X Shore was founded in 2016 with the declared aim of rethinking the motorboat: electric, quiet, emission-free, combined with Scandinavian design and a digital user experience. Models such as the Eelex 8000 and later the X Shore 1 attracted international attention and positioned the brand in the premium segment.
However, behind the aesthetic and technological aspirations was a capital-intensive business model. This began to falter in autumn 2025 at the latest, when the production company X Shore Production AB filed for bankruptcy. Despite public reassurances that operations were not at risk, the parent company went bankrupt in January 2026.
Founder takes responsibility
The unusually open communication from company founder Konrad Bergström, who publicly acknowledged his responsibility, is particularly noteworthy. He explained in a statement:
As founder and leader, I recognise my responsibility for how this chapter has unfolded and I deeply regret the hardship and disappointment this ending has caused."
Bergström emphasised that numerous restructuring options had been examined, but that ultimately no viable way could be found to continue business operations under the given economic conditions.
Structural challenges instead of a lack of demand
Industry observers point out that the insolvency is not so much a sign of a lack of interest in electric motorboats, but rather a sign of the limits of a highly ambitious production approach. High fixed costs, limited quantities, volatile supply chains and a comparatively small premium market came together.
Bergström himself refers to the original motivation behind the shipyard:
Our ambition was to rethink the entire experience. Boating should feel modern - no noise, no exhaust fumes, simply a presence on the water."
It was precisely this holistic approach, from design to software to production, that made X Shore technologically interesting, but economically difficult to scale.
Impact on customers, employees and the industry
For customers and partners, the insolvency initially means uncertainty. Service, spare parts supply and warranty issues now depend on the decisions of the insolvency administrator and potential investors. Around 70 employees were affected at times.
At the same time, the acquisition of production facilities and finished boats by the Norwegian investor Staale Reiersen shows that the underlying technology is still seen as valuable. Reiersen plans to resume parts of the production or to continue the brand in a modified form.
Not the end of the idea - but a turning point
Despite the formal insolvency, Bergström does not see the chapter of electromobility on the water as closed:
Even though X Shore may end as a company, the ideas it has introduced will live on. My hope is that X Shore can find a new beginning with the right partner."
This statement gets to the heart of the situation: they did not fail because of the idea, but because of the realisation under real market conditions.
Signalling effect for the motorboat market
The X Shore case is a realistic wake-up call for the international motorboat and yacht industry. Electric drive concepts are still regarded as the technology of the future. However, their success depends less on design prizes than on economic viability, modular production strategies and realistic sales models. The Swedes are therefore likely to be remembered less as a failed experiment and more as a case study for an industry undergoing technological upheaval.
