‘Why Does It Have To Be That Way?’ Fisker’s CEO on His Plans for Their New Electric Car

Zac Estrada

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.

‘Why Does It Have To Be That Way?’ Fisker’s CEO on His Plans for Their New Electric Car

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.

Fisker

"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."

LA Tech Week 2025: Sunday’s Event Lineup

Here's the Sunday, October 19th lineup for LA Tech Week 2025, organized by location so you can easily explore events that fit your goals and schedule. Dive in and see what’s happening near you!

ARTS DISTRICT

3:00 PM

BEL AIR

3:00 PM – 7:00 PM

BURBANK

6:30 PM – 9:30 PM

CULVER CITY

9:00 AM – 5:00 PM

4:30 PM – 7:30 PM

INGLEWOOD

10:00 AM – 2:00 PM

  • Spinovation: The Future Is Femme, The Future is Frequency: See Details Here
    Sonder Impact, Black Women Spin, Sip & Sonder

KOREATOWN

12:00 PM – 3:00 PM

MARINA DEL REY

12:00 PM

  • Sunday Tech Brunch
    Sawubona

MID CITY

9:00 AM – 11:00 AM

  • Women in Cleantech Hike and Network: See Details Here
    Women in Cleantech and Sustainability

SANTA MONICA

9:00 AM

10:00 AM

3:45 PM

4:00 PM – 7:30 PM

  • OFF THE HOOK Santa Monica Seafood Festival: See Details Here
    Spin PR Group, City of Santa Monica, Tech St.

6:00 PM

7:00 PM

  • Pritam: A Musical Legend - Live in Concert: See Details Here
    American South Asian Network

7:00 PM

  • Building AI workflow editor in React with Workflow Builder SDK: See Details Here
    Workflow Builder

7:00 PM

8:00 PM

  • Unlock Apple's Corporate Advantage for your Startup!: See Details Here
    iStore by St. Moritz

TOPANGA CANYON

3:00 PM

  • Dreamore Hike and Picnic: LA Tech Week: *Invite Only*
    Dreamore

VENICE

10:00 AM – 12:00 PM

  • Coffee, Walk, and Schmooze: See Details Here
    JFE (Jews For Entrepreneurship) Network

VIRTUAL (LA)

10:00 AM

  • Level Up with LinkedIn: A Student’s Guide to Networking & Opportunities (Virtual Event): See Details Here
    FIMAC

10:00 AM

WEST ADAMS

1:00 PM – 3:00 PM

For updates or more event information, visit the official Tech Week calendar.

Enjoy LA Tech Week 2025!

Download the dot.LA App


LA Tech Week 2025: Saturday’s Event Lineup

Here's the Saturday, October 18th lineup for LA Tech Week 2025, organized by location so you can easily explore events that fit your goals and schedule. Dive in and see what’s happening near you!

BEVERLY HILLS

2:00 PM

CENTURY CITY

7:00 PM – 10:00 PM

CULVER CITY

9:00 AM – 5:00 PM

10:00 AM – 11:30 AM

1:00 PM

DTLA

7:00 PM

  • {MiniMax x Nakid x SkyPortalx}: TECH/MOTION/MUSIC/ART: See Details Here
    MiniMax (Hailuo AI)

10:00 PM – 2:00 AM

EL SEGUNDO

10:00 AM

  • Venture on the Green: *Invite Only*
    BLCK VC

4:00 PM

INGLEWOOD

7:00 PM

  • Valar Atomics, Durin and Discipulus Ventures - Night With A Nuclear Reactor: See Details Here
    Valar Atomics, Durin, Discipulus Ventures

MARINA DEL REY

8:30 AM

12:00 PM – 3:00 PM

5:00 PM

  • LOST iN Sunset Sail: Navigating the Tides of the Creator Economy & Media: See Details Here
    LOST iN

PASADENA

9:00 AM

PLAYA VISTA

2:00 PM – 4:00 PM

SANTA MONICA

7:00 AM

9:00 AM

  • Pedal & Network: Tech Cyclists @ LA Tech Week 🚵: See Details Here
    Instafill.ai

9:30 AM

  • Getty Center Guided Tour & (Optional) Photography Scavenger Hunt: See Details Here
    NEW MOON Impact Productions

10:30 AM – 11:30 AM

11:00 AM – 2:15 PM

12:00 PM – 5:00 PM

1:00 PM – 5:00 PM

1:30 PM

  • Self-Defense in Court and the Streets: See Details Here
    Santa Monica Striking, Luri Inc.

2:00 PM

  • SMARTUP 500: THE FIRST AT TECH WEEK LA - Launching the world’s first Startup Ranking: See Details Here
    Smart Times

2:00 PM

  • NLPs (No Lame Panels) The Creator X Founder Rooftop Party: See Details Here
    Startup Village, Sanctuary

3:00 PM – 4:00 PM

4:00 PM – 6:30 PM

  • Just Do It?: Helping Founders Perform Like Olympians: See Details Here
    Elite Psychology Group

5:00 PM

6:00 PM

6:00 PM – 9:00 PM

6:00 PM

6:00 PM – 9:00 PM

  • The Future of Hospitality: Poetry, Provenance & Passports: See Details Here
    Villa Kitchen, Airble, We Speak Dance, Techstars San Francisco

7:00 PM

  • 🚀 Investor x Founder Open Mic Pitches: See Details Here
    Feathr, Los Angeles Fun Events

7:00 PM

  • Life is a Pitch - LA Edition: *Invite Only*
    DeepMyst

TOPANGA CANYON

5:00 PM – 8:30 PM

  • Walk&Jam: Use AI to make art while hiking Topanga Canyon: See Details Here
    Formhaus llc, Wonderland Immersive Design

TORRANCE

1:00 PM – 4:00 PM

  • Crunches & Conversations Presented by The Differentials and KIS Training Studios: See Details Here
    The Differentials, KIS Training Studios

VENICE

1:00 PM – 4:30 PM

  • Beyond the Language Barrier: Exploring AI's Next Frontier: See Details Here
    Medusa AI

VENICE BEACH

8:00 AM – 12:00 PM

  • SŨRFED Club @ Venice Beach: Founders, Creators, Investors share the waves: See Details Here
    SŨRFED Club, Go Vitamins

WEST ADAMS

9:30 AM – 10:45 AM

  • Funders Shaping Democracy, AI & Media: See Details Here
    New Media Ventures, New Rising Ventures

WEST HOLLYWOOD

4:00 PM

6:00 PM – 8:00 PM

9:30 PM

  • Vibe Check Comedy Show, Tech Week Edition! @ Hollywood Improv: See Details Here
    Vibe Check Comedy

For updates or more event information, visit the official Tech Week calendar.

Enjoy LA Tech Week 2025!

Download the dot.LA App


LA Tech Week 2025: Friday’s Event Lineup

Here's the Friday, October 17th lineup for LA Tech Week 2025, organized by location so you can easily explore events that fit your goals and schedule. Dive in and see what’s happening near you!

ARTS DISTRICT

8:30 AM – 12:00 PM

  • Power Day: Ideas, Pitches, Connections: See Details Here
    Los Angeles Cleantech Incubator (LACI)

6:00 PM

  • WEB3 GAMING IS DEAD - Happy Hour: See Details Here
    Plassa Capital, Yee-Haw Monster Trucks

BEVERLY HILLS

10:00 AM – 11:00 AM

1:00 PM – 2:00 PM

2:00 PM – 3:00 PM

3:00 PM – 4:00 PM

4:00 PM

6:00 PM – 9:00 PM

  • So you went viral, Now what? (pt II): See Details Here
    Verci, Study Fetch, TechSpace

8:00 PM

  • Private Pool: GP x LP x FO: *Invite Only*
    Visionlist Commons , Bay Area Innovest

BRENTWOOD

8:00 AM

  • Founders & Investors Hike: See Details Here
    Salehpour Legal, Technology Founders of America

CARSON

11:45 AM

  • Lightspeed x SVB Porsche Experience: *Invite Only*
    Lightspeed Venture Partners, SVB

CULVER CITY

8:00 AM – 6:00 PM

11:00 AM

1:00 PM

  • Surf Parks & Wave Pools: From Doja Cat to Mark Zuckerberg: See Details Here
    Surflytics

8:00 PM – 12:00 AM

EL SEGUNDO

11:30 AM – 2:00 PM

5:00 PM – 8:00 PM

HOLLYWOOD

10:00 AM

  • AI, Revenue, and Reality: How Fortune 500s Work With Startups That Ship: See Details Here
    Sunrise AI, OpenTable

12:00 PM – 2:00 PM

  • Unplugged: LA Tech Week Recharge Experience with TAY × Checked Out: See Details Here
    TAY Fitness, Checked Out

9:00 PM

INGLEWOOD

8:00 AM

  • TCSI Presents: Caffeine & Connections: See Details Here
    The Cyber Security Intellects Nonprofit

LONG BEACH

7:00 AM

MALIBU

10:00 AM

  • Great Leaders Podcast & Profiles: See Details Here
    NEW MOON Impact Productions, Origin Studios

12:30 PM

MARINA DEL REY

9:00 AM

  • Keeping Your Freedom as a Founder: Real Talk on Funding: See Details Here
    Lighter Capital

10:00 AM – 1:00 PM

  • D-Wave Research Day & Hackathon!: See Details Here
    USC Information Sciences Institute, D-Wave

4:00 PM – 6:00 PM

  • The Sky is Not the Limit: All About Aerospace: See Details Here
    Sunstone Management, USC Viterbi Startup Garage

PASADENA

10:00 AM – 1:00 PM

11:30 AM – 1:30 PM

  • Deep Tech Entrepreneurship Pillars of Pasadena Tech: See Details Here
    Innovate Pasadena, Pasadena SBDC, City of Pasadena

PLAYA VISTA

9:00 AM

12:00 PM – 2:00 PM

  • Vision to Venture - AI Media Showcase powered by Google AI: See Details Here
    Google

SANTA MONICA

7:00 AM – 8:30 AM

  • Signal Run : RTC x Wildwood VC: See Details Here
    Run Tech Club, Wildwood Ventures

7:30 AM

8:45 AM – 10:45 AM

9:00 AM – 11:00 AM

  • Slash Burn Rates & Scale Your Startup: See Details Here
    Arizona Commerce Authority (ACA)

9:00 AM

  • Driving a Digital Ecology Relay: What is at Stake: See Details Here
    The PORT GLOBAL, GLOBAL PORTAL INSTITUTE

9:30 AM – 11:30 AM

10:00 AM – 1:00 PM

  • The Enduring Value of Inclusive Capital: See Details Here
    Founders Registry. Nervana

10:00 AM – 12:00 PM

10:30 AM

11:30 AM – 1:00 PM

  • Advisors to Investors Lunch: Venture Capital for enterprise leaders: See Details Here
    Collinear Capital, Worlds

12:00 PM

  • Powerhouse Capital & a16z speedrun Investor Lunch Mixer: See Details Here
    Powerhouse Capital, a16z, speedrun

2:00 PM

  • Where Robotics Meets Heart - Embedding Family Values in a Future with AI: See Details Here
    Trove, Puerto Rico Blockchain Association, MindfulBytes

2:00 PM

3:00 PM

3:00 PM

3:00 PM

  • Workshop: Create An Enterprise Chatbot and Unlock the 70% of Data Data You’re Not Using: See Details Here
    Aparavi

4:00 PM

5:00 PM – 10:00 PM

5:30 PM

5:30 PM – 9:30 PM

6:00 PM – 8:30 PM

  • USC Alumni Founders & Investors: See Details Here
    USC Alumni Entrepreneurship Network, Techstars

6:00 PM

  • Social Currency Series/Greenlit presents PitchPop: See Details Here
    Social Currency Series, Greenlit

6:00 PM – 9:00 PM

6:30 PM

6:30 PM – 10:00 PM

6:30 PM

  • Lets get the LA Bioeconomy brewing: See Details Here
    Founders, Friends & Fermentation, Saku Biosciences

7:00 PM – 11:30 PM

7:00 PM – 10:00 PM

7:00 PM – 10:00 PM

7:00 PM

7:00 PM

  • Liquid Equity 2: The Premiere Gathering for Founders, Creator
    Coeus Collective

7:00 PM

7:00 PM

  • For the Love of Tech | Speed Dating for Tech Professionals: See Details Here
    Feathr, Los Angeles Fun Events

7:00 PM

SOUTH LA

3:00 PM

TORRANCE

9:00 AM – 11:00 AM

  • The Future of Space & Security Panel: See Details Here
    Northwood Space, Anduril Industries, Impulse Space, Astranis

VENICE

9:00 AM – 10:45 AM

9:00 AM – 11:30 AM

11:00 AM

11:30 AM – 2:30 PM

12:30 PM

  • Creative Partners: Human + AI Storytelling: See Details Here
    Othelia, Primordial Soup

2:00 PM – 3:45 PM

5:00 PM

  • EarthHouse: Critical Minerals, Mobility & Modern Power: See Details Here
    The Strategye Group, Alpha Sierra One

6:00 PM – 9:00 PM

6:00 PM

  • Pizza+Soda: *Invite Only*
    Schmoozd , The KINN

7:00 PM

VENICE BEACH

2:00 PM – 6:30 PM

5:00 PM

8:30 PM – 2:00 AM

VIRTUAL (LA)

2:30 PM – 4:00 PM

3:00 PM

  • Government of Alberta: ProcurementAsCode // Done in 60 Seconds: See Details Here
    Government of Alberta

4:00 PM

  • Stop Hitting Yourself 🥊: See Details Here
    Stop Hitting Yourself, HOWDY, Company Policy, Snowbird Global

WEST HOLLYWOOD

3:00 PM – 6:00 PM

6:00 PM

WESTSIDE

5:00 PM

5:30 PM – 8:30 PM


For updates or more event information, visit the official Tech Week calendar.

Enjoy LA Tech Week 2025!

Download the dot.LA App


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