Brammo Enertia drops price to $7,995

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Brammo_Enertia_Price.jpg“This is the biggest day for the company so far,” says Brammo founder Craig Bramscher, “we’ve gone from early adopter to mainstream transportation.” The Brammo Enertia powercycle has dropped its price from $11,995 to $7,995 ($7,195 with a 10% federal income tax credit). Additionally, financing is now available from four west coast Best Buy outlets, which means you can ride off on the zero emissions electric motorcycle for $2,000 down, then $249 a month for 24 months with no interest payments.
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When we rode the Enertia this summer, we managed a chase
vehicle-verified 65mph top speed and Brammo says the bike has a maximum range of 42 miles and can perform a full recharge from a
standard 110v wall outlet in four hours. Unlike several competitors,
most notably the more powerful $9,950 Zero S, the Enertia is overbuilt
with a rugged brushless motor and high quality motorcycle components
like 41mm Marzocchi forks. The electric motor produces 18bhp and
28lb/ft of torque.

So what’s enabled the price to come down? “It’s the whole electric vehicle ecosystem,” says Craig, “this pricing breakthrough 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.” As the company has refined its production process and established a base of demand for electric transportation, it now knows it can invest in making more motorcycles and selling them at a lower cost.

This announcement comes after Brammo produced its 100th motorcycle,
meaning the Oregon-based production line has passed its initial
shakedown tests and is now capable of producing up to 10,000 bikes per
year. That volume may seem ambitious, but Brammo already has plans to
open two more Best Buy retail locations in the San Francisco area in
the next few days and hopes to expand to all 20 stores that already
carry other personal transportation devices. Additionally, bikes are
available directly from the company.

Make sure you check out our Brammo Enertia review and interview with Craig Bramscher.


Brammo

  • http://www.txsbr.com/ Ben

    Damn. That’s a remarkable price point. Almost enough to make me consider a dedicated commuting bike.

  • M.P.

    Nice of them to actually pass on the savings to the consumer.

  • Deltablues

    You know, this is kinda exciting. I live in Little Rock and this would be an ideal commuter bike. Close to Little Rock are several twisty two-lane back roads where a bike such as this would shine…the kind of road where you never need more than 60mph and where 45mph is feeling frisky.

  • MTGR

    Nice to see they are trying to pass along savings as they improve, of course, they never mentioned that a 10k price for performance matching a 3k conventional motorcycle probably was not bringing too many people through the door. Since they are copying the business model of electronics with reduced prices immediately you can now have a disposable market just like in electronics, by the time you consider trading off or selling your old bike for a new one, the new bike will be cost less at full MSRP less than your remaining balance is for paying off the old, So, just like your computer, your options are to junk it or live with it. Yeah. Wonder if anyone considered how developing a trend like that will effect the “green” impact these models are supposed to be making?

    • http://hellforleathermagazine.com Grant Ray

      I think you’re missing the mark a bit. First of all, owing more than MSRP on a loan is standard. In fact, excluding real estate and collectibles, that’s how pretty much ALL loans for personal goods work. Second, computers and electronics are junked due to obsolete hardware and/or a chassis that are incapable of housing new system architecture required to continue business at a profit.

      The modular model put forth by the current crop of electric bike companies doesn’t work like that. The bikes are designed from conception as flexible architecture utilizing over-specced components for the sake of longevity.

      This is not a system of built-in obsolescence.

    • cWJ

      How easy is it to change out a motor on an ICE bike (can’t use the same tranny, new electronics…)?

      With an electric bike, you can switch out a motor when a more efficient one comes along.

      Or you can switch out for better batteries when they come along.

      Or upgrade a controller.

      As long as it modularity built in, there is room replace parts rather than the whole bike.

      Did it become a phenomenon at $12K? No. Do you really think they expected it to?

      The price of electric vehicles isn’t just for the sake gouging, it’s because the parts are currently expensive. That said, early adopters have been few and some companies have folded. As the industry develops, the customer base does, the price goes down. There are people who genuinely want this form of transportation and are willing to pay the premium for it, just as there were people who wanted home computers when they were as expensive as small cars.

      No company is trying to market this as the replacement for the “traditional motorcycle” for the “traditional motorcyclist”. Nobody’s trying to take anybody’s Battle Flag skully and leather away.

      It’s an option for people who want it. Much like a scooter. Or a bicycle. Or a horse. Or a hot air balloon.

      Breathe. Relax. Ride.

  • http://www.urbanrider.co.uk urban rider

    Holy crap, that’s only £4700 ish.

    For an electric motorcycle that looks great and costs virtually nil to run that is a good price.

    When will we see Brammo in the UK?

  • Mike

    Cudos to Brammo!

    Looks like the perfect urban machine to me.

    I don’t see MTGR’s point. Most people don’t need 100hp to get across town. Initial reviews seem to indicate that the Zero is just as reliable, if not moreso, than a Harley. With improving battery technology, performance of electric drives may increase dramatically, too … unlike Harleys.

  • Pan

    I personally think this is an amazing price and there is no way you can compare the Enertia with a crappy $3,000 bike. The Enertia is quality all the way, made in America, and ELECTRIC! The initial launch was a tease; this is the real opening salvo in the green transport revolution! I can’t wait to buy one.

  • amsterdam

    Off topic.

    Happy to see the boys are back in town.
    Last week I thought HFL was dead.

  • MTGR

    Re: Mike. No one need 100 hp to commute, but that has never stopped 100 hp+ bikes from being the most desired. People equat motorcycles with performance. Except perhaps, as you aptly noted, Harley riders. I am all for lower prices but was just pointing out a little of the irony in encouraging a disposable mindset in a product developed to be “greener”. If you can honestly say you would not be mad at spending 9k then a year later seeing your same bike new, with much improved performance, for about 7k or less then power to you. But motor vehicles are not electronic items that can be junked for a new one at a minor loss. Factor in long term loans, licencing, insurance, and registration issues and a marketing plan that makes something obsolete and virtually unsellable used (who buys a used low performing maching when a new high performer costs less?) within a year or two seems like a flawed approach. Especially when no one has addressed how these disposed electric bikes with be handled without further envirnomental issues.

    • http://hellforleathermagazine.com Wes Siler

      Those are all relevant concerns, and I’m probably not qualified to address all of them, but I think a lot of the bike is designed to be upgradable. Own the bike for 2 years and better batteries come out? By the batteries instead of replacing the whole bike. Same goes for the motor. That’s all you really need to worry about.

      As far as green concerns go, the batteries are 100% recyclable.

  • MTGR

    Re: Grant. Computer companies claim they don’t promote built-in obolescence either, but for every person I know who actually buys replacement hard drives and readers and so on to save a total of $50 over just buying a new computer (and junking the old one) I know about 25 people who choose the latter option. What are upgraded batteries going to cost, or controllers, or frames (which incidentally on a registered road vehicle are a nightmare of hoops and paperwork to get replaced, as might all these other items be as well, we don’t know yet)? I would be willing to bet they will try to make up any lost profit margin at point of sale (the lowered prices here for example) with higher costs on parts, and that is in addition to the other related handling and stocking issues that always drive up the cost of parts to begin with. In short, I doubt it will be cheaper overall to upgrade one of these things than to buy the newer, lower cost, better performing brand new one. Built-in obsolescence whether anyone admits it or not. It is whole profit plan behind how electronics are marketed, and that is the same business model Brammo freely admits to using here. All of which is fine, just don’t hide behind “helping our customers” and “greener for the planet” while doing it.

  • Pan

    Re: MTGR. Come on, there isn’t built-in obsolescence. The bike is designed to last. The real waste comes from throw away bikes that cut every environmental and quality corner (not to mention ethical work production) to be the cheapest on the market.

    The bike is covered by a warranty and new batteries can be swapped in. Really, with an electric motor there is less vibration, crud, and heat to wear down parts. This bike is, without a doubt, a green bike through and through. Even if it was a combustion motor, it would still be greener than almost every other bike out there

    Once the whole bike is actually obsolete, practically the whole thing should be recyclable. Compared to a computer, this is far greener! And, if you are planning to upgrade every couple years than the price reduction shouldn’t matter much to you anyways! ;)

  • http://www.brammo.com Brian Wismann

    MTGR,

    I’d like to address some of your concerns, but I’m not sure if you’re going to believe me. First of all, Brammo is not “the man”, we’re just a bunch of guys (and gals) who want to see electric motorcycles become successful. We do not have a secret lair where we hatch schemes for world domination (although I admit that it would be wicked cool if we did).

    The Enertia is designed for modularity and it’s been engineered to last a long time. At the end of it’s life, you can recycle the batteries, recycle the aluminum frame, recycle (again) the recycled content body panels, recycle the steel swingarm, and recycle the tires. Hopefully, though, you’ll realize that you’ve got a killer platform for developing your own better, faster electric bike or prep it to compete in the historic EV races.

    Seriously, there’s no funny corporate scheme here to screw our customers. We just want people to buy our bikes because we want to change the world and this is the best idea we’ve had so far to do that…

    -Brian Wismann
    Director of Product Development – Brammo, Inc.

  • MTGR

    Re: Brian
    Thankyou for taking the time to jump in and address some of my concerns. That has already done more to sway my opinion than anything the popular press has done to date. I am not sure exactly why this announcement set me off, and beleive it or not I would love to see your company succeed. But having worked with numerous electronic engineers and manufacturers, the idea of approaching this with the model plan of an electronic product really makes me nervous. This is not an electronic product, according to law it is a motor vehicle. There is a lot of hype surrounding the “green” movement and I understand the desire and the need for alternative power, but in all honesty just how green these things are at this stage is still open to opinion, I trust you can be forward enough to at least admit that. I also understand the business opportunities and have noted the trend towards intentionaly waxing over a lot of the current facts and unknowns in favor of ‘what is still to come’. Maybe it is just exuberence, but having spent 30+ years defending a positive image of motorcycles I have grown suspicious of excess hype and a lot of it smells faintly of snake oil. I am afraid of the backlash we traditional motorcyclists will receive simply through association when many of these claims fall far short, as always happens in a new venture of any kind. What will be the cost of upgrading? What will be the legal or resitration issues involved. Everything is recyclable, fine, but how and at what personal cost to the owner? I can’t even recycle cans where I live wihtout paying a fair bit for a ‘servcie’ to get them. Truthfully I doubt anyone can really know what thee true cost of ownership or upgrades or recycling will be at this point in time. Which is understandable and perfectly fine, unless you start presenting wishful theorys as factual statements. Another commonality I have noted in electronics manufacturing. I love the planet too, but I have to be realistic about my budget just like the next guy, so if that “cheap” bike is not creating an noticeably bigger carbon print and actually performs better… Also, the constant Company line about approaching this like an electronic product moreso than a motorcycle feels like a bit of a slap in the face to traditional motorcyclists and makes me wonder why a company would try so hard to distance themselves from what should be a large portion of their own target market.

  • Scott

    Skeptical about “in-real-life” rechargeable battery performance of an electric motorcycle today.
    What/when is Enertia’s battery half-life?
    Reported with 42 mile range, = 21 miles @ half-life?
    Advertised 60+ mph top-end, = 30+ @ half-life?
    Battery pack replacement price?

    I like the Enertia (and its kin-to-come), want one. Battery aside, @ US$7200 it’s still over-priced to me.

  • MTGR

    To be clear, I don’t expect brand new tech to match something with 100 years of developement. I obviously was not around for the conventional motorcycles birth and think it is exciting to see a brand new design challenge in the market. And, similar to Scott, I like the idea of an electric bike and would like one myself.

    My issue is with hype-charged reporting and marketing that would rather bash you as an environment hater or assume you are a leather clad moron than answer intelligent questions about legitemate concerns. I’ve worked in tech industries and have some knowledge which raised a few serious reservation no one seems willing to disucss with any depth or basis in proven fact. I would rather be told something is still just an unknown then be fed wishful thinking presented as stone cold facts.

    Please be responsible Journalists and Manufacturers and present all the facts, not just the convenient ones all the sheep are already blatting about. Be sure ideas and theories are clearly presented as such until they are actually proven to be facts. That way, if the sheep eventually turn another direction as they tend to do, the backlash will be less for me, and motorcyclists in general, as well as you.

    • http://hellforleathermagazine.com Wes Siler

      I think you can find all the facts in the various reports we’ve brought you on HFL, but forgive me if I don’t rehash all of them each time I write about the bike or the company. Anything you can’t find on here is probably available at Brammo.com.

  • MTGR

    Point taken. This discussion took on a life of its own and many of my comments began to stem from other responses and built up annoyances due to more than just this article, or website in general. Sorry if I offended.

    • http://hellforleathermagazine.com Wes Siler

      No offense taken, you raised valid concerns and it was a good conversation. Look, you even made the NYTimes.

  • http://www.brammo.com Brian Wismann

    MTGR,

    Talk about a life of its own… You and I made it into the New York Times blog! We’re famous! WOOT!
    http://wheels.blogs.nytimes.com/2009/11/11/brammo-cuts-price-on-enertia-electric-motorcycle/

    I suppose I should be thanking you for starting this discussion in the first place. It is this level of realistic debate that will drive EV manufacturers such as ourselves to answer real consumer concerns such as yours. It will also drive some level of accountability for EV claims, which is much needed. Thanks!

    -Brian.

  • http://None chad

    That’s a sweet bike, and really affordable (I could actually buy one today, cash) – too bad the 42 mile range means that for the majority of people this won’t work as a commuter vehicle. I have a very average commute in my area and it’s 33 miles each way, and my wife’s is 55 miles each way, that’s pretty standard around here. That’s still the biggest drawback for electric vehicles for people who don’t live in the cities – the batteries can’t do the most basic job of getting you back and forth to work until you’re in the $100K+ Tesla Roadster range.

  • Scott

    If this was $4,999 I’d be all over it. I suspect within 18 months they’ll be sub-$5k.

  • http://www.brammo.com Brian Wismann

    Average one way commute distance in the US is 16 miles.

    http://abcnews.go.com/Technology/Traffic/story?id=485098&page=1

  • MTGR

    Brian, now that you and Wes and I have made the Times are we close enough pals for you to show us the wicked-cool secret lair?

    If I had known it was going to the Times I would have proof read and spell checked.

  • Fred

    Is this avail outside California and Oregon yet?

  • http://www.urbanrider.co.uk urbanrider

    Great discussion guys…

    If you are still monitoring this discussion I have a question for you Mr Wismann.

    When will the end user be able to remove the battery pack from the motorcycle and take it inside/up stairs to re-charge?

    Having sold (or should I say attempted) to sell the Vectrix and Emax in London this has proved the biggest single factor preventing customers from forking out and leads me to believe mainstream adoption of electric bikes will not happen until this is addressed.

    Are lithium batteries not light enough to be removed and carried about?

    Given the range of the bike allows for only short to average commutes, most customers will be city dwellers and in European citys only a very small number will have garages/drive ways.

    I’m sure you are aware of all of this, however in our Vectrix days it was quite profound the number of potential electric 2 wheelers who cited the need for battery portability as imperative to handing over their cash.

  • K2theM

    (it goes 70mph… if you do it right…)

    This is very tempting…

  • K2theM

    @UrbanRider

    Removable battery packs would be the equivalent of removing a fully gassed up tank from your motorcycle every night. Batteries are not light.

    Why is removable batteries such a big issue for buyers?

    • jamesS

      @K2theM

      Because most people who would want to buy it are living in/near cities and won’t have a place nearby to plug it in.

  • K2theM

    @JamesS

    I guess that makes sense. That would pose a challenge…

  • http://www.dotheton.com Tim

    “Initial reviews seem to indicate that the Zero is just as reliable, if not moreso, than a Harley.”

    HA HA HA HA HA HA HA! Sorry – still laughing.

    I hope it’s more reliable than a Harley. At $8000 it might entice people who only own one motorcycle to jump on board, but many enthusiasts own more than one bike already and likely wouldn’t plunk down $8000 more for a bike to ride to work and back when they already have one. The ROI would be a few decades.

    Hopefully this gets more people out of cages and onto 2 wheels.

  • Alan Wilzig

    Hey – I crashed my Enertia !

    ——————————————————————————–

    Second time in 20 years I hit the road. Second time glare ice was the cause.

    I’m in Tribeca , lower Manhattan , NYC. Three days ago it was 29 degrees F. We have these charming cobblestone streets in my neighborhood. They will soon be redone by the city because for the last 7 years every giant former warehouse and “printing building” and such, was converted into luxury condos. All the cement trucks and cranes created some serious depressions in the cobbles which pool water. Water freezes into ice at 29 degrees F. Do not forget this. I did.

    I am used to grabbing riding jacket gloves and jet-style scooter helmet when I leave my house on any bike. ( Enertia / Duke II / 950 Supermoto ).

    This time it was so cold I put on a Burton parka and a blaze orange camo fleece balaclava. ( I’m an avid snowmobiler so I have a lot of that stuff for a city guy ).

    I leave the garage and get a block away and realize D’OH ! My head is covered but NOT with a helmet. So I flip a quick u-turn on the allley adjacent to my house – (naturally multiple failures/errors contribute to most accidents) – so I was more concerned with “getting home quickly going the wrong way down a 1-way street before I get a no-helmet ticket” INSTEAD of scanning road surface and 50′ in front of me ( I was only going 9 mph ) . I rode ( TURNING ) directly onto a 3′ wide 10′ cute little hockey rink of ice. BOTH wheels kicked out to the curb and I went down on my right side. 80% of the impact was absorbed by my thigh muscles – 10% definite “knee ding” …and 10% my right wrist ( which I did not feel until the next day and is all better by today ).

    So two observations :
    1) it’s a f*ckload nicer getting body-slammed and pinned under a 248lb bike that a 428lb bike. I’m 100% fine.

    2) durable little bastard that Enertia ! Nothing even got abraded , let alone bent. not a brake pedal…..not a bar end…not a mirror……nada. Of course it didn’t go sliding down the road……but it didn’t just “fall over in the garage” either. It slammed onto irregular cobblestones.

    Please do not try this at home – just take my word for it and if you’re going to ride on ice then do what we do on my lake upstate in Winter with the ktm 525′s….and buy those tires with 500 screw heads in them

    ride safe – but take confort in knowing that these things don’t just look like real bikes and ride like real bikes – they are about as resilient a s real DIRT OR SUPERMOTO bike.

    I would never have bought a Vectrix even if it was the only electric on earth. but that’s a great example of an e-bike that would have created a shattered plastic “yard sale” had the same thing happened.

    I would expect a zero or quantya to do just as well in a hard fall – but they LOOK like dirtbikes carrying car batteries so they damn well better be resilient.

    I expect this to be my last crash report so I hope you found it illuminating.

    ( 20 years ago I took my first newly-bought Suzuki DR350s out in a blizzard and hey guess what i fell over and made my hip all bruised.)
    This was deck-hit number 2 with an intervening 65,000+ miles ridden and perhaps 4000 race track laps with just one lowside “off” at Jerez that I practically did on purpose because I was so bored after 3 days of lapping my Superduke that I tried like an idiot to get my ELBOW down along with my knee. So I consider that a “voluntary lowside”

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