The Kneeslider

Doers Builders and Positive People

Brammo Enertia Electric Motorcycle to Sell at Best Buy

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Brammo Enertia will go on sale at Best Buy
Brammo Enertia will go on sale at Best Buy

Last September, we wrote about Brammo Motorsports getting $10 million in venture capital funding, part of which came from Best Buy Capital. The obvious speculation was that Best Buy would carry the Brammo Enertia when it went on sale. Well, sure enough, that’s what is about to happen when the Enertia will go on sale in May at 5 west coast Best Buy stores with plans to eventually sell them through Best Buy locations all over the U.S. and possibly even in Europe and China.

So, what about service? Best Buy’s Geek Squad will do what is called Level One repairs, brakes, tires and electronic components, and major repairs beyond that will be performed at a few central distribution centers Brammo plans to set up.

If electric motorcycles take off, it wouldn’t be surprising to see other non traditional motorcycle manufacturers use similar distribution channels, especially as current motorcycle dealers are having a tough time of it. Best Buy has many other product lines to support it and doesn’t need to rely on the Brammo Enertia to stay afloat. You also don’t need a mechanic familiar with internal combustion motorcycle engines for a bike that has none. The down side is we may see something similar to what is all too common in other multi line stores, the clueless sales person describing the motorcycle on display next to the TVs and computers but careful management of the rollout and providing training for sales folks could make this a very efficient and successful way to sell electric bikes. It’s definitely worth watching and I’m sure quite a few current motorcycle dealers will be watching, too.

Link: GreenTech Media
Link: Brammo

Comments

  1. Well we have to start somewhere, As a city commuter this bike should work for many people. Hopefully this will be a success, thus providing incentive for future refinement and upgrades, Much like the Ford Model T did for the Auto Industry. The future sure is coming fast.

  2. I’m with Dennis….As an owner of a snorting Ducati M900, I’m not that keen on the appeal; but hey, we gotta start somewhere. The Model T wasn’t the Mona Lisa and it didn’t perform or sound like an AC Cobra, but man, what a trend it started. I’m not opposed.

  3. This will be a great idea if the bike cost $3k. It would be around where a large appliance prices are or a nice large screen tv. But at $12k I just don’t see this going anywhere. Best Buy shoppers are suburban commuters and I don’t see this bike working very well for that. It’s more likely to appeal to scooter shopper and at this price you could buy a couple vespas.

  4. Im afraid I have to agree with tenwatt, 12K is a lot of money. Maybe enough well to do Greenys will buy this bike to slowly bring the cost down to competitive levals with a Scooter. Mass production can do wonders for affordability, Maybe the price of Batts will come Down, Or God help us, the price of Gas will go back up!

  5. Echoing what others have said, if it were half the price, I would probably own one, as it would make an excellent commuter bike for me. Unfortunately for now, this will just be a toy for people with money. But yes, we do have to start somewhere, and it’s good to see that the bike is actually being put on the market.

  6. The problem is that this is a pretty high end bike- use of a aluminum chassis, carbon fibre bits and lithium ion batteries means that it doesn’t really stand a chance in terms of dollar sense, even if the idea of an electric motorcycle is pretty sound.

  7. Not going anywhere?
    1.) Up to $7,500 tax credit for electric bikes thanks to the stimulus bill.

    2.) So what if it’s $12K. I’d imagine they only need to peel away a few thousand early adopters to make it a viable business and expand the line. Having select Best Buy stores for distribution/service is brilliant.

    3.) A rising tide raises all ships.

    -b

  9. I guess it’s true that with no ICE, you would need much less mechanical know-how to maintain the bike. But still, the idea of a pimply geek squad kid working on my motorcycle scares the crap out of me. Of course they’ll get special training.

  10. Not sure if god will bring up gas prices or help the electric motorcycle industry but getting 12k for a bike wont hurt. Interesting bike and maybe it will be the future, time will tell.

  11. my only worry about this bike being sold in best buy stores is that the typical person that might be interested in buying this may think its cheap because of where its being sold, when it’s actually a very quality piece.. it’s like RC cars, you dont go to toys’r’us and expect the tyco on the shelf to perform like an HPI or team associated. hopefully this wont be the case though. i really hope that its succesful though, for the sake of both electric bikes and brammo!

  12. My concern would be the crappy customer service that many people I know have experienced from Best Buy. I don’t shop there because of it.

  13. The CEO of BYD, the Chinese electric car company that Warren Buffett invested in said it well.

    I paraphrase: “Modern cars are like a fine swiss watch with hundreds of moving parts. Difficult and expensive to engineer and manufacture.

    An electric car (or bike), on the other hand is like a quartz watch. Same utility with simpler function and ultimately lower costs.The playing field is leveling again.”

    Sure, quartz watches were expensive when the first came out, but now the costs are super low.

  14. Interesting distribution idea, but, I won’t let Geek Squad touch my computer, why would I let them ‘maintain’ something that I put bet my life on (brakes, tires)? No thanks.

  15. This bike seems great, even though it is steeply priced. I do wonder how much effect riding at night with the lights on would have on the 45 mile range stated on the Greentech web site linked to this article.

  16. “My concern would be the crappy customer service that many people I know have experienced from Best Buy.” Have you wandered out back to the shop area at many MC dealers? That geek squader has a brother (or sister).

    Non traditional outlets for selling MC and cars are likely to develop, will we be bemoaning the disappearance of the traditional MC dealer in 30 years?

  17. How many people take their bikes or cars to dealers for repair and service these days? Plenty do, but there are still many independent mechanics. Most mechanics have some knowledge of electrical systems. I figure any motorcycle repair place in my area could probably handle most issues that would come up on an electric bike.

  18. I’m sure they will have classes for the Geek Squad guys but more than likely they will send one guy and then he will get fired. Nobody will know what to do with these and with typical Geek Squad service they will be required by management to tack on extra fees for everything.

    Electric motorcycles seem more like bicycles to me in function. With no ICE, a competent bicycle shop could maintain these pretty well.

  19. Geek Squad as the primary service site! Wow, that’s almost as powerful a marketing stance as the McDonald’s drive-through Quick Lube!

  20. I hate to think of all the squids who may buy one because it’s cool, and have no motorcycle training at all and end up hurt or dead. At least if you seek out a motorcycle dealership you’ve put some thought into, and not just wandered over from the DVD’s and bought it on a whim. Oh well, can’t fix stupid.

    18 months no interest good on motorcycles?

  21. y didn’t they make it as a scooter? scooters are a lot better for commuting. it’s not a performance machine anyway.

  22. I see a few tings with these.

    Best buy makes more money on extended warranties and financing, so they are going to be pushing a lot of people into that. Debt in a down economy is very bad…

    The geek squad seems to be best at steeling pictures and music form a PC while they do their “mainenence service”. Theri car isntallers arent that bad, but I’ve seen some “interesting” work.

    12K? that better include some sort of solar recharging station that pulls most of the recharge from sunlight, and tops off with house power. Bring it down to 6, and you would be better off.

    I can see them selling one model but marketing an entirely different one, much like they do with their HD setups in store, only to sell you a crapload of overpriced accessories.

    I wish them luck, but have my doubts based on what I can see and what i have seen.

  23. The idea that motorcycle dealers are not better suited than Best Buy to work on these bikes is absurd. No serious motorcyclist is going to buy a motorcycle from Best Buy.

    Also, those poor Geek squad guys who thought they were computer technicians are not just going to become motorcycle mechanics. That is a completely different field. And why? Just because the motorcycles are electric? It’s still a motorcycle.

  24. I agree with kirill,It would be better and probably cheaper if made as a scooter.Also, it wouldn’t look as ugly, because you could hide the battery stuff in the usual scooter bodywork.

  26. Did anyone else notice that you can’t use the compare it gadget to compare it to your motorcycle?

  27. Remember, the price of an electric vehicle is like buying a regular gas powered vehicle and paying for nearly all of your gas up front. If you currently spend $200 or $300 per month on gas you wouldn’t have to pay that any more with an electric vehicle – assuming that electric vehicle could do everything your old gasser did.

    -todd

  29. The more things change, the more they remain the same. In the dawn of the last century, auto maker sold their exciting new product for as much as they could extract from the public. As a result, they sold few cars, and only to the very wealthy. None of those companys are in business today. I t took Henry Ford, with a vision for a sustainable business model,(read affordable by the many), to bring automotive transpotation to the masses. Ford is still with us, over 100 years later. Nice product Brammo, see you in bankrupcy court.

  30. But remember if you don’t like it, there is a 15% restock fee at Best Buy!!!

    I agree, it’s NOT a model T. Because Henry Ford build better, faster and CHEAPER that the competition! And that is what got Ford started. Big corporation just keep thinking of how much $$$$$$$$$$$$$$$ they can get from the consumer VS making a great product at a LOW price and they will beat your doors down.

    Marketing people need to read more history book..

  32. Seriously, the Enertia website states 45 miles per charge at 25mph?! Who rides that slow..How many schools do you pass on your 45 mile commute? Whats the top speed again 50 mph? How do you drive that on a freeway at 50mph, who does`nt use a freeway for their commute? The bike has a ‘light weight chassis’ you try and commute on a light bike at 50mph on the freeway, with potholes ahead and trucks to the side..This might be considered a bike in ‘Hipsterville’ but in the real world its no more than an overpriced scooter. Sorry Enertia, but maybe you`d be better off selling electric mountain bikes at Sporting Goods department stores, save on costs use bicycle components instead..maybe one day even follow KTM`s Zero Emissions Motorcycle if you can get more performance credibility and make recreational only bikes. I admire the audacity, but until you know your market and can provide a product that does`nt rip people off like most of the cheap gimmicks you can also buy in strip malls, stick with building the Ariel Atom. The $7,500 tax credit for electric bikes should include only bikes that are useful, lets not keep supporting mindless consumerism with our taxes, just see whats happening with american auto industry. Hummer did great with tax credits a few years ago, what now, now that we have thousands of gas guzzling, over designed, overpriced vehicles? What did the tax credits do for Hummer other than keeping some people earning fat checks paid for partly by my taxes.

  33. Okay, admittedly I’m no fan of electric vehicles because the currently-available battery technology renders them mostly useless. We would laugh at any gas-powered motorcycle that only has a 45-mile range, and if it took 3 hours to fill the tank, we’d laugh even harder. But even ignoring that, the specs on the Enertia are ridiculous. 18hp/28ft-lb, 280lb weight, 0-30mph in 4.28 seconds, top speed of about 50mph, and that 45-mile range is only if you stick to 25mph. Why would I possibly shell out $12k for this dog when I could pick up a small-capacity motorcycle such as a Yamaha TW200, Suzuki TU250, etc, for about 1/4 of the price and get real, usable (and extendable) range with outstanding gas mileage and (slightly) better performance than the Enertia? And if I really wanted to go electric, I’d just get the Zero dirtbike, which is about half the weight of the Enertia with a more powerful motor, greater range, and a much lower price tag, and put a street kit on it.

    Furthermore, this hare-brained scheme of selling the Enertia through Best Buy seems downright dangerous to me. A motorcycle, electric or not, is not a consumer-electronics toy. It’s a motor vehicle. Selling it alongside consumer electronics, and inevitably treating it as such, is going to end up leading to inexperienced riders thinking they can just jump on the thing and go, and getting themselves hurt or killed.

  34. You want something that will actually work, build a tricycle. Bigger and heavier, still the “bugs in your teeth” sort of thing, and it may actually:
    -be cheaper to build
    -go farther and faster on single charge
    -be safer to ride, one or two up
    and still be classified as a motorcycle!

  35. I like the concept, the performance specs fit my commute well, BUT… The price tag is prohibitive. That’s the only caveat for me, though I have serious reservations about the propposed service arrangements.

  37. I will rather have a used Ducati 1000 gt and a used Suzuki DRZ 400 for the same money.

  38. Personally, I hope it fails. Could be the beginning of the end for gas powered motorcycles if it succeeds and environmental groups successfully lobby the gubmint for all M/Cs to be zero emissions. However, I think the oil industry will give ’em a helluva fight.

  39. I think this thing is going to fail. Sure its good for the environment. But…Its ugly and way overpriced. If you want electric get a Zero X at half the price with the street legal light kit. Its cool uses high end components and gets the same mileage per charge. Plus it does double duty, street and dirt. Besides, you could get a nice used bike and really good scooter for 12K.

  41. I was mistaken, the $2,500-$7,500 tax credit only applies to vehicles with over 4kwh battery capacity. Electric bikes get a 10% credit under the new bill, which would be like buying the Brammo bike with out sales tax in most states. Not much of a break, but at least it’s something.

    I still think they’ll be able to sell enough to early adopters and gated-subdivision types to make it a viable business. With distribution through Best Buy, I’d imagine you’d be able to order one at bestbuy.com, just like everything else in their stores, and have it shipped to your local store for pick-up. Therefore, it wouldn’t matter if only 5 stores in CA have them on the floor initially. That’s total speculation, but that would make sense to me.

    -b