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.