Swedish electric motorcycle maker CAKE expands into London

CAKE and its CEO and founder Stefan Ytterborn expands to London. Photo credits: Cake/Tommy Fondelius.

Swedish electric motorcycle maker CAKE is positioning itself to further tackle congested traffic in the United Kingdom. The Stockholm-based startup is now expanding its operations into London.

The company says a pop-up store is open now in Shoreditch, in East London, with plans to open a permanent CAKE store later this year.

“There is definitely an appetite for sustainable transportation alternatives in this vast city, and sustainability is our reason to exist and simply inseparable from our business,” CAKE CEO Stefan Ytterborn said in a press release.

The CAKE pop-up store in London. Photo provided by CAKE.

Ytterborn says London is an important part of the multi-city strategy. The company is aiming to treat key cities as their own markets.

The United Kingdom is expected to ban the sale of new petrol and diesel cars by 2030. It’s a historic step that puts the UK on a path to be the first G7 country to decarbonize cars and vans.

More than 2.5 million cars are currently registered in London, and Ytterborn expects a paradigm shift soon in the market.

“With its commuter challenges, yet maturity in terms of bicycle riding, CAKE will further release the congestion issues of London and we want our community of CAKE riders to be a part of this change,” Ytterborn said.

The company offers electric mopeds and motorcycles which are used by commuters and delivery companies. The company says its bikes are eligible for bus lane access, allowing for a faster, cleaner and traffic-free London commute.

CAKE’s London pop-up store on Curtain Road includes a showroom, event space, full-service center, and demonstration vehicles.

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