Electric motorcycle manufacturer Brammo made a huge step in it’s mission of luring the non-motorcycle owning public from the comfort of their cages and onto two wheels. While Jenny Gun and most of the motorcycle press were in Milan documenting the new model intros at EICMA Brammo dropped the price of the $11,995 Enertia electric motorcycle to $7995. A move that stole some of the spotlight from ground breaking internal combustion machines like the Ducati Multistrada 1200.
If a $7995 price tag has you thinking about going electric sit tight, you will pay less. A 10% Federal income tax credit brings the price to $7195 and some states such as Oregon will see additional tax credits bring the price down to $5,695. If that is not a clincher, Best Buy is offereing 0% financing for 24 months with $2000 down at $250 per month. When you consider a charge costs 30 cents, there are no oil changes, no valve adjustments, no burns your girlfriends legs (read: Your paying my deductible!), etc, last weeks cool but very expensive electric motorcycle is now looking like an affordable commuter and city bike. Is the price a desperate attempt to sell electric motorcycles to people who don’t want them? No, it is an ambitious plan 2 years in the making finally taking shape.
The price drop comes after Brammo sold it’s 100th Enertia. Not bad considering they are currently for sale in only 5 Best Buy stores and on brammo.com. Bramscher chooses to pass saving on to the customer as technological advances bring down cost. He explains it is the same way the consumer electronics market works. The Oregon based manufacturing plant has capacity to produce 10,000 units monthly but there was no word on where that volume will take the price. There are however rumors that the price drop is moving bikes.
So what is next in Brammo’s mission to champion the cause for electric motorcycles and wow the consumer? Bramscher mentioned an iPhone app is on the way that will help users understand the benefits of the Enertia and possibly build a community around Brammo owners. Brammo had a 2 bike presence at the Isle Of Man TT last year and finished 3rd place. A great finish but I am sure they would love to see first place in 2010 in the US based TTXGP, UK based TTXGP and the Isle of Man TTXGP. Also, keep you eye out for the soon to be released Brammo Anti-scooter.
It’s very likely Brammo has other tricks up it’s sleeve. Brammo has yet to succeed in shocking Barack but did a great job of shocking the motorcycle industry. The question on everyone’s mind now is, will Zero, Quantya, Electric Motorsport and others reciprocate with a price drop?
Be sure to read Tradition Is Not A Business Model: Brammo for more information on Brammo. The comments by A&R readers also provide great arguments against Brammo’s plans so be sure to have a look.
Full press release follows:
Brammo Introduces New Price For The Enertia Plug-In Electric Motorcycle, Now $7,995
The 33% savings is a direct result of engineering advances
Ashland, Oregon – November 10, 2009 – BRAMMO, maker of plug-in electric motorcycles, announced today it is dropping the price of the all-electric BRAMMO Enertia powercycle, to $7,995. Customers are also eligible for a 10% federal income tax credit, further reducing the price to $7,195.
“While this pricing breakthrough is innovative in transportation, it is in line with consumer electronics, where engineering and production advances get passed on to customers as quickly as possible to stimulate adoption of the technology,” stated Craig Bramscher, founder and CEO of Brammo. “The Enertia is consumer electronics that you can ride and BRAMMO’s engineers are able to deliver a better value proposition to customers sooner than a traditional transportation company.”
Today, qualified customers can walk into select Best Buy stores and with a $2,000 down payment, ride out on an Enertia for $249 a month with 24-month no interest with payments financing offered through Best Buy. The Enertia can also be purchased direct from www.BRAMMO.com in select states where the product is not yet available at a Best Buy.
The BRAMMO Enertia powercycle is the ideal commuter vehicle as it blends an exhilarating ride experience with environmental consciousness and low operating costs. The Enertia has a top speed of over 60 mph, has a range of 42 miles and charges in about four hours by plugging into a standard wall outlet-all while using less than a dollar in electricity per 100 miles ridden.
“With this price reduction Brammo has positioned electric vehicles for the mass market and consumers can now be part of a solution to the transportation crises that America is facing,” said Bramscher. “The wait is over, consumers can now buy an EV that is price competitive with a gas burning alternative and enjoy reduced maintenance and substantially lower ownership costs.”
Fans and media can follow Brammo on Twitter @BrammoSays and on its Facebook fan page, Brammo Powercycles
Brammo (www.brammo.com) is a premier specialty vehicle manufacturer developing sustainable performance products for the next generation of transportation. Through integration of digital engineering and high impact design, Brammo transforms ideas into compelling products. Located in Ashland, Oregon the company was founded in 2002 and is privately held.