Much more than sporty electric motorcycles: Soriano Motori's plans, as told by its CEO, Marco Antonio Soriano

Almost half a year after the presentation of Soriano Motori in Madrid, we spoke with Marco Antonio Soriano IV, CEO of the brand, to learn more in depth about the company’s ambitious plans, which go far beyond manufacturing and selling electric motorcycles. Because Soriano Motori aims to “develop a global movement through a unique lifestyle”. A phrase that sounds very good as an advertising claim or in a press kit, but Marco Antonio Soriano is very serious about it.

Let us recall that among Soriano Motori’s main objectives is the launch and sale of three innovative high-performance electric motorcycles, the Giaguaro V1 Gara, the V1 S and the V1 R, with power outputs between 60 kW (80 CV) and 75 kW (100 CV) and prices from 32,500 euros to 37,500 euros, depending on the brand’s configurator. But soon they will also add electric bicycles to their portfolio. In addition, Soriano Fashion, a fashion vertical with high-end pieces inspired by the world of motoring and art, has already been launched. And the company, which continues to bet strongly on the Metaverse when others are retreating, is already working to create a whole “Soriano world”, including an exclusive club and many other plans that Marco Antonio Soriano details in this interview.

Q.- What has happened in these months since the presentation in Madrid, how is the project going and what are the most immediate plans?

A.- We have just finished the industrialization plan for the next 15 years. We are in talks with very powerful financial groups and private funds in countries such as Saudi Arabia, the USA and also in Europe. The plan is to keep scaling and double production every year. Our headquarters are in Monza, and the second base will be set up in Dubai or Abu Dhabi. As for the bicycles, the group behind them is Serial 1, which has a direct collaboration with Harley Davidson. The factory in the USA has a production capacity of 140,000 units per year. We plan to start with three models and a run of 5,000 units here during the first four months of 2024. It is not a joint venture, but it could become one. I can also tell you that we are about to close a collaboration with the Marbella-based sustainable jewelry designer Luz Rodriguez, of Luz de Nehca, to keep adding content to our fashion division, which already has two collections.

Q.- Electric motorcycles and bicycles, fashion, an exclusive club… What challenges does Soriano Motori face in promoting this whole universe, especially as it is a new brand?

A.- In the case of fashion, for example, the biggest challenge is prices. Distributors look for low prices but want the best. And above all with the increases experienced not only in raw materials but in absolutely everything after COVID, that commitment to high quality and restrained pricing is very difficult. We address it by explaining to the final distributor that we are much more than a fashion brand, and that there are other elements around us that can support their sales strategies. As for the club, within the Soriano group we are investors in luxury hotels. We are going to create exclusive spaces where club members, the “Sorianistas”, can enjoy tailor-made experiences and have access to the Soriano brand ecosystem. We already have them in New York and Miami, and next year I want to open one in Madrid; in fact, I already have my eye on a couple of buildings… We also want to invest in creating a customized Soriano charging infrastructure for our electric motorcycles, which we would make available to other customers.

Q.- They continue to bet on the metaverse… Are they convinced?

A.- We bet on technology as a tool for growth: robotics, 3D printing, the metaverse. We are in a position for a user to virtually navigate the Soriano world and see our products, the prototypes we plan to build, our way of working… We are in this channel because we must think about the user of the future. And for dealerships it is a fantastic additional tool for sales. Today’s consumers are super smart, they inform themselves and use all the tools at their disposal to do so.

Q.- How is the limited series of 50 exclusive motorcycles you announced going?

A.- The 50 motorcycles are sold, and the first 20 are already in the pre-production phase with the aim of delivering them to customers in December. Their future owners have already visited us and have been able to come to Monza to see how their motorcycle is built.

Q.- Tell me a bit about the motorcycles: what is their technical concept and what distinguishes them from other electric motorcycles in this segment, which components are yours, and who makes the motors or the batteries.

A.- I have been a biker all my life. But the electric motorcycle proposals up to now did not appeal to me. That is why I thought of doing something different, of developing a motorcycle that met the lifelong demands of sports motorcycle users: power, performance, agility… and, of course, range, which is something that especially worries those considering an electric vehicle. We started by developing the chassis, to fit our Soriano modular system, which includes the BMS, a dual motor and a five-speed transmission. The motors are currently manufactured by Sangalli, and the battery cells come from a Chinese manufacturer; we take care of the circuitry and the wiring. We opted for a dual-motor configuration to ensure power and performance, and the transmission delivers the driving feel equivalent to combustion-engine motorcycles. I have already ridden them and pushed them to the limit on track, and I can assure you the experience is incredible. Customers will also be able to choose between three different sounds, from the most classic to the most futuristic. We are now working to fine-tune power delivery and range. We estimate about 200 real km in sporty riding, and 250 km in mixed use.

Q.- And if a brand wanted to access your technology, would it be possible?

A.- We have a design studio and offer engineering services. As for our Soriano modular system, if Ducati, BMW or any other brand wanted to have it… it would all be a matter of talking. But it has not happened yet.

Q.- Are you worried about the arrival of Chinese brands in our market? How can one compete with them?

A.- It is a very difficult competition, but we have something the Chinese brands cannot offer: we create a national product, with the heritage of what the Soriano brand was, and with the pride that comes with a Spanish product. My goal is to foster Soriano’s image as a brand, so that it becomes for Spanish enthusiasts something like what Ferrari is for Italians, even if they do not own one of its vehicles. Obviously, we will not compete with Chinese manufacturers on price; we do not handle those volumes. Politicians must help us reach that balance so that historic national brands like Soriano, which were part of the country’s industrial fabric, do not disappear.

Q.- In this whole Soriano universe, when it comes to sports motorcycles, it is strange that we have not talked about competition. Does it fit into the brand’s plans?

A.- Absolutely. But it is a completely different business model; everything in its own time. Soriano motorcycles already took part in competition in races organized by the RMCE in the Retiro in the 1930s. One formula could be to seek collaboration agreements to have circuits in Spain, in Italy… For the moment, what we have on the agenda is closing an agreement with Moto Trainer, the best driving simulator for motorcyclists who want to train on their bike at circuits around the world, which could be ready by the end of the year; its CEO is former racer Andrea Lombardi. And we have Marco Melandri as ambassador, who will help us launch verticals to teach people how to ride a motorcycle on track.

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