mb’s smart ev scooter is set to sell
I take last week’s news of Daimler’s entry into the green scooter market come 2014 as more of a solidification of their alt transport low-zero emissions SMART brand than any sudden two-wheeled epiphany. Miniscule financial risk, max pr value, and a lot of genuine utilitarian functionality backed by diamond plated quality control, first class marketing, global distribution, and built-in market affinity even though Smart car sales haven’t exactly soared as first envisioned.
The news accompanied the announcement by Reuters of this summer’s Smart ForTwo four-wheeled ev launch.
How tough will it be to convince yacht sailing, pied-á-terre dwelling, polo pony riding ‘Benz owners to swipe their debit card and pick one up – I see a discreet POS gift card offering by the cashier’s window – on the way out of the dealership? Answer: not too. You’ll look in vain, by the bye, for these same folks at a local indie scooter store.
Not everyone’s convinced. This Automotive News critique after the initial 2010 announcement pans not just M-B, but the entire scooter riding universe. Oh well. For Daimler it’s almost all about reputation: expecting however many scooter sales to add significantly to the bottom line is hallucinatory. Much easier to boost profits selling Dyson cordless vacs as P&A. A rolling ev test bed, on the other hand, is not, and that’s scaleable.
For in-depth analysis of M-B’s 2-wheeled move, Martin Racing Performance’s blog goes on at length and in great detail on Daimler’s decision, with insider perspective on what it means for the nascent EV scooter/mc channel overall.
Magic 8 Ball: if this does work out, might the technology be licensed to existing badges? One might well imagine.
