With our previous vehicle averaging a price of $150,000, the typical Karma buyer is naturally very affluent. Most owners would purchase their Karma as their seventh vehicle. Karma’s strategy was to shift downmarket, from $150k to $70k, bringing the vehicle within reach of a much broader audience.
This shift in pricing moved the potential buyers from 1%er to middle class families. The target audience became married couples in their 40s-50s, 1-2 kids, looking to transition from a commuter car to something more luxurious.