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X‘Why Does It Have To Be That Way?’ Fisker’s CEO on His Plans for Their New Electric Car
Zac Estrada is a reporter covering transportation, technology and policy. A former reporter for The Verge and Jalopnik, his work has also appeared in Automobile Magazine, Autoweek, Pacific Standard, Boston.com and BLAC Detroit. A native of Southern California, he is a graduate of Northeastern University in Boston. You can find him on Twitter at @zacestrada.

Henrik Fisker doesn't want to be like Tesla or any of the other startup automakers trying to corner the electric car market, largely by manufacturing luxury vehicles. But his planned second car could be a radical step towards that goal.
Unveiled last month, Fisker Inc.'s new electric car is set to cost less than $30,000 and be a dramatic reinvention of not only the compact car, but also the format of the car as we know it.
In an interview with dot.LA, Henrik Fisker said it is the right time to rethink not only who might be willing to buy new electric cars, but also the kind of car city-dwellers will want to own.
Dubbed Project PEAR or Personal Electric Automotive Revolution, Fisker's new car may look nothing like cars on the road; he rethinks seating arrangements and even the trunk.
"It's not about being in a segment, but building vehicles people want," Fisker said. "What if we do something iconic, something feel-good, that doesn't show how much money you have?"
The Manhattan Beach-based startup plans to partner with Foxconn — an electronics manufacturer best known for producing Apple products like the iPhone and iPad — on a new electric car for an on-sale date in 2023, a scant 24-month development timeline that's roughly half the time it typically takes to build a new car. It would be the second vehicle in Fisker's plan to produce four new electric cars by 2025, in order to have a lineup of different styles of vehicles. The first of which is scheduled to be the Ocean, an SUV to arrive next year.
"Does it need to have five seats? Does the trunk need to open a certain way?" Fisker said. "Car design has hardly changed in 50 years. Why does it have to be that way?"
He cited the original Mini from 1959 as a landmark car design from which he sought to model his new car. Hardly 10 feet in length but with room for a family of four or five, the Mini was ingeniously packaged, very fuel efficient and inexpensive. But its style and personalization options allowed it to grow a cult following among all groups of people, from Paul McCartney to Fisker's own mother. Fisker wants to emulate that with the Foxconn car, but says he needs to bring it to market quickly.
"The normal way that many people think of a startup is that you produce a car, suffer for a couple years and then you make another car," Fisker said. "That's not the way we want to be a car company."
Instead of reaching high and building a luxury electric vehicle for the wealthiest early adopters, he's trying to reach the core of the new car market that's rapidly trying to adopt battery electric technology to stay in business.
Fisker says he thinks the market for high-end luxury EVs that have outrageous performance figures is tapped out. Not only is that a dig at Tesla (and perhaps an unintentional one at his previous, now bankrupt company), but it's another concession that the EMotion luxury sedan concept he debuted at the 2018 Consumer Electronics Show is not in his current plans.
Even the upcoming Ocean SUV is set to have a base price of around $37,000 before federal and local incentives, which puts it more on par with electric vehicles from Nissan and Volkswagen than Tesla. But for his California-based company in a legislative environment eager to jump on electric vehicle technology, Fisker insists on thinking very differently.
"Everybody knows it's possible to make a $100,000-plus EV, and I don't think that's a new frontier anymore," Fisker said. "You can make an EV like that, but that race is already done. I think the real excitement is how do we get EVs into the higher quantity market, and how do we refocus mobility."
Fisker says last year's COVID-19 pandemic and lockdowns changed people's attitude towards mobility, especially in cities.
Instead of building a vehicle that would be ideal for ridesharing, Fisker said his new car will be compact and practical. Giving much of the engineering work to Foxconn allows his company to focus more on the design. He doesn't see people giving up their cars in droves, even if more people work from home or start using more public transportation.
"We saw a lot of people being comfortable without having a car and using rideshare," he said. "I think a lot of people want to have a car, but they really want mobility."
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Zac Estrada is a reporter covering transportation, technology and policy. A former reporter for The Verge and Jalopnik, his work has also appeared in Automobile Magazine, Autoweek, Pacific Standard, Boston.com and BLAC Detroit. A native of Southern California, he is a graduate of Northeastern University in Boston. You can find him on Twitter at @zacestrada.
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Astroforge Raises $13M To Mine Asteroids
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Y Combinator startup Astroforge wants to use its new $13 million seed round to mine asteroids.
The Huntington Beach-based company aims to become the first company to bring asteroid resources back to Earth, TechCrunch reported Thursday. Initialized Capital led the funding round and was joined by investors Seven Seven Six, EarthRise, Aera VC, Liquid 2 and Soma.
“When you look at the opportunity here—and the opportunity really is to mine the universe—this is such a huge opportunity that investors are willing to make the bet on a longer time horizon,” Astroforge co-founder Matt Gialich told TechCrunch.
Virgin Orbit veteran Gialich launched the company alongside his co-founder, SpaceX and NASA alum Jose Acain, in January; the four-person firm, which Gialich said is now hiring for seven more positions, hopes to successfully mine an asteroid by the end of the decade. The seed money will fund Astroforge’s first two missions, with its first being a demo flight scheduled for a SpaceX Falcon 9 rideshare launch next year.
While Astroforge is keeping the specifics of its technology close to the vest, the company told TechCrunch that it involves a “high-rated vacuum” and requires a zero-gravity environment, but won’t involve actually landing on the asteroid itself. The company is eyeing asteroids ranging from 20 meters to 1.5 kilometers in diameter that carry high concentrations of platinum-group metals, which limits its potential targets to less than 1 million of the 10 million asteroids near Earth.
Astroforge wouldn’t be the first to attempt this science fiction-esque endeavor, though commercial space mining has faced financial and logistical obstacles that no company has yet overcome. NASA, for its part, is counting on the private sector to realize the U.S.’s space mining ambitions, then-deputy administrator Jim Morhard told dot.LA in 2020.
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Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Illumix Founder Kirin Sinha On Using Math to Inform Creative Thinking
Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.
Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.
Kirin Sinha wanted to be a dancer. When injury dashed that dream, she turned to her other passion: math.
On this week’s episode of the Behind Her Empire podcast, host Yasmin Nouri talks with the founder and CEO of augmented reality (AR) technology and media platform Illumix.
Sinha received degrees from MIT, the University of Cambridge and LSE and founded a nonprofit to help middle school girls with their math skills. She ventured into AR while perusing an MBA at Stanford. Since founding Illumix in 2017, Sinha has raised $13 million from investors including Lightspeed and Maveron Ventures.
Her background in mathematics informs how she problem solves as a CEO, she said. Both math and her dance background taught her to seek out creative solutions.
“A lot of people think that math is very rote and analytical, but at its core it's truly not,” Sinha said. “It's about being creative. It's about having this building block for expressing and understanding the world around you.”
That creativity is bolstered by habits her mother taught her, such as surrounding herself with affirmations drawn onto post-it notes to bolster her spirits. Working in AR, Sinha said she's aware that what people surround themselves with impacts their inner world.
“Your diet is the people around you,” she said. “It's what you surround yourself with. It's the images and the words that surround your day-to-day life. I really spend a lot of time thinking about how can you improve the wider sense of the word diet around you.”
A crucial part of Sinha’s diet is carving out time for a daily walk to dedicate time to ponder Illumix’s future. Reflecting on big-picture goals and challenges allows her to consider how AR changes the ways people engage with the space around them.
Hear more of the Behind Her Empire podcast. Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radioor wherever you get your podcasts.
dot.LA Editorial Intern Kristin Snyder contributed to this post.
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Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.
Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.
Rael Raises $35M To Grow Its Organic Feminine Care Brand
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Rael, a Buena Park-based organic feminine care and beauty brand, has raised $35 million in a Series B funding round, the company announced Wednesday.
The funding was led by the venture arms of two Asian companies: Japanese gaming firm Colopl’s Colopl Next and South Korean conglomerate Shinsegae Group’s Signite Partners. Aarden Partners and ST Capital also participated, as did existing investors Mirae Asset and Unilever Ventures.
Rael described the new round—which takes its total funding to date to $59 million—as “the largest amount raised in the U.S. feminine care category to date.” The company said it plans to use the capital to grow its product offerings, retail partnerships and global marketing reach.
Having already branched into skincare products meant to combat hormonal acne, co-founder and CEO Yanghee Paik said Rael plans on further expanding beyond basic feminine care products. “We aspire to be a clean, holistic personal care brand for women, so we’re graduating from just being another organic feminine care company,” Paik told dot.LA.
Paik and her two co-founders, who are all Korean-American women, launched Rael in 2017 and started out by selling organic pads on Amazon. Paik said she was inspired by the products she would bring back home after trips to South Korea, where the organic category represents more than 30% of the feminine care market (compared to less than 10% of the U.S. market, according to Rael). The startup has since expanded into retail stores like Target and Walmart, and part of its new funding will be dedicated to further growing its retail presence.
These days, Rael is part of an increasing number of companies focused on organic feminine care, with brands like LOLA, The Honey Pot and The Flex Co. all offering organic menstrual products.
“The feminine care industry is not like beauty, which attracted a lot of investors initially,” Paik said. “People are noticing that it’s one of the markets that has not been noticed by investors as much, but has a lot of growth potential because it’s been dominated by big brands. Now there are female-founded smaller brands that are trying to make a difference there.”
As part of Rael’s growth efforts, the company has also brought in Lauren Consiglio, a former marketing executive at Unilever and L’Oreal, as its president.
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Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.