What’s Happening in the Electric Scooter and Motorcycle Market?

Elon Musk has a personal aversion to motorcycles. He tells a story of a “nearly fatal” accident which has put him off the transport. Tesla’s main focus, and where they’ve made their name, has been four-wheel cars. The technology they’ve developed in their pursuit of excellent electric vehicles means it probably wouldn’t take much for them to eventually be a significant name in the electric scooter and motorcycle market should they decide to enter into it. For now, though, there are other people making up the landscape.  

Investors

One motivation for the development of electric two-wheelers is transport within cities. With many global cities looking to pedestrianise centres and reduce air pollution, electric scooters and bikes are attracting the interest of start-ups and businesses like Uber. There’s long-term interest in the development of this technology should cities and nations opt to fundamentally change transportation normalcy then it should pay off. It’s the natural tide-change which businesses seek to push or benefit from. The same happens in every industry. One example would be online casinos. Investors went in early online casinos and online casinos invested in helpful technology. It’s an industry which began to pop up in the 1990s with the advent of the internet and grew well but steadily. 

It seems that Lime, who Uber have invested in and to whom they sold their intellectual property to develop the technology, are interested in the electric scooters, especially, and their function as a rental transport.

For the electric motorcycle, there’s a middling demand. Yes, there is obviously scope for them to be used as a primary vehicle, one which commuters use or people use to go to the shops, etc. Despite this type of transport receiving criticism and scepticism for how far they can take, they will, in general, always get the rider far enough. Ewan McGregor and Charley Boorman proved that. However, primarily, motorcyclists use them for joy. They are a hobby, as much as anything. They are part of an identity. Electric motorcycles do not have the turn of speed nor the music of a fossil-fuel powered one. This is one area which might need some creative marketing beyond the obvious turn towards environmental concerns. 

Manufacturers

As for those actually making the scooters and bikes, Harley Davidson, Honda, and Yamaha take the majority of the market share. These are household names. Indeed, Harley Davidson’s image as a chopper offers an interesting contrast to the above image of riding for joy. Their products, though, are expensive. It’s roughly $30,000 for one of their electric motorcycles. This is out the price range for a lot of customers. Honda and Yamaha, with KTM and Piaggio, are looking to standardise equipment and technology, including swappable batteries, to help consumers and the market.

This is where the market currently has its issue. Everything, so far, is too expensive for the manufacturers to consider mass-producing vehicles and there’s not quite the fully developed need for them quite yet, but it will likely all be available and recognisable soon.

 

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