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Fisker Automotive, the California manufacturer of premium plug-in hybrid electric vehicles today revealed additional images shot specifically for the European market, as part of its international marketing campaign.

“The Paris Motor Show is the perfect venue to unveil the striking images of the Karma shot by avant-garde photographer Miles Aldridge. The Karma proves environmentally responsible vehicles do not have to sacrifice design,” said CEO Henrik Fisker.

The “Pure Driving Passion” campaign was born from the compelling Fisker design philosophy that the auto industry can only be elevated by refusing to compromise. Fisker Automotives unyielding pursuit of pure design has led to one of the most sustainable and accountable vehicles in automotive history and the campaign reflects these impassioned principles.

“Pure Driving Passion” is a celebration of how the Karma redefines the automotive industry through the seamless blend of eco-minded luxury, exhilarating performance, the sensuality of superior comforts and unparalleled sustainability.

A major objective of the campaign is to educate the public on how eco-consciousness can be sexy. To graphically communicate the sensuality of the Fisker Karma’s sustainable designs, world renowned photographer Miles Aldridge captured beautiful images that express the brand’s captivating, sexy essence. The campaign imagery reflects how Fisker Automotive is dramatically changing the industry with an unrestrained passion for pure design.

“We wanted people to feel the emotion and sensuality of the Karma through the imagery while at the same time discovering the unique features such as the solar roof and plug-in technology that contribute to a design rooted in environmental consciousness,” said Marti Eulberg, Vice President of Global Sales and Marketing.

The website, www.FiskerAutomotive.com, includes all the images shot by Miles Aldridge and also a live action film, “Melting Ice,” shot by the Academy Award-nominated cinematographer of Inception, The Dark Knight and The Italian Job, Wally Pfister.

The thrilling vignette showcases the sensuality and exhilaration of introducing the world to a pure driving experience with no inhibitions.

For developing the campaign and overall brand identity, Fisker sought the help of Southern California global branding experts Lambesis (Tacori, Gruppo Campari’s SKYY Vodka, LVMH’s Grand Marnier, Coca-Cola’s DASANI).

Click here to see Fisker’s previous brochure.

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Fairuz Jane Schiecht - Color and Material Design Manager for the Fisker Karma

*Over 120 event photos below*

On Wednesday, Fisker Buzz was on the scene at Fisker Santa Monica to witness the unveiling of the Karma at an exclusive preview event.

As attendees arrived and checked in, the Karma sat draped in the showroom while those present enjoyed wine and hors d’oeuvres served in the outside lounge. Shortly after, we were invited inside where a DJ played music.

The Karma’s unveiling began with a speech from Marti Eulberg, Vice President of Global Sales and Marketing for Fisker Automotive. She explained the meaning behind the Fisker logo — the orange at the top symbolizes the sun setting into the blue of the Pacific ocean while the two silver stripes represent the two founders of the company. She then moved on to identify all present who had a hand in the car’s development.

To a round of applause, the sheet was pulled back and the Karma’s sensual shape was exposed. The crowd swarmed the car for a closer glimpse.

While waiting for the crowd to die down, we had a chance to speak with Fairuz Jane Schiecht — Manager of Color & Material Design. You could genuinely feel her dedication and enthusiasm for this extraordinary car and company. She mentioned how the car is crafted with an environmental focus known as “Eco Chic”. From the environmental impact analysis of the batteries, to the Karma’s use of many post consumer recycled materials, to the two eco-friendly interior design models offered to Fisker dealers, it’s clear Fisker has comprehensively studied its environmental impact.

Gathering feedback from others present, some expected the car to seem more spacious. While we found both the front and back seats comfortable, some felt the outside of the car made the car look larger than it really is. Space-concerns aside, the interior materials are top-notch. The leather seats for example are made from cows that are never branded and fed only natural grains. Yet for those inclined, an animal-product free interior will be offered. Running through the middle of the cabin is a large center console which conceals the batteries. The dash features a simple layout with only three buttons: one to lock the doors, one for the hazards, and one to open the glove box. Below these is a large touch screen interface which displays vehicle data and allows the adjustment of the radio, climate, and navigation systems. Unfortunately, the system was incomplete and wouldn’t allow us to dig too deep. Sitting in the driver’s seat I was greeted by three LCD screens. The left one shows the current gear and speed while the right displays the current status of the battery and gas tank. The center screen outputs the estimated range. The gear selector is an unconventional design. It looks like your standard selector except for the fact that it doesn’t  move — the button you would normally push to engage the transmission actually starts the car. To select a gear you move a small switch on the edge instead.

The event was a fantastic opportunity to meet several Fisker employees who’ve contributed to making the Karma much more than a show circuit special. While the car shown was still technically a pre-production car with some unfinished elements, there is no denying the Karma’s striking appeal and revolutionary green credentials.

In the future, we look forward to driving a finished, series production Karma.

Until then, check out our massive gallery below and add your thoughts in the forums.

Much thanks to Fisker Santa Monica and LAcarGUY for organizing this event!

– Josh T. Bernstein for Fisker Buzz

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