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The encyclopedia · Strategy & Leadership · Strategic decision · 1991–2011

Think Global, Norway's electric car pioneer, went bankrupt — again

A Norwegian EV startup that went bankrupt four times in 20 years, burning through $200M in investor money and never reaching scale.

Think Global · Think Nordic · Pivco · 2011-06-22

What happened

Think Global was founded in December 1991 as Pivco (Personal Independent Vehicle Company) in Oslo, Norway. It was one of the earliest modern electric vehicle startups, producing the Think City — a small two-seat electric car. The company went through multiple ownership changes, restructurings, and bankruptcies over its 20-year history.

The company went bankrupt four times. The first was in the late 1990s, after which Ford Motor Company acquired the assets and produced the Th!nk City from 2000 to 2002. Ford sold the company in 2003. After a brief revival, it filed for bankruptcy again in 2006. A group of Norwegian investors bought the assets, relaunched as Think Global, raised $47 million in 2009, and secured a US Department of Energy loan guarantee. GE invested $4 million in 2008.

In December 2008, the company suspended production and laid off 50% of staff while seeking $29 million in working capital. It restructured again in 2009, but production was stopped again in March 2011. On June 22, 2011, Think Global filed for its fourth bankruptcy. The company had raised approximately $200 million in total from investors, produced only about 2,500 vehicles, and had around $100 million in debt. All 125 employees lost their jobs.

Assets were bought by Electric Mobility Solutions AS in July 2011, which briefly restarted production in early 2012 before ceasing in August 2012. The brand rights were later acquired by Chinese investors, but no new vehicles were produced.

Why it happened

  • The company never achieved economies of scale — producing only 2,500 vehicles in 20 years, far below the volume needed to amortize development costs.
  • Each of the four bankruptcies was followed by a new owner who believed they could succeed where the last one failed, repeating the same undercapitalized approach.
  • The EV market in the 1990s and 2000s was too small to support a standalone manufacturer — Think Global was a decade ahead of the infrastructure and consumer demand.
  • Over-reliance on government loans and one-off investments rather than a sustainable business model meant the company was always one missed milestone from collapse.
What it cost4 bankruptcies; $200M raised; $100M debt; 2,500 carscostly

The lesson

Being first is not the same as being viable. Think Global proved that an electric car could be built, but not that one company could build enough of them to survive.

Aftermath

Think Global filed for its fourth bankruptcy on June 22, 2011. All 125 employees were laid off. Assets were bought by Electric Mobility Solutions AS, which briefly restarted production in early 2012 but ceased in August 2012. The brand rights were later acquired by Chinese investors but no production followed.

Sources

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    Somewhere, someone solved the problem this company failed at. 2nd Opinion →