BestBuy has begun stocking a range of eco-friendly vehicles including an electric motorbike. But the promotion may be as much about attracting curious shoppers as being a serious selling strategy.
The firm has been selling electric vehicles in 21 stores since May. Today it’s giving that scheme a boost by hosting the launch of the Enertia, an “electric urban commuter bike.” While normally you’d expect a motorcycle to launch at a dealership, Best Buy itself has invested $10 million in the firm which makes the bike.
The bike offers a top speed of 55 miles per hour, with a 45 mile range and a three-hour charge time. Clearly nobody’s going to be hitting Sturgis in bike week with the Enertia, but it’s being marketed as a credible option for urban transport.
The hold-up is that it costs $12,000 which, while arguably a reasonable price for a vehicle, is not exactly in the budget of most Best Buy browsers. Douglas McIntyre of 247wallst.com speculates Best Buy is stocking the bikes mainly to get customers to take a look inside stores, a strategy that may be more effective than simply advertising slashed prices.
Brammo, the firm behind the Enertia, insists Best Buy is a suitable outlet for electronic vehicles. It notes Enertia has a built-in web server which could be used for features such as an on-board camera for travel journals and labels the products as “a lot closer to consumer electronics than to transportation.”
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