Company History Timeline Cont’
2012: CELEBRATING 10 YEARS IN BUSINESS
NEW SHOWROOM AND A DECADE OF MOTORINO CELEBRATED
In 2011, we opened a new 6,000 sq. ft. showroom and Motorino service center. On Earth Day, April 22, 2012, we celebrated the 10th anniversary of the Motorino brand, marking a decade of innovation in electric bikes, scooters, and motorcycles. Vancouver's chief engineer, Peter Judd, honored us with his presence, adding distinction to the event.
Our success over the past decade has been driven by key factors: resilience through challenging times, continuous investment in research and development, and a commitment to improving product quality and variety. These efforts were further supported by targeted marketing, customer service, and strong aftermarket support.
Company History Timeline Cont’
2015-2017
SHIFT TO ONLINE MARKETING AND EXPANDED TRADE SHOW PRESENCE
As social media and internet advertising began outperforming traditional marketing, we shifted our focus toward online campaigns to maximize reach and engagement.
After 2015, with electric motorcycle sales becoming a significant part of our business, we expanded our participation to include all major vehicle and motorcycle trade shows. To enhance our award-winning booth, we upgraded it with four 75” TV screens, offering a 360-degree view of our professional product videos, further captivating audiences and showcasing our innovation.
BUILDING BRAND RECOGNITION AND INDUSTRY ACCLAIM
By mid-2015, our presence was steadily growing in the public consciousness, both among consumers and the media. For three consecutive years, we were nominated by our customers for the Georgia Straight magazine’s "Best of Vancouver" award.
The popularity of the Motorino brand in Canada reached such heights that "Motorino" began being used as a generic term for electric bikes and scooters, solidifying our reputation as a leader in the industry.
EXPANSION INTO ELECTRIC MOTORCYCLES
Expanding our Motorino line into electric motorcycles was a natural progression, as these vehicles became practical alternatives to cars in both urban and suburban environments.
In 2016, we introduced the Super Soco electric motorcycle brand to Canada. As Super Soco rose to become the most popular urban electric motorcycle worldwide, our sales grew exponentially, reinforcing our position in the evolving electric vehicle market.
EXPANSION INTO ELECTRIC OFF-ROAD MOTORSPORT
As the quality and performance of electric motorcycles advanced, the recreational motorsport community began embracing electric off-road motorbikes, which started competing successfully with gas-powered models.
To diversify our portfolio, we introduced the Sur-Ron line, targeting the growing off-road sport scene in British Columbia. Sur-Ron quickly established itself as the most successful electric dirt bike, becoming a favorite among enthusiasts and further solidifying our leadership in the electric motorsport market.
Company History Timeline Cont’
2015-2017
INNOVATING YEAR-ROUND VERSATILITY WITH A SNOWMOBILE CONVERSION KIT
As our electric motorcycle business expanded, we focused on enhancing the practicality and versatility of these vehicles. We designed and developed the world’s first and only conversion kit that transforms a three-wheel electric motorcycle into a snowmobile, enabling customers to maximize their investment by using the same vehicle year-round—on both roads and mountain snow slopes, even during winter.
For this project, we selected the Doohan iTank, known for its unique front-end geometry, which ensures safe riding parallel to mountain slopes—an advantage over many traditional ICE snowmobiles, which are prone to flipping in such conditions. The articulated front end, with lateral arm extensions, further enhances stability when traversing slopes sideways. This dual-purpose design offers unparalleled flexibility, allowing the same motorcycle to perform seamlessly on paved roads in summer and snowy terrains in winter.
2003–2018: Celebrating 15 Years of Success
- Over 15 years of operation, we witnessed rapid advancements in the electric cycle industry. Motor controllers became more intelligent, motors grew more efficient, and lithium batteries improved significantly, with higher energy densities and lower costs—making them viable for larger vehicles beyond e-bikes.
- While e-bike sales were booming in Europe, North American adoption lagged behind. We approached numerous bike shops to offer e-bikes, but awareness and interest remained low, and many resisted carrying them.
- After investing in R&D for more powerful vehicles, gaining expertise in servicing them, and tracking their evolution, we decided to gradually shift our focus entirely to street and highway-legal electric motorcycles. This required substantial investment to certify select brands to meet Canadian Safety Standards. The first two brands we successfully homologated for the Canadian market were the Doohan iTank and Vmoto Super Soco.
Company History Timeline Cont’
2018-2019
Cooperative Agreement with EXRO Technologies for R&D and Licensing Agreement
In 2019, the public company EXRO Technologies signed its first licensing agreement with our company. Using the Motorino CCT Drive System as a foundation, they aimed to develop an electronic gear replacement system, leveraging one of our Motorino electric bikes as a platform to demonstrate their electronic transmission solution. At the end of 2020 EXRO Technologies delivered the Motorino prototype electric bike. They reported that their intelligent controller increased the overall performance of the Motorino e-bikes by 20 to 50 percent.
The collaboration between EXRO Technologies and Motorino had a significant impact, raising awareness and driving mindshare for electric motorcycles in Canada. The exposure from EXRO's press releases and publications was both valuable and timely, supporting market growth. Additionally, the heightened media visibility contributed to a remarkable 2,000% increase in EXRO's stock price, rising from $0.37 to $7.00.