Ducati’s Lock Goes to Electric Cars

August 6, 2010
Bart Madson
By Bart Madson
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Bashing away at the MotoUSA keyboard for nine years now, Madson lends his scribbling and editorial input on everything from bike reviews to industry analysis and motorcycle racing reports.

Michael Lock
Former Ducati NA CEO Michael
Lock will head the marketing
efforts of the EV firm THINK.

Michael Lock is trading in exotic Italian Twins for four-wheeled electric vehicles. The former CEO of Ducati North America will join THINK to develop the electric car manufacturer’s marketing strategy as Chief Marketing Officer.

Lock served as Ducati North America’s CEO for seven years, with previous tenures at Honda and Triumph in various marketing positions. A British national with an MBA in International Brand Management from the Cardiff Business School, Lock will serve in his position from Oslo, Norway – the EV vehicle company owned by Norwegian investors. Currently THINK produces the THINK City, with the company claiming its electric car is “the first vehicle of its type to be granted pan-European regulatory safety approval and CE certification.”

“I am delighted to be joining the pioneering team at THINK at an embryonic phase in this exciting new industry,” said Lock in a press release announcing the new position. “THINK has some of the most sophisticated electric vehicle technology on the market, with potential to become a household name as demand for EVs grows in cities all over the world. I am encouraged by the initial customer response to the THINK City, and believe this is a solid foundation for growth as the company embarks on a focused roll-out of its first urban offering, and plans for future vehicle generations.”

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THINK CEO, Richard Canny, said in the same release:

“Michael has an impressive track record of establishing premium brands in new markets. He joins THINK at a time when we are significantly expanding our global reach, moving beyond Europe to address the significant opportunities we are seeing open up in the US and China. Attracting talent like Michael is testimony to how much THINK has grown, and we are truly excited about the value he can create at such a pivotal time.”

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