Horace Bertaux and Anne-Lise Guichaoua embark on electric scooters. / Photo S.C.

Practical information

Dolce Vita-e

Showroom, 12024 Venice Blvd, Los Angeles

On sale here

The dolce vita characterizes, for many, the sweetness of Italian life. For Horace Bertaux and Anne-Lise Guichaoua, this term is synonymous with business. The French couple created Westart in Los Angeles, a company through which they sell their Dolc-e-Vita electric scooters and seaside derivative products (down jackets, beach towels, caps should arrive in the summer of 2020) . To present their brands to the public, they will officially open the doors of a showroom on Sunday, February 9.

Initially, they had the idea of ​​developing an electric scooter service in the city of angels, like what their friend Nicolas Goldzahl – creator of the program E = M6 – did in Paris. But, when they land in March 2018, it is already too late. The Lime and Birds have already started to invade the city streets. “A tsunami arrives concerning urban displacements, the Americans are ready to pass the course of the electric one, to use alternative transport. A change of mentality is taking place ”, enthuses Horace Bertaux. “In Los Angeles, the climate is favorable, the streets are wide and secure and the cycle paths are multiplying”, he adds, concluding his arguments. The Breton couple decided to focus on another mode of transport: electric scooters. For this, it partners with 2Twenty, launched by Nicolas Goldzahl.

“In the United States, there is no word for scooter. The only reference is Vespa. We want future generations to use Dolc-e-Vita instead. ”

The couple sells a model he calls Dolc-e-vita. It recalls the iconic retro scooters of the 70s in its aesthetics, and combines modern technology (LED headlight, electric motor, disc brake with double piston). Produced in China and sold at the basic price of $ 4,000 (without taxes), it has the particularity of having a removable lithium battery, allowing it to drive for 35 miles. “The scooters will soon be customizable, especially with white wheels”, sells Horace Bertaux, a novice in the sector.

An entrepreneurial and personal adventure

Before dedicating himself to two-wheelers, the Breton developed the profession of “general contractor” in France in the 90s, through the company Facet-resold in 2016. Anne-Lise Guichaoua, for her part, undertook a first retraining, moving from the pharmaceutical industry to the humanities. Since their meeting, a decade ago, they have been nurturing the project of starting an entrepreneurial adventure in Los Angeles. “A kid's dream” started on own funds, ensures Anne-Lise Guichaoua, who, younger, had been expelled from the city of angels for having worked there illegally.

But the American dream is strewn with pitfalls for the two sixties. “Having the product certified with the EPA antipollution standard, obtaining the DMV's authorizations – which multiplies errors -, this was an obstacle course”, they recognize. To this, it was also necessary to add the difficulties due to their absence of "credit score", of social security number and the taxes of 25% imposed by Donald Trump on Chinese products. But they see the glass half full: "California regulations are so strict that we will have no problem selling our products to other US states."

And they believe in growth nationwide. “2-3 years ago, only 5,000 scooters were sold in the United States. We are at a turning point, sales of motorcycles increase by 5% per year ”, bugles Horace Bertaux. To develop, he wants to partner with distributors of electric bikes to obtain points of sale. “Then, to reach more massively, we want to launch a franchise, which is why we have created a strong identity”, adds Anne-Lise Guichaoua.

They are not the only ones who want to make a difference in this new market: Vespa is planning an American release of its electric model with contemporary looks. A competition that does not scare the Bretons, who believe as much in their product as in pancakes from their native region.

Practical information

Dolce Vita-e

Showroom, 12024 Venice Blvd, Los Angeles

On sale here

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