Sticker Shock: Brammo Empulse R Priced at $20,000?

05/03/2012 @ 5:10 pm, by Jensen Beeler11 COMMENTS

Sticker Shock: Brammo Empulse R Priced at $20,000? Brammo Empulse RR 635x425

A Bothan spy just dropped off a note in the A&R inbox saying that the soon-to-be-released and recently-spotted Brammo Empulse R is to come with quite the price tag. Said to be priced just shy of $20,000, the R-spec Empulse would be commanding a $6,000 premium over the $14,000 MSRP that was quoted when the Brammo Empulse first hit the newswires 22 months ago. Considering the $13,995 price tag offered by the Zero S ZF9, the $20,000 figure being bantered about sounds very high to our ears, at least initially.

However, with roughly 10 kWh of battery pack on-board, along with some nice parts like Marchesini wheels, Brembo brakes, Marzocchi forks, a sachs rear shock, and of course the IET six-speed gearbox, the $20,000 price begins to sound a bit more reasonable (note: not actually reasonable), at least when one is comparison shopping between the two brands. With Brammo having to-date the better build quality out of the two electric motorcycle manufacturers, one can imagine the brand commanding a higher price, especially with some more premium components on its bike.

Another factor at play could be the general need of the company to start hitting financial profitability. Rumored to have been selling bikes at a loss in order to gain market share, the folks up at Ashland may be reassessing the shape of the demand curve for electric motorcycles, having only sold several hundred units in the past 3+ years. Whether or not that rumor has anything to do with the $28 million investment round that was lead by Polaris Industries we will leave up for you to ascertain.

Stay tuned for Tuesday, when official pricing and photos of the Brammo Empulse and Brammo Empulse R will be unveiled.

Source: Bothan Spies

Comment:

  1. paulus says:

    increasing the price…. that’s a sure fire way to sell more units and get economies of scale :(

  2. Not so much as a rumor about the regular Empulse. We get specs for the Empulse R, spy shots of the Empulse R, not a peep about the Empulse… very odd. Guess we will have to wait until Tuesday…

  3. Westward says:

    So let me get this straight, they are pricing it to compete with a Ducati 1199 Panigale…

    Tuesday can’t come soon enough, I for one hope it’s a rumour.

    Otherwise, good luck with that…

  4. Peter Ha says:

    Wrong! RT @Asphalt_Rubber: Sticker Shock: Brammo Empulse R Coming with a $20,000 Price Tag? – http://t.co/WemY2hi6

  5. Casey Palmer says:

    Why would they ever ask that much?? One, the bike doesnt look very good; two, it probably doesnt perform as well as you would think considering the stats they put up in the Electric GP. MotoCzysz is the bike to look at. It’s ten times the bike any other electric company can come up with. And with the right rider on it….. It’s unbeatable. Sorry Brammo….. You’re not quite up to par.

  6. Damo says:

    If this is true, the Brammo will be relegated to novelty status.

  7. Westward says:

    @ Casey Palmer

    Electric GP aside, Brammo does have a little something more going for it that can make them the consumer choice to beat. The Difference between them and Motoczysz, is that a MotoCzysz bike would cost you $40k – 100k, and the Empulse doesn’t have to be. MotoCzysz is almost totally original in it’s design and nearly borrows nothing from any other manufacturer. However, Brammo does, and should only cost a tiny fraction of a MotoCzysz.

    Brammo’s only downfall, is that they think of themselves as the Ducati of electric motorcycles, when they have not earned it. What they really are, are the Fischer Motor Company of the motorcycle industry, only the electric edition…

    We await to see what the future holds…

  8. mxs says:

    Wow … more power to them (no pun intended). Charge what the market can bear. If they intended production is 50 bikes a year, I think they will succeed … Leno will buy 3, Pitt might take few as well …. they will always find people with enough money to buy them. Short term win which will not last long enough.

    I think it might be an April 1 joke running a bit late?

  9. zinc says:

    Did Motoczysz go into production w/o telling anyone? Why are you even comparing them?
    Might as well throw in a couple of demo bikes from Mission…

    The Zero isn’t even in the same league…sorry…but belt drives are for Harleys…

  10. GhostErider says:

    @ Casey Palmer

    “..It’s ten times the bike any other electric company can come up with…”

    Really?

    http://www.asphaltandrubber.com/racing/e-power-ttxgp-laguna-seca-qualifying-2011/#more-23716

    If I remember correctly 2nd place was 38 seconds behind at the end of the race.

  11. Turing says:

    Don’t forget about about the tax credits you get. In CO, I’d get $11k in tax credits for buying that thing, which makes the price drop to $8k.