Expert agrees: Best Buy and Brammo are just the beginning

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 latest shipment of Enertias, headed to Best Buy

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.

“Could We Buy a $50,000 Electric Car Where We Buy our TV?”

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.”


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  1. #1 by Brett on February 5, 2010 - 12:35 pm

    I recently purchased a scooter from Best Buy. My biggest complaint … terrible customer service.

    The salesman was far more interested in the legs of the young hotties running around the store.

    The technician in the garage doing repairs on the test bikes was surly and rude.

    I can’t imagine seeing any decent luxury EVs ever being sold from a cattle-service store like Best Buy.

    I’d rather build my own, thank you very much.

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