--- title: "Fisker Will Open Dealerships While Rivals Chase Direct Sales" description: "After realizing the challenges of a direct-sales approach, Fisker wants to go back to the dealership model in the U.S." date: "2024-01-04" modified: "2024-01-04" authors: - name: "Nico DeMattia" job_title: "Contributing Writer" link: "https://www.thedrive.com/authors/nico-demattia" url: "https://www.thedrive.com/news/fisker-will-open-dealerships-while-rivals-chase-direct-sales" categories: - "News" tags: - "Electric Vehicle" - "Fisker" - "ocean" --- # Fisker Will Open Dealerships While Rivals Chase Direct Sales ![]() *Fisker* When Henrik Fisker made his return to auto manufacturing in 2023, he decided to use the direct-sales model, like many of his fellow electric vehicle startups. Tesla, Rivian, and Lucid all cut the dealership middleman out of the equation, selling cars directly to the customer, and [Fisker]() wanted to do the same with his new namesake EV company. However, after realizing the difficulties such a sales model brings, he's decided to go back to the traditional dealership system. According to the [*Wall Street Journal*](), Fisker is currently working to open 50 dealerships in the United States this year. With 50 dealerships, the very new, very unknown company will have an easier time reaching customers and getting people to actually buy cars. Of the 10,142 [Fisker Ocean]() electric SUVs built last year (its first year of production), less than half were sold. Much of the problem has to do with customers' inability to actually see the car in person, as Fisker only has showrooms in Los Angeles and New York. ![]() **Fisker** “Some people don’t want to drive three hours or fly to another state to see a vehicle,” said Fisker. Shocking. There's also a matter of inventory. With only two showrooms and more than 50% of Fisker's production going unsold, the company is on the hook to store and maintain the inventory. Why is Fisker having a hard time, while [Tesla](), [Rivian](), and [Lucid]() are making the direct-sales model work? Some of it might have to do with where each brand's cars are made. Fisker outsources Ocean production to Magna Steyr in Austria, while the other three EV startups build their cars themselves, in the U.S. So maintaining inventory might be easier for the U.S.-based companies. Between storing and expenses, Fisker learned that it costs the company thousands of dollars per vehicle. “I saw that number, I realized, shoot, we can actually afford to give somebody else a margin and take care of all that,” he said. ![]() **Fisker** It's interesting to see Fisker reverse course. With most new EV brands eschewing dealers for a more modern, direct approach, it initially seemed natural for Fisker to do the same. Especially when even legacy automakers have expressed their desire to do so, and dabbled in it when most people were home during the pandemic. However, legacy automakers are big enough and have the resources to accommodate unsold inventory and carry those cars on their books. Maybe for a small global company like Fisker, the traditional dealership model actually works best, at least in the U.S. *Got tips? Send 'em to tips@thedrive.com* ## Author Nico is a writer and reviewer from New Jersey who probably thinks he’s a lot funnier than he actually is. His love of cars began when he was just a kid playing Gran Turismo 3, grinding out enough race wins with a Mazda Miata to save up for an in-game RUF 911. That passion for small, lightweight sports cars drove his desire to learn more about the industry, get his hands on as many cars as he could, and bring those experiences to life on the page. He cut his teeth writing about BMWs, Volkswagens, and Audis, mostly, and has owned far too many of each. He’s on his fourth 3 Series sedan, but all of his old, cheap German cars have forced him to learn more about car maintenance than his mechanical capability can handle. Too many late nights have been spent scrambling to get a car running by morning so he could get to work. For some reason, he never seems to learn that old Bimmers probably aren’t the best daily drivers. But he loves more than just old German cars. He’ll gladly drive and discuss anything with four (or even three) wheels. Cars aren’t his only passions, though. Nico is also a big nerd and loves movies, video games, comic books, and cares far too much about the New York Giants. So don’t be surprised if you see football references or dumb, obscure movie quotes in any of his car reviews. ### Author social links [Instagram]() [LinkedIn]()