When you mention France, you think about the Eiffel Tower, the romantic cities and certainly the center of high fashion. Despite the great scene of two-wheelers such as bicycles, vespas, scooters and motorcycles, the country itself does not generally appeal to be known for fast motorcycles. French custom garage Jambon-Beurre Motorcycle is here to give a different perspective and conflate both high fashion and bikes.
Operated by Benjamin Cochard and Antonin Guidicci, Jambon-Beurre Motorcycle is a small startup better known for their custom ICE motorcycle designs. They have also built an impressive 80 kW flat track electric motorcycle. The firm has now headed to a bold new approach with its latest electric motorcycle Gloria. The bike is an essence of both fashion, functionality and speed, specially catered for millennials.
“We realized that our style and communication was reaching people that are not the usual motorcycle target market. Sixty percent were women (versus only 13 percent across the entire current French market), mostly urban dwellers, and most of them had never owned a motorcycle before. The idea of creating a real motorcycle brand came as a result. A brand designed to dust off the current motorcycle market that still works like it did 30 years ago,” according to the firm.
“GLORIA is not just another ugly bike where a pair of geeks decided to implant a washing machine motor and told their friends ‘we are changing the world!’ No, GLORIA is a true revolution. Reinventing the motorcycle market from production to the customer.”
This is certainly a different direction the brand took as opposed to the traditional bike companies. Gloria Factory is taking on motorcycle marketing by targeting a younger ridership who are more interested in fashion and customization. To reach those customers, Gloria has been designed to be highly customizable via an online design platform, meaning that customers’ motorcycle selfies can finally reflect the taste and fashion sense of each unique rider.
The Gloria electric motorcycle has a build like a 125 cc motorcycle, however the instantly available electric torque gives it the acceleration of a much larger 300 cc motorcycle. It has a top speed of 120 km/h. Gloria is not yet ready for production and full details of the bike are yet to be known.