Just outside Los Angeles in an industrial building that once was an R&D facility for Nissan, Faraday Future has been quietly building a new multi-billion dollar electronic car company. The mysterious new startup is starting to take shape and has revealed veteran executives and engineers that include former senior employees from industry leader Tesla Motors.
Faraday Future has yet to fully reveal any products, but is beginning to build momentum by recently launching a press campaign that gives the public a sneak peak into what's to come. After flying under the media radar for over a year since being founded, the company is ready to make more of an impression.
Our PR interactive report helped break down the media's response to the companies emergence out of the shadows and revealed how their "stealth" approach has already begun to position the brand as a leader in the industry.
How Stealthy Is Their "Stealth Mode"
Named after Michael Faraday, an English scientist, who contributed greatly to the fields of electromagnetism and electrochemistry, Faraday Future has been sending a loud and clear message to everyone for some time.
While the general public is just becoming aware of the new company, competitors have been alerted over the past year. The well-funded startup has been actively poaching talent from some of the most prominent tech companies in California. Their offices have been filled with a who's who list of employees, and they take no shame in messaging this on their website by highlighting previous employment of their executives.
Faraday Future's "stealth mode" appears to have successfully allowed them to create a company that now has more than 400 employees with diverse backgrounds that span across automotive, technology, energy, aerospace and design industries.
The poaching of talent, press coverage and targeted messaging has only partially lifted the mysterious veil. The startup is working hard to position itself as a leader in the industry without revealing a single product.
When is Stealth Mode a Product Launch Strategy?
Faraday Futures has been hiding in plain sight long enough and now letting their mysterious new products drive anticipation for an upcoming reveal at CES. The startup has teased enough and revealed specific talent that the media is pushing the announcement of a new premium electronic car. The countdown has begun on their website and the anticipation is mounting.
It is certainly an art form when creating the perfect product launch, and Faraday Future seems to be following a tactic that has worked well for companies such as Apple. The company has tipped their hand just enough to give the press a vision of the big picture and has now positioned themselves alongside other industry titans.
Apple is said to be working on a new electric car that will be revealed soon and Tesla is expected to announce new entry level vehicles that will help increase their reach. Google also continues to push the envelope with autonomous cars. In what is quickly becoming a highly competitive and demanding industry, the media is expecting Faraday Future to be revealing a product that will differentiate itself.
Time will only tell how successful Faraday Future will be, but the new emerging startup has positioned themselves into the conversation with promising messages about talent and new future innovations.
Do you think Faraday Future's "stealth" tactics are a success? Share your questions or comments below and check out the full PR interactive report to learn more about the media coverage.