Solex in Italy with the "green" objective

It happened for Vespa, Mini, Moncler: historic brands that are back in vogue as lifestyle symbols. Thus, for about two years, a process of relaunching the brand has been underway “Solex“, the motor bike that remained in the collective memory as the historic rival of the Mosquito. A true cult that after the war was chosen by great internationally renowned artists such as Brigitte Bardot and Steve MacQueen. In the 70s he then became the icon of alternative intellectuals.

For decades, therefore, Solex has seduced entire generations. And today this legendary brand returns to the market with new and increasingly seductive models. Thanks to the exclusive distributor, Autosonik SpA, Solex is back in Italy – after Germany, France and Benelux – since the beginning of 2012 within a project started at the end of 2010. The objective is to make it the first brand of "eco-friendly" urban mobility at European level able to combine: "clean technology" in fact all models are equipped with an electric motor; the right "appeal", a vintage brand full of style; an “ultra contemporary line”, developed in collaboration with Pininfarina, which recalls the irreplaceable silhouette of the legendary Solex.

The new Solex completely responds to the needs and trends of our contemporary world, where "cultural evolution" towards non-polluting means is now essential. E-Solex, Solexity e Velosolexthey are the three models that literally open up “New routes”. All those routes and those short and medium range urban journeys. The electric scooter and pedal-assist bicycle are comfortable, fast, "total green" (not hybrids) and economical. To this Solex has added the exclusivity of the brand and the absolutely trendy line.

The goal for 2012 is the construction of the Solex commercial network in Italy through the activation of approximately 50 SOLEX POINTS (official dealers) distributed as widely as possible across the national territory.

How to marketing & communication strategy this first year will be a transitional one: a classic advertising campaign or consumer events are not planned. Communication will mainly be "trade" combined with constant media relations activity.

The choice, in contrast with mass marketing campaigns, has a very specific basis: Solex wants to ensure that its target is approached in a natural way, simply through the quality of the product and the ecological sensitivity that is gradually growing .

For exhibition same choice: Trade. In January 2012 Solex has already had a good response at the "Motor Bike Expo in Verona" and is preparing to present the innovations for 2013 at the "EICMA" in Milan in November with a stand of strong impact within the " Green Planet”.