The man Musk hates the most has completely fallen this year

Golden wrong knife car review

2024-05-17 15:58Posted in Beijing Automotive Creators

Nine out of ten new energy vehicle companies want to become "Tesla killers".

It's just that so far, the peers who killed Tesla have not appeared, and the market has been defeated one after another.

For example, the American car company Rivian, which has been listed for less than two and a half years, has publicly laid off employees three times, and its market value has fallen from more than $150 billion at its peak to $10 billion.

Recently, there is a former "Tesla killer", which has completely ushered in the endgame.

Fisker, a car company with a peak market value of more than $8.8 billion, is now worth less than $100 million.

Fisker's founder, who once vowed to replace Tesla and enter the Chinese market, has now become empty words.

Now Fisker, not only has its market value plummeted, but its headquarters has been shut down and lawsuits are constantly being filed – no less than 30 lawsuits have been filed so far, all of which are for debt collection.

It is no exaggeration to say that it has officially entered the countdown to bankruptcy.

For the fall of Fisker, Musk should be a little happy at this moment.

01.

The man Musk hates the most,

once did the "Tesla killer"

Most of the other "Tesla killers" can't beat Tesla's eight poles, but Fisker and Tesla really have some connections.

The founder of Fisker, Henrik Fisker, is an automotive designer, who has participated in the design work of BMW's senior design studio and Aston Martin respectively, such as the design of BMW Z8, Aston Martin DB9 and Aston Martin V-8Vantage, so he quickly became popular in the circle.

Fisker designed a model

In 2005, he founded a car design company that specializes in the production of luxury cars.

That's when Tesla approached him to do initial design work for the Model S.

Fisker completed the design within a year, and at the same time, Fisker Automotive, a new energy vehicle company that produces extended-range electric vehicles, was quickly established.

As a result, Musk believes that Fisker plagiarized Tesla, and a complaint takes him to court.

Although Musk later lost the lawsuit, this hurdle in his heart has not passed, and he belittles the other party at every opportunity: "Fisker Karma is a mediocre product, with small space and expensive price!" ”

In 2011, the Karma was officially launched, and Xiao Lizi and Justin Bieber were both owners, making the car a huge hit for a while, and for a long time it was considered Tesla's strongest competitor.

It's just that the good times didn't last long, and as Musk wished, the company declared bankruptcy in 2013 due to delivery and funding chain problems.

But a designer who doesn't want to build a car is not a good entrepreneur.

Fisker, who failed once, has no less enthusiasm for building cars.

In 2016, Fisker founded Fisker and entered the automotive industry again. This time, he did not take the hybrid route again, but played pure electric like Tesla.

His first model was a midsize SUV called the Ocean, which was unveiled in 2020 with a starting price of $38,999 and was explicitly aimed at the Tesla market. Fisker has also shouted that Fisker Ocean will become the "main replacement" for Tesla's Model 3 and Model Y.

Fisk wasn't all big talk at the time.

The car has an all-electric range of up to 300 miles (about 482 kilometers) and can accelerate to 100 kilometers in 2.9 seconds.

Not only is the model benchmarked against Tesla, but Fisker also wants to keep up with Tesla.

Last year, Fisker took a group of executives to visit China and discussed the opportunity to do business in China with the Shanghai municipal government, which led many people at that time to think that Fisker might be like Tesla China, adopting a wholly-owned factory for production, and putting the manufacturing, sales and after-sales of vehicles in China.

After the inspection, Fisker said that it intends to set up a delivery center in China as soon as 2023 to deliver its first model, Fisker Ocean.

If time could stand still in this moment, Fisker would be extremely willing.

02.

A life of death:

Nothing but design!

Fisk, who is ambitious, did not expect to usher in a Fisker who has taken a sharp turn.

In February this year, Fisker officially issued an announcement saying that it had received a non-compliance notice from the New York Stock Exchange because the company's stock price had been below $1 for a long time.

In March of this year, it was announced that the suspension of production would be suspended for another six weeks.

By May, Fisker's corporate headquarters was also closed, and the few remaining employees were forced to work at the factory.

At this time, the keywords surrounding this former star car company are only delisting, bankruptcy, debt collection, and lawsuits......

Reduced to this field, in the final analysis, the car cannot be sold.

In 2023, Fisker produced more than 10,000 units, but only 4,900 units were delivered to customers, which is less than half of the production.

From the infinite scenery to the end of the road, Fisker can only blame himself.

1. Dong Shi followed suit, and as a result, he spent the money on the knife handle

As a new force, Fisker, who is not rich in funds, spends his money lavishly.

Before it could gain a foothold locally, it started to operate globally.

It is located on three continents, with manufacturing in Graz, Austria, and its own offices in Asia.

While Fisker argues that a global subcontracting business model implies an agile and efficient supply chain, for a company with only a few hundred employees, the challenges of overdoing global operations far outweigh the benefits.

For example, one of the reasons for the difficulty in the delivery of Fisker cars is the difficulty of supply chain logistics.

Fisker himself admits that the logistical problems of transporting vehicles from Austria to the United States have been a major obstacle.

In addition, for Fisker, the geographical dispersion also brings higher costs to many things such as design, R&D, and legal affairs.

If you want to do it in one step, you start pulling your crotch after just taking one step.

2. The technology pulls the crotch, and no one wants to send it for free

Compared with the extravagant global operation, Fisker's bigger slot is that the product strength is difficult to describe.

MKBHD, a well-known digital blogger on the Internet, previously test-drove a Fisker Ocean and said: "This is the worst car I have ever test-driven", "You give me this car for free, and I won't drive it".

During the test drive, he found a lot of problems, such as the smart key not working properly, the hill start assist with the risk of rolling, the solar roof that cannot be monitored in real time, and various warning lights randomly on the instrument.

In addition to the bugs in the software, other slots include: some space in the car is not arranged reasonably, such as the tray table takes up a lot of glove box space, and the buttons on the multi-function steering wheel are easy to touch by mistake......

Earlier, Fisker Ocean was also investigated by the U.S. Road Traffic Safety Administration after a complaint about a brake failure.

As Musk commented on Fisker in the past: "He doesn't understand electric cars at all, and always thinks that electric cars can be sold with excellent design, but in fact, the root of everything is technical problems." ”

In one sentence, one sentence becomes a prophecy.

03.

"Car Building + Painting Cake",

It's also a specialty of the Americans

For a while, the reputation of new energy vehicle companies was not very good, and it was almost tied to negative words such as painting cakes and cheating and supplementing.

Jia Yueting is still in the United States to tell the story.

Sailin Automobile, at the press conference of the Bird's Nest, which cost more than 100 million yuan, released the bold words of "made in China, marketed all over the world", but only a few old man music were created.

What's even more exaggerated is LVCHI Automobile: it has been established for 6 years, claiming to have raised 10 billion yuan, but it has not sold 1 car.

Now that unreliable new energy vehicle companies have fallen, the market is finally much more normal.

It's just that many people may not have expected that such a situation has been playing out in the United States all the time.

Fisker, for example, is also inseparable from various paintings.

In 2021, it said that it would cooperate with Foxconn to build more affordable electric vehicles, with an annual output of 250,000 units; In 2022, it said that it would sell cars in India, and it may also produce electric vehicles in India; In 2023, it said that it would set up a delivery center in China to sell cars to China.

However, the fact is that the words are good, but the serious things that should be done have not been implemented.

For example, Fisker's solid-state battery, which was the loudest advertised in the early stage, was not made in the end, and it was directly announced to be abandoned in 2021, and the first car used CATL ternary lithium and lithium iron phosphate batteries.

However, Fisker's situation is not the most outrageous in the United States.

Nikola, a car company that sells heavy-duty trucks and focuses on hydrogen fuel cell power, has positioned itself as the "Tesla of trucks". The founder also openly stated that there are few people in this world who surpass Musk, "I am one of them".

In 2016, Nikola, which had been established for two years, held a press conference to demonstrate the Nikola One, a hydrogen fuel cell truck.

The founders have repeatedly emphasized that the truck will have six motors for nearly 2,000 kilometers at a time, a high-tech touchscreen in the cab, a panoramic windshield, two plush beds and a 42-inch TV.

Once the test is complete, a single driver can manage a fleet of trucks.

More clever than the domestic PPT car manufacturing company, Nikola also released a "on the road" video of this truck.

In the end, the truth slapped everyone in the face: everything was acting and a hoax.

Other unreliable car companies, the fallen drama is both similar and has its own "wonderful".

Proterra, known as the "Tesla of the bus industry", declared bankruptcy just 25 months after its listing.

Lordstown, which is more competitive than Tesla's Cyber pickup, has produced less than 100 electric pickup trucks in the five years since its establishment, and declared bankruptcy in July last year.

There is also Mullen, which suddenly debuted at the auto show at the beginning of the year, and the intersection with new energy vehicles was only the assembly of cheap Chinese technology electric micro-faces, which revealed unreliability everywhere.

Today, the car companies that paint the pie have fallen.

In this process, it is a pity that resources are wasted and many people are cut leeks, and it is gratifying that for every less such car company, the market will be more clean.

Whether it is China or the United States, new energy vehicles must go through the shock of big waves and sands.

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