In a significant step toward internationalisation, Ultraviolette Automotive, India’s premium electric motorcycle manufacturer, has officially entered the European market. With its latest announcement, the company launched two high-performance electric motorcycles—the F77 MACH 2 and F77 SuperStreet—across 10 European countries, including Germany, France, the United Kingdom, Ireland, Austria, Italy, Switzerland, Belgium, the Netherlands, and Luxembourg.

This marks a strategic milestone for Ultraviolette, which is now looking to derive 30% to 35% of its total revenue from global exports by 2028. The entry into Europe, which began in 2025, is just the beginning of its aggressive international expansion roadmap.

Why Europe First?

According to Mr. Narayan Subramaniam, CEO and Co-founder of Ultraviolette, the decision to enter Europe first stems from several strategic advantages:

• Strong motorcycling culture with a preference for performance bikes

• High design and engineering standards, aligning with Ultraviolette’s brand

• Stringent European EV certifications that unlock potential for sales in over 40 countries

• Current import tax relaxations in the EU for electric vehicles, which reduce entry barriers

Ultraviolette has deliberately built its design architecture, software infrastructure, and component strategy with global scalability in mind. This proactive planning allows the company to seamlessly enter international markets with a high-performance and regulation-compliant product.

Ultraviolette’s European Strategy

Ultraviolette is adopting a CBU (Completely Built Unit) export strategy from India, meaning all motorcycles will be fully manufactured in India and shipped to Europe. The company has no immediate plans to establish local assembly operations in Europe, primarily due to:

• Favourable tax policies currently available to EV imports in the EU

• The flexibility and cost-efficiency of maintaining production in India

• The benefit of streamlined control over product quality and brand identity

However, Mr. Subramaniam indicated that localisation could be explored in the future, especially if sales volumes increase and necessitate on-ground infrastructure.

Product Overview: F77 MACH 2 and F77 SuperStreet

The F77 MACH 2 and F77 SuperStreet have been designed to appeal to the premium electric sports motorcycle segment, offering a combination of performance, technology, and aesthetics. The features include:

• 10.3 kWh battery pack offering robust energy capacity

• 30 kW peak power output, ensuring high performance

• 0–60 km/hr acceleration in just 2.8 seconds, placing it among the fastest in its class

• Top speed of 155 km/hr, ideal for performance-focused European riders

These specifications put Ultraviolette’s models in direct competition with top-tier European and Asian electric motorcycle brands, yet at a more affordable price point due to Indian manufacturing efficiencies.

Retail and Distribution in Europe

Ultraviolette’s retail strategy in Europe is rooted in distributor-led sales. Rather than establishing owned retail outlets initially, the company is partnering with established distributors who:

• Understand local market nuances

• Possess retail infrastructure

• Offer aftersales support and servicing capabilities

This distributor model ensures capital efficiency while enabling rapid market penetration across multiple countries. As the brand grows, Ultraviolette may look to expand its retail presence with more control over branding and customer experience.

Broader Global Ambitions

While Europe is the pilot international market, Ultraviolette is already laying the groundwork for its next phases of expansion. Southeast Asia and Latin America have been earmarked as next-priority markets for several reasons:

• Southeast Asia has an enormous two-wheeler market with rising EV adoption, particularly in countries like Indonesia, Thailand, Vietnam, and Malaysia

• Latin America, especially nations like Brazil, Colombia, and Mexico, offers a young, urban demographic with growing sustainability awareness and two-wheeler dependency

• These markets also provide potential for cost-sensitive yet performance-focused electric motorcycles, a sweet spot for Ultraviolette

India’s Role as EV Export Hub

Ultraviolette’s expansion highlights the increasing global competitiveness of Indian EV manufacturers. India is rapidly emerging as a manufacturing hub for electric vehicles, with advantages in:

• Cost-effective skilled labour

• Robust component ecosystem

• Favorable government policies, such as the Production-Linked Incentive (PLI) scheme for Advanced Chemistry Cell (ACC) battery storage

• Access to global logistics infrastructure, especially via western ports like Mumbai and Mundra

With the likes of Ultraviolette leading the way, Indian-made EVs are now setting global benchmarks, not just in cost but also in innovation, safety, and design.

Market Outlook and Competition

Ultraviolette enters a European market that is already mature in terms of EV adoption, particularly in the two-wheeler and small mobility segments. Key competitors include:

• Zero Motorcycles (USA)

• Energica (Italy)

• Horwin (Austria-China JV)

• BMW CE 04 (Germany)

Despite this, Ultraviolette offers competitive pricing, superior technology integration, and agile design updates, giving it a distinct edge in the mid-premium segment.

Revenue Targets and Financial Strategy

Ultraviolette is aiming to generate 30–35% of its total revenue from exports by 2028, a bold yet realistic target given:

• Strong interest from international buyers

• Expansion into multiple high-growth regions

• A compelling product-market fit in both developed and emerging markets

The company’s financial strategy includes:

• Lean manufacturing to control costs

• Limited upfront capital investment in retail via distributor model

• Scalable logistics and aftersales partnerships

• Customer-centric upgrades based on market feedback

Conclusion: Made in India, Designed for the World

Ultraviolette’s European debut is a milestone for India’s electric mobility sector, showcasing that homegrown innovation can succeed in some of the world’s most competitive and design-focused markets. The F77 MACH 2 and SuperStreet, with their compelling combination of performance, engineering, and aesthetic appeal, are ready to take on global rivals.

With a strategic global roadmap and a clear focus on exports, innovation, and brand building, Ultraviolette is well-positioned to become a leading player in the international premium electric motorcycle segment. As the company expands its global footprint, it reinforces India’s growing role in shaping the future of sustainable, high-performance electric mobility.

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