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Energica Motor Company S.p.A.
Presentation
May 2017
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
2Energica Motor Company S.p.A.
Energica Motor Company
Energica Motor Company was officially founded in 2014 with the aim of creating the
first high-powered electric motorcycles, but the electric motorcycle project started in
2010. CRP Group acted as a technology incubator and as financial investor until
EMC decided to spin off and become an independent factory. The Energica concept
comes from the eCRP 1.4, the runner-up World Champion and European
Champion electric racing motorcycle (TTXGP Championship). .
The eCRP team realized in just 6 months a high-performed electric racing
motorcycle. After two years of racing, the eCRP team started working on the road
version: Energica. EMC in the last six years has been able to design and develop
internally high performing electric motorcycles, thanks to CRP Group know-how.
Today, after test and homologations, Energica motorcycles are on sales worldwide.
In January 2016 Energica raised capital at AIM Milan Market, to scale the market
and start global production.
Products
ENERGICA EGO is the first model of EMC, it is the first Italian high-performing
electric sportbike.
ENERGICA EVA the new streetfighter model.
Current status
Energica has contracted with the majority of its key suppliers and has set up the
production facility in Modena. Additionally, Energica has unveiled the product design
process of its third vehicle, an “old-school” style motorcycle named Esse Esse 9.
Energica Motor Company S.p.A.3
Energica Motor Company
Energica Values Statement
It is not the bricks and mortar nor the machines and processes, but the human
elements that enable our company to be truly valuable. They will allow us to lead
the industry by providing the technological superiority and focused discipline needed to
lead the market.
Energica Strategy
Objective
To become the best designer and manufacturer of performance-driven electric
motorcycles with the most covered brand in the world within five years.
Aim
To launch a focused product line of state-of-the-art electric motorcycles that are unique
to the PTW industry.
Advantages
Energica benefits in countless and incalculable ways from the close relationship
and consultation with parent company CRP Group who is a leading partner in
the F1 industry. Working in a problem solving culture, whose fast customer response
approach, top quality production, cross sector capabilities with the ability to rapidly
analyze problems and provide solutions has been critical to CRP’s success. The
overall culture that distinguishes CRP group is fully integrated into Energica Motor
Company.
Immersion in the world of F1, aerospace industries and CRP market environment
keeps Energica at the state of the art today and poised for future technology
innovation.
Energica Ego
Energica Eva
Energica Esse Esse 9
Energica Motor Company S.p.A.4
5Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Motorsport
Design UAV
AutomotiveYacht & Sail
CRP Engineering, CRP Meccanica, CRP Service, CRP Technology, CRP USA and Energica Motor Company. Each reality
is an example of excellence in its target sector:
CRP Group has 45 years of experience in motorsports alongside the major international teams and it consists of five
companies.
Heritage - The CRP Group
Space
6Energica Motor Company S.p.A.
7Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Energica Milestones
2009
ENERGICA
Bologna
Modena
Parma
Location
2013 2014 20152010
• Energica EGO launch
2011
* The most important motorcycles fair in the world
2016
Start of the Electric motorcycle
project (within CRP Group)
eCRP – the electric racebike
wins European Electric
Championship
First participation at
EICMA*• Establishment of
Energica Motor
Company Srl
• Worldwide Demo Tour
(USA+ EU+ MC)
• Energica new headquarters
• Stock Market
• Opening Galleria
Energica (San
Francisco)
8Energica Motor Company S.p.A.
Energica Milestones 2016
Feb/March June July AugustApril May Sept/Oct.
Sales Ego pre-
series
USA market
strategy
Moving in the new
headquarters
Energica Eva
Ride Experience
Europe
Start production
Bay Area
One-day trip LA-
SF
Deliveries Eva
Grand opening –
new factory
Energica
Goodwood Festival
Opening Galleria
Energica in San
Francisco
New dealers
(Spain)
New sales
strategies (Value
Plan)
• Launch of Energica Eva
• Preparation of product Industrialization
• US and European Homologation
• Energica Eva Ride Experience
• Energica New Headquarters
• Opening of branded display halls
• News sales strategy
• Unveiling Esse Esse 9 prototype
• Sales Network Growth
Nov/Dec
Eicma 2016 –
The International
Motorcycling Fair
Sales Network
Growth
California Sales
License
9Energica Motor Company S.p.A.
Stock market entry
Energica Milestones 2016
EU Sales Network
USA Operations
• Orders to suppliers for the first batch (100 motorcycles)
• Orders of tooling and tools for serial production
• USA Operations organization
• Hiring new technical profiles
• Sales Network growth (Sweden, Israel)
• California sales license
• Inauguration new operation in San Francisco with The Honorable Ambassador Armando Varricchio and The Consul Mauro
Battocchi.
10Energica Motor Company S.p.A.
Energica Motor Company S.p.A.
Energica Milestones 2017
• Exhibition at the International Consumer Electronics Show, CES
2017 – Las Vegas, with CRP Group and CRP USA
• Partnership with Apache Customs Motorcycles for a new
electric café racer based on Energica Eva. The bike is called
Midnight Runner and was unveiled at Bike Expo, Verona, Italy.
• Energica joins CharIN e.v., a registered association founded by
mayor manufacturers and suppliers for the electric automotive
industry, to promote the CCS standard worldwide. Energica is
the only manufacturer of electric motorcycles to join the
Association.
11
12Energica Motor Company S.p.A.
• Homologation Euro 4 achieved
• Stefano Benatti joined Energica team as General Manager USA
• New commercial agreements in France (Paris) and Italy (Milan)
• New commercial agreements in US: in California (Orange County),
Florida (West Palm Beach) and New Hampshire (Nashua)
Energica Milestones 2017
13 Energica Motor Company S.p.A.
• Unveiling the first “Fast Charge Infrastructure Program”
charging station.
• Following Nissan and Tesla, Energica unveiled the first Energica
fast charging station at Selva di Val Gardena, Dolomiti - Italy.
• The 50 kW Fast Charging Station has been installed in Str.
Meisules, 144, 39048 Selva di Val Gardena (BZ) thanks to the
partnership with Alperia.
• This station is the first fast charge in Dolomites Area and is part
of the "Energica Fast Charge Infrastructure Program".
• With this new installation, motorcyclists and other EV customers
will finally be able to discover the amazing Dolomites area with
full electric vehicles and without any range anxiety
Energica Milestones 2017 First Energica Fast Charge
14Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Energica Headquarter
Production Dept.
Production Dept.
Showroom Energica Lounge
End-of-Line Testing
Technical Dept.
Energica Factory
15Energica Motor Company S.p.A.
Energica Sales Network
Energica Dealers
Spanish DealerSwiss Dealer Dutch Dealer
16Energica Motor Company S.p.A.
17Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Energica Motor Company – The Ultimate Drag Race
Drag Race 2015 – Energica Team & Customers
18
Energica Eva Cal 1 Tour
LA to SF Bill Levasseur on Energica Eva
19
The Insane Drag Race: Energica street-legal production motorcycle vs WSBK
Pedercini racebike
20Energica Motor Company S.p.A.
Energica Brand Ambassador
Norway Riding Experience
Terje Håkonsen and Thomas Sigvartsen on Energica motorcycles
21
22Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
The electric sportbike: 100 kW (ca 136 hp) motor power, 195 Nm torque, top speed 240km/h
Fast charge on board: 0-85% < 30 min)
23Energica Motor Company S.p.A.
The electric streetfighter: 70 kW (ca 95 hp) motor power, 170 Nm torque, top speed 200km/h
Fast charge on board: 0-85% < 30 min)
24Energica Motor Company S.p.A.
EsseEsse9, il concept
At EICMA 2016, the company unveiled
a new concept, an evolution of design
and technologies.
The new prototype has been called
EsseEsse9, as the real name of Via
Emilia, the major road that crosses the
Italian Motor Valley.
EsseEsse9 approaches the old- school
branch of motorcycles as it’s an
essential prototype: a concept that
encloses the genuine engines passion
typical of our region.
The intention was therefore to create a
passionate, but above all a heartful
motorcycle. Even the choice of
materials was audacious: the structural
aluminum machined plates and folded,
riveted and anodized aluminum sheets,
are completely unveiled.
The design and function are combined
25Energica Motor Company S.p.A.
DASHBOARD
A 4,3" Color Display allows great
flexibility, supporting the flow of
information and interactivity with the
vehicle system
RIDE BY WIRE ENGINEERING
The ride-by-wire system ensure the perfect
driving experience with 4 different engine
mappings and 3 different mappings of
regenerative braking
PARK
ASSISTANT
In order to facilitate
parking and
maneuvers on
slopes or into rush
traffic
BATTERY
PACK
Lithium-polymer
battery with internal
designed cooling
system. Dozens of
sensors and
electromechanical
devices ensure
maximum vehicle
performance and
driver safety
VEHICLE CONTROL
UNIT
EGO’s battery, inverter, charger
and ABS are constantly
monitored and managed by the
VCU, completely designed and
developed by Energica
CONNECTIVITYThe vehicle can be equipped with
“short-range” and “long range”
connectivity services
ABS
Ego has the latest
generation ABS
BOSCH with rear-wheel
lift-up mitigation system
SUSPENSION
EGO is equipped with
adjustable Bitubo
(rear)
TIRES
EGO is equipped
with road-gripping
Pirelli Diablo Rosso
II tires
BRAKES
Front / rear braking
systems provided by
Brembo
ITALIAN DESIGNEGO has an Italian-style,
tubular, craftsman-like trellis
high strength steel frame
KEY FEATURESTop speed: 150 mph / 240 kmh
From 0 to 60 mph / 100 kmh: < 3"
Torque: 195 Nm (0 to 4700 rpm)
Fast charge: 30 minutes (80%)
Zero emissions
FAST CHARGEThe only moto with integrated
Fast Charge
Core technology / IP Selected supplier
26Energica Motor Company S.p.A.
27Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Global Electric Motorcycles Market
• Electric Motorcycles & Scooters Market size was valued at over USD 25 billion in 2015 and will grow at more than 10% CAGR
estimation from 2016 to 2024. Global shipments are projected to surpass 60 million units by 2024. *
• According to ACEM E-motorcycles registration report we can see more than positive signals from the European Market: + 50%
compared to 2015.
• Joel Couse, chief economist for Total, predicted that sales of electric cars will surge from about 1% globally in today’s new car market to
up to 30% of the market by 2030.
• According to Tracxn Electric vehicles Report electric vehicle space in 2016 saw investments increase by 500% from previous year.
Energica Motor Company was the only one to go public in this sector in the last three years.
* Source: “Electric Motorcycles & Scooters Market Size By Product (Motorcycles, Scooters), By Battery (SLA, Li-ion, NiMH), Industry Analysis Report, Regional Outlook (U.S., Canada, Germany, UK,
France, China, India, Japan, Brazil, Mexico), Growth Potential, Price Trends, Competitive Market Share & Forecast, 2016 – 2024” by Global Market Insights, Inc.
28Energica Motor Company S.p.A.
Competitive Scenario
• The competitive environment is mainly composed by a few of small Electric Motorcycles focused players. Below on the left is a table showing the
companies operating in the production and sale of electric motorcycles and the companies which intend to launch electric motorcycles.
• On the right is a graph illustrating the competitive positioning of the Company compared to the current competitors within the high-powered electric motorcycles
segment. As far as Energica’s competitive positioning is concerned, we view it as a premium brand in the High Powered Two Wheels Market, i.e. potentially
competing with KTM and Harley Davidson (or with the Italian Ducati if we want to remain in the Italian motor valley), but avoiding direct competition as it is
specialised in innovative electric motorbikes. On the other hand, Polaris, with the acquisition of the motorcycles division of Brammo, represents the first mass
market player that enters the electric market, suggesting that there is a growing interest towards the sector of electric vehicles.
29Energica Motor Company S.p.A.
• BMW C evolution (maxi-scooter)
• Producer of electric motorcycles only
• Current product range made up by 6 models
• Battery-powered Freeride E launched in September
2014
• 1 electric motorcycle prototype unveiled to press in
June 2014 (LiveWire)
• Electric motorcycle cocnepts under development and
in pipeline for production (PES/PED)
Competitive Scenario high-powered
Traditional motorcycles manufacturer Electric motorcycles manufacturer
Pre
miu
m p
rod
uc
tsM
ass p
rod
uc
ts
Main Electric Motorcycles competitors - availability
• Sales started in July 2009
• Polaris acquired Brammo’s electric motorcycles
division
✓
✓
✓
✓
X
X
30 Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Value Plan
Energica is working on a plan to warrantee the value of 2 years used Energica
motorcycles. The plan is based on a package of measures including that the
manufacturer will guarantee the value of the vehicles sold minimum 50% of the
initial price after 24 months, VAT included.
The plan works as follow:
1.Trade-in of the motorcycle for the purchase of a new Energica model: The
official Energica Dealer undertakes to evaluate the motorcycle given in trade-in
at 50% of the retail price + € 6.000,00 VAT Included. This part is paid as over-
valuation by Energica.
2.Super-warranty of the battery for 100.000km or 5 years [1]
After 24 months from the motorcycle registration (minus 1 as notice), the
Customer, based on its own feeling experience, has to choose between the two
options.
The trade-in of the motorcycle will be up to the local dealer that originally sold
the bike. The extra bonus will be paid directly to final customers by Energica
Motor Company. The plan is covered under the “sales support costs” approved
in the official business plan.
[1] Whichever occurs sooner
31Energica Motor Company S.p.A.
Energica is the unique EV Motorcycle with DC fast-charge technology based
on CCS Combo that allows the bike to charge 80% of battery in 20 minutes.
Energica intends to deploy an installation plan of fast charge points targeting
the best roads motorcyclists love to ride through.
In partnership with several companies (Utilities, Hardware provider, charging
services) Energica will either co-finance the installations of dedicated chargers
(DC technology 20kw, Combo CCS standard plugs) or facilitate the access to
existing ones. This will allow Energica customers to enjoy the best roads
without any range anxiety. Energica will fill the gap to guarantee EV motorcycle
rides.
A detail plan on routes is in process according to Energica dealership network
and a first round of installations has been identified in some locations in Italy
(Energica Fast Charge already unveiled in Dolomiti area) and in California.
In the areas where charging network are already available Energica facilitates
customer to used them. In The Netherlands Energica has the option to use fast
charge network for free thanks to an agreement with Fastned Company that
provides 4 years fast charge through the growing network with 20-30 minutes
average charging time.
The fast-charge installation project foresees multiyear plan with prospective
investment up to 1.mln € according to market areas and needs, starting from
for Italian region and California, to be deployed by spring 2017, covered under
the marketing budget.
Fast Charge Infrastructure Program
32Energica Motor Company S.p.A.
Focus: partnership with Agos
• Thanks to the partnership with Agos in Italy it is possible to
have a financing plan according to customer needs.
Energica dealers and Energica salespeople are working on
similar partnerships In EU and US:
• Leasedesk - The Netherlands example, Energica Eva:
✓ Price: € 32.730,50
✓ Down payment: € 9.738,00
✓ Final installment: € 5.000,00
✓ 60x monthly payments of € 268,01
• Close Brothers Motor Finance – UK example, Energica
Ego:
✓ Price: £ 24,999.00
✓ Down payment : £ 6,950.01
✓ Final Installment: £ 10,665.00
✓ 36x monthly payments of £ 300.00
33Energica Motor Company S.p.A.
34Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
Future Strategies and Plans
Future Strategic milestones
• Start Series Production
2016
• New additional production
line
2018 2019 20202017
• 2 New additional
production lines
• Launch of a New
Model (4th)
• New additional
production line
CO
NS
OL
IDA
TIO
N P
HA
SE
• Launch of a New Model (3rd)
• Restyling of the
first 3 models
2021
35Energica Motor Company S.p.A.
Marketing Plan Milestones
The marketing strategy aims to define company and products placements, according to our target:
a) To strengthen the credibility of the company and its products
b) To make the target aware of the value proposition of our product
c) To leverage the products in order to create community
36Energica Motor Company S.p.A.
2017 Marketing Plan- activities
1) Fairs (International, National, local, EU/USA)
2) Show tester & Brand ambassador (8 tester in USA/EU and several testimonial in key markets)
3) Long test media (strengthen the collaboration with media with long test ride)
4) Product Communication (ADV plan between February and June on 8 EU media and 3 USA media in several
fields – motorcycling, sport, lifestyle)
5) Digital Communication (website SEO, social media marketing and google ads)
6) Promotions (Value Plan, Kit promotion, fast-charge)
7) Sales Development (new markets and dealer network development)
37Energica Motor Company S.p.A.
38 Energica Motor Company S.p.A.
Company overview
Heritage
Energica Milestones
Factory
Global Marketing Events
Models
Market
Value Plan
Marketing Plan
Financial highlights
ANALYST COVERAGE
"Ready to scale up"
● "High performing electric motorcycles manufacturer founded back in 2014, Energica Motor
Company has a clear mission in mind: to create high performance - high powered electric
motorcycles with top quality components.”
ValueTrack Analyst Coverage available on Energica Investors Relations section
39Energica Motor Company S.p.A.
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