NUEN MOTO: Where Aesthetics Meet Performance in the Electric Revolution
NUEN MOTO, a young electric MOTOrcycle brand founded by three visionaries—Hãn Hoàng, Gia Nguyễn, and Hải Võ—is on a mission to redefine perceptions of EVs. Rooted in a lifestyle-driven philosophy, NUEN MOTO seamlessly blends refined aesthetics with performance-driven experiences.
Electric MOTOrcycles are no longer a novelty, with industry giants from Vietnam and China making strong inroads. Yet, the market remains a vast, untapped landscape brimming with potential. By focusing on design and user experience, NUEN MOTO—born from the fusion of expertise, passion, and creativity—aims to serve not just riders but their unique lifestyles. More than just a brand, NUEN MOTO is an ambitious statement: a vision for a bold and innovative future in Vietnam’s electric vehicle industry.
At its core, NUEN MOTO is powered by three co-founders, each bringing distinct expertise to the table:
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Hãn Hoàng (Co-CEO) – A serial entrepreneur with over a decade of success at Mit and The Bim Factory. With the most experience among the founders, Hãn provides strategic leadership and an extensive network.
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Hải Võ (COO) – With over 10 years of international experience in interior design, including at Marriott, Hải ensures NUEN’s operations are built on a solid, sustainable foundation.
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Gia Nguyễn (CEO & Creative Soul) – A MOTOrcycle enthusiast with a decade of expertise in the industry, Gia fuses his love for two-wheelers with a sharp Scandinavian design sensibility.
NUEN MOTO was born in 2020, when Gia Nguyễn—an industry veteran in game and film design—returned to Vietnam after working in Sweden. His passion for MOTOrcycles and minimalist, modern design led him to create a brand that started as a MOTO-inspired fashion label before evolving into an electric MOTOrcycle company with global aspirations.
The name NUEN MOTO is a clever nod to the English pronunciation of "Nguyễn," symbolizing a proud, creative Vietnamese identity with a vision for the world stage. Designed in Vietnam, built for the future—NUEN MOTO is here to shake things up.
If You’re Not the Pioneer, Be the Game Changer
Gia Nguyễn—one of the three co-founders of NUEN MOTO—has a sharp take on Vietnam’s electric MOTOrcycle market: It’s been booming in recent years, with both local and Chinese brands flooding the scene. Yet, most players have stuck to the same formula—repackaging OEM designs with slight tech tweaks, but rarely pushing the boundaries of innovation. The result? A market dominated by budget-friendly, mass-market EVs that reinforce the perception that electric motorcycles are cheap, uninspiring, and lacking the emotional appeal of their gas-powered counterparts.
With over three million MOTOrcycles sold annually in Vietnam, the potential is massive. But instead of joining the race to the bottom, NUEN MOTO decided to rewrite the rules. Positioned in the mid-to-premium segment, the brand caters to riders who crave not just convenience but style, emotion, and a deeply personal experience.
"To us, a MOTOrcycle is more than just a way to get from A to B. It has to evoke real emotions. From the first glance to the first twist of the throttle, from the first corner you take—it should feel different, deliberate, and exhilarating," says Gia Nguyễn.
So what does it take for an electric MOTOrcycle brand to not just survive but thrive in this fast-paced, cutthroat market? Gia Nguyễn breaks it down into three key pillars:
A Strong, Unshakable Brand Identity. NUEN MOTO isn’t playing the low-cost game. Instead, it’s staking its claim with a distinct identity—one that blends emotional connection, minimalist sophistication, and premium design.
Obsessive Focus on Design & Core Functionality
Balance is everything. NUEN doesn’t chase flashy tech gimmicks; it crafts MOTOrcycles that deliver an exceptional riding experience. Every design decision is made to forge a lasting bond between the rider and the machine.
A Long-Term Vision for Sustainable Growth
NUEN MOTO isn’t just selling bikes—it’s reshaping how people perceive electric MOTOrcycles. More than just an eco-friendly choice, NUEN’s bikes are a statement of lifestyle and individuality, built with durability and timeless design for years of enjoyment.
In a market full of lookalikes, NUEN MOTO isn’t here to blend in. It’s here to stand out and redefine the game.
Redefining Electric MOTOrcycles Through Bold, Uncompromising Design
NUEN MOTO isn’t just building electric motorcycles—it’s on a mission to shift Vietnam’s role from a manufacturing hub to a creative powerhouse. The goal? To prove that Vietnamese innovation can lead the charge in the EV industry.
"Our philosophy is rooted in the journey from ‘Made in Vietnam’ to ‘Designed in Vietnam.’ This isn’t just NUEN’s vision—it’s a rallying call for other Vietnamese companies to step up, redefine their industries, and showcase world-class creativity, groundbreaking design, and leadership in the global value chain," says co-founder Gia Nguyễn.
Where Aesthetics and Functionality Meet
NUEN MOTO’s design DNA is a seamless blend of power and precision. Inspired by the muscular stance of large-displacement MOTOrcycles, fused with the clean efficiency of Scandinavian minimalism and the form-follows-function ethos of Bauhaus, every element serves a purpose. From steering angle to wheelbase length to handlebar width, NUEN meticulously fine-tunes the details to deliver an unparalleled riding experience.
"Our philosophy is rooted in the journey from ‘Made in Vietnam’ to ‘Designed in Vietnam.’" – Gia Nguyễn
Design with Purpose, Not Excess
NUEN draws inspiration from Dieter Rams, the legendary designer behind Braun, whose principles serve as the foundation for the brand’s design ethos.
"Good design is useful design—less clutter, more impact," says Gia. "For us, a MOTOrcycle isn’t just about looking good; it’s about delivering an experience where function is at the core. We don’t overload our bikes with unnecessary features. Instead, we apply technology where it truly enhances the connection between rider and machine."
Minimal Design, Maximum Impact
At NUEN, minimalism isn’t about stripping things down to the bare bones—it’s about distilling the essence of great design. The result? Electric MOTOrcycles that are sleek, purposeful, and timeless.
NUEN’s core design principles:
✅ Minimal Design, Maximum Impact – Minimalism doesn’t mean boring; it means thoughtfully refined.
✅ Good design serves both the rider and the planet – Every decision respects both functionality and sustainability.
✅ A great MOTOrcycle isn’t just something you love for a day—it’s something you want to ride for years.
✅ Minimal Design, Maximum Impact – Minimalism doesn’t mean boring; it means thoughtfully refined.
✅ Good design serves both the rider and the planet – Every decision respects both functionality and sustainability.
✅ A great MOTOrcycle isn’t just something you love for a day—it’s something you want to ride for years.
NUEN MOTO isn’t just here to make electric MOTOrcycles. It’s here to make a statement.
N1-S: The Firstborn with Big Ambitions
For NUEN MOTO, the biggest milestone to date has been the completion and launch of the N1-S—a MOTOrcycle that breaks away from the typical electric scooter mold. With its minimalist yet bold MOTOrcycle-inspired design, the N1-S features the ultra-light N-Chassis frame, premium components from world-class brands like Brembo and Bosch, and cutting-edge tech such as ABS braking and cruise control. And let’s not forget its thrilling acceleration—going from 0 to 100 km/h in just 6 seconds.
This isn’t just a bike; it’s a statement of intent—a testament to NUEN MOTO’s creative design philosophy, where rider and machine connect on an emotional level. As the design team gears up for future models, expect the signature NUEN MOTO aesthetic to evolve—keeping its MOTOrcycle DNA while catering to a wider range of lifestyles.
A Bold Vision for a Global Future
NUEN MOTO isn’t thinking small. The long-term vision? To put Vietnam on the map as a global creative hub for electric MOTOrcycles. Over the next five years, NUEN’s strategy in Vietnam focuses on building a rock-solid brand foundation, developing a robust distribution and service network, and ensuring every NUEN rider enjoys seamless ownership.
But the ambition doesn’t stop there. NUEN is setting its sights on a bigger prize—expanding into Southeast Asia, the world’s largest MOTOrcycle market. With an estimated $31 billion value and 12 million units sold annually, the region is not only deeply connected to MOTOrcycles but is also rapidly shifting toward electrification. This presents a golden opportunity for NUEN to bring its premium electric MOTOrcycles to a wider audience, setting the benchmark for design, performance, and innovation in the EV space.
At its core, NUEN MOTO is committed to building a sustainable ecosystem where each MOTOrcycle is more than just a mode of transportation—it’s a symbol of style, emotion, and individuality. And leading the charge? The N1-S, the first brick in what promises to be an electrifying legacy.
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Original Vietnamese interview by TatlerAsia
English Translation by NUEN MOTO
