The original 12K pricetag affixed to the Brammo Enertia was one major roadblock to potential sales. Will an $8K MSRP and financing through Best Buy retail stores spur a boom?
The bold pricing strategy coincides with an announcement that the Enertia can be not only purchased through the electronics retailer Best Buy, but financed as well. With a $2000 down payment, buyers can ride out of select Best Buys with a 24-month zero interest plan of $249 payments. The Enertia can also be purchased directly from Brammo at www.BRAMMO.com.
Brammo’s use of Best Buy and this unexpected drop in MSRP are an interesting solution to two of the greatest problems for a workable electric motorcycle startup – price and dealer network.
The move also comes on the heels of the firm’s Shocking Barack Tour, where two Brammo employees retraced the Detroit to DC route of auto execs looking for bailout money. While the tour didn’t follow through on its original plan, to directly deliver an Enertia to the President, it did generate some buzz. And the company’s founder, Crag Bramscher, was invited to attend the Clean Energy Economy Forum, a meeting hosted by Energy Secretary Steven Chu. See more of what happened at www.shockingbarack.com. In one of the video posts on the site, Bramscher outlines his ambitious plans for the Enertia.
“Obama asked for a million [electric] vehicles by 2015 and we’re kind of signing up for 150,000 of those, so here’s the tiny company in Oregon that says we’ll take on 15% of the national agenda ourselves.”
Read the press release below for more information on the Enertia price reduction. And stay tuned for further Enertia news, including a promised first ride aboard the production Enertia, which we are told exhibits improved performance over the prototype we tested last year. (2008 Brammo Enertia Prototype First Ride )
Press Release Courtesy of Brammo
Electric transportation. The current administration wants a million EVs on the road by 2015. Brammo wants 15% of them to be Enertias.
Brammo Introduces New Price For The Enertia Plug-In Electric Motorcycle, Now $7,995
The 33% savings is a direct result of engineering advances
BRAMMO, maker of plug-in electric motorcycles, announced today it is dropping the price of the all-electric BRAMMO Enertia powercycle, to $7,995. Customers are also eligible for a 10% federal income tax credit, further reducing the price to $7,195.
“While this pricing breakthrough is innovative in transportation, it 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,” stated Craig Bramscher, founder and CEO of Brammo. “The Enertia is consumer electronics that you can ride and BRAMMO’s engineers are able to deliver a better value proposition to customers sooner than a traditional transportation company.”
Today, qualified customers can walk into select Best Buy stores and with a $2,000 down payment, ride out on an Enertia for $249 a month with 24-month no interest with payments financing offered through Best Buy. The Enertia can also be purchased direct from www.BRAMMO.com in select states where the product is not yet available at a Best Buy.
The BRAMMO Enertia powercycle is the ideal commuter vehicle as it blends an exhilarating ride experience with environmental consciousness and low operating costs. The Enertia has a top speed of over 60 mph, has a range of 42 miles and charges in about four hours by plugging into a standard wall outlet—all while using less than a dollar in electricity per 100 miles ridden.
“With this price reduction Brammo has positioned electric vehicles for the mass market and consumers can now be part of a solution to the transportation crises that America is facing,” said Bramscher. “The wait is over, consumers can now buy an EV that is price competitive with a gas burning alternative and enjoy reduced maintenance and substantially lower ownership costs.”
Fans and media can follow Brammo on Twitter @BrammoSays and on its Facebook fan page, Brammo Powercycles
Brammo (www.brammo.com) is a premier specialty vehicle manufacturer developing sustainable performance products for the next generation of transportation. Through integration of digital engineering and high impact design, Brammo transforms ideas into compelling products. Located in Ashland, Oregon the company was founded in 2002 and is privately held.