When Brammo CEO Craig Bramscher decided that his Enertia electric motorcycle was like “consumer electronics on wheels,” his crazy idea of selling them through Best Buy got a lot of flack. Time has shown that, not only was his idea not crazy, it was the start of a trend.
The trend was covered by the Gerson Lehrman Group in a recent article that extends Bramscher’s philosophy to at least one logical conclusion: The Tesla.
It is well documented that companies like Best Buy have entered into the small electric transportation market with companies like Segway, Brammo, Currie and others in the relentless pursuit (sorry Lexus) of becoming a leader in “Green”.
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The OEM business has caught up in this area and repurposing the space for services and products on a new, exciting and profitable category could be the answer to capture more ROI.
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First, these Silicon Valley-esque companies like Brammo and Segway certainly see CE retailers as a more traffic (target) rich channel to pedal their goods than the traditional recreational or automobile industries. If it proves out that there is a “there” there in the small EV space, then the non Big 3 auto makers like a Tesla could see it too.
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Lastly, the convergence of technology, personalization and service/sales support is already unlocking new revenue streams in the consumer’s home (and garage) with the advance of home automation and control. Why wouldn’t it be feasible to assume what is inside the consumer’s garage is the next great frontier?
While this may be too “Buck Rogers” for some, it could be the future of the EV industry as we know it.
If you’re interested in the EV industry, the article is a “must read.”