We Brammo Fans love Best Buy for providing some of the money and the means for making the Brammo Enertia a reality. In September 2008, Best Buy Capital was one of three investors who provided $10 million to get production moving, and about a year later, the Enertia debuted on the sales floor at two Portland, Oregon Best Buy stores. A few months after that, it began selling at four of the big box retailers’ stores in California.
But, aside from some press releases, the electric motorcycle had been strangely absent from Best Buy’s print advertising and — even stranger — from its website. So, when we saw this advertisement, showcasing the Enertia, we finally thought that Best Buy had stopped treating Brammo as its red-headed stepchild:
Isn’t it beautiful? If you look at the message to the right of the Enertia’s front tire, it says, “For more information on where to test these new rides, go to BestBuy.com/electricvehicles. Go ahead… click the link… I’ll wait.
Are you on that page? Find any link to “electric motorcycles”? No? Well, surely it must be there… maybe try the “electric bikes” or “scooters” just to make sure. Any sign of the Brammo Enertia? No?
Surely, it must be an oversight. Let’s be tenacious and use the helpful search bar at the top of BestBuy.com. Try “Brammo” or “Enertia” or “motorcycle.” Aside from some CDs that apparently have songs with those or similar words, there is no evidence that BestBuy.com has anything to do with Brammo. It has not gone unnoticed:
Apparently, the marketing geniuses of Best Buy think they’re doing their job by driving traffic to a website that contains no mention of the product that is pictured. That’s not advertising… that’s bait and switch. They might want to take a look at California’s Business and Professional Code, Section 17500.
Aside from the fact that the advertisement is misleading, the whole history of Best Buy’s treatment of Brammo as a product that doesn’t deserve promotion, calls the company’s professed commitment to “green transportation” into question.
Come on, Best Buy! At the VERY least, recognize the Brammo Enertia in your search results and your electric vehicles page and give it the same kind of attention you give the $200 e-Zip.