Zero, Brammo and the Electric Motorcycle Industry
(10 pages of text)
Electric motorcycles’ features of zero emissions, light weight, high efficiency, low energy costs, and almost no pollution contribute to the increasing popularity of and substantial growth potential for the worldwide electric motorcycle industry. However, Zero was facing competition from Brammo, which, though positioning its products differently from Zero, adopted a similar international growth strategy. How could the chief executive officer of Zero position its products so that Zero would be able to offer a unique value proposition and establish clear dominance in the electric motorcycle industry?
This case can be taught in both undergraduate- and graduate-level entrepreneurship and strategy courses. There are three teaching objectives:
- The case encourages students to think about the important role played by product positioning in entrepreneurs’ decisions, such as the distribution channel decision.
- Students will learn how to grow a high-tech entrepreneurial firm.
- The case will familiarize students with the electric motorcycle industry, which is a type of clean technology industry, and the business model that could succeed in it.
United States, Small, 2010
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