Naming a phoenix.

When Henrik Fisker left the company that bore his name, the team that remained faced a brutal question:

Who are we now?

They still had the car. They had the vision. They had the talent.

But they didn't have a name—or a story that could bring the team back together.

So we gave them both. Karma became the name.

The idea behind it was simple: every choice matters. And the choices this team had made had brought them here.

But the manifesto wasn't written for customers first. It was written for the people inside the company.

When I read it to the new head of design—a man who had worked alongside Henrik on the original Fisker—he cried.

That told me we'd found something.

The manifesto went up as a poster in the offices. Then it became a video shared with the press, investors, and everyone watching the company rebuild itself.

Some brands are built from scratch.
This one was built from what remained.