Brammo (parent company of the Enertia electric motorcycle) has obtained $10 million in VC (venture capital) funding from two sources to help push the Enertia (http://www.enertiabike.com/) into regular production. One of which is Best Buy (www.bestbuy.com/).
Photo via: Autoblog Green
Here is the link to the interesting news via Autoblog Green this week: (http://www.autobloggreen.com/2008/09/23/brammo-gets-funding-for-enertia-electric-motorcycle/).
The fact that Best Buy is staking a claim in the Enertia EM is significant on a multitude of levels. First, is that a mainstream consumer electronics retailing giant is even aware of a motorcycle product. Second, is that they obviously see Brammo as a serious player in this very young motorcycle segment, and are willing to back them. Third, is that this opens the door to an entirely new way of thinking about how motorcycles may be marketed and sold. All are significant pieces, but the potential for a motorcycle to be sold as a consumer product alongside HDTV’s, laptops, and cell phones is a mind blower.
The potential is there to create a cultural shift in the perception of a motorcycle… and a motorcyclist. Taking the average citizen from the local motorcycle shop to the local shopping mall is a new way of thinking (other than the fact that you could buy small IC motorcycles and scooters at department stores in the 60’s) in modern times. The potential of placing a motorcycle product in right in front of a massive and varied demographic is fascinating. This would be a bold step into uncharted territory for any company. EnvironMoto will keep tabs on this story!