Navigant Research Predicts Buzzing E-motorcycles and E-scooters Market Worldwide from 2014 to 2023

Driven by rising gasoline prices and increasingly congested city streets, more consumers are turning to two-wheeled vehicles as electric motorcycles (e-motorcycles) and electric scooters (e-scooters). Although this market remains heavily concentrated in China, which accounts for 98% of worldwide sales, growth is expected to occur across many regions, particularly after 2015.

According to a recent report from Navigant Research, cumulative worldwide sales of e-motorcycles and e-scooters will total 55 million from 2014 to 2023.

H-D's E-models to Spur Growth

“Although high component costs and sluggish demand currently hamper the sales of electric two-wheelers today, this market is poised for growth as consumer markets continue to expand and new high-profile competitors such as Harley Davidson enter the market,” says John Gartner, research director with Navigant Research. “In many areas, the use of e-motorcycles and e-scooters is permitted on roads and on paths designated for bicycles and scooters, broadening their appeal for younger motorists.”

Prices for electric two-wheeled vehicles remain higher than for their internal combustion engine counterparts, which has limited their appeal. Despite these challenges, manufacturers of these vehicles are finding strategies for success, according to the report – including targeting fleet market, which has proven to be a successful niche for e-motorcycles and e-scooters in both law enforcement and small cargo delivery. Shifting nature of personal mobility is also expected to contribute to the increased interest in utilizing scooters and motorcycles for transportation.

With players eyeing various electric two-wheeler segments and market positioning, Harley-Davidson, the iconic American maker of big-displacement motorbikes, revealed the Project LiveWire – the first Harley-Davidson e-motorcycle, in July 2014.

In keeping with the company's customer-led product development approach, Harley-Davison is inviting consumers across the country to ride and provide feedback on the bike, helping to shape the future of Harley-Davidson's first-ever electric motorcycle. While not for sale, H-D's Project LiveWire is specifically designed to gain insight into rider expectations of an electric Harley-Davidson motorcycle.

A 2014 U.S. tour – kicking off with a journey – will visit more than 30 Harley-Davidson dealerships through the end of the year. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe.

This exciting new ride blends the company's styling heritage with the latest technology to newly express the signature Harley-Davidson look, sound and feel, the company says. “Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson. “It's an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”

The bike offers a visceral riding experience with tire-shredding acceleration and an unmistakable new sound.

As riding in the great outdoors is one of the best elements of motorcycling, sustainability remains a core strategic focus at Harley-Davidson, the company said. “Preserving the riding environment is important to all of us,” said a senior executive of the motorcycle company. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come. As a company that has seen success for 111 years, we think in generational terms about our great riding environments for the next 111 years.”