The new urban mobility
brand that brings back
the pleasure of city riding
New York, Paris – 4 March, 2019
Faced with saturated cities – pollution,
traffic jams, noise – and the arrival of new
regulations limiting internal combustion
engines, the founding idea of FUELL is
to offer a complete and unique selection
of innovative, electric and attractive
2-wheelers to cover all the needs for
urban “macro-mobility” – city journeys
that require a personal vehicle to cover
distances greater than 3 miles – and
therefore replace cars and public
FUELL wants to put freedom and emotion
back into urban travel by offering riders
something different, innovative,
upgradeable and attractive.
FUELL offers e-vehicles designed around
the pleasure of urban riding, offering
riders a whole new experience of the city. FUELL also offers digital services around
mobility for an enriched experience.
It all started with the unexpected encounter
and the Franco-American convergence
between Erik Buell, founder of Buell
Motorcycles and legendary engineer,
Frédéric Vasseur, current team principal
of the Alfa Romeo Formula 1 team,
also founder of Spark Racing Technology
(which builds the Formula E racecars), and
Francois-Xavier Terny, a transatlantic
entrepreneur fond of industrial endeavors
and new business models.
The unifying idea: To create an urban
mobility solution for the city, which is
currently the best application of electric
powertrains (low speeds, rapid acceleration,
zero emission, zero noise, shorter distances
traveled, denser charging infrastructures).
The founders combined their experience
and competences to invent a genuinely
new experience entirely focused on the
urban rider’s needs, thanks to the freedom
of design, engineering and distribution
that is unique to electric vehicles.
Our first e-vehicles
FUELL’s “urban mobility” positioning
led to the creation of several machines
to cover all the needs and styles of those
who choose two-wheeled electric mobility.
FUELL’s offer is centered around two
• FLOW – an electric motorcycle
available in 11kW (125cc equivalent)
or 35kW (motorcycle license) versions,
combining practical aspects for the
urban journey (integrated 50 liter/13
gallon internal storage), technological
innovations (proprietary wheel-motor1,
connected dashboard) and unparalleled
driving pleasure thanks to its
acceleration and low center of gravity.
• FLUID – a robust and elegant electric
bike, with exceptional range (up to
125 miles thanks to its 2 removable
batteries with a total of 1,000Wh) and
generous torque (100Nm), virtually
maintenance-free with its carbon
belt and internal hub gears. Fluid is
offered as a Pedelec (max 20 mph)
or S-Pedelec (max 28 mph, requiring
helmet and insurance in most States).
Every step from design to manufacture had
accessibility in mind: competitive prices
(starting from $3,295 for Fluid and $10,995
for Flow), financing options that favor
usage over ownership (credit, leasing,
battery leasing), and a clear emphasis
on easy handling and riding.
These e-vehicles are upgradeable (battery,
wheel-motor, charger,…) and are among
the best performing on the market.
They have a great autonomy (125 city
miles for Flow), and recharge easily
(at home for Fluid, in less than 30 minutes
on a public charger for Flow). They also
offer connectivity and security options,
and are infinitely customizable.
1 « wheel-motor » refers
to the electric motor
housed in the rear wheel,
by FUELL for the Flow,
removing the secondary
transmission (chain or
belt) while maintaining
power and keeping
weight acceptably low.
Our next important dates
its brand, vision
and first images,
with a joint launch
in the United States
and demonstration of
FUELL Founders are
available to media.
full website providing
on the brand and
the ability to reserve
or purchase the Flow
Our founders’ bios
• Erik Buell (CTO)
is the Founder, former Chairman and CTO
of the Buell Motorcycle Company, which
eventually merged with Harley-Davidson
from 1993 to 2009.
Erik is a pioneer of modern race motorcycle
technology, as well as a world class
engineer and an inventor. He created
some of the most innovative and usable
motorcycles to date, using inventions like
a hollow aluminum frame to house the fuel
and create chassis rigidity, or a hollow swing
arm to house the oil. More than 130,000
motorcycles with the Buell name have
been produced to date.
Erik and his engineering team have
an incredible experience in motorcycle
development, industrialization, sourcing,
manufacturing and homologation,
and bring an unparalleled expertise
in chassis, powertrain and overall
• Frédéric Vasseur
is a well-known figure in motorsport around
the globe: as the founder of ART Grand
Prix and ASM, Frédéric has celebrated
outstanding accomplishments with 8 GP2,
9 GP3, and 12 Formula 3 Euro titles.
Three Formula 1 World Champions –
Hamilton, Vettel, and Rosberg – were among
the many drivers who were part of Frédéric’s
talent pool in their early days.
Frédéric also founded Spark Racing
Technology in 2012, which develops hybrid
and electric powertrains and builds the
Formula E racecars, a revolutionary and
entirely electric series that began in 2014.
In 2017, Frédéric Vasseur joined Sauber
as Team Principal of the F1 Team and CEO
of Sauber Motorsport.
• Francois-Xavier Terny (CEO)
began his professional path in 1991
as a strategic consultant with Bain & Co,
then created his own consulting firm,
Masaï, in 1996 as a firm specializing
in cost optimization. Masaï enjoyed rapid
growth, addressing a growing concern
within corporations for cost control and
cost optimization. In 2006, having reached
120 professionals in 12 offices in Europe,
US, Japan, China and India, François-Xavier
accepted an offer from a competitor
to acquire the company.
Since 2008, F-X continued his path
as an entrepreneur, investing time and
money in several start-ups including
With an advanced take on design
and new ideas and approaches
to manufacturing, sales, marketing
and distribution, F-X brings design
directions, disruptive thinking
and operational management.