Nashville- Chase Auto remains positive about its electric vehicle private-label ventures despite Fisker’s production pause and potential bankruptcy. In her recent media interaction with Royal Media Chief executive JJ Hornblass, Leslie Wims Morris, president of private-label captive finance at Chase Auto, expressed confidence in the continued involvement of electric vehicle players in the company’s private-label strategy. She emphasized that Chase Auto is prepared to collaborate with various EV participants in the industry, regardless of who emerges as the leading contender.
Chase’s private-label portfolio includes partnerships with Rivian Automotive, as well as traditional OEMs like Subaru, Jaguar Land Rover, Maserati, Aston Martin, and McLaren. Wims Morris highlighted that private-label operations constitute approximately 50% of Chase Auto’s business, enabling the company to explore diverse opportunities. She noted that the unique direct-to-consumer business model of companies like Rivian and Fisker represents a significant structural shift in the automotive sector.
Despite challenges faced by Fisker, including pricing adjustments and manufacturing constraints, Wims Morris underscored the importance of effectively managing factory capacity to meet consumer demand. She acknowledged the varying scalability of companies like Rivian and Fisker, emphasizing the distinct market positions of each.
Wims Morris also recognized the complexities of Fisker’s market entry strategy, particularly its reliance on outsourced manufacturing.
