Sunday, April 21, 2024


Gearing up for further UK sales growth in 2021, despite Brexit and the Covid-19 pandemic, Californian electric motorcycle brand Zero has established a stand-alone British presence.

Previously, Zero had enjoyed the benefits of the EU’s single market, fulfilling motorcycle orders, spare parts and service functions overnight from its European HQ in the Netherlands. But, post-Brexit, the company has been obliged to set up additional UK facilities, to ensure as seamless an operation as possible and minimise disruption for UK dealers and their customers.

A warehousing operation, based close to Leeds, is already in place. It has an initial three months’ worth of stock, to ensure customer orders can to be fulfilled. This will be backed by a UK national sales office, to support the dealer network and liaise with European operations.
“It goes without saying that 2020 was challenging for the whole motorcycle industry,” says Zero UK and Ireland country manager Dale Robinson. “But it is a great credit to our dealer network and the strength of our product that we were able to record our best-ever sales in the UK. 

“We now go into 2021 with the dual challenges of Brexit and Covid to tackle. But I am confident that we can continue to grow, as our dealer network expands and an increasing number of British riders turn to electric.
“The investment Zero has made into UK operations is a marker as to just how important our market is. And it will allow us to offer our customers and dealers some certainty in the coming months. The aim is to hold a minimum stock level in the UK to ensure continuity of supply.”

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