Karma Automotive: Aiming for Ultra-Luxury
Marques McCammon, the president of Karma Automotive, has a bold vision: to position Karma as America’s first ultra-luxury vehicle manufacturer. His goal is to fill the gap in the U.S. market where brands like Aston Martin, Ferrari, McLaren, and Lamborghini currently reside.
This is not the first time Karma has attempted a resurgence. Originally, the brand began with the Fisker Karma in 2012, a car lauded for its striking design. However, financial difficulties caused the company to file for bankruptcy a year later. Subsequently, the assets were acquired and rebranded as Karma Automotive in 2016. The company’s core product remains largely the same car, though it has undergone various name changes throughout the years. The original Karma became the Revero, and later, the GS-6 in 2021, before reverting to the Revero name.
The Series Hybrid Approach
The Karma has an interesting series hybrid design with a relatively small battery paired with a BMW-sourced 1.5-liter, three-cylinder engine. This engine doesn’t directly power the wheels; instead, it generates electricity to extend the Karma’s range up to 360 miles. Though this approach was used by other vehicles like the Chevrolet Volt and BMW i3, it never gained widespread popularity. However, the series hybrid, now known as an extended range EV (EREV), is becoming more fashionable.
EREV’s Time Has Come
McCammon suggests that the EREV’s time has finally arrived, pointing to the Chinese market as proof. He noted that BYD’s best-selling models are EREVs which have captured market share from BEV manufacturers, especially Tesla. Karma previously announced an all-electric model called the Kaveya, but the launch of the Kaveya EV has been pushed back to 2027. Karma is now choosing to strategically position itself relative to competitors.
Introducing the Amaris
Karma is introducing the Amaris, an EREV, with a new engine. The BMW three-cylinder is being replaced by a four-cylinder engine that McCammon believes offers more power and personality. “So you think of Shelby’s Cobra, the Viper, the side port of exhaust is kind of an American signature,” McCammon says. “So that’s something we’re going to bring back.”
This new engine will charge batteries with an optimized chemistry for frequent charging and discharging, and the car will deliver full power until barely any range remains in the battery pack. The sourcing of the batteries is a concern. Although Karma produces its battery packs in California, the individual cells are bought from a supplier. McCammon mentioned that the company is planning to cease sourcing cells from China by the end of the year, and that a new supply chain is being set up. However, potential tariffs resulting from current trade disputes could cause complications.
Ultra-Luxury Features
Despite any possible price increases due to tariffs, the Amaris will be a substantially more expensive car. While the overall architecture remains similar to the Revero, it is designed to be more premium, with a carbon fiber body, high-quality interior materials, and advanced technology. The interior will include a new 4K display and an updated drivetrain architecture with fewer but more powerful processors. McCammon indicated that these chips would be sourced from a U.S. company.
Amaris and Gyesera
The Amaris is expected to go on sale late next year, alongside the new Gyesera. This long, low grand tourer will replace the Revero. The Gyesera was initially planned to be an EV, but it will continue as an EREV like its predecessor. The Gyesera is scheduled to go into production before the Amaris. In the meantime, Karma will continue selling the Revero for the remainder of 2025. This year represents its final run, limited to 160 cars, of which 30 will be in a higher-end Invictus trim, with upgraded suspension, larger wheels, and other features, increasing its price to $185,000.
This price is a significant increase from the base Revero’s $123,100 price tag and a hefty cost for a car that’s essentially been around for 13 years. The Amaris represents the brand’s true path forward. McCammon acknowledges skepticism about the company’s promises, but he hopes to win customers over by being transparent about the company’s vision for the future. He said, “I’m choosing to put the vision out there, so everyone sees exactly where I’m going, and basically put my neck on the line. Hold me accountable.”
