Fisker Automotive, the carmaker linked to the Fisker Karma, is once again shifting names as it gets closer to releasing a new plug-in hybrid.
When production of the original Fisker Karma wrapped in 2012, the sports car was under the direction of Henrik Fisker’s own Fisker Automotive. Chinese company Wanxiang Group Corp purchased the bankrupt brand and its assets last year, and changed the company name to Fisker Automotive and Technology Group (FATG). In early 2015, tt was also announced that the company’s lone product would now be called the Elux Karma.
But now new names are emerging. Or, more accurately, an old name is returning. Along with a website relaunch at the end of last month came the declaration that Fisker Automotive is now Karma Automotive. A new logo, seen above, accompanied the name change.
“It’s always been Karma,” the company said of its rebranding. “It’s in our DNA. It’s a name that respects our past, while simultaneously reinventing our future.”
As to the upcoming vehicle – which will be a plug-in hybrid, just like the original Fisker Karma – it’s uncertain what its name will be. On the new website, the name “Elux” is notably absent.
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Unlike the Atlantic down-market car to be a sibling to the Fisker Karma (which was never released), it’s not likely that the new Karma will present as a plug-in hybrid for the masses. Pricing is expected to land around $100,000 or higher, with the company describing it as a vehicle “built for discerning individuals that want to experience a car.”
Unique to the Karma was it was the only pure “series” plug-in hybrid that utterly separated the gas engine from propelling the car. It was a lot like the first-generation Volt, which also worked is series, but the more-sophisticated and polished powertrain in the Volt did at points send power from the engine to the wheels.
In any case, the new Fisker is in another category demographically.
“No one NEEDS a product like this to get from Point A to Point B,” explained the new Karma Automotive website. “We exist for those who HAVE TO HAVE ONE. There are plenty of exceptional cars out there for the rest of you.”
Annual production numbers will likely stay low, with production set in Moreno Valley, Calif. The new 555,670-square-foot factory is still being staffed. Few other bits of information have been released on the new plug-in, which Karma Automotive said will launch next year.