How MOKE International went from heritage icon to sustainability pioneer.
From the Côte d'Azur and Caribbean to California, the MOKE is a common sight along the coast of the world’s sunniest resorts. Standing out with its iconic silhouette, the low-speed, open-air car is a stylish status symbol beloved by the rich, the famous and the sun seekers of the world.
The original MOKE was designed in 1959 by Sir Alec Issigonis and immediately stood out among the seas of Ford Mustangs that dominated the roads during the sixties. Originally conceived, but never used, as a military vehicle, the MOKE quickly found a firm following amongst fair-weather-loving celebrities and collectors who utilised them as beach buggies. Paul McCartney, George Harrison, Frank Sinatra and Brigitte Bardot, were just a few A-list drivers of MOKE’s original iterations, while modern MOKE owners include Joe Jonas, Sophie Turner and Kris Jenner.
MOKE vehicles are made to order and hand-built in Britain. The vehicle’s design has undergone several re-designs over the decades. The first model, the Mini MOKE, was built by the British Motor Corporation from 1962 to 1993, and joined by iterations including the Austin Mini and the Morris Mini – which featured in cult TV series’ including The Prisoner as well as four James Bond movies.
After a break in British production, MOKE was reborn in 2018 under MOKE International. The modern MOKE was designed to revive the British marque’s iconic looks while integrating a new engine and suspension and braking system and giving owners the option of either manual or automatic transmission.
Four years later, the mini MOKE was re-released with an electric powertrain, and since January 2022, all new MOKEs have been fully electric, making MOKE International the first heritage automotive brand to go 100% electric. On a charge of four hours, the vehicle has a range of 54 miles and 33 kw of power. "Driving an Electric MOKE makes you feel pure freedom," says Holly Guest, MOKE’s head of marketing. "It’s more than just a car; it’s an experience that connects you to the elements – wind in your hair, sun on your face – and the world around you. You can’t help but smile."
"The essence of the driving experience, from petrol to electric, remains unchanged. The key difference? The electric powertrain gives the car a boost of energy. It’s nimble and quick off the mark, making for a smooth, peppy drive that matches the spirit of the MOKE perfectly.”
With top speeds of 50mph, the Electric MOKE is not a car for the fast and the furious, but a stylish runabout for those enjoying a luxuriously slower pace of life. "There’s a playful, carefree feeling that comes with it, unlike any other vehicle offers," says Guest. "Whether you're cruising along a coastal road in Florida or navigating the winding hills of France, it keeps you in touch with nature, and those moments create lasting memories.”
Over the years, MOKE has developed a cult following amongst car enthusiasts who are unafraid of standing out from the crowds. "A MOKE is a bold statement," says Guest. "It’s not for the shy or reserved; driving it says something about your personality. It encourages simplicity, fun, and freedom – taking you back to the essentials and allowing you to appreciate the open road around you."
And with global expansion on the horizon, it’s set to gain even more of a following around the world. "The MOKE thrives in beautiful, sunny spots, particularly where coastal roads and picturesque destinations are just a short drive away," Guest says. "Whether it’s the laid-back vibe of the Mediterranean or the charm of the Caribbean, the MOKE perfectly complements the adventurous spirit of those who embrace the joy of discovery and the open road." For more information visit: mokeinternational.com