Energy returns from its ashes just a few months after publicly announced its financial bankruptcy. It does, as explained by the brand’s executive director, Stefano Benatti, after receiving an important financial aid from an investment fund based in Singapore. Something we already talked about recently when it was confirmed that “An Asian investor could become the economic life of Energy.”
Energy marks a new development strategy
Looking back we can see how Energy Company It went “to fly” to declare bankruptcy in a period of time of just 18 months. After publicly announcing that the brand could return to the activity by the hand of an Asian business group, just a few weeks later, it returns to issue an official statement where it has ratified this initial theory.
As detailed by Benatti himself in a corporate video of the Milanese company, the brand would already be in full process of normality, although this procedure is not simple or cheap: “With Singapore’s investment, the energy assignment to which we referred to our previous announcement has ended. The first objective of this new beginning is to replenish our motorcycles, so that our current customers can keep their machines on the road for many years.”
Regarding the initial plans on this business return, the brand is clear about its priorities: “The next objective is to resume the production of the four existing models: ego+, Eva Ribelle, Esseesse9+ and experience. We will work to rebuild the distribution and service points in our key markets and, over time, expand to markets where we have not been before.”
It is clear that the brand does not face a simple challenge, although to face this new stage they have the conviction that they must “Continue the tradition of technological innovation of Energy, which still converts energy motorcycles into the most powerful, rapid and of greater autonomy in the world. For this reason, the main energy team will direct our development and operations from Italy.”
What is not yet clear is yes, after the arrival of the Singapurense investment fund, the brand will continue to manufacture within European borders or, on the contrary, it will end up following the current tendency to transfer this process to some Asian country.
They end up explaining: “We are committed to rebuilding confidence through our actions. Backing energy to serial production and moving forward with innovation is not a simple or immediate process. We ask their active participation and patience while we share updates.”
