Henrik Fisker

The implementation of autonomous driving needs a whole new rethinking. To really make it an attribute for society, we really need to think differently about where and when and how we implement this.

The car industry has invested a lot in hybrid, but my opinion is electric cars will take over a lot of hybrids quicker than people think now.

We designed a car that is for daily commutes and that you charge every day. The less you use the gasoline engine, the better mpg. Essentially, the Karma can achieve dramatic savings and low CO2 output when used as intended, as a daily commuter.

If you think about jeans or phones or television, we are used to new brands popping up right and left. But in the car industry, we grew up with Mercedes, BMW, General Motors, and Ford, and nobody can remember during his or her upbringing a new car brand coming to life.

In this industry, you have to have passion. It's tough; there's no mercy. But I just love cars - I love to bring a new car to market. And every time I do this, it gets a little easier.

At a European auto show, I had someone from a German car company come up to me and say the Karma should cost $125,000, not $87,900, but our development process lets us lower the costs. I guarantee it's profitable.

I believe there's still room for the dream a lot of people in the industry have - to design and build your own cars.

I don't take on projects that are a hassle or when someone comes in and says, 'We really need this design,' and I'm like, 'OK, fine, I'll do it.' It really has to be something that I personally feel intrigued and excited about - any product, as long as I'm excited by it. It doesn't have to be a car.

I've always wanted to design a Mustang. I just never really had the opportunity in my career because the timing was never right.

One of the big failures for the big auto companies is that even the CEO and the top management often don't understand design and manufacturing. As a CEO, you have to make decisions; you need to have knowledge.

Design - pure beauty - will be number one at Fisker Coachbuild. We want to bring beautiful, desirable cars to the market, limit the production of each model, and do so with the highest quality.

When I design a car, I want people to look at it and go, 'Wow, that's kind of interesting,' and do a second take.

We believe that there are many buyers who want a stylish, sporty car that sends a positive message about their concern for the environment as they drive it down the street.