Copy based on article in Shifter February 22nd 2025.
Ying has previously worked with organizations including NASA, Boeing, Ampaire and Comac. She was also selected for NASA’s astronaut training programme, before having to step away due to illness.
Today, she works globally across aviation and advanced mobility, and has chosen to invest in Elfly Group and NOEMI.
Independent validation of the programme
“We’re very pleased to welcome Susan as both an investor and a board member,” says Founder and CEO Eric Lithun. “She brings rare technical depth, international perspective, and first-hand experience from some of the world’s most demanding aviation environments.”
The dialogue between NOEMI and Ying has taken place over more than a year and included in-depth technical discussions and on-site visits in Norway. The size of the investment has not been disclosed. Her involvement is seen as strong validation of both the technical direction and the execution discipline of the NOEMI programme.
Why NOEMI
Asked why she chose to invest, Ying points to commitment and credibility rather than hype. “Not for financial reasons alone, but because of the commitment I see in the company. I believe this team can deliver, and potentially change how regional aviation works. As Steve Jobs said, the people who believe they can change the world are the ones who do.”
She highlights the team’s focus, pace and willingness to commit fully, including founders investing their own resources, as clear signals of seriousness.
What Matters Next
Looking ahead, Ying emphasises execution. “In the short term, it’s about getting the prototype airborne and demonstrating performance, economics, and versatility. In the long term, it’s about ensuring capital is raised at the right time to support certification and production — while keeping the organisation focused and disciplined.”
She also acknowledges the broader challenges facing electric aviation. “Battery technology remains a bottleneck, and leadership must stay vigilant. Some companies are shifting toward hybrid solutions. A fully electric approach carries risk, but my view of the long-term future of electric aviation is optimistic. I believe the breakthrough will come from focused startups like Elfly Group, not from legacy manufacturers.”
Building from Norway, with a global team
NOEMI is developing a clean-sheet, fully electric amphibious aircraft designed for real-world regional operations. The programme is progressing toward a full-scale prototype, with first flight planned for 2027 and entry into service targeted for 2030.
The company is headquartered in Norway, with engineering and testing based at Torp Airport in Sandefjord. The team includes specialists from more than a dozen countries, many of whom have relocated with their families to be part of the programme.
“We may be biased,” Lithun adds, “but this is one of the most ambitious and meaningful deep-tech aviation projects underway in Norway today.”