Motorcycles are considered a convenient mode of transportation, especially for urban areas, due to their ability to slip through heavy traffic. They are also accessible, convenient, inexpensive, and have low maintenance costs. However, to make consumer shift from the conventional motorcycle to electric motorcycle, there are challenges in increasing the adoption rate. For instance, in Thailand, only 0.0005% of motorcycles in Thailand are battery electric vehicles (BEV). What can be done to improve this?
CHALLENGES IN ADOPTING E-MOTORCYCLE
There are obstacles for e-motorcycle to be widely adopted. The price of an e-motor motorcycle, which is also about twice the price of a conventional bike of the same size, the limitation on running distance per charge, and the high battery cost are the main challenges. As a result, many countries still need help to scale the e-motorcycle. However, there is a company that succeeds in accelerating the shift to sustainable urban mobility.
THEIR KEY SUCCESS FACTORS
Enter Gogoro, a Taiwanese company that develops a battery-swapping refueling platform for urban electric two-wheel scooters, mopeds, and motorcycles. In Taipei, 97% of e-motorcycle sold in 2021 were either Gogoro scooters or powered by Gogoro’s batteries and charging infrastructure, according to data shared by Taiwan’s government. Gogoro has four critical success factors which mobility companies worldwide can apply.
Complete Ecosystem: Gogoro produces e-motorcycle, installs swapping stations, and provides AI-based applications that facilitate the use of their platform.
Network: Gogoro eliminates “range anxiety” by tracking recharging issues and providing strong network dots (every 500 meters in urban areas and every 2-5 kilometers in Taiwan).
Government Support: Taiwanese government supports the use of electric vehicles, making the price more accessible for customers and support by giving subsidies to Gogoro’s projects.
Shared Platform: Gogoro collaborates with ten different vehicle makers, allowing companies like Yamaha to leapfrog their electric-scooter development process by relying on Gogoro’s battery technology and platform.
These four factors help overcome the challenges like the uncompleted ecosystem, the unaffordable price, and the lack of charging infrastructure. As a result, e-motorcycle became accessible and widely adopted in Taiwan.
Overall, the first step in encouraging consumers to change their behavior and adopt more sustainable vehicles is to raise their awareness and give affirmation that switching to EVs is worth it. To overcome adoption barriers, the cooperation of many parties to create the ecosystem, making it easy for riders to use, and making a shift to e-motorcycle accessible for everyone is essential to increase uptake.
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