Fisker Admits In Ads, 'It Isn't Easy'

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2012 Fisker Karma during road test, Los Angeles, Feb 2012

2012 Fisker Karma during road test, Los Angeles, Feb 2012

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We have to admit, Kermit the Frog has wisdom well beyond his species.

"It isn't easy being green" describes the world of electric and hybrid vehicles quite vividly, and few have found it less easy being green than Fisker Automotive, makers of the Karma range-extended luxury car.

So difficult have they found it, the company has seen fit to buy four quarter-page and one full-page ad in the Wall Street Journal, explaining its roller-coaster story.

Far from a Lotus-style backlash against the stern words of the press, Fisker has used the ads as an introspective, admitting that starting a car company from scratch is a difficult process--but that "building the future" is never easy.

"History will tell you that the new path is often the most difficult. Discovery, far more work than settling. But history will also tell you there are always a few who simply don't care.

"They don't care that pushing forward is 4,000 times harder than being pulled along... the doubters aren't the builders. The critics are never the creators. And the skeptics, rarely the inventors"

According to Advertising Age, Mono, the company responsible for the ads, says they aim to introduce the car to its target audience.

When that target audience may already have read unfavorable stories about Fisker and its Karma, the large adverts could be just what Fisker needs to set the story straight.

But are the ads a little too negative of the challenges, or simply a realistic take on how difficult it is to get started in a young market?

Let us know in the comments section below. But we'll leave the last words to Kermit--not just a frog of wisdom, but ever the optimist, too:

"I am green, and it'll do fine... It's beautiful, and I think it's what I want to be"

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