Leonardo DiCaprio, the renowned actor, has recently become an equity investor and brand ambassador for Fisker Automotive, a start-up based in Anaheim, California, that specializes in the production of the Karma plug-in hybrid. This partnership comes at a crucial time for Fisker Automotive, which recently expanded a recall of its $103,000 Karma due to improperly placed hose clamps that could potentially cause a fire. The recall now affects over 400 of these luxury vehicles, which is approximately a quarter of the total number sold.
DiCaprio, a three-time Oscar nominee known for films such as Inception, Catch Me If You Can, and Titanic, has been a long-time supporter of Fisker Automotive. He was the recipient of the first Karma to roll off the production line in July 2011. As part of his new role, DiCaprio will work closely with the company's marketing and promotional efforts to raise awareness about sustainability and environmental issues worldwide. In return, Fisker will support the work of the Leonardo DiCaprio Foundation.
While the specifics of DiCaprio's role in the company's marketing strategy have not been disclosed, it is clear that the partnership will emphasize sustainability as a broader theme than just fuel conservation by driving a hybrid. This suggests that DiCaprio's role will be more than just a traditional spokesperson promoting car sales.
Fisker Automotive's decision to enlist DiCaprio as a brand ambassador aligns with the company's commitment to environmental responsibility. In addition to manufacturing vehicles that reduce fuel consumption and emissions, the company also utilizes low-impact technology and sustainable materials. This includes interior trim made from reclaimed wood and Diamond Dust paint that uses flakes of recycled glass.
In an effort to boost its profile and counter negative publicity, Fisker Automotive has taken several steps recently. The company launched its first advertising campaign in June with a multi-page spread in the Wall Street Journal that acknowledged its achievements and addressed the challenges it has faced as a pioneer in the automotive industry.
In another significant move, co-founder Barney Koehler is transitioning from head of operations to chief business development officer. In his new role, he will establish strategic partnerships to share Fisker Automotive's technology and create manufacturing alliances. This change, announced on Tuesday, indicates that the company is seeking to strengthen its business by diversifying beyond the production of the Karma and other hybrids in its pipeline.
Leonardo DiCaprio Foundation Fisker Automotive Wall Street Journal
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