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.