The History of Think Global (PIVCO)
The Rise and Fall of a Norwegian Electric Vehicle Pioneer
The early 21st century witnessed the rise of numerous electric vehicle startups attempting to challenge the dominance of traditional internal-combustion automobile manufacturers. Among the most notable of these early innovators was Think Global, a Norwegian electric car manufacturer that sought to pioneer practical urban electric transportation decades before EVs became mainstream. Although the company ultimately struggled financially and ceased operations, its vehicles and technology helped lay groundwork for the modern electric vehicle movement.
This article explores the history of Think Global, including its founding, leadership, technological innovations, corporate struggles, vehicle lineup, U.S. reception, and eventual bankruptcy.
Origins of Think Global
Think Global’s roots trace back to Norway in the early 1990s, during a period when governments and environmental organizations were increasingly concerned about urban pollution and oil dependence. The company was originally established in 1991 as Pivco AS (short for Personal Independent Vehicle Company). Its goal was to develop lightweight, zero-emissions electric vehicles specifically designed for urban commuting.
The firm was founded by Norwegian entrepreneur Jan-Olaf Willums, an environmental business pioneer known for promoting sustainable technologies. Willums had previously worked in investment and technology ventures and believed that compact electric vehicles could play a crucial role in reducing congestion and emissions in crowded European cities.
From its earliest days, Pivco focused exclusively on electric propulsion rather than modifying existing gasoline vehicles. This approach—designing vehicles around electric platforms from the ground up—would later become a defining feature of Think’s engineering philosophy.
Early Development and the Pivco Era (1991–1999)
During the 1990s, Pivco began developing experimental electric cars. One of the company’s early prototypes, the PIVCO City Bee, gained international attention when it was used during the 1994 Winter Olympics in Lillehammer, Norway, as part of a demonstration of environmentally friendly transportation.
The City Bee was a small two-seat electric vehicle built with a plastic body and lightweight chassis. Though primitive by modern standards, it demonstrated the feasibility of electric vehicles for urban commuting.
By the late 1990s, the company had attracted international interest. Global automakers were beginning to experiment with electric vehicles due to stricter emissions regulations, particularly in California.
Acquisition by Ford Motor Company (1999–2003)
In 1999, American automaker Ford Motor Company acquired Pivco and rebranded the operation as Think Nordic, later evolving into Think Global. Ford’s acquisition was part of its strategy to comply with California’s Zero Emission Vehicle Mandate, which required automakers to develop vehicles with no tailpipe emissions.
Under Ford’s ownership, the company developed the Think City, an electric city car designed for short-distance commuting. Early versions of the vehicle were produced between 2001 and 2002, with about 1,005 vehicles manufactured for demonstration programs and limited markets.
Many of these vehicles were deployed in the United States, particularly in California and New York, as part of electric vehicle pilot programs.
However, the regulatory environment soon changed. When California relaxed its zero-emission requirements, Ford reconsidered its EV strategy. On January 31, 2003, Ford sold Think to Swiss investment firm KamKorp Microelectronics, owned by entrepreneur Kamal Siddiqi.
This marked the first major transition in the company’s ownership.
Rebuilding the Company (2003–2008)
Following the Ford sale, Think Global entered a period of restructuring and technological redevelopment.
Under KamKorp’s leadership, the company aimed to relaunch the Think City with improved battery technology and updated design. Development focused on:
- stronger plastic body panels
- improved safety certification
- more powerful electric drivetrains
During this time, the company also explored additional vehicle concepts, including the Think Ox, a compact electric crossover concept, and the Think Public, a proposed electric microbus for urban transport systems.
Despite these ambitious plans, the company faced significant financial challenges. Electric vehicle technology was still expensive, and consumer demand remained limited.
Financial Struggles and Bankruptcy
Think Global endured a long series of financial hardships that ultimately defined its history.
The company filed for bankruptcy multiple times over a twenty-year period, reflecting the difficulty of launching an electric vehicle manufacturer before EV technology became economically viable.
2008 Financial Crisis
The 2008 Global Financial Crisis dealt a severe blow to Think Global. Investors became reluctant to fund high-risk startups, and the company struggled to secure enough capital to expand production.
Although Think had planned to build as many as 10,000 vehicles per year, the economic downturn dramatically slowed sales and financing opportunities.
To survive, Think Global sought new investors and secured loans from partners, including battery supplier Ener1, which eventually became a major shareholder.
Expansion into the United States
Despite its financial challenges, Think Global pursued an ambitious strategy to enter the American market.
In 2010, the company announced plans to manufacture the Think City in Elkhart, Indiana, aiming to serve fleet operators and government agencies.
The first American-assembled vehicles were delivered to the State of Indiana government fleet in December 2010. These vehicles represented one of the first lithium-ion battery electric cars produced domestically for fleet use in the United States.
The Think City had several notable specifications:
- Range: about 100 miles per charge
- Top speed: approximately 65–70 mph
- Seating: two passengers
The car was designed primarily for city driving rather than highway commuting.
Factory Operations
Think Global’s manufacturing model differed from traditional automakers.
Rather than operating large in-house factories, the company relied heavily on contract manufacturing.
Key production locations
- Valmet Automotive factory in Uusikaupunki, Finland
- Assembly facility in Elkhart, Indiana
Valmet Automotive handled large portions of vehicle assembly for European markets beginning in 2009.
This contract-manufacturing strategy allowed Think to reduce capital expenditures, but it also limited production capacity and profit margins.
Vehicle Models Produced by Think Global
Although Think Global remained a relatively small manufacturer, it produced several notable vehicles.
1. Think City
The Think City was the company’s most successful and recognizable vehicle.
Production periods:
By 2010, approximately 2,500 units of the Think City had been produced.
Globally, total sales of Think vehicles approached 10,000 units across various versions.
In the United States, about 200 vehicles were sold, most to government fleets rather than private buyers.
2. Think Ox (Concept)
The Think Ox was a proposed compact electric crossover designed to expand Think’s lineup beyond small urban cars.
The vehicle never reached production but demonstrated the company’s intent to compete in the growing crossover market.
3. Think Public (Concept)
The Think Public was an electric microbus concept designed for shared urban transportation.
It was envisioned as a fleet vehicle for cities seeking environmentally friendly public transit options.
The Most Popular Think Vehicle
The single most popular model produced by Think Global was the Think City.
Reasons for its relative success included:
- compact design ideal for urban environments
- zero tailpipe emissions
- lightweight plastic body resistant to rust
- simple electric drivetrain
The car accumulated over 35 million zero-emission miles globally across demonstration fleets and private owners.
Although global production remained small by industry standards, the vehicle became one of the most widely deployed early electric city cars.
Marketing and Strategic Programs
Think Global relied heavily on partnerships and fleet programs rather than traditional advertising.
Fleet-focused strategy
The company targeted:
- government fleets
- corporate fleets
- car-sharing programs
One notable partnership involved the Move About electric car-sharing program in Scandinavia, where Think City vehicles were used extensively.
This strategy allowed the company to place vehicles into high-visibility urban environments while reducing the need for costly retail dealerships.
Technical Philosophy and Unique Features
Think Global distinguished itself from other car manufacturers in several ways.
1. Dedicated electric platform
Unlike many early EVs that were modified gasoline cars, Think vehicles were designed specifically for electric propulsion.
2. Lightweight construction
The company used:
- plastic body panels
- aluminum frames
- minimal interior components
This reduced weight and increased efficiency.
3. Urban mobility focus
Think cars were intentionally designed for:
- city commuting
- car-sharing services
- short-distance driving
This philosophy differed from traditional automakers who prioritized long-range vehicles.
Racing Programs
Think Global was not heavily involved in professional motorsports.
However, the company participated in electric vehicle demonstration events and environmental technology showcases, which served as promotional platforms rather than competitive racing programs.
These events highlighted the practicality of electric mobility rather than performance.
U.S. Consumer Reception
In the United States, the Think City received mixed reactions.
Positive aspects
Reviewers praised:
- compact car design
- quiet operation
- environmental benefits
Criticisms
However, American consumers raised concerns about:
- high price (over $40,000 before incentives in some cases)
- limited seating capacity
- modest performance
- lack of highway capability
Because of these factors, most U.S. sales were made to government fleets rather than individual consumers.
Recalls and Operational Problems
In 2011, the Think City experienced several safety recalls in the United States, including:
- improperly installed seat belts
- defective defroster systems
- a transmission issue allowing the car to slip out of park
These recalls damaged consumer confidence and increased financial strain on the company.
At the same time, Think Global faced mounting debts and struggled to repay loans from its investors.
Final Bankruptcy and Collapse
On June 22, 2011, Think Global filed for bankruptcy for the fourth time in twenty years.
Shortly afterward, the company’s assets were purchased by Electric Mobility Solutions AS in July 2011.
The new owners initially planned to restart production of an improved Think City in 2012.
However, those plans never materialized.
The final Think City vehicles were assembled in August 2012, marking the end of the company’s manufacturing operations.
Why Think Global Failed
Several factors contributed to the company’s collapse.
1. High production costs
Electric vehicle technology was expensive in the 2000s, particularly lithium-ion batteries.
2. Limited economies of scale
With production numbers in the thousands rather than hundreds of thousands, Think could not achieve competitive pricing.
3. Weak investor support
Repeated bankruptcies discouraged long-term investment.
4. Early market timing
Perhaps most importantly, Think Global entered the EV market too early, before battery prices fell and charging infrastructure expanded.
Legacy and Industry Impact
Although Think Global ultimately failed as a business, its influence on the electric vehicle industry was significant.
The company demonstrated that:
- small electric vehicles could be practical for urban transportation
- dedicated EV platforms were feasible
- fleet electrification could reduce emissions
By the early 2010s, larger automakers began launching their own EVs, including:
The Think City was among the first highway-certified electric cars produced in the modern EV era, alongside these vehicles.
Current Status and Outlook
Today, Think Global no longer exists as an operating automobile manufacturer.
After the 2012 shutdown, the company’s intellectual property and remaining assets were absorbed by investors and related firms. No major production of Think vehicles has resumed since.
However, surviving Think City vehicles can still occasionally be found in Europe and North America, particularly in Norway, where government incentives encouraged early EV adoption.
Think Global occupies a unique place in automotive history. Founded in 1991 as Pivco and operating in various forms until 2012, the company was one of the earliest modern electric vehicle manufacturers.
Despite numerous bankruptcies, ownership changes, and technical challenges, Think produced one of the first highway-capable electric city cars and helped demonstrate the practicality of battery-powered transportation.
While the company ultimately succumbed to financial pressures and limited market demand, its pioneering work helped pave the way for the electric vehicle revolution that would follow in the 2010s and beyond.
