Recent research studies regarding the adoption of Electric Motorcycles (EM’s) concern themselves less about engines and horsepower and more about technology, affordability, and social influence[1]. With the global electric and Scotter Market estimated CAGR of 17.22% and increasing value of US$ 21.2 BN to US$103.45 BN from 2021- 2031[2], the question arises: Are the legendary British motorcycle manufacturers such as Norton, Triumph, and Royal Enfield developing electric motorcycles without the marketing and branding due diligence that perhaps is deserved.
1. Trust and Branding:
Established brands like Norton, Triumph, and Royal Enfield have a rich history and a strong brand identity built around traditional motorcycle offerings. These brands must leverage their historical reputation for quality, craftsmanship, and reliability while adapting to the new technology. The successful transition will require a blend of heritage and innovation that assures consumers of the brand’s commitment to quality. However, this shift towards EM adoption isn’t solely about engineering but establishing trust. Trust, while not exclusive to any brand or product, is pivotal in this new landscape. I think the significance of this conclusion should be considered and requires serious evaluation. How can Norton or Royal Enfield, renowned for its status as the fourth strongest global automobile brands [3], cultivate trust among new customers as they transition from traditional 2 and 4-stroke engines into the domain of EMs and zero emissions? Moreover, what strategies should they adopt as they move toward the foreseeable future of autonomous motorcycles [4]?
2. Consumer Perception:
The perception of electric motorcycles as “safer and smarter” is a significant aspect of their adoption. Royal Enfield’s tagline “Made Like A Gun” might need to evolve to reflect electric vehicles’ modern and eco-conscious attributes. Brands must communicate that their commitment to quality and performance extends to the electric models, ensuring consumers associate the brand with reliability in the electric era.
Royal Enfield, the world’s oldest continuously operating motorcycle brand, carries a legacy of over a century. Its Bullet model holds the record for the longest-running motorcycle production in history. While these historical achievements are remarkable, are they enough to sway the next generation of motorbike enthusiasts to choose Royal Enfield over their competitors? In an era dominated by kilowatt-hours (kWh) and the emphasis on “safer and smarter” vehicles, does the brand’s slogan “Made Like A Gun” resonate effectively?
3. Marketing and Awareness:
Drawing from my experience as a Brand Manager for a luxury bike distributor over the past decade, I’ve witnessed the transformation from pedal power to battery assistance. I’ve overseen a 6% CAGR in Electric bike sales in the North American market, observing firsthand how people’s attitudes towards electric power have evolved as their commuting and leisure preferences change accordingly.
The success of new and maybe unheard-of EV manufacturers such as Stealth Motorcycles, Verge, Damon, Zero, Arc and more obvious Harley-Davidson LiveWire highlights the potential for new entrants in the electric motorcycle market. For established brands like Norton and Royal Enfield, effective marketing emphasising the brand’s history, values, and successful adaptation to the EV market is crucial.
4. Innovation and Differentiation:
Besides trust, innovation is critical. Brands need to demonstrate their ability to innovate and offer unique features in their electric models. Whether it’s extended range, innovative charging solutions, connectivity features, or cutting-edge design, these factors can help brands differentiate themselves and attract the next generation of riders. Research[1] underscores the critical role of consumer trust in Royal Enfield’s foray into the electric vehicle market, just as it has been for over 120 years. However, this trust must extend beyond celebrity endorsements like Jay Leno and Dave Chappelle [5] merely adding electric motorcycles to their collections. The journey to trust encompasses a strategic blend of brand heritage, innovation, and a commitment to quality. For Norton, Triumph, and Royal Enfield, the challenge lies in preserving their brand essence while navigating the new and exciting terrain of electric motorcycles, zero emissions, and the imminent era of autonomous riding.
5. Environmental Commitment:
Given the environmental benefits of electric motorcycles, brands can emphasise their commitment to sustainability and zero emissions. This aligns with the values of socially conscious consumers and can contribute to building trust in the brand’s responsible practices.
6. Rider Experience:
The rider experience will play a significant role. Performance, range, charging infrastructure, and after-sales support will impact how riders perceive electric motorcycles. Brands prioritising these aspects and providing an excellent overall ownership experience will likely win the consumers’ trust battle.
In conclusion, transitioning to electric motorcycles for established brands is multifaceted. Upholding trust, aligning with evolving consumer perceptions, effective marketing, innovation, environmental responsibility, and optimising the rider experience all play pivotal roles in securing the loyalty of the next generation of motorbike riders. Brands like Norton, Triumph, and Royal Enfield can only skillfully address these facets to ensure their legacy endures in the rapidly changing landscape of two-wheeled mobility.
[1] Murtiningrum, A. D., Darmawan, A., & Wong, H. (2022). The adoption of electric motorcycles: A survey of public perception in Indonesia. Journal of Cleaner Production, 379, 134737. https://doi.org/10.1016/j.jclepro.2022.134737
[2] https://www.transparencymarketresearch.com/electric-motorcycle-scooter-market.html
[3] https://static.brandirectory.com/reports/brand-finance-automotive-industry-2023-preview.pdf
[4] https://blogs.coventry.ac.uk/business/2017/02/17/technology-and-legislation-are-changing-our-relationship-with-the-car
[5] https://theprint.in/opinion/dashboard/royal-enfield-renaissance-is-an-old-story-here-is-whats-driving-the-brands-future/1521565