Karma Automotive focuses on ultra-luxury EREVs

Marques McCammon is the new president of Karma Automotive. He took this role in 2023, hoping to reshape the company into America’s top ultra-luxury vehicle maker. Karma has faced significant challenges in its history, originally founded by Henrik Fisker and known for the Fisker Karma, which launched in 2012 but did not succeed. Karma Automotive is known for its innovative design, featuring a series hybrid model that combines a small battery with a BMW engine. However, this model didn't catch on when it first appeared. Now, McCammon believes the extended range electric vehicle (EREV) concept is making a comeback. He cites the Chinese market as evidence of renewed interest in EREVs, noting that BYD, a Chinese manufacturer, has gained significant sales with this approach. Despite launching a fully electric vehicle named Kaveya in the past, now pushed back to 2027, McCammon is focusing on EREVs for the time being. He aims to release the Amaris, a new EREV powered by a more powerful engine, which offers enhanced performance and sound. The company plans to innovate by using better battery technology and boosting performance capabilities. However, sourcing battery cells poses challenges, especially with trade issues affecting prices. The Amaris will feature high-end materials and a new tech setup compared to the older Revero model. Karma will continue selling the Revero, with its final 160 cars planned for this year while introducing two new models next year: the Amaris and Gyesera. McCammon is confident but aware of skepticism due to past promises. He aims to be transparent about the company’s plans, urging the public to hold him accountable for the future of Karma Automotive.