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MOKE International, the iconic British automotive brand, has announced Lorne Vary as its new Chief Executive Officer, marking a significant step in its journey toward global expansion and electrification. This leadership transition comes at a pivotal moment as the company enhances its direct-to-consumer strategy, scales production of its all-electric MOKE, and reinforces its position as a premium open-air motoring brand.
Key Highlights
- Lorne Vary appointed CEO, bringing extensive experience from Brompton Bicycle.
- Nick English steps down as Executive Chairman, focusing on other ventures.
- MOKE’s transformation into a fully electric heritage automotive brand.
- New production facility established in Leamington Spa, UK.
- Global expansion into markets like Greece and California.
Vary’s Proven Leadership
Lorne Vary joins MOKE International with an impressive track record from his time at Brompton Bicycle, where he played a key role in scaling the company from a niche UK manufacturer to a global lifestyle brand. Under his financial and strategic leadership, Brompton grew from £8 million in revenue and 80 employees in 2009 to a business with over £130 million in turnover and 800 employees across 47 territories. Vary’s expertise in scaling purpose-driven British brands positions him to lead MOKE into its next phase of growth, focusing on innovation and international presence.
Transition from Nick English
Vary succeeds Nick English, who has served as Executive Chairman for the past 18 months. English, co-founder of Bremont Watches, guided MOKE through a transformative period, establishing it as the first heritage automotive marque to go fully electric. His leadership saw the brand expand into key markets such as Greece and California and brought manufacturing in-house to a new facility in Leamington Spa, UK. English personally introduced Vary to the company, ensuring a smooth transition. He will continue to support MOKE as he shifts focus to other commercial activities.
MOKE’s Vision and Heritage
MOKE International, originally designed in the 1960s by Sir Alec Issigonis, creator of the Austin Mini, has evolved from a military utility vehicle to a cult classic associated with luxury and leisure. Popularized by icons like Brigitte Bardot, The Beatles, and James Bond, the MOKE became a symbol of freedom in fashionable destinations like the French Riviera and the Caribbean. In 2023, MOKE launched the Electric MOKE, blending its timeless design with modern, whisper-quiet powertrain technology. The vehicles are handcrafted in Northamptonshire, England, near the original 1960s production site, maintaining the brand’s heritage.
Strategic Goals Under Vary
As CEO, Vary aims to build on MOKE’s bold move to go 100% electric and scale production to meet growing global demand. His vision includes strengthening the brand’s direct-to-consumer strategy and expanding its presence in sunny, luxury destinations like St Barth and St Tropez. The Electric MOKE’s battery, backed by a 3-year warranty, offers sufficient range for trips such as Cap-Ferrat to Monaco or Santa Monica to Malibu Beach, appealing to a worldwide audience that values style and sustainability.
A Bright Future for MOKE
The MOKE Board expressed gratitude for English’s contributions and enthusiasm for Vary’s appointment, citing his ability to drive the brand toward its goal of becoming the world’s most adored open-air motoring brand. Vary emphasized his excitement to lead MOKE, stating, “MOKE blends heritage, innovation, fun, and lifestyle effortlessly. I am thrilled to work with our talented team to scale production and bring joy to drivers worldwide.”
For more details, to join the waiting list, or to book a test drive, visit www.mokeinternational.com.
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