Lightweight, full-sized, electric off-roaders have finally become a serious commercial proposition, confirms Jamie Masterman, CEO of Urban Moto Distribution.
“Our sales of lightweight, electric two-wheelers have increased from 300 per year to 3000. There were products we handled five years ago which failed miserably because they were just too early, and the dealer network wasn’t ready. But we stuck with some of the products, and that proved to be the right move as things began to pick up about two years ago. What we’re seeing now are new adopters coming into the marketplace, people who had nothing to do with two-wheelers but were interested in transport and brought some new marketing into play – they sell electric bikes like Apple sells iPhones.
“We’ve also got high-end e-bike stores as well as traditional ATV dealers, plus motocross and enduro dealers. But what we’re finding now is that the product has become mature enough to become more mainstream. We’ve found that people will only pay so much for a lightweight bike, but if it’s got the off-road capability of a Honda CRF250 and will do 50mph, they can justify spending more money.”
Also, as Masterman points out, customers aren’t spending on servicing and maintenance; they are, however, prepared to shell out on tuning parts like controllers, bigger batteries and motors, swingarms, wheels, brakes, and just about anything you can think of. One Urban Moto customer bought two £4k bikes and spent double that on parts for each bike. Tuning and upgrades are now a significant part of the business, with a turnover last year of £1.3m.
In terms of usage and places to ride, apparently, farmers around the country are finding that creating indoor and outdoor tracks is more lucrative than livestock in some cases, and it is much easier to get planning permission for electric bikes because of the lack of noise issues. The popularity of these play areas is attracting a new type of customer onto two wheels, as are the new types of bigger, faster e-bikes. Other indoor venues already exist, including Wheeldon in Devon, Sheffield SX, EMC Cleethorpes, Melbury Off-Road and in Gloucester.
Activities for 2023
Two models getting a big push for this year are the Talaria Sting MX and the RFN Rally Pro. Both brands have a road-legal model as well as a track option. The Rally Pro comes as standard with a 74V battery, 12.5kW peak power, and weighs in at 73kg. The Sting MX is a little softer, putting out 6kW from its 60V battery.
Urban Moto Distribution provides a complete dealer support package. As mentioned, a full range of accessories and race parts are available for the brands it distributes. Last year more than 100 tune-up kits were sold for Sur-Ron and Talaria at between £3k and £4k a time. Urban Moto is now supplying bikes to experience centres around the country, such as Volt MX. Also a dealer roadshow is due to start in April and these open events will support dealers by getting more end-users to ride and test the brands. Urban Moto will be signposting these events via social media and advertising.
The UK’s Plug in Motorcycle Grant (PIMG) now offers a rebate of up to £500 on L3-rated products, which includes the 2023 Talaria Sting. This will significantly assist the sales of Talaria products if promoted correctly and Urban Moto will be running a competition with the London Evening Standard to raise awareness.
As distributors for KO race controllers, motors and gearbox, further promotion for this year will include running a two-man race team. The team will be competing at numerous race events including indoor and outdoor motocross, flat track and beach racing where the Talaria Sting MX and RFN Apollo Rally Pro will be featured.
Masterman says there are still open areas around the country, mainly in London and the South East. Dealers are expected to be able to conform to conventional trading requirements including premises, finance and insurance. Urban Moto expects all dealers to attend a technical training course to ensure that end users get the best level of service post purchase. For 2023 there will be a new range of B2B stock financing support for the dealer network.
Urban Moto Distribution
01522 589461; [email protected]
www.urbanmoto.co.uk