Joel Ewanick is not on a good trajectory. The former rock star marketing chief of Hyundai, and later defenestrated global marketing chief of GM, hired on as “Chief Commercial Officer” at Fisker. Not even that. He will be interim Chief Commercial Officer until Fisker has found a suitable replacement for allegedly retiring Richard Beattie. Beattie had signed on last December.
A Chief Commercial Officer is not just responsible for the company’s commercials, as one may presume. At Fisker, the title is bestowed on the person that is responsible for the company’s “global marketing, sales and customer service divisions.” Which are more like squads.
Ewanick awaits a minuscule advertising budget at Fisker. The only notable ad so far was a one-pager in the Wall Street Journal, and that can be had quite cheaply if only a few targeted metro editions are bought. With some 2,400 Karmas allegedly sold worldwide, Ewanick will be underemployed as a sales chief. As a customer service chief, however, Ewanick will have his hands full. All 2,400 Karmas were recalled in August, and customers of a $100,000 car can become quite a pain.
In any case, TTAC’s career counseling division says that a job at Fisker is the wrong choice for a rock star.