Reborn Karma will have factory stores

Karma Automotive, the hybrid-car company reincarnated from the remains of Fisker Automotive, plans to start selling its new Revero four-door coupe by year end through a handful of high-end franchised dealers sprinkled around the country.

Mostly.

Citing the advantages of a company-run storefront that can tell its own story, Karma also plans a few "brand experience centers" similar to Tesla's, in states and markets that are more friendly to this type of retail experience.

The two-pronged approach gives the fledgling automaker the best of both worlds, Jim Taylor, Karma's chief marketing officer, told Automotive News.

The initial group of 10 franchised dealerships in key luxury markets around the country and in Canada gives Karma a bit of a shortcut. Those stores already sell brands such as Rolls-Royce, Lamborghini, McLaren and Porsche, so they have a built-in Rolodex of wealthy clients looking for their next toy.

"These guys really understand this customer," Taylor said. "They get that it's not moving metal and pushing volume like the mass-market guys have to." 

These locations will service preceding Fisker Karmas as well as the Revero and other models planned by Karma. 

Meanwhile, the first of a handful of brand experience centers is planned for Karma's backyard in Orange County, Calif. It's there that Karma will officially unveil the Revero to the media and the public on Sept. 8, Taylor said, though teaser images will be sent out throughout August. 

The factory stores will use the Tesla model of a low-pressure sales space where the automaker can control its brand message. Plus, by running its own shop, Taylor said, Karma can reassure its franchised dealers that it's living up to the same standards it expects of them. 

"When you control your own store, you live it every day, so you have to walk the walk," Taylor said. "So I think in a good way it puts a lot of pressure on yourself to deliver the same level of performance." 

While the new Karma factory in Moreno Valley, Calif., is tooled up and building prototypes, the automaker is mum on when production will start, other than to say it's aiming for the end of the year. 

Dealers are already taking orders on the Revero, which will start above the $100,000 price of the earlier Fisker Karma. Karma is now owned by Wanxiang Group, the Chinese owner of battery maker A123.