Update: Electric Motorcycle Startup Sued for Alleged Misrepresented Use of Historical Trademarks

This bizarre tale involves identity theft, Spanish nobility, and possibly a shared surname?

By: Janaki Jitchotvisut

Apr 28, 2025 at 7:15am ET

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If you know me at all, you know I can't resist a weird story. This one, well, it's very weird.

You may remember a boutique EV motorcycle maker calling itself Soriano Motori, as it started making noise during the global COVID pandemic, announcing that it was resurrecting yet another long-dead motorcycle brand from the annals of history to be reborn in the 21st century. A story that, if you, like me, have been around for a few minutes, you've probably heard at least a few times by now.

It showed off some designs, announced that it planned to accept cryptocurrency as payment, and basically did what it could to keep itself in the public eye as it publicized its planned operations. Of course, as an allegedly Italian brand, it also announced plans to show up at EICMA 2021; as you do.

We haven't heard a lot from the company in a few minutes, but that's more common than you think, especially with startup efforts. One day, you're shooting out press releases left and right about all your big plans; and then, for the next several years, you're all radio silence, all the time.

But then, in 2025, things got weird. Real weird. Let me explain.

Will The Real Soriano Please Stand Up?

On April 23, 2025, a man claiming the Spanish noble title of 5th Marqués de Ivanrey, whose name is Felipe Thomas y de la Gándara, filed suit in the US District Court of the Eastern District of New York against Soriano Motori founder Marco Antonion Soriano.

Among his allegations are claims of false advertising and unfair competition with regard to Soriano Motori. But the weirdest claim made against Soriano (the man) is that he is not, in fact, related to historic Spanish motorcycle maker Ricardo Soriano von Scholtz und Hermensdorff, who also bore the Spanish noble title of 2nd Marqués de Ivanrey. Also, the plaintiff maintains that Marco Soriano is also completely unrelated to Fernando Soriano y Gaviria, 1st Marqués de Ivanrey.

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But it gets weirder, friends.

Additional text in the official complaint filed in court reads, "Defendant [Marco Antonio Soriano], however, is presenting himself as part of Plaintiff’s immediate or distant family and is using this false association to sell electric motorcycles that are purportedly derived from the creations of Ricardo Soriano von Scholtz und Hermensdorff, 2nd Marqués de Ivanrey. These false and misleading statements include using Plaintiff’s family name without his consent and insinuating that Defendant holds a Spanish nobility title, the Marqués de Ivanrey, and/or is related to Plaintiff’s Spanish nobility line."

Exhibits that the plaintiff presents as evidence to back their claims include a variety of posts that Soriano Motori has made online, from items on the company's website to social media posts and Reels. Other exhibits include several news articles about Soriano Motori developments, from both international general-interest newspapers and specialist motorcycle publications. In some of these posts filed as evidence with the Court, Marco Antonio Soriano talks about Ricardo Soriano being his grandfather.

A Rebuttal

Marco Soriano, CEO of Soriano Motori reached out to RideApart after publication with the following statement.

As artists and innovators, we firmly believe that intellectual property is not only defined through legal filings, but also through the consistent and purposeful actions that bring a vision to life. In the case of Soriano, the brand you see today is a direct result of years of creative and strategic work rooted in the legacy of a name that lay dormant for over 80 years. We have reignited that legacy—not to replicate the past, but to reinterpret and elevate it with a vision grounded in sustainability, innovation, and purpose.

Importantly, we are the original creators and registrants of all the historical Soriano trademarks currently in use and 100% ours. Under prevailing consumer and trademark law, this grants us full rights to present, define, and communicate a narrative that connects past and present. Without this protection, countless legacy revivals—such as Bugatti, Maybach, Lincoln, Hummer, Rabanne, or Gucci—could not exist in the way they do today. Soriano is no different in structure, but better under my vision: more authentic, more transparent, and more progressive.

We are still in the early stages of research and development, and our project is very much a startup. It is with surprise and disappointment, then, that we face allegations of this nature and scale. Over the past six years, we have been in open, respectful contact with Mr. Thomas and his family, personally presenting the work we are doing and how it connects to the Soriano heritage. Our intentions were, and remain, clear and collaborative. He has even participated in our branded shows live, and received gifts of our branded products.

We are deeply saddened by the shift in tone, and while we do not understand the motivations behind Mr. Thomas’s current position, we are prepared to formally file a motion to dismiss with my lawyers CCed here, the claims brought forward on multiple legal grounds. While we always sought to resolve this matter amicably, we must now also defend ourselves with the appropriate legal recourse, which will carry consequences for those who make unfounded accusations.

It’s important to clarify that this matter affects not just an American individual, but a company composed of multiple American stakeholders who have invested time, energy, and belief in the brand and its future. The legal path chosen by Mr. Thomas's representatives suggests a departure from good faith negotiation, and this regrettably reflects a side of his character that we did not anticipate. This is especially painful for me personally, as I had a genuine bond with the family, having visited them multiple times at their home in Switzerland.

This situation breaks my heart, but it does not deter our mission. We remain committed to building something meaningful—rooted in heritage, but driven by bold ideas and modern values. We will continue to honor the Soriano name not just with words, but with action.

M. A. Soriano

The plaintiff has requested a jury trial, and is seeking damages, disgorgement of unlawful profits obtained by what they claim are deceptive practices, immediate prohibition of the defendant from continuing to infringe upon what the plaintiff says are his rights, cancellation of the Soriano Motori design mark with the US Patent and Trademark Office, and all attorney's fees paid by the defendant.