2Q 2020

Guidehouse Insights Leaderboard: Electric Motorcycle Manufacturers

Assessment of Strategy and Execution for 11 Electric Motorcycle Manufacturers

The market for high powered electric motorcycles (e-motorcycles) remains relatively small compared with their internal combustion engine (ICE) equivalents. The long-term outlook for the industry remains strong, however, as government regulators continue to demand cleaner production motorcycles and encourage their use through increasingly stringent emissions standards, purchase incentives, and the establishment of low and zero emission zones. Additionally, e-motorcycle offerings from major manufacturers, such as Harley-Davidson and KTM, along with continued cost decreases and improvements in Lithium ion (Li-ion) battery technology, is resulting in increased consumer awareness and more affordable and higher performing products. 

Several key challenges for the e-motorcycle industry to overcome include high purchase prices, limited electric range and charging infrastructure, low retail gasoline prices, and the effects of COVID-19 on consumer spending. E motorcycle sales are expected to grow more rapidly once consumer awareness is raised, model availability and battery technology is improved, and purchase prices decrease. This will require increased major manufacturer involvement and continued reductions in Li-ion battery prices. According to Guidehouse Insights, annual e-motorcycle sales revenue is likely to grow from $289 million in 2020 to $2.3 billion by 2030 at a compound annual growth rate (CAGR) of 23.2%.

This Guidehouse Insights Leaderboard examines the strategy and execution of 11 leading e-motorcycle manufacturers. These vendors are rated on nine criteria: vision; go-to-market strategy; product strategy; geographic reach; sales performance; product differentiation; product portfolio; pricing; and staying power. Using Guidehouse Insights' proprietary Leaderboard methodology, vendors are profiled, rated, and ranked with the goal of providing industry participants with an objective assessment of these companies’ relative strengths and weaknesses in the growing global e-motorcycle market.

Top 10 Vendors
  1. Zero Motorcycles
  2. Evoke Electric Motorcycles
  3. KTM Sportmotorcycle
  4. Energica Motor Company
  5. Harley-Davidson
  6. Lightning Motorcycles
  8. HORWIN Europe
  9. Cake
  10. Bell Custom Cycles
Pages 45
Tables | Charts | Figures 17
  • Which e-motorcycle manufacturers are best positioned to become global market leaders?
  • What are the most innovative and comprehensive e-motorcycle product lines currently being offered on the market?
  • What are the key metrics used to evaluate market performance in the global e-motorcycle market?
  • How do the leading companies in this market compare on the key metrics?
  • What are the key market drivers, barriers, and trends in the e-motorcycle market?
  • How much revenue will be generated by e-motorcycle sales during the next 10 years?
  • E-motorcycle OEMs and suppliers
  • E-motorcycle retailers and distributors
  • Electric motor manufacturers
  • Battery manufacturers
  • Investor community

1. Executive Summary

1.1   Market Introduction

1.2   Evaluation Overview

1.3   The Guidehouse Insights Leaderboard Grid

2. Market Overview

2.1   Market Definition

2.2   Market Drivers

2.3   Market Barriers

2.4   Market Trends

2.5   Market Size

3. The Guidehouse Insights Leaderboard

3.1   The Guidehouse Insights Leaderboard Categories

3.1.1 Leaders

3.1.2 Contenders

3.1.3 Challengers


3.2   The Guidehouse Insights Leaderboard Grid

4. Company Rankings

4.1   Leaders

4.1.1 Zero Motorcycles

4.2   Contenders

4.2.1 Evoke Electric Motorcycles

4.2.2 KTM Sportmotorcycle

4.2.3 Energica Motor Company

4.2.4 Harley-Davidson

4.2.5 Lighting Motorcycles

4.2.6 TACITA

4.2.7 HORWIN Europe

4.2.8 Cake

4.3   Challengers

4.3.1 Bell Custom Cycles

4.3.2 Johammer

5. Acronym and Abbreviation List

6. Table of Contents

7. Table of Charts and Figures

8. Scope of Study and Methodology

8.1   Scope of Study

8.2   Sources and Methodology

8.2.1 Vendor Selection

8.2.2 Ratings Scale Score Calculations

8.2.3 Criteria Definitions Strategy Execution

  • The Guidehouse Insights Leaderboard Grid
  • Annual High Powered E-Motorcycle Sales Revenue by Region, Global Markets: 2020-2030
  • The Guidehouse Insights Leaderboard Grid
  • Zero Motorcycles Strategy and Execution Scores
  • Evoke Electric Motorcycles Strategy and Execution Scores
  • KTM Sportmotorcycle Strategy and Execution Scores
  • Energica Motor Company Strategy and Execution Scores
  • Harley-Davidson Strategy and Execution Scores
  • Lightning Motorcycles Strategy and Execution Scores
  • TACITA Strategy and Execution Scores
  • HORWIN Europe Strategy and Execution Scores
  • Cake Strategy and Execution Scores
  • Bell Custom Cycles Strategy and Execution Scores
  • Johammer Strategy and Execution Scores

  • Example Production E-Motorcycles: Zero SR/F and Harley-Davidson LiveWire
  • Example Cake E-Motorcycles: Kalk OR and Kalk INK
  • Annual High Powered E-Motorcycle Sales Revenue by Region, World Markets: 2020-2030
  • The Guidehouse Insights Leaderboard Overall Scores
  • Vendor Scores
  • Vendor Scores on Strategy Criteria
  • Vendor Scores on Execution Criteria
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