Brammo electric motorcycles coming to Best Buy

Best Buy may not be a store most people associate with motorcycles. It certainly isn't the place most riders would think of when it’s time to pick up a new bike and hit the highway. But the electronics retailer is exactly where you can expect to find electric motorcycles soon.

At first blush, the people behind motorcycle maker Brammo could be dismissed as nutso for even thinking of hooking up with a big-box store as the primary outlet for their electric cycles. Keep in mind, the Brammo guys are people who know motorcycles, ride motorcycles, and know other people who do. And the Brammo Enertia is a real motorcycle, a full-size bike capable of highway speeds.

But the folks at Best Buy bought into the idea too, so much so that they are an investor. And as odd as it might seem at first to find a $12,000 electric motorcycle tucked in amongst the flat-screen TVs and laptop computers, the relationship does make a certain amount of sense.

As Brammo CEO Craig Bramscher explained at a recent New York City media event, the idea of working with an electronics store came out of what he calls an epiphany that occurred during development, when a group of people involved were standing around looking at a disassembled Enertia. The assorted parts, they reasoned, had every bit as much to do with electronics as they did mechanics. Indeed, the Enertia has few moving parts and lots things like batteries, capacitors, controllers, and gizmos. Bramscher even describes the power cord as looking like the ones powering Hewlett-Packard computers in offices across America. Brakes and tires are about all there is to maintain, as long as the motor and batteries hold out. And if they don't, bring on Best Buy’s Geek Squad.

Company officials point out that many Best Buy stores still have two- bay garages from the days when the company did a brisk business installing aftermarket audio systems. Since that business has all but dried up, that space is available.

Charged to be wild
While our test ride was limited to a quick trip around the block on the streets of Manhattan, we came away favorably impressed. Acceleration is quick and smooth, and disc brakes are powerful and easy to modulate. The 285-pound Enertia feels and looks solidly put together, and it is light and agile, absorbing New York’s famous potholes well. Brammo says performance and handling is comparable to a small, 250cc motorcycle. And it’s easy to ride, with no shifting. You just twist the throttle and go.

Lithium-ion batteries are said to be good for 1,000 charges, and the Brammo has a range of 45 miles or so - enough to satisfy the needs of most commuters. And it can be recharged to 80 percent capacity in four hours using a standard 110-volt outlet.

Aside from the slow charging, it all sounds good, but the business model still seems like a risky one. The little or no maintenance factor will likely appeal to some buyers, and brisk motorcycle performance will make it a go for others. New riders, particularly those in urban areas, may find the Brammo particularly alluring.

But the price may be more than most bargain-hunting electronics buyers or even green-thinking commuters are looking for. And first-time riders who would most benefit from the Entertia’s easy operation might find a regular scooter to be a more-affordable way to try life on two wheels. (See our motorcycle and scooter buying advice and ratings.)

Brammos are set to start hitting Best Buy stores in early July, with a nationwide rollout beginning on the west coast. The Geek Squad has already been dispatched to company headquarters in Oregon for the necessary training to service the bikes.

—Jim Travers

Comments

[Cale]

For recreational riders (which make up the vast majority of existing riders), anything that looks that fun but dies after 45 miles (requiring a 4 hour "gas" stop) will be a tough sell.

On the other hand, commuters in urban environments are going to need a lot of convincing to ride a motorcycle in traffic (THE MOST DANGEROUS MOTORCYCLING ENVIRONMENT ON EARTH!). Add a $12k price tag and a limited warranty on batteries, and you've got another tough sell.

Just my $.02.

[RickRussellTX]

That's kind of ridiculous when you consider that a 250cc motorcycle or scooter costs less than $5000, gets 60mpg and will run 150-200 miles on a tank.

With a battery life of 1000 charges and a price of $12K, you're depreciating $12 just to run the machine 40 miles. That's ridiculous. And the electricity comes with a cost too!

RR

[Chris]

If I was rich this would be kind of cool. But, I'm not rich, so there really is no reason (that makes any sense) for me buying this toy.

[Pat]

Good luck, can't they make a China piece of crap for less than 12,000. Come back to reality, with no jobs around you is going to buy it. Its a joke.

[Bill]

Right now the economics just don't work out but if the batteries come down in price - and they have to if any EV is to make sense - then this looks like a very useful vehicle.

I have a '86 Kawasaki Concours that will go 300+ miles at 75mph on 6 gallons. (It'll go twice that fast but I'm way too chicken.) However, it's a 700 pound bike and I'd rather not ride it 5 miles for lunch. An electric bike looks great for those short trips.

[JC]

"And the Brammo Enertia is a real motorcycle, a full-size bike capable of highway speeds."

I would definitely not consider 50mph "highway speeds". That (along with the obvious price issue) is a huge sticking point for anyone not living and working in (and not leaving) downtown Manhattan.

"Brammo says performance and handling is comparable to a small, 250cc motorcycle."

It can't be compared to a 250cc gas motorcycle unless it can reach at least 70mph (c.f. Honda Rebel, Suzuki GZ250, Yamaha Virago 250, Kawasaki Ninja 250).

Although these are minor typos, they may cause people to misconstrue that a practical electric motorcycle has finally arrived. That won't happen until a large manufacturer bites the bullet and takes an initial loss to put out something with creative gearing to reach 80mph for under $8k. It worked for the Honda Insight (well, it would have if Honda didn't get impatient and pull it!) and Toyota Prius. It will have to work for the first electric car, and for the first electric bike.

[Jon Gruett]

I am a motorcycle rider from back in the 70s as a kid when I rode Yamaha Enduros with trials universal tires. Recently, I had the opportunity to ride one of the Enertia bikes at their facility about a year ago and found it to be a kick! It was VERY responsive, fun to ride and very comfortable. The instrumentation was very contemporary. Coming from the experience of riding one my opinin is that "I would buy one" in a heartbeat! What a blast and no engine noise, just the wind....

[MD]

What about a service department, is Best Buy going to get a tire machine and train the geek squad how to change tires and work on these things. And if it is street legal then someone has to license it for you and I'm sure its the same everywhere but my local motorcycle dealer does all of that for me and here in California it's not easy working with DMV. So if Best Buy is going to service them and license them, then go ahead and sell them but if there not then stay out of the motorcycle business.

[Earl]

haha it's a non-start it will only go about 15 miles at 50mph while being honked at by everyone to get out of the way on the highway...

[Kinter]

Electric motorcycles are popular here. My mom bought one a few months ago. It's easy to drive and very safety. It will be more popular later.

[ClaireEvolution]

It shines a little differently when you look at the Enertia in it's natural light. Best Buy is the perfect setting due to the amount of foot traffic, and electronic reputation. In addition, Geek Squad is being intensely trained to work on all aspects of the powercycle and will be utilizing the existing garages Best Buy once had for sound system installment. It's max 50 mph speed, 45 minute charge, light weight and easy to handle model make it ideal for the daily commute. Brammo is hoping to make this the iPhone you ride, with a customizable dashboard and personal features the opportunities are endless- like all electronics. Yes the price is high- but so was the first iPod. The price will naturally come down with time. The best part about the Enteria is it has a surprising amount or torque- the thing that is required in all entertaining forms of transportation.

[nick]

well I understand that they DO go 70MPH and you can get almost 50 miles out of a charge and 1000 charges out of a set of batteries. Now they will last a lot longer I am sure since they are Lithium ion. They will just not go 50 miles after 1000 charges, maybe 30 or so after 1000 charges. But if it costs 12K you take 50 miles X 1000 charges give you 50,000 miles out of a set of batteries before they don't hold a charge that good anymore. so 50K miles divided by $12k is $4.17 to go 50 miles (one charge). not including the electricity, but it is proubally about .12 cents or so. if you get 25MPG in your car, and gas is $2.50 it would cost $5.00 to go the same 50 miles. Cost less to run than you average car, but maybe not a ninja. That is basically matinence free though! no oil change, anti-freeze. Just brakes and tires. you have an electric motor and chain being the only moving parts. My Ninja 250 gets 50 miles per gallon, so my motorcycle cost $2.50 (1 gallon) to go the same 50 miles. Also the price tag being $3500 NEW and them being very dependable, they run forever if you change the oil. the ninja weighs in at 304 lbs, just 19 lbs more than the electric. And my ninja HAS held 2 people, at least 350 lbs, pretty easily and comfortabilly. Can you fit two on the bike, or will it even hold the weight? I Love the electric idea, but on a Bike, I want people to hear me because loud pipes save lives! I also understand that with a few mods you can get up to 75MPG on the 250 ninja. The bike don't look to bad but the price is way to high to replace my ninja. If they had a Great warrenty with a no maintenance policy for at least the 50k miles, and cut the price in half, then it would be more economical to go for the green. at $6000 it would then cost $2.08 for the 50 miles. which is comparitable to the ninja. But the real saver is the earth by the polution, and that should be worth it to everyone, but definently still a hard sell with the econemy. where is the china knock-off? The only thing I see at $12000 being worth it? that would be seeing a geek changing a motorcycle tire, Priceless!

NRG