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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Comments (15)
  1. "Building the future isn't easy." Right, especially when the future
    cars ain't going to look nothing like the stuff Fisker (or Volt) is building.

  2. Can someone help me understand this?
    "Discovery, far more work than settling."
    What does it mean? Is it more difficult to discover Mars, or to settle it. I think settling is more difficult.

    Is is more difficult to discover the American West, or to settle it? I think settling is more difficult.

  3. I expect they mean settling in the "making do" sense rather than the "let's find a home" sense. I'd agree that your other settling examples seem a little more difficult than discovering...

  4. They mean to settle on something, not to settle a location. It is more difficult to discover and implement a new technology than it would be to just make do with past discoveries or technologies. They are talking about discovering new ways of doing, not discovering physical places.

  5. Thanks guys. I totally mis-read it.

  6. Having no desire to spend my morning searching either the article or the web for the advertising video, can you place an obvious link on the page?

  7. And you apparently can't be bothered to read the article.

    If you had, you would have seen that it is a "print" ad not a "video" ad and the link to it is available above if you click "advertising age"

  8. Wow, Douglas is further proof that the male menstrual cycle exist. Just as you are not obligated to read this site, the writers are not obligated to compose articles that suit your personal formatting needs. Please get your panties out of a wad before you make your snarky comments next time, you might come off as less of an entitled douche. No one owes you anything.

  9. Boy, and I thought I was been rude to Douglas. This takes it to a new level.

  10. On the East Coast, we call it being honest :-). To me his comment came off as arrogant and as if he deserved more from these writers than what he was getting. I imagine that Douglas was simply having a bad morning or decade when he wrote this and he felt the need to express his anger. Since this is a free site, I believe that what these authors offer us is a gift and I take great pleasure in and support the work they are doing.

  11. Well, I am on the East coast as well and tried my own brand of "honesty" with Mr Kerr. Guess you felt it need to be a little more "honest."

  12. It's new thinking and a great start.

  13. Fisker isn't green.

  14. 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?

    I'll go with a realistic take. It is much harder in the internet age, in the past the problems would have been known only to a few, and ironed out as they have been now. People have to accept that any new product has potential pitfalls. Many people will not buy first year model of a new upgrade from well established companies and brands. This does not mean that these companies are incompetent or the customers think the cars are bad, they just want to avoid teething problems.

  15. I like the ad. Be nice to get a poster of it to hang in my office for inspiration.

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