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Forrest North

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Mission Motors has announced today that they have replaced co-founder Forrest North in his role as company CEO. The move signals a change within Mission Motors that shows the company focusing on bringing products into production and putting them into consumers’ hands. In their announcement, Mission Motors’ Board of Directors have begun their search for a long-term CEO with experience in product development and automotive manufacturing, but in the interim the company will be headed by its current COO Jit Bhattacharya.

The transition, while seemingly drastic, is one that every startup must face as it moves from a visionary and industry challenging mindset to a functional and operational capacity. This movement in management is one that virtually all startups face at some point or another, and something we’ve talked about here in some detail in our “Tradition is not a Business Model” series, so it’s announcement at this point in time isn’t terribly surprising to this author, and storied lesson in entrepreneurship that transcends even into the motorcycle industry.

When is a motorcycle more than a bike? When does the electric motorcycle become more than a powertrain? One of the largest hurdles that electric motorcycles face (along with electric vehicles as a whole) is the public notion that these vehicles are like their internal combustion counterparts, and therefore fit into the same preconceived anatomy of what a motorcycle should look and behave like.

There is an unfluctuating desire found in motorcyclists to make every square bike fit through a round-hole. Despite this allegory, the motorcycle industry sees electric motorcycle startups challenging a lot of norms that we still cling to desperately in the motorcycle industry. Our final stop in the “Tradition Is Not A Business Model” tour of motorcycle startups, takes us to San Francisco, California and the offices of Mission Motors. Fresh on the heels of Mission’s announcement of the Neimen Marcus Limited Edition Mission One, I got a chance to sit down with company CEO/Founder Forrest North and Product Manager Jeremy Cleland, to talk about how technology changes the way we understand and use motorcycles; and perhaps more important, how manufacturers can design and build better motorcycles better in the future.