Jambon-Beurre Motorcycle—a hilarious name for a shop
and likely one you will remember considering that it translates to butter
ham—is the Paris-based startup of partners Benjamin Cochard and Antonin
Guidicci. What started off as a quirky customization shop might turn out to be
the next EV hit.
Commenting to EV Nerds that the motorcycle market
still works like it did 30 years ago, the duo hopes to give the industry a 21st
Century twist by undertaking a challenge many recent startups have tackled but
not many have mastered: the successful production of an electric vehicle. In
Jambon-Beurre’s case, not any vehicle; a motorcycle.
Catering to an undeniably younger and hipsterish
audience, the shop recently introduced the Gloria—a fashionable, functional,
and fast all-electric motorcycle. While other companies have targeted other
slices of the population—such as Harley-Davidson with the
LiveWire—Jambon-Beurre decided to go right for the sweet spot. It decided to go
for the young and cool, or what is now socially accepted as the “Millenials”.
The motorcycle will be marketed not only as a
“washing machine motor” on wheels but also as a fashionable statement piece
that will complete the rider’s style. The Gloria will be fully customizable via
the maker’s online platform, which will allow the customers to play designers
and personalize their ride. It hardly gets more Millenial than this.
Once the design receives the thumbs up and the order
is sent in, the motorcycle will be delivered right at the new owner’s door.
Once the trends start changing and the owner needs a new wardrobe and a bike to
match, it will be possible to order parts from the shop to update the Gloria's
looks.
