CAKE, the Swedish manufacturer of premium lightweight electric motorcycles, has announced a new partnership with Deus Ex Machina, who will serve as CAKE’s Australian distribution partner. This partnership signifies a substantial expansion of CAKE’s distribution network, marking its strategic entry into the Australian market.
Key Takeaways
- New Partnership: CAKE, the Swedish electric motorcycle manufacturer, is partnering with Deus Ex Machina as its distribution partner in Australia.
- Strategic Expansion: This partnership represents a strategic growth move for CAKE, allowing them to tap into the Australian market.
- Deus Ex Machina: The brand, recognized for its unique culture of creativity, inclusiveness, and enthusiasm, has a significant global following. They are not just a motorcycle brand but also deal in lifestyle merchandise.
- Aligned Philosophies: Stefan Ytterborn, CEO of CAKE, emphasized the alignment in core values between CAKE and Deus Ex Machina, particularly in promoting zero-emission transportation solutions.
- Comments from Deus: Dare Jennings, Co-founder of Deus Ex Machina, emphasized that this partnership aligns with their values of sustainability and creativity. He sees this as an opportunity to increase Deus’s footprint in Australia.
- CAKE’s Expansion: CAKE is on a mission to grow its distribution network, targeting multiple regions, including Europe, Asia, the Middle East, Australia, South America, and Africa.
- Deus’s EV Inclination: Though Deus Ex Machina has nearly 20 years of experience in customizing traditional motorcycles, this collaboration signifies their notable step into the electric vehicle (EV) domain.
- Sustainability and Customization: The collaboration indicates an enthusiasm for exploring sustainable bike customization options, as expressed by Jeremy Tagand from Deus’ Sydney workshop.
Opinion:
This partnership seems promising, especially given the growing emphasis on sustainability and electric vehicles. Deus Ex Machina’s established reputation and CAKE’s innovative electric motorcycle designs may provide an exciting offering for Australian enthusiasts. It also showcases the broader trend of traditional motorcycle companies and enthusiasts embracing electric alternatives.
Conclusion
The strategic partnership between CAKE, a leading Swedish electric motorcycle manufacturer, and Deus Ex Machina, a brand celebrated for its culture of creativity and inclusiveness, heralds a new era for the Australian motorcycle market. As CAKE makes its foray into the Australian landscape, its association with Deus Ex Machina, a brand deeply rooted in motorcycle customization and lifestyle, promises to bring a fusion of innovation, sustainability, and tradition.
The union not only underscores the industry’s broader shift towards electric mobility but also emphasizes the importance of collaborative efforts in advancing the cause of sustainable transportation. Both companies, through their shared vision and values, are set to redefine the electric biking experience in Australia, marrying performance with eco-consciousness.
About Deus Ex Machina
Deus Ex Machina, the brainchild of Mambo founder Dare Jennings and former Moon Design creative director Carby Tuckwell was established in 2006 with a focus on promoting a culture of creativity. A step bigger than a brand, Deus Ex Machina (god of the machine) has evolved into a movement, promoting a culture of creativity, inclusiveness, and enthusiasm that has resonated with people across the globe.
About CAKE
CAKE is a Swedish maker of premium lightweight, electric motorcycles, and mopeds, with a clear mission to inspire towards a zero-emission society, by combining excitement and responsibility. The model range currently consists of five different platforms – the off-road beast Bukk, our versatile off-roader Kalk, the modular utility bike Ösa, the urban commuter Makka, and the strong and practical e-bike Åik.
Thanks to an extensive range of accessories and configurations, CAKE is addressing a wide matrix of users and applications, including commercial use for last-mile delivery and other short-haul urban transportation. Along with numerous awards and recognitions for its design and innovative approach to mobility and other societal challenges, CAKE was identified as one of the world’s most innovative companies by Fast Company in both 2020 and 2021 and received the Time Magazine 100 Most Important Inventions award in 2021.
