Fisker Automotive

“We’ve gone back to the old days, when the design used to come first,” says Fisker, a tall, preternaturally youthful 47-year-old Dane who speaks nearly accentless American English. He is strolling the vast design studio tucked behind double-locked doors at the Fisker Automotive headquarters in Orange County, California. Around him are tall boards push-pinned with a wild assortment of images he and his team look to for inspiration—photographs of sand dunes, birds, guitars, British royalty, and beetles—as well as wisps of fabric, papier-mâché cutouts, and palm fronds. In the center of the studio, a full-scale clay model of a future Fisker is modestly draped with a tarp to discourage prying eyes. “Marketing doesn’t build the car here. Focus groups don’t build the car,” says Fisker, who made his reputation designing the V8 Vantage for Aston Martin and the BMW Z8 (versions of both cars have starred in James Bond movies). “Every automobile begins with a sketch, and then we begin solving problems until the project is done. No one builds cars this way anymore.”

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