Fisker: A Potential Star or an Idea in Need of Reworking?

Since its introduction, the Fisker Karma has not had an easy time. Plagued by reliability issues, owners are irritated and the Company is spending a lot of money engineering solutions and paying for warranty work. Unfortunately, the Company is having a hard time expanding its range due to funding issues. 


While their advanced "eco-friendly" drivetrain still has to be proven, their car does have some very strong underlying elements. As most would agree, the Karma is incredibly good looking. This is not surprising, considering Henrik Fisker's handsome past achievements. With Mr. Fisker's expertise, this is a very strong  point for the company. This distinctive design can also be seen in other Fisker concepts and their planned second model, the Atlantic.


Another less noticed strength is the aluminum space-frame. Stripped of other components, the frame itself is light weight for its size. More impressive is its extremely high rigidity. This gives more composure and less vibrations when traveling over rougher roads. A stiff platform also helps improve handling. The Karma's architecture is planned to be shared with other Fisker models, therefore these same traits apply.


Remove all of the weight adding components which include the batteries, generators, solar panels, and electronic wiring associated with these complex components and you have a very good underlying car. While doing that though, you change the identity of Fisker. You no longer have the high end "eco-car" image that is the backbone of the Fisker brand, but instead a beautiful sport sedan or GT. Fisker could have been a serious competitor for Maserati and Aston Martin. Making it more attractive as the price is significantly less. Further, with a more traditional powertrain, the Fisker would have been more reliable. 


Without the alternative propulsion, Fisker as a brand would be much more secure right now and have a clearer future. For the enthusiast looking for a hardcore sports sedan, or another great dynamically capable, but comfortable four seater, the Fisker would be a great car. Unfortunately, a small start up brand creating a new segment is highly risky. Will Fisker be a missed opportunity or a revolutionary automaker?

Range Rover: Evolution of a Model to a Sub-Brand

In 1970, Land Rover launched their first Range Rover. In the last decade the full size Range Rover has become a sales success for Land Rover, not so much because of its off road capabilities, but as a luxurious and stylish SUV. These qualities have helped the vehicle establish itself as a symbol of wealth, status, and prestige. 


The Range Rover is considered to be one of the few automotive icons. Like the Porsche 911, VW Beetle, and Mini Cooper, one does not have to be an automotive enthusiast to recognize the Range Rover. In fact, some people confuse Range Rover as being a make rather then a model built by Land Rover. Nevertheless, the big barge that is the Range Rover is undoubtedly the backbone of the Land Rover lineup.  


Because of the cache of the Range Rover name, Land Rover has turned what was once the name of a model into an entire sub-brand. In late 2005 Land Rover introduced the Range Rover Sport. The Range Rover and Range Rover Sport are very different technically. In fact, the Sport and the LR3/LR4 have more parts in common than the Sport does with the full size Range Rover. However, both Range Rover models are better sellers then the cheaper LR4. 


Most recently, at the end of 2011, Land Rover introduced their third Range Rover, the Range Rover Evoque. This entry-level Range Rover shares its fashion conscience styling with its two older siblings while hoping to bring Range Rover to an entirely new market. 


In general, Range Rover has been and will continue to be the key to Land Rover's success, albeit with multiple models. Expect the Range Rover line to grow. The new full size will debut later this year and undoubtedly be a preview to future key Range Rover elements. 

Deliberate Debadging

Today's cars are adorned with badges announcing engine size or type, trim level, line, brand/sub-brand and other information. As a result, more owners are having these designations removed from their vehicle. 


This practice of anonymity is more common in Europe. It is often done for reasons of humility. For instance, a wealthy executive has just spent €156,000 on an extravagant V12 Mercedes S600. He might not want to flaunt the premium he paid to get a top engine in his vehicle. Therefore he might wish to have his badge removed as to deceive some that he only bought the "entry-level" S Class for €80,000.


While some in the US debadge their car for the same reason above, many like to deceive people for the opposite reason. They want others to think they paid more for a higher variant. By not having any designations on their vehicle, the person viewing their car doesn't know that it is actually the "cheap" model they are seeing. 


Most offensive though is the addition of false badges. Some owners will add to their car letters and numerals  that denote a higher specification. Common additions include M, AMG, V8, V12, Turbo, Supercharged or even changing the model number around to fool people.  


Also common is the desire to just have a cleaner look. To some, having badges can obstruct the lines of the car or be overly fussy. 


In Europe, many automakers offer a no charge badge or model designation delete option. Very few manufacturers bring this option over to America. This highlights the difference in popularity between the two consumer populations. 


Despite their best efforts, any respectable car enthusiast can tell if there is a false identification. Exterior clues such as exhaust tips, rims, aprons, grilles and other designators are easy giveaways.  Enthusiasts can also identify the distinction between a package and a completely different variant. It can even be extremely satisfying to know you see right through their motives.     

Ferrari's New F12 Berlinetta

This past Wednesday Ferrari released their 599 successor, the F12 Berlinetta. The front engined V12 will be holding the flagship spot in Ferrari's lineup until their next halo car arrives.


The engine is an upgraded version of the 6.3 liter engine found in the FF. With 110 more horsepower, and over 300 pounds lighter then the 599 GTB, the F12 is a technical masterpiece. Like the 458 Italia, the F12 generates an extremely high hp/liter figure for a naturally aspirated engine. While the engine is high strung making its peak 730 hp at a screaming 8000rpm,  it won't be a slouch in the lower rev range because it is a big V12. 


On the styling front, the rear definitely has ties to the FF while the front end is more of a combination of the FF and 458. In the recent past, Ferarri models have looked very different from one another, but their latest three models being so similar indicate Ferrari is moving to a "Corporate Profile" front end, just like Audi. The window line more closely resembles the older 575 Maranello than the 599 GTB. On the other hand, the interior is a mesh of 458 and FF. As expected, Ferrari added their stalkless steering wheel to the car. 


The Berlinetta also gets the latest suite of Ferrari performance technology. The excellent 7 speed dual-clutch transmission makes its way over to this model. Unfortunately, this also marks the end of the a true manual option for Ferrari's cars. 


The engineers in Maranello seem to have once again worked their magic. No matter what the public thinks of the styling, this car is sure to be yet another success for Ferrari. Ferrari seems to be moving this car upmarket. Unlike the 612 Scaglietti and the 599 GTB Fiorano which were priced similarly, the F12 should be closer to $400K! Don't be surprised to see a long waiting list or units selling for over MSRP as all of the hot new Ferraris do after launch. 

The Ideal Modern Engine

With rising gas prices and new fuel economy standards, automakers are finding their own ways to make vehicles more efficient. One common way is to enhance old engines or launch new ones.


There are a few ways that engines can be upgraded. One common approach is the downsizing in displacement and cylinders in exchange for turbocharging or supercharging. This often does achieve the better fuel economy that the engine was designed for, as well as the power of a larger engine. However, the power delivery of a naturally aspirated engine and a turbocharged engine vary drastically. Many turbocharged engines have turbo-lag or a delay between driver input and engine response. This is because some larger turbos take time to spool up before providing their forced induction. Turbochargers can be expensive too, and the customer is likely the one who has to pay for it. 


The best modern engines are the new naturally aspirated ones. A naturally aspirated engine provides the direct response and the better power curve then a turbo does. In high performance automobiles, the most power is made at the higher rpms. While slightly impractical, this is very fun. In other cars, the power is more accessible while being more linear and responsive than a forced induction. 


While offering a better driver experience, naturally aspirated engines can be efficient too. Many automakers have improved their "NA" engines rather than going forced induction. Automakers use technologies like direct injection, variable-valve timing, and cylinder deactivation. Most importantly though is that these features add horsepower and torque. In some cases, automakers can downsize displacement while maintaining similar power and getting better fuel efficiency. Porsche has done just that with their 991 Carrera base model, moving from a 3.6 liter 6 cylinder to a 3.4 liter while producing nearly identical power and raising efficiency.   Mercedes with their new 3.5 liter V-6 maintained displacement, but made it more powerful by 34 horsepower, and more efficient. Technology has allowed manufacturers to provide engine enhancements without sacrificing performance. 

The Popularity of Personalization

Today, exclusivity is being taken to a whole new level. While only very few can afford to purchase a 6-figure car, many of those discerning individuals ask for an extremely custom product. Bespoke personalization lines are now becoming increasingly popular among premium manufacturers and consumers alike.

There is one primary reason why automakers like to offer personalization programs. Not surprisingly, automakers make a lot of money on these extra and exclusive items. Manufacturers can warrant charging a fortune on these special items as they are not mass produced, but instead personalized for the owner. The difference in production costs and the price the consumer pays is even larger than what is seen on the "standard" option list. This additional profit from customer options is even more important to brands with limited vehicle output. 


Buyers love these personalization programs too. Customers want to have a car that is unique to them which fits their taste and lifestyle. For the ultra-premium brands, pretty much anything the customer desires can be done. It is not uncommon to get any color or combination of colors one, wants both exterior and interior. Many buyers are having their name engraved into the door sill plates or head rest. Some even are encrusting fixtures in carbon fiber, gold, or diamond. In some cases hardware has been added or changed. The possibilities are endless. And all of this comes right from the factory so it is seamlessly integrated. 


Take rates for exclusive options has never been higher. For instance, over 90% of Rolls-Royce Phantom orders are through their bespoke program. It is not just the exotic automakers offering this, albeit others are to a lesser extent. Programs like BMW Individual and Porsche Exclusive offer a similar concept while providing the same benefits for both parties. For money, anything can be done!

Maserati: Moving Mainstream?

Since the resurrection of Maserati in the United States in 2002, the Company has been known for their exclusive Italian GT cars. In late 2004, Maserati sought to appeal to broader group of customers with the Quattroporte. Despite this product expansion, Maserati remained a "boutique" automaker. While "boutique" automakers do have their limitations, there are many advantages. 

Due to their smaller production scale, these companies produce vehicles that are not seen often on the road. This allows customers to own a special product that is uncommon. Additionally, these vehicles are usually more customizable. Most importantly though, some smaller automakers like Maserati can establish a closer connection with their customers as there simply are not that many of them. This allows Maserati to address all customer concerns more accurately as well as offering clients exclusive perks. 

However, all of this could be potentially jeopardized. Fiat, Maserati's owner, is looking to expand sales from under 10,000 cars per year to nearly 50,000! In the next few years there will be a Quattroporte replacement, a sedan slotting below the Quattroporte, the Kubang SUV and potentially more. With this huge increase in volume, all of the characteristics that have made Maserati so unique could be gone. Hopefully, not too many Fiat Group parts will be used in the car which would further mainstream the brand. One of Maserati's main selling points is exclusivity. With this key element going away soon, Maserati needs to make sure that they differentiate themselves enough so as not to be just another ubiquitous BMW, Mercedes  or Audi competitor.