Phelon & Moore

What Phelon & Moore does

Phelon & Moore Group Limited is a privately held British motorcycle manufacturer originally founded in 1903 and re-established in 2022. The company designs and markets a portfolio of motorcycles and scooters organized into three model families: the Capetown adventure/sport-touring series (7S, 7X), the Panther classic/sport series (C, S), and the Panthette scooter family (S, X). Notable technology features include 7-inch connected TFT displays with smartphone mirroring, integrated front cameras with video recording (Capetown 7S), switchable ABS and traction control, TPMS, and a single-side aluminum swingarm on the Capetown models. The Capetown 7X adventure motorcycle was developed in collaboration with Italian design house Pininfarina.

The company generates revenue primarily through hardware sales of motorcycles, scooters, branded apparel (helmets, jackets, gloves featuring D3O protection and Halley Stevensons waxed canvas), and accessories. Distribution is executed via a multi-country authorized dealer and distributor network across the United Kingdom, Poland, Italy, France, Spain, Portugal, and Greece. The company maintains a registered office in London and a regional headquarters in Tarnowskie Góry, Poland (Phelon & Moore Polska). Go-to-market is anchored in dealer channel partners with direct consumer touchpoints (test ride booking, information request forms) and top-of-funnel marketing through social media (Instagram, Facebook, YouTube, X, Threads, LinkedIn), email newsletters, and a content platform called P&M Chronicles. The company also offers a connected mobile app providing Bluetooth motorcycle connectivity, navigation via Google Maps, and riding data tracking.

The business is privately held with no disclosed institutional investors, funding rounds, or executive team information in available sources. Pricing is not publicly disclosed, with customers directed to dealers for quotes. The company is actively selling vehicles and accepting reservations across its European dealer footprint, with product imagery and corporate materials updated through 2025, indicating ongoing operational momentum.

Name

Phelon & Moore

Legal name

PHELON & MOORE GROUP LIMITED

Website

https://phelonandmoore.com

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

51–100 employees

Short description

Phelon & Moore is a privately held British motorcycle manufacturer, re-established in 2022 with heritage dating to 1903, producing motorcycles and scooters across three families (Capetown, Panther, Panthette) and distributing through dealer networks across Europe.

Ownership category

akta.pro rank

Product category

Motorcycle Manufacturing

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro industry

PRIMARYIMACAEAC

Scooter & Moped Manufacturing (ICE)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Motorcycle, Scooter & Powersports Manufacturing

SECONDARYCRAMANAA

Motorcycle Riding Gear & Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Motorsports & Powersports Gear Retail

SECONDARYCRAMANAB

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Motorsports & Powersports Gear Retail

Keywords

• Motorcycle manufacturing
• Scooter manufacturing
• Premium two-wheelers
• Motorcycle apparel accessories
• Connected motorcycle technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Motorcycle Sales: Sale of motorcycles including Panther C, Panther S, Capetown 7S, Capetown 7X models to individual consumers through dealer network.
2. Scooter Sales: Sale of Panthette S and Panthette X scooters to consumers.
3. Apparel Sales: Sale of branded motorcycle apparel including helmets (P&M Touring, P&M Adventure), jackets (P&M Tech Cotton, P&M Heritage), and gloves (P&M Tech Leather, P&M Heritage).
4. Accessories Sales: Sale of motorcycle accessories including exhaust systems, parts, and components.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Phelon & Moore designs, manufactures, and sells premium motorcycles and scooters under a heritage British brand originally founded in 1903 and re-established in 2022. Its lineup spans scooter models (Capetown 7X, Capetown 7S), larger displacement motorcycle models (Panther C, Panther S), and lightweight/urban models (Panthette S, Panthette X), complemented by a co-branded apparel and accessories range. Vehicles are equipped with proprietary technology such as integrated TFT displays, integrated camera systems, advanced ABS/traction-control safety packages, and the proprietary SIB (Side Interference Bottle) fuel-access mechanism.

Product overview

Phelon & Moore is a British motorcycle manufacturer established in 1903 and re-established in 2022, producing a portfolio of motorcycles and scooters. The product lineup includes the Capetown adventure/sport-touring series (7X and 7S), the Panther classic/sport motorcycle series (C and S variants), and the Panthette scooter family (S and X variants). The Capetown 7S features sport-touring capabilities with integrated front camera and connected TFT display, while the Panthette scooters offer urban mobility with advanced features like screen mirroring and wireless key. The company also offers a comprehensive apparel line including P&M Touring and Adventure helmets, technical jackets with D3O protection, and leather/technical gloves. Phelon & Moore provides a mobile app enabling Bluetooth connectivity to motorcycles and navigation features powered by Google Maps.

Differentiator

Problem solved

Functional benefit

Brands

• Panther: Motorcycle model family featuring authentic classic styling, including Panther C (classic) and Panther S (sport) variants.
• Capetown
• Panthette

Products and services

• Capetown 7X Capetown 7X is a premium scooter model in the Phelon & Moore Capetown range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, sold to individual riders through authorised European dealers.
• Capetown 7S Capetown 7S is a scooter in the Phelon & Moore Capetown range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, sold to individual riders through authorised European dealers.
• Panther C Panther C is a larger-displacement motorcycle in the Phelon & Moore Panther range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, targeted at individual riders seeking a premium motorcycle.
• Panther S Panther S is a motorcycle in the Phelon & Moore Panther range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, targeted at individual riders seeking a premium motorcycle.
• Panthette S Panthette S is a lightweight/urban motorcycle in the Phelon & Moore Panthette range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, targeted at individual riders seeking a compact, premium two-wheeler.
• Panthette X Panthette X is a lightweight/urban motorcycle in the Phelon & Moore Panthette range, equipped with integrated TFT instrumentation, an integrated camera system, and advanced safety features, targeted at individual riders seeking a compact, premium two-wheeler.
• Phelon & Moore Apparel and Accessories Co-branded apparel and accessories range sold by Phelon & Moore to complement its motorcycles and scooters, available via the company website and through the dealer network for riders and brand enthusiasts.
• My Phelon & Moore App Companion mobile application for Phelon & Moore vehicle owners that supports the connected features of the motorcycles and scooters and extends the ownership experience beyond the vehicle.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Triumph Motorcycles: The dominant British premium motorcycle manufacturer with broad model coverage (classic, sport, adventure, cruiser). Comparable as the established British heritage benchmark that P&M is positioning against, with much larger scale, global distribution, and racing pedigree.
• Ducati: Italian premium motorcycle manufacturer (owned by Audi/VW through Lamborghini), producing sport, sport-touring, adventure, and cruiser models globally. Comparable as the benchmark European premium motorcycle brand that Phelon & Moore's sport-touring Capetown 7S directly competes against on feature set.
• Moto Guzzi: Italian heritage motorcycle manufacturer owned by Piaggio, producing classic-styled, adventure, and touring motorcycles across Europe. Comparable as a European heritage brand with a multi-decade track record, premium positioning, and dealer network in overlapping markets.

Direct peers

• Royal Enfield: Indian-owned revival of a historic British motorcycle brand (originally founded 1901), selling classically-styled ICE motorcycles across Europe, India, and emerging markets. Highly comparable as a heritage-revival motorcycle manufacturer targeting premium-tier riders with modern-retro design.
• Norton Motorcycles: British motorcycle heritage brand (founded 1898) revived under new ownership, producing premium sport and classic motorcycles for the European market. Directly comparable as another recently-revived British heritage marque competing in the same premium niche.
• BSA Motorcycles: Recently revived British motorcycle heritage brand (original BSA founded 1910), now producing ICE motorcycles and electrified models for European and Indian markets. Closely comparable as a small-scale, heritage-driven British motorcycle revival targeting the same premium segment.
• Fantic Motor: Italian motorcycle manufacturer (originally founded 1968, revived) producing off-road, scrambler, and urban motorcycles for European markets. Comparable as a smaller, recently-revived European motorcycle brand targeting the premium-niche segment with a similar dealer-network-led distribution model.
• SWM Motorcycles: Italian motorcycle brand (originally founded 1971, revived under Shineray ownership) producing retro and off-road motorcycles for the European market. Comparable as a smaller European ICE motorcycle brand with dealer-driven distribution and premium-segment positioning.
• Benelli: Italian motorcycle manufacturer (founded 1911, owned by Qianjiang/Geely) producing a broad range of motorcycles and scooters including retro, sport, and adventure models. Comparable as a European-positioned multi-segment ICE two-wheeler maker with premium-brand aspirations.
• FB Mondial: Italian motorcycle heritage brand (founded 1929) revived producing classically-styled ICE motorcycles and scooters for European markets. Closely comparable as a smaller-scale, heritage-revival European motorcycle manufacturer with multi-segment product range.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/PhelonandMoore
• YouTubeyoutube.com/@phelonandmoore
• Facebookfacebook.com/phelonandmoore
• LinkedInlinkedin.com/company/phelonandmoore
• Instagraminstagram.com/phelonandmoore

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phelon & Moore