MOKE International, the legendary British automotive marque, has appointed Lorne Vary as its new Chief Executive Officer, underscoring the brand’s commitment to global expansion and electrification. Vary takes over from Nick English, who has led the company as Executive Chairman for the past 18 months.
With extensive leadership experience at Brompton Bicycle, where he helped transform the company into a worldwide lifestyle brand, Vary is set to drive MOKE’s next phase of growth. During his tenure at Brompton, the company expanded from £8 million in revenue in 2009 to more than £130 million across 47 territories, making him well-positioned to scale MOKE’s production and strengthen its international presence.
Under English’s leadership, MOKE became the first heritage car brand to go fully electric, expanded into key markets such as Greece and California, and opened a new production facility in Leamington Spa, UK. English introduced Vary to ensure a seamless transition and will continue to support the company while pursuing other ventures.
Originally created in the 1960s by Sir Alec Issigonis, the designer of the Austin Mini, MOKE has evolved from a military utility vehicle to a cultural icon embraced by celebrities and luxury destinations worldwide. In 2023, the company launched the Electric MOKE, blending its timeless design with modern electric powertrains, handcrafted in Northamptonshire near its historic roots.
As CEO, Vary will focus on scaling production, boosting direct-to-consumer strategies, and expanding into high-demand luxury markets such as St Barth and St Tropez. He expressed excitement about the new role, saying:
“MOKE combines heritage, fun, and innovation in a unique way. I’m excited to lead the team in bringing this electric icon to more drivers around the world.”
The board praised English’s contributions and welcomed Vary, confident he will guide MOKE toward its ambition of becoming the world’s most admired electric open-air motoring brand.
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