Among the different alternative-fuel strategies playing out, Henrik Fisker is betting big on plug-in hybrids. At a recent dinner speech, he said plug-in hybrids, or PHEVs, will be the dominant type of car for the next 10 to 15 years. And he has reason to hope that will be the case as his start-up company, Fisker Automotive, launches the Karma sedan, with its PHEV power train, in June of next year.

Source: CNET News

Date: 7/02/2009

Keys: Marketing, new product development, new technologies, management

Link: http://reviews.cnet.com/8301-13746_7-10278455-48.html?tag=mncol

Questions for discussion:

• Does Fisker Automotive represent a real threat to the giant automobile firms like Ford and Toyota?
• What do you think the target market will like about this product?
• Is there anything the customer will not like?
• Do you believe the product will succeed in the marketplace? Explain your answers.