A one-sided conversation with Craig Bramscher

Dailies -



Get past the embarrassing first few minutes of shiny-faced PR replicant intro and there’s actually some real insight to be had into the forthcoming Brammo Empulse R in this mock interview. Brammo CEO Craig Bramscher talks new bikes, new technologies and how the company’s evolving behind the scenes.

Photo: Grant Ray


    I appreciate how he’s forthcoming about range issues IRT body weight.

  • Keith

    It’s fantastic that the electric bike is finally going to be something that is real and makes sense. This is just the beginning!
    However, I am tired of hearing the notion that if a vehicle runs on electricity it is somehow, magically “green” and good for the planet.
    The energy to drive a vehicle is only part of the equation. The manufacturing of steel, aluminum, rubber and batteries is fraught with environmentally nasty processes.
    So let’s stop saying things like”having a blast guilt free”. Stop pretending that electric vehicles solves the environmental question.
    I’ll put my “made from totally renewable, reusable and recyclable” soap box away now ;)
    That being said, I can’t wait to ride a bike like this one!

    • Justin

      Engineer here. Usually the amount of energy and resources used are fairly proportional to the cost of an item when it’s mass produced. I’m fairly sure that it’ll be much more enviro friendly than your average bike provided it’s ridden frequently. Almost every power plant, even the coal ones, are cleaner than your bike because they have all kinds of emissions crap on them and they are designed to work very close to peak efficiency which will be close to the minimum emissions point. With enough data, it’d be trivial to do a cost benefit analysis and an environmental analysis. I think this little guy would come ahead of most everything in both.

      • http://www.TroyRank.com Troy R

        Useable life and maintence play a big part as well, and this aught to be very healthy on those fronts.

    • http://www.brammofan.com Brammofan

      I haven’t heard about what they are using in the Empulse, but I know that many parts of my Brammo Enertia use recycled materials, e.g., the fenders come from recycled battery boxes, the aluminum frame comes from recycled aluminum. Also, at the end of their useful lives, the Lithium batteries are reusable/recyclable in a more environmentally-friendly way than the lead acid batteries we are so familiar with. Yes, manufacturing almost anything has an environmental cost. But every little bit helps.

    • Campisi

      Stop pretending that electric vehicles solves the environmental question.

      It’s an important step, though, especially since the majority of the valid problems you bring up exist for gas-powered vehicles as well. Well-to-wheels calculations usually favor EVs when fully calculated for both the EVs and their gasoline competitors, and upgrading the emissions equipment of the power grid is far easier than that of millions of individual IC vehicles.

  • Scott-jay

    OMG: social networking capability built into kick-stand.

  • zipp4

    At the end of the day…

    • http://www.postpixel.com.au mugget

      … you’ll go to sleep and wake up tomorrow?

  • Justin

    This bike looks rad. I got to ride some Brammo prototypes at a rider test they had in Alameda CA (they tried to hide the origin, but the Brammo logos were on some of the castings :p). They make a good sorted bike even if they are a bit odd. I think they will be well rounded bikes. I like that he referenced Soichro Honda, that bodes well for the company! I’d buy one if I had oodles of cash sitting around.

    HFL admins: How hard would it be to be able to track your comments through your profile? It kinda sucks to have to go back to pages and scroll through to find out if there’s a conversation going on.

    • http://hellforleathermagazine.com Wes Siler

      We’re working on some stuff behind the scenes that will, albeit a little ways off in the future, fix stuff like that. The Internet’s not just there to do what you wish, building shit is complicated.

      • Justin

        I understand. I tried web stuff as a kid and gave up, it’s hard making shit that works and is slick.

      • je

        What? Tag associated with user id that has a counter based on replies.. ….. Could sort on thread title (tag), date, orig post starter vs replying to a post… Etc etc

        Slackers :P

      • http://www.postpixel.com.au mugget

        Love your work! I knew you’d get onto comment subscriptions eventually…

  • DavidMG

    Nice socks!

  • http://www.postpixel.com.au mugget

    All this EV stuff is getting exciting.

    My current ‘big bike’ is a K6 GSX-R1000. I am starting to get to the stage where I’m imagining the very real prospect of never buying a new IC motorcycle… my K6 is a keeper, but after gives up the ghost I’m sure EV sportbikes will be a reality. I’m particularly looking forward to the much lower maintenance cost. Bring it on!!