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Henrik Fisker decided to give the whole car-building thing another go

For those of you just tuning in, his effort prior to this didn't go all that well.


If at first you don't succeed, try, try again. That's a motto that obviously stuck with Henrik Fisker, the automotive designer who is about to launch yet another car-manufacturing effort, after his last attempt ended with selling its assets to a Chinese firm.

Fisker, Inc. will debut its first vehicle in 2017. The company's namesake told Bloomberg that its first car will be a sort of spiritual follow-up to the Fisker Karma, packing an all-electric drivetrain, premium trimmings and, according to Fisker's site, the longest electrical range in the world.

"We had the strategy of developing the technology as fast as possible without getting tied down to a large organization, which would hold us back," Fisker told Bloomberg in an interview. "Now we have the technology that nobody else has. And there is nobody even close to what we are doing out there."

The most we have from Fisker, Inc. right now is a teaser image pulled from the company's site. Similar to Tesla's original strategy, it's believed that Fisker's first car will pull in premium-segment money ahead of a more affordable car's release. The company also intends to sell its battery technology to other automakers.

Fisker himself is responsible for designing some very striking cars, including the BMW Z8 and Aston Martin V8 Vantage. His last car, the Fisker Karma, was a premium plug-in hybrid. Fisker's battery supplier recalled all its batteries shortly after the vehicle was released, and Fisker Automotive declared bankruptcy two years later. Chinese parts supplier Wangxiang, which relaunched the Karma this year as the Karma Revero, purchased its assets in 2014.