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EV wars: US start-up Fisker hopes to crack Chinese market with Ocean SUV, a potential rival to Tesla’s Model Y

  • “We want Fisker to be positioned as one of only two pure foreign EV brands [in China],” CEO Henrik Fisker said in a clear reference to Tesla
  • The Ocean SUV starts at US$37,499 in the US, where it competes with the entry-level version of Tesla’s Shanghai-made Model Y priced at US$36,114

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Fisker is already selling the Ocean SUV in the US and Europe. Last month, the 5,000th Ocean rolled off the production line in Graz, Austria. Photo: Fisker
Daniel Renin Shanghai
American EV start-up Fisker plans to open a retail outlet in Shanghai, its first in mainland China, as early as December, joining a fray of foreign and domestic carmakers vying to take on Tesla in the world’s largest electric car market.
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The company, founded by Danish car designer Henrik Fisker, said in a statement on Thursday that the “Fisker Lounge” showroom will be located on downtown Taicang Road, and the all-electric Ocean sport-utility vehicle (SUV) – a potential rival to Tesla’s bestselling Model Y – will be available in China soon.

“The EV industry is rapidly growing in China, and we want Fisker to be positioned as one of only two pure foreign EV brands,” chairman and CEO Henrik Fisker said in the statement, referring obliquely to Tesla. “The Chinese customer deserves as much choice as possible, and we intend to provide it to them.”

The company said it is planning to open several showrooms in mainland China that will all be located in popular retail locations where consumers can experience the Fisker brand and get a closer look at its vehicles.

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The carmaker is already selling the Ocean SUV in the US and Europe. Last month, the 5,000th Ocean rolled off the production line at contract manufacturer Magna Steyr’s plant in Graz, Austria.

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In June, Fisker’s top managers visited China to meet government officials and business leaders in Shanghai to discuss collaboration and opportunities, the company said in a statement in June.

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