And this is made of something that you probably wear over the weekend:
100% recycled
blue jeans.
All the wood trim in the Karma is sourced from non-living and/or sunken
trees.
JANE-SCHLECHT
: And this is wood that came literally from bottom of Lake Michigan from the
late
1800's as a result of the logging industry. The bottom of the Lake actually
patina
this, so we don't actually put chemicals into the environment.
As Fisker and his staff try to redefine consumer's impression of green cars,
the
determined CEO is painfully aware of his looming deadline and the skeptics
who wonder
if he'll be able to deliver the Karma by the end of 2009.
FISKER
: So we take the risk. So we say all right this is what they're going to
get. Only
thing I can say: we're ready and we're going to do it.
Valmet Automotive in Finland will manufacture the vehicle. They assemble the
Porsche
Boxster and Cayman Sports Cars. By outsourcing major aspects of his
business, Fisker
can do in less than 3 years what takes most car companies double the time.
FISKER
: The car industry seems most ripe for change, and really change not only in
terms
of how you development and design a vehicle, but also the entire business
model of
a car company.
The 46-year old wunderkind has convinced investors this is the right way to
do it
and hopes consumers will embrace his way of thinking as Fisker Automotive
readies
itself for the new, eco-chic, luxury car market.
FISKER
: We want to go out there and carve out a niche where we are about
beautiful, emotional,
exciting green cars.

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