Leonardo DiCaprio Comes to Fisker's Rescue

Actor Leonardo DiCaprio has officially become an equity investor in and a brand ambassador for Fisker Automotive. The Anaheim-based startup that sells the Karma plug-in hybrid has been struggling amid recall issues and has been under political fire for a load it received from the U.S. Department of Energy.

 
DiCaprio took delivery of the first Karma to roll off the production line in July 2011. The actor has long been known as a champion of environmental issues and Fisker hopes that his celebrity status can drawn attention to the unique attributes of its advanced hybrid vehicles.

 
“DiCaprio will work closely with marketing and promotional initiatives to bring attention to sustainability and environmental issues around the world,” Fisker Automotive said in a press release. “In turn, Fisker will support the work of the Leonardo DiCaprio Foundation.”

 
Given Fisker’s commitment to environmental responsibility, the partnership seems like a perfect fit. However, it’s still unclear specifically just what role DiCaprio will play in marketing initiatives moving forward. It’s also unclear just how much the actor invested in the struggling automaker.

 
Fisker is in the process of diversifying its lineup beyond the Karma. The company is hoping to begin producing the smaller Atlantic plug-in hybrid next year–a sedan which it showed in New York this past April.

 
Despite moving “onward” as the company’s tagline suggests, Fisker has had plenty of setbacks and controversies. The most recent of which is an expanded recall of its $103,000 Karma due to incorrectly positioned hose clamps that could potentially cause a fire. The recall now affects more than 250 of these luxury vehicles, which is roughly 25 percent of the total number sold.

 
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Tagged as: atlantic, fisker, karma, leonardo dicaprio
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