Will the reborn Fisker Automotive find good Karma or bad juju with a new name?
The now Chinese-owned carmaker has been struggling to emerge from its 2013 bankruptcy and resume production of the sleek plug-in Karma hybrid that once carried a price tag of just over $100,000. But fearing that the Fisker name would bring to the public’s mind the company’s well-publicized problems, it has decided to rechristen itself Karma Automotive.
The question is whether the carmaker’s only product will now be known as the Karma Karma – and whether that will translate into better luck after Fisker Automotive’s decidedly poor, initial karmic experience.
“Karma was chosen because its relevant to both the old and new brands, and also because it says something important about the new company,” explained a terse statement. “The understanding of the principle of cause and effect, where your actions create your future. Acting with intention is what the new Karma represents.”