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. However, with electric motorcycles comes the opportunity to start with a fresh slate on how we move about on two-wheels. If form follows function, then with this new function should come a new form. Yet, I still find it amusing when I see electric motorcycles with fabricated fairing fuel tanks. Granted there is a lot to be said about industrial design and its relation to psychology, but I think this fact illustrates the unfluctuating desire of motorcyclists to make every square bike fit through a round-hole. (via Asphaultandrubber)
Arguably the biggest problem selling electric motorcycles is the current conception of what a motorcycle is. The idea of the motorcycle inside the mind of many is a vibrating, fire-breathing monster. This conception has long been grabbed onto by manufacturers, called character, and used to perpetually sell more fire-breathing monsters.
Building electric motorcycles isn’t just a chance to redefine the form. It’s a chance to redefine the entire idea. Few view the motorcycle as economical, reliable, fun transportation and many are afraid to approach a fire-breathing monster. However, electric bikes are approachable, clean (not just environmentally) and easy to operate. So here’s a chance to get many more people to swing their leg over a bike that wouldn’t otherwise.
Brammo is trying and it’s one of the few things I respect them for. By selling their motorcycle in BestBuy, and carefully positioning their website, literature and marketing, they’ve attempted to change the idea of a motorcycle and pitch it to a broader audience.
We’ll see where it goes.
