In a "today California, tomorrow ze world", Brammo, the Californian Oregon based electric motorcycle manufacturer, have announced that they are going global. To enable them to sell worldwide sexy electric motorcycles, like the Brammo Empulse, they have partnered up with Flextronics.
For start-up companies, like Brammo (but also many other electric vehicle manufacturers), going international is a challenge. They may be producing one of the best and advanced vehicles, but putting a distribution and after sales support in many different countries is an impossible task. Just think of all the sales literature that need to be translated in different languages, manuals, qualified sales staff, maintenance training, etc.
The task of setting up for international sales is enormous, hence the partnering with an international group like Flextronics. In fact, Flextronics, a Singapore based company, is going to perform most of Brammo's production efforts; manufacturing, distributions, sales and support. Brammo will concentrate on the design on new motorcycles.
“The Flextronics deal brings a global strength and ability to scale to Brammo,” said CEO Craig Bramscher. “Their strengths of supply chain, logistics, electronics manufacturing and their growing presence in the automotive and clean tech sectors allow us to leverage our strengths and focus on them. Product development, IP development, research and development, design and marketing, as well as world class support. They will focus on getting all the right parts at the right price in the right place by the most efficient path.”
High brow electronic vehicle manufacturers like Tesla are having problems bringing their products to the market internationally. They can only bring a few dealers on board, and this means that people will need to go for hundreds of miles to get to a dealer, and with electric vehicles, that's a major limitation.
Flextronics are not only into electronics manufacturing, they also have an automotive branch based in Germany, and they specialize in logistic services. Last year, Flextronics had $24 Billion in sales. With 14,000 employees worldwide, they seem to be in a position to assist Brammo in their world domination expansion.
It's good news for the European electric motorcycle market. Europe is going to be the biggest market for that category motorcycle, and Brammo is planning to be a major player in it. With the entry of a major manufacturer with some "real" electric motorcycles, the market will start getting to be interesting. I for one will wait, patiently, for when they arrive in France and I can get my hands on one to play with. The moment can't come too soon.