Internal papers seen by Eltrys show that Fisker is far from fulfilling CEO and founder Henrik Fisker’s aim of delivering 300 electrified SUVs per day internationally.
The EV company spent much of December trying to fulfill its internal sales goal of 100–200 units a day in North America, where most of its inventory and sales reside. The papers, obtained by a source who requested anonymity owing to the sensitivity of the material, show that Fisker sold only one to two dozen Ocean SUVs a day here.
Austrian contract manufacturer Magna Steyr makes Fisker SUVs for European delivery. Since the outset, the firm has focused on North America. The corporation declined comment. 
From its direct-sales-only approach since coming public in 2020, Fisker stated Thursday that it wants to collaborate with dealerships to sell its all-electric Ocean SUV in the U.S. The internal data explain why. In Thursday’s news release, the corporation claimed “increasing demand,” but the papers contradict this.
The business planned to construct showrooms across North America as part of its direct sales approach, but just two “Fisker Lounges” have opened. Henrik Fisker told The Wall Street Journal on Thursday that the lack of a physical presence had hurt sales.
Fisker is not alone in failing to sell EVs. Every new market entry has struggled to build a brand and gain market share. Lucid has often said that selling their premium vehicle has been its toughest challenge after manufacturing. Even Rivian’s fourth-quarter 2023 deliveries fell 10%.
On November 16, Fisker announced a “new milestone” of 107 deliveries in a day, citing “executing a new distribution strategy.” It had previously supplied more than 1,200 SUVs globally in October. The records reveal it struggled to sustain that pace until December.
Magna’s sluggish deliveries have increased the gap between Fisker Ocean SUV production and sales. Fisker reported Friday that Magna manufactured 10,142 Oceans last year but delivered 4,700.
Magna commenced manufacturing in November 2022 and Fisker deliveries began in June 2023, contributing to the lag. Software issues on the first cars and supplier issues slowed the launch, according to Fisker.
Fisker had predicted 42,400 Magna Ocean SUVs, but in late 2022, demand in the U.S. and Europe increased that amount.
That demand hasn’t materialized.
In 2023, Fisker continually cut that amount, declaring on December 1 that Magna would only produce roughly 10,000 to save up working capital. After that significant decline, Henrik Fisker said his business was continuing to “accelerate sales and deliveries.”
The business claimed this week that the “majority” of the 4,700 vehicles sold last year were Ocean One trims. Ocean Sport, a cheaper trim, shipped to its first UK client.
