Exotek:
Reinventing freedom

How Exotek brings people and mobility back together

For people with limited mobility, the adventure often stops where the asphalt ends. Exotek’s mission is to change this. By developing innovative mobility solutions, they empower people with reduced gait function - especially wheelchair users - to rediscover the outdoors. Their flagship product, the ExoQuad, is an electrically powered vehicle built to handle gravel, sand, mud, water or grass; often referred to as the Land Rover of all-terrain mobility vehicles.

The challenge

Despite an amazing product, maintaining conversions was a challenge for Exotek. Their market is highly niche: they cater to outdoor enthusiasts with mobility challenges who still want to enjoy an active lifestyle. The audience is sensitive - communications must empower without diminishing life quality without the product. What’s more, the ExoQuad is a high-end purchase, which can be a potential barrier and complicates financing options in many countries. 

The goal was to reach their niche audience, communicate their value effectively and turn interest into action. But how?

Finding the right digital marketing partner

Before partnering with SUM Digital, several challenges stood in the way of Exotek’s growth ambitions. They lacked a cohesive process connecting marketing, sales, after-sales and customer service. Their European dealer network also struggled with consistent marketing and sales support. While international leads were being generated, growth was limited because sales often stalled once prospects were handed over to dealers.

Exotek’s CEO, a Dutch entrepreneur living in Norway, sought a partner who could manage marketing, sales and service in an integrated way. Unable to find this locally, he turned to the Dutch market and found SUM Digital.

Starting out: 
a roadmap for growth

Exotek let us know from the start they valued a partner who could think beyond lead generation, covering the entire customer journey. We were confident we could help because we had a roadmap for: 

• correcting messaging,
• building proper processes from the first website visit to deal closure,
• establishing movement through the sales pipeline. 

The real challenge was to align communication and processes so that customers felt empowered not only by the product but also by the brand experience.

HubSpot implementation and website redesign

Our cooperation began with building a new HubSpot CMS website that would not only better serve Exotek’s commercial needs but improve user experience and reflect the value of their product. We also solved the first blocker, clarifying the processes between marketing, sales and service, which ensured structured handovers and realistic sales timelines (average purchase cycle: six months).

The most significant improvement to the website was enhancing clarity of communication. We introduced visual storytelling and simplified the complex setup, creating an experience similar to an e-commerce store, but for a higher-value product. To drive conversions, we added two CTAs, “Request a quote” and “Book a test drive” - to give users a sense of ownership early in their journey. 

Reaching mobility challenged outdoor lovers in international markets

After seeing success in Norway, Exotek decided they were ready to expand internationally. We ran localized campaigns in key European markets with alternative website versions, translated nurture flows and AI-assisted content creation enriched with customer insights. To achieve marketing and sales integration, dealers were provided with marketing kits to ensure they deliver consistent, branded experiences.

Our efforts paid off: after the international launch of the ExoQuad V2, global demand also emerged from India, the USA, Australia and the Philippines - markets where Exotek initially wasn’t active.

Next steps: broadening the reach and international expansion

Exotek’s latest campaign, the ExoQuad V2 launch, has generated 1,000+ organic pre-subscribers in one month and 1,606 landing page views in 3 days. They received 333 quote requests - 58 of which converted within 2 days - creating nearly 1 million euros in pipeline value. With our help, they’ve managed to broaden their image beyond extreme adventurers and include everyday users, making the product appealing to a wider base.

Exotek is well-equipped to continue their growth journey: with first orders from India and USA secured, their sights are set on conquering the US market. We are excited to be preparing their international go-to-market strategy, helping them redefine mobility and empower even more nature lovers worldwide. Big things are in store for Exotek, and we can’t wait to see it!