“Senza tentazioni, senza onore.” Fantic are a company racing along at full throttle. With 50 years of experience at the cutting edge of motorcycle design, the prestigious brand now brings its combination of striking design, innovative engineering and Italian flair to its eMTB portfolio. However, while visiting Fantic’s new eMTB facility, we soon learnt they don’t conform to every Italian stereotype.
If you’ve been following the evolution of eMTBs, then Fantic are sure to have drawn your attention already. Daring to do things differently, Fantic were the first brand to spec both a Brose motor and 625Wh battery and were also the first brand to offer an eMTB with the moto-inspired 29/27.5 wheel size mix. Fantic have always championed their own performance focussed approach, using their rich motorsports heritage and experience to add a unique twist to their XF1 trail and enduro eMTBs.Fantic have recently broadened their model lineup with the release of their unique Issimo urban-bike concept, a fusion of Italian design and smart engineering. While in Milan testing their Issimo in the urban jungle, we took the opportunity to visit the Fantic team in their new eMTB facility.
Reaching Fantic’s Treviso headquarters has already been an adventure, involving early morning flights, a misplaced Fiat Panda hire car and a battle with the ebb and flow (more ebb, less flow) of Millan traffic. Arriving bleary eyed, we hope for salvation with the customary ritual respite of a quiet prayer at the espresso machine altar. But no! Cradling hastily dispensed vending machine coffees, we are ushered down the long corridor as Fantic’s marketing manager Francesco excitedly explains the foundations and spirit of the company. What’s this? An Italian company with no time for coffee! Fantic are clearly a brand on the move.
The Fantic brand was born in 1968. At the time the motorcycle industry was booming and the small but passionate company soon became involved in all forms of motorised competition. The back catalogue is like a guided tour through the eras of motorcycling, from naked hippies on choppers to knee down racers. Fantic found themselves at the heart of the scene and are now best known for their iconic and unique Caballero motorbike concept. While the company had some slower years in recent history after extensive investment Fantic is now growing at a rapid rate. Four years ago the company turnover was less than €1 million. By the end of this year they expect to hit € 45 million.
We want to become the leader from a technological point of view, which is why we invest a lot in the technical department. We have a strong synergy between bikes and motorcycles.
Having observed the market for a while, five years ago Fantic decided the time was right to move into ebikes. With their combined experience of engines, engineering and design, the exciting new ebike sector seemed like a great fit for the company’s performance focussed approach. At the time there were very few competitors and the market was wide open. Facing a choice, Fantic chose to develop products specifically for the high-end premium segment, paying little attention to the mass market. However, even with an empty playing field, bringing their unique XF1 concept with its mixed wheel sizes to life was not easy at the beginning. “We couldn’t find anyone who would send us two different wheel sizes. We had to convince them that what we are doing is right and that they needed to follow us.” Ebike R&D Manager Enrico Fidelfatti enthuses.
The eMTB sector represents a new direction for the company and one they are taking very seriously. 20 minutes drive from their head office is a sprawling ebike facility. As we pull into the car park, the sun glints off the immaculate mirrored glass panels of the enormous unit. Walking through the main doors, we immediately see an Fantic XF1 eMTB standing on display next to the iconic Caballero motorbike, showcasing the company’s shared passions. On the top tube of both bikes sits a custom 50 year anniversary sticker, reinforcing the pride that Fantic have in their distinguished Italian heritage.
If we want to compete with huge companies with huge marketing departments, the only way for us to succeed is to have a good product. Making a good product or a shitty product costs about the same.
Walking through to the main factory floor, we are instantly impressed by the huge space. Ahead of us, bike boxes tower on racks reaching up to the tall ceiling, before we notice an assembly line in one corner with XF1 eMTB’s being assembled by a quiet and efficient team. As the bike frames progress through the assembly line, the technicians dance through their jobs with well practiced movements, installing motors, threading internal cables and installing components, each step meticulous and efficient. This efficiency is vital – as more competitors enter the market, engineering timeframes shrink. The development cycle of an eMTB is no longer four or five years and with new motors, new drives and new batteries appearing all the time, engineers need to shrink their timelines. The only way to succeed in a growing market is to be proactive and fast. “You have to create the right product at the right time, any mistakes or delays and you’re out of the market. But you also shouldn’t rush. About five years ago we released an E-gravel bike. It was a great bike but it didn’t sell well, because we were too early,” Enrico explains.
Walking through the spacious facility and in-house testing labs, we’re impressed with the cleanliness and efficiency of the fabrication, though it shouldn’t really be a surprise given Fantic’s extensive experience working on far more complicated motorbikes. “We will install another production line very soon to keep up with demand. We are also trialling a robot, cheerily named Emilio, who moves from one end of the line to the next delivering completed bikes. He is supposed to navigate his way around the floor, but in the early days we sometimes found him outside in the car park.”
Ideas can be an inspiration, but we must never copy. In the long run it pays off because the consumer recognises that we do not take shortcuts, that we are not engineering for the sake of it, but because we feel there is a need and to bring added value.
Aside from their Italian passion, what separates Fantic from almost every other bike brand, is their huge experience of motors. Fantic knew that the motor would be the pivotal component within their XF1 eMTB and chose to pin their hopes pinning their success on the Brose motor, which we now know to be excellent but at the time was relatively unheard of. “The driver of the decision was not to be mainstream. If you have a Bosch motor, you become a ‘Bosch’ bike, rather than a ‘Fantic’,” explains eMTB Product Manager Yann Guyader. Working with Brose gave Fantic more flexibility. “Combined with Rotwild we were the first customers of Brose and we decided together how to manage the software, mapping and torque curves to produce the best feel on our bikes. We did not want a big shunt from the motor, so we were able to create something smoother and more natural feeling. At the beginning Brose was not too keen to change things, but after testing and showing them what was possible on our bikes, we were able to make something that had a more natural feel. Working with Brose also allowed us the freedom to develop our own battery and at the time we were the only eMTB on the market with a 630Wh battery.”
As the conversation draws to an end, there’s one question that’s been on the tip of our tongues for hours. “So, where did the name Fantic come from?” we finally ask. PR manager Mariano Roman looks over at me with a small smile and whispers “I asked the founder of Fantic the very same question, do you know what he said? He said… I don’t know…” Mariano laughs. “Fantastic would have been too much, but when you say Fantic you think of fantastic, you think of fanatic, I think it’s a good name.”
We believe that people buying Fantic bikes are also looking for something a little disruptive. If we’re not doing anything special, why should they buy a bike from Fantic?
As we round up our tour, it’s become clear that Fantic are on an upwards trajectory, with a strong design approach and a deep passion for innovation. In contrast to many motorcycle and automotive companies rebadging off-the-shelf bikes with their valuable brand, Fantic bring actual engineering experience, innovation and a disruptive attitude gained from over 50 years working at the cutting edge of the motorcycle segment. Indeed, without this depth of experience, Fantic would not be able to achieve the same result with such a small team. From the XF1’s distinctive top tube shape, to the disruptive engineering and Italian design language, Fantic want their bikes to be an expression of the owner’s identity. Just don’t arrive expecting a laid back Italian coffee experience. Fantic are simply moving too fast for that.
For more information head to fantic-bikes.com
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