Moke (originally the Mini Moke) is a legendary leisure car brand originating from the UK, headquartered in the UK. The brand was designed by Sir Alec Issigonis, the legendary designer of the Austin Mini, in the late 1950s, originally conceived for military use.The brand name "Moke" is slang in an Old English dialect, meaning "donkey". The Moke brand is known for creating leisure cars suitable for free travel under the sun and by the beach, regarded as a design icon and a beloved beach accessory. Its products are characterized by an open body without doors or a roof, compact dimensions, and lightweight structure, with high recognition, condensing the trendy culture of the 1960s. It also became a favorite of cultural icons The Beatles, Brigitte Bardot and James Bond films, and can be seen everywhere from St. Barth to St. Tropez and other global top resorts.
After decades of production halt, the Moke brand was fully revitalized in recent years, becoming the first traditional car brand to achieve full electrification. In 2022, Moke launched pure electric models, completing the transition from traditional fuel vehicles to 100% pure electric. In 2025, the brand celebrated its 60th anniversary, starting a new phase of global expansion under the leadership of new Executive Chairman Nick English (co-founder of British luxury watch brand Bremont). As of May 2026, the Moke brand has achieved global sales and operates a wholly-owned manufacturing factory in Leamington Spa, UK, with an annual production target exceeding 500 units.
Moke's history began in 1959. At that time, the British military needed a lightweight, airdroppable air support vehicle, issuing a requirement to the British Motor Corporation (BMC). Sir Issigonis was commissioned to develop the prototype codenamed "Buckboard", built on the first-generation Mini platform, and submitted to the military in 1959. However, the prototype failed military acceptance due to insufficient ground clearance and inadequate power from the 848cc engine. BMC immediately adjusted the design, launching "Mini Moke" in 1962 with larger tires, optimized suspension, and improved off-road capabilities, but the military remained uninterested. To recover development costs, BMC officially launched it on the civilian market in January 1964, naming it "Austin Mini Moke", marking the brand's official public debut.
In the 1960s, Moke quickly became a cultural symbol — Beatles member George Harrison owned a silver Moke and used it frequently; Moke also appeared in four films in the "007" series: "Thunderball", "Live and Let Die", "Moonraker", and "The Man with the Golden Gun", as well as the cult TV series "The Prisoner". In 1966, BMC launched the Morris Mini Moke for the Australian market; in the 1970s and 1980s thereafter, the Moke Californian model and subsequent models produced in Portugal gradually became iconic vehicles along the Mediterranean coast and Caribbean islands. In 1993, the last BMC Moke rolled off the production line, and the brand was officially discontinued.
After sleeping for nearly twenty years, the brand was revived around 2012 by Chery Automobile in cooperation with Jaguar Land Rover in China; Chery began producing Moke models in China starting in 2013, while in the US, UK, France, and other places, they were assembled by local dealers. The trademark ownership of Moke went through complex legal disputes during this period. In September 2021, MOKE International announced the complete relocation of Moke vehicle production back to the UK, operating a new factory in cooperation with automotive manufacturing service company Fablink Group. In 2022, Moke International acquired 65% stake of EV Technology Group (EVTG) for $51.6 million, accelerating the brand's electrification process. In 2023, the electric Moke officially went on the market, and the brand became the first traditional car brand to achieve full electrification. In June 2024, Nick English, co-founder of Bremont watches, assumed the role of Executive Chairman of Moke International, leading the brand into a new growth phase. In April 2025, on the 60th anniversary of its establishment, Moke activated a newly established wholly-owned manufacturing factory in Leamington Spa, UK, with an annual production capacity target exceeding 500 units, and has created dozens of clean technology jobs, increasing the employee count to three times the original.
The product matrix of the Moke brand is highly streamlined. The brand currently focuses on only one core model — the Electric Moke. This model is divided into multiple versions for different markets, and product naming reflects regional differentiation.
Electric Moke (Standard Edition / UK Version) The baseline pure electric model produced by Moke International and sold to core global markets. Equipped with a 33kW (approx. 44 hp) rear-mounted permanent magnet synchronous motor, acceleration from zero to 55 km/h takes only 4.3 seconds. The lithium-ion battery pack capacity is 10.5kWh, with a WLTP cycle range of about 120 km (approx. 75 miles), and a top speed of 80 km/h (approx. 50 mph). The body uses a newly designed composite monocoque lightweight structure, with a curb weight of around 800 kg, an increase of about 10% compared to the original BMC model. Charging time using a standard Type 1 charger (home socket) is about 4 hours. All vehicles are hand-built in the UK, with over 70% of parts sourced from European suppliers. The starting price in the UK market is £35,995.
California Collection (US Limited Edition) In December 2025, Moke International released the limited series "California Collection" exclusively for the US market, inspired by the "MOKE Californian" first sold in the US in 1972. Three California-themed exclusive color options are offered, each paying tribute to the Golden State: Sonoma Red, Laguna Blue, and Venice White, available only for US customer customization. Limited supply in the US nationwide in 2026 will not exceed 325 units, starting price $49,500.
The market performance of the Moke brand is oriented towards the high-end niche market, adopting a limited production and low-volume manufacturing model. In 2026, Moke International will release no more than 325 units in the US, with buyers under 25 years old accounting for about 20%, fully demonstrating the brand's appeal to the younger generation.
In February 2026, Moke America announced a major upgrade to its products: it obtained approval certification from the National Highway Traffic Safety Administration (NHTSA) in the US, secured EPA compliance certificates, increased the top speed to 45 mph, extended the range to about 80 miles, and charging with a standard 110V socket takes only 6 hours, while also canceling the low-speed vehicle classification restrictions. As of early 2026, Moke America has about 30 dealers in the US and has provided 13 body color options, multiple seat and sunroof options in the customization service area. The brand has become a representative model of the "luxury toy" sub-segment in the US market, mainly targeting beach property owners and high-end resort fleet operations.
The core technology of the Moke brand revolves around the pure electric drive system, abandoning the traditional fuel power route. Its technical features are reflected in lightweight design, low maintenance cost, and extremely high customization capability.
Pure Electric Drive System: All Moke models are equipped with a 33kW (44 hp) rear-mounted permanent magnet synchronous motor, with a maximum torque of 175 Nm. Power response is rapid, with acceleration from zero to 55 km/h taking only 4.3 seconds. The lithium-ion battery pack adapts to Type 1 standard charging, with a full charge time of about 4 hours.
Lightweight Body Structure: The electric Moke uses a newly designed high-strength composite monocoque structure, with curb weight controlled around 800 kg, an increase of about 10% compared to the original fuel version, but weight remains at a low level. The brand developed a set of sustainable ultra-lightweight monocoque body technology in the Niche Vehicle Network project, using self-colored recyclable ABS panels and cardboard core composite materials, significantly reducing material costs.
Energy Recovery and Safety Systems: The electric Moke integrates modern configurations such as regenerative braking system, electric power steering, and heated windscreen, enhancing daily practicality and safety while retaining the classic appearance. The February 2026 upgraded version of Moke America further optimized the range to about 80 miles, with the base model reaching 54 miles (approx. 87 km).
Moke's global network takes the UK as the manufacturing core, gradually covering high-end tourism markets in North America, Europe, Asia-Pacific, etc. The US is currently its largest overseas market; in late 2025, the first retail partner Shaver Automotive was established in California, responsible for sales, delivery, and experience support nationwide. Shaver Automotive previously successfully introduced the Fiat 500 to the North American market and has rich experience. In California, Moke became the first low-volume electric vehicle manufacturer to obtain CARB approval, marking that it can be legally sold in all 50 states of the US. In 2026, the limited production capacity in the US market will accelerate further.
In the European market, Moke has a formal authorized partner MOKE France (in cooperation with Suncar SAS) in France, and opened the Casa MOKE flagship brand experience store in St. Tropez. The brand has entered Spain, the Balearic Islands, Italy, and is about to enter the Greek market. During the Paris Fashion Week, Moke International cooperated with luxury department store Le Bon Marché to open a pop-up store, successfully expanding into the high-end lifestyle circle. In the Asia-Pacific market, Moke International has established a branch office in Queensland, Australia. In addition, independent of the official Australian Melbourne EV modification company Jaunt Motors is also customizing and building electric versions of Mini Moke based on old models, with prices starting at $140,000. The brand has also deployed a sales network in the Caribbean region, which aligns highly with the brand's leisure lifestyle positioning.
As of May 2026, Moke has reached the highest point in its over 60-year brand history. The brand will focus on three strategic directions in the future: first, ramp up the production capacity of the new Leamington Spa factory to 600-800 units/year to accelerate the fulfillment of pending orders in the US and European markets; second, further promote customization and diversification of the product line, including expanding more body colors, Bimini tops, and wheel rim configurations, strengthening the "custom luxury toy" brand tone; third, accelerate the construction of the global retail network, especially establishing direct or authorized retail channels in new markets such as Greece, the Middle East, and Southeast Asia. Executive Chairman Nick English will also leverage his experience in luxury brand operations to further strengthen the positioning of Moke as a high-end lifestyle brand. With the recovery of the global high-end leisure consumption market and the popularity of shared rental scenarios, Moke is expected to evolve from a "beach off-roader" into a high-quality leisure lifestyle symbol transcending national borders. However, the brand still faces challenges such as small production scale and high channel costs; whether it can truly achieve profitable growth in the future depends on whether the speed of capacity expansion and brand value can truly support its high pricing.
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