FAMEL Rides Again: Portuguese Icon Electrifies with Nostalgia and New Ambition

Lisbon, Portugal – November 7, 2025 – At this year’s EICMA show in Milan, a familiar name is buzzing with renewed energy: FAMEL. The legendary Portuguese motorcycle brand, dormant for years, is making a bold return to the market with a commitment to electric mobility and a healthy dose of national pride. Beyond the sleek lines of its first electric model, the E-XF, lies a story of revival, strategic investment, and a calculated bet on the growing European demand for sustainable transportation.

For many Portuguese, FAMEL isn't just a motorcycle brand; it's a cultural icon. Founded in 1949, the company became synonymous with freedom, adventure, and a uniquely Portuguese spirit. “There’s a real emotional connection to the brand in Portugal,” says one industry observer. “People remember their parents or grandparents riding FAMELs. It evokes a sense of nostalgia.” After a period of decline, the brand’s resurrection is seen by many as a symbol of national innovation.

Electrifying a Legacy

The E-XF, unveiled at EICMA, is FAMEL’s attempt to bridge that legacy with the future. Inspired by classic café-racer styling, the E-XF boasts a 5.5kW motor and a claimed range of up to 120km (75 miles). Priced around €7,000, it positions itself competitively within the burgeoning electric motorcycle market. While range and power output aren't groundbreaking compared to established players like Zero Motorcycles, the E-XF’s appeal lies in its blend of affordability, style, and European craftsmanship.

“They’re not trying to compete head-to-head with the high-performance electric motorcycles,” explains one analyst familiar with the European EV landscape. “FAMEL is targeting a different segment – riders who appreciate classic design, want a practical urban commuter, and value European manufacturing.”

Strategic Investment Fuels the Comeback
The resurrection of FAMEL isn’t simply a nostalgic exercise. It’s backed by the NOVUS Fund, a venture capital fund managed by Magnify Capital Partners in partnership with Banco Português de Fomento. This strategic investment highlights the growing interest in supporting innovative, green technologies within Portugal.

The NOVUS Fund’s focus on AI, green economy principles, and innovation aligns perfectly with FAMEL’s vision. “The investment is crucial,” says a source close to the deal. “It provides the financial runway needed to scale production, develop new models, and establish a robust distribution network.”

Beyond the Motorcycle: A Broader Vision

While the E-XF is garnering attention, FAMEL’s ambitions extend beyond motorcycles. At EICMA, the company also previewed a concept electric scooter, signaling a broader vision for integrated urban mobility. This scooter, designed for both B2C and B2B markets, suggests FAMEL is aiming to address the diverse needs of urban commuters and delivery services.

“They’re looking at a multi-modal approach,” explains an industry insider. “The scooter concept allows them to tap into the rapidly growing micro-mobility market and offer solutions for both individual riders and businesses looking for sustainable last-mile delivery options.”

Navigating a Competitive Landscape

The electric motorcycle and scooter market is செறிவு becoming increasingly competitive. Established players like Zero Motorcycles, BMW Motorrad, and Vespa Elettrica are already vying for market share. Swedish brand Cake, known for its minimalist designs and sustainable ethos, also presents a strong challenge.

FAMEL’s success will hinge on its ability to differentiate itself. While the E-XF offers a compelling blend of style and affordability, the company must also invest in innovation, build a strong brand identity, and establish a robust after-sales service network.

“They’re entering a crowded market,” warns one analyst. “But FAMEL has a unique advantage: its heritage and the emotional connection it has with Portuguese consumers. If they can leverage that, and build a compelling product offering, they have a real chance of success.”

A Symbol of Portuguese Innovation

The revival of FAMEL isn’t just about motorcycles and scooters. It’s a symbol of Portuguese innovation, a testament to the country’s growing expertise in sustainable technologies, and a source of national pride. As the company embarks on its second act, it carries the weight of history and the promise of a sustainable future. The road ahead will be challenging, but FAMEL appears determined to ride again – and electrify the world along the way.