Brammo: Hello Scuderia . . . Officially, this time

We reported on the partnership between Brammo and Scuderia West in February, but apparently the official announcement did not happen until today.  Scuderia (official) joins Hollywood Electrics (unofficial) as Brammo dealers for San Francisco and Los Angeles, respectively.

I’m an ‘elephant in the room’ kind of guy, so I’ll say it here: The absence of any mention of Best Buy in the press release is noteworthy. Just my humble opinion, but it seems like it is time for the two organizations to go their separate ways.  The idea of selling Brammo electric motorcycles in Best Buy represented a really gutsy move for both, and it certainly caused a lot of hoopla and attention when it happened back in 2009.  Brammo has always focused on the “Enertia is consumer electronics on wheels” angle, and it made sense to sell something so unique at an electronics behemoth like Best Buy.  The struggle Best Buy faced with getting its stores through the maze of red tape required when it tried to add “motorcycle dealer” to its repertoire may have seemed like a bump in the road at the time, but it apparently was the beginning of a rift between the two organizations.

Best Buy may not have predicted the cost and time involved with getting its stores approved by state and local licensing and zoning authorities prior to committing to sell Brammos alongside its offerings of electric bicycles.  What once had been announced as a nationwide rollout of Brammos, soon turned into “just a few markets” and then, just the existing stores – three in California and one in Oregon.

Did the initial stumble with the zoning and licensing boards cause Best Buy to pull back and not fully commit to Brammo, or were there other reasons involved?  We may never know the answer to that question, but the writing is on the wall as Brammo publicly announces the “change in distribution” and “Brammo motorcycles previously sold through stores” in the press release.  Brammo’s shift to a new dealership model with shops that will bring years of experience with motorcycles to the table, is, I think, a change for the better for Brammo.  No more “Geek Squad” baggage to deal with is a good thing.

Press Release:

Brammo Launches Its New Dealer Program with the Appointment of Scuderia West as Their Main Dealer for the San Francisco Bay Area

The appointment of Scuderia West as a new Brammo dealer in San Francisco will ensure that Bay Area customers now have easy access to the Brammo range of electric motorcycles.

The American manufacturer Brammo has partnered with this well-established motorcycle dealer on Duboce Avenue, San Francisco. Scuderia West has built up an enviable reputation over 20 years for its high levels of servicing, repairs and parts sourcing for both new and used motorcycles.

Established in 1991, Scuderia’s current facilities include a comprehensive showroom, sales and aftersales department, and full servicing facilities with workshops featuring the latest electronic diagnostic equipment.

“We are delighted to be the first motorcycle dealership to sign up with Brammo,” said Scuderia’s founder and owner, Don Lemelin. “Typically, our customers appreciate a motorcycle that is both well designed and performs flawlessly. Thanks to Brammo’s superior engineering and quality we know we can stake our reputation on these motorcycles.”

Brammo prices start at $7,995 less federal and state incentives for the entry-level Enertia, and rise to $13,995 for the top-of-the-line Empulse 10.0.

Commenting on this latest appointment, CEO of Brammo Inc., Craig Bramscher, added: “Brammo’s share of the US market is soaring and we have no doubt that the Bay Area appreciates the benefits of Brammo electric motorcycles. Scuderia West is becoming a Brammo Dealer at a very exciting time and we both look forward to providing Bay Area riders with world-class products and service. Brammo’s soon to be announced expanded product line is a great fit with the traditional high end motorcycle dealer and with Scuderia, we are off to a great start.”

Located at 69 Duboce Avenue, San Francisco, Scuderia West is open Tuesday through Saturday, 9am until 6pm.

Brammo’s change in distribution will also benefit existing customers as all servicing and warranty of Brammo motorcycles previously sold through stores will be honored by Brammo’s new dealership network.

“We are always interested to talk with dealers about our exciting motorcycles and explore the opportunity of becoming a Brammo dealer,” said Craig Bramscher.

About Brammo

Brammo Inc. is a leading electric vehicle technology company headquartered in North America. Brammo designs and develops electric vehicles including the award winning Brammo Enertia motorcycle. Brammo is an OEM supplier of its innovative Brammo Digital Drivetrain™ systems including the Brammo Power™ battery pack and Brammo Power™ vehicle management system. Brammo has vehicle distribution and marketing operations in North America, Europe and Asia

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  1. #1 by EmpulseBuyer on April 19, 2011 - 10:23 am

    A little disappointed that there is still not a hint of Brammo’s presence here in Colorado where we have some of the best tax incentives for EVs. I wonder if the dealerships i suggested to Brammo are considering the opportunity to be the first here in the mid-west. Hell, if I had the resources, I would open up a Denver Electrics! The market is (STILL) wide open…

  2. #2 by Jason on April 23, 2011 - 9:14 pm

    I think it’s a shame. Committed motorcyclists will seek out the dealer even if it’s in an electronics shop, while the unusual outlet exposes a whole different class of people to the concept. There really is more in common with other appliances. It’s a transport appliance.

    I don’t think the motorcycle shop that sold me my Zero added any value to the experience at all. (apart from after dinner stories of the “you won’t believe the bad things that happened to me” sort)

    =:)

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