On Earth Day (April 22nd) 2021, Zero Motorcycles launched a limited-edition DSR in celebration of its 15th anniversary. And in commemoration of Earth Day, it also announced that $500 from each special motorcycle sold will be given directly to the National Forest Foundation.
The company says that the campaign is designed around its continued effort to help to preserve Earth’s natural treasures and encourage customers to spend more time outside. It bills the special DSR—available in five nature-inspired colors—as the perfect vehicle for riders to experience the world around them and the pinnacle electric motorcycle build for dual-sport adventures, lack of noise, and exhaust position.
The 15th-anniversary models are powered by the Z-Force 75-7 motor capable of 116 lb·ft (157 N·m), 70 hp (52 kW), a top speed of 102 mph (164 km/h), up to 163 mi (262 km) of range per charge, and sell for $15,495.
“Zero was founded with a passion for off-road motorcycles that could be ridden in the Santa Cruz Mountains,” said Sam Paschel, Zero Motorcycles’ CEO. “It has been our mission to transform the riding experience with pure electric vehicles, and a passion for conservation is deeply rooted in our DNA. Our bikes are an incredible way to experience off-road riding, including in America’s National Forests, and we stand with the National Forest Foundation in their mission to guarantee access to those lands for future generations.”
The proceeds of the DSR-sale donations will be divided among National Forest Foundation projects that improve, restore, and make ecologically sustainable trail systems for powersports enthusiasts across the country. The projects are aligned with Zero’s vision for increased access to America’s public lands for riders everywhere.
“We are excited and grateful to partner with Zero Motorcycles on projects to improve outdoor experiences and restore our National Forests,” said Dayle Wallien, Conservation Partnerships Director for the National Forest Foundation. “Our public lands are amazing places to explore and recreate and we appreciate a commitment to help us steward them from an innovative company like Zero.”
The DSR lineup is available for order in limited quantities while supplies last through all U.S. Zero Motorcycle dealers.
The full range
However, if customers miss the special DSR, they can choose from an extensive range of e-motorcycle offerings from the company.
The 2021 model year lineup is headlined by the reintroduction of the SR/S, Zero’s first fully faired motorcycle. The company says that the model sets the benchmark in both technology and experience standards for premium motorcycles. Its look is defined by its aerodynamic fairing, which is inspired by aerospace design and crafted with computational fluid dynamics (CFD) for a 13% improvement in highway efficiency and range versus its un-faired sibling, the SR/F.
The 2021 SR/S is available in both blue and grey, with standard and premium models retailing for $19,995 and $21,995, respectively. The pioneering SR/F has a new-for-2021 low-profile fly screen, with the standard and premium 2021 SR/F retails for $19,495 and $21,495, respectively.
“Despite the challenges of 2020, Zero Motorcycles has continued to see impressive growth,” said Paschel. “The unprecedented interest in the new SR/S has been matched by the building momentum in our enduro and dual sport model sales. In spite of the challenges and closures due to pandemic-related lockdowns and recent wildfires this calendar year, we’ve continued to meet the fast-growing demand for our products and maintain our position as the brand that leads and defines the future of the electric motorcycle category.”
Helping Paschel in maintaining Zero Motorcycles as a leader is a team that includes Abe Askenazi, CTO; Yad Sidhu, CFO; Mike Cunningham, VP of Sales for the Americas; Curt Sacks, VP of Procurement; Umberto Uccelli, VP, Managing Director, EMEA; Brian Wismann, VP of Product Development; Chris Metcalfe, VP of Marketing; Alison Armstrong, VP of Operations; and Jay Friedland, VP of Strategy and Sustainability.
All Zero electric motorcycles for the 2021 line are powered by the company’s cutting-edge Cypher II and Cypher III operating systems. The industry-leading engineering and technology combine to create a ride with claimed effortless power, control, and connection.
In addition to the SR/S and SR/F, Zero’s 2021 street lineup features the FXS, S, and SR. The SR is the original Zero hotrod street bike, capable of up to 223 mi (359 km) of riding, with 116 lb·ft (157 N·m), a 14.4-kW·h power pack, and a price of $15,495. For entry-level riding, the S, Zero’s original naked electric bike, is available for $10,995. The FXS is for battling traffic on the city streets, available with a modular 3.6-kW·h power pack for $9295 or an integrated 7.2-kW·h power pack and on-board charger for $11,295.
Zero Motorcycles says it is the only electric manufacturer to devote half of its product line to experiences on any terrain, the cultural importance of dual-sport riding paramount to the company born on the trails of the Santa Cruz Mountains in California.
Zero’s 2021 dual sport lineup features the FX, DS, DSR, and DSR Black Forest bikes. The DSR Black Forest leads the pack in an all-black design for $18,995. For riders looking for the best range, the DSR offers up to 223 mi per charge and for $15,495. The entry-level DS is said to be more capable and customizable than virtually any internal combustion engine competitor with class-leading integrated storage, retailing at $10,995. The FX gets 91 mi (146 km) with its modular 3.6-kW·h power pack or with an integrated 7.2-kW·h power pack and internal charger for $9295 and $11,295, respectively.
Class leading
Zero Motorcycles is recognized by many as a worldwide leader in electric motorcycles and powertrains. Last year, a Leaderboard Report from Guidehouse Insights ranked the company as the leading market player based on the strategy and execution of 11 e-motorcycle manufacturers.
“Zero’s industry-leading e-motorcycle product portfolio has a balanced mix of on- and off-road models, with numerous battery options and competitive pricing,” said Ryan Citron, Senior Research Analyst with Guidehouse Insights. “Just behind Zero is a diverse and crowded group of contenders led by Evoke Electric Motorcycles, Energica Motor Company, KTM Sportmotorcycle, Harley-Davidson, and Lightning Motorcycles that are developing innovative e-motorcycle products and are playing an important role in the evolution and growth of the industry.”
The report also lists as “contenders” Cake, Tacita, and Horwin Europe, with challengers being Bell Custom Cycles and Johammer.
While the market for high-powered e-motorcycles remains relatively small compared with that for the ICE (internal combustion engine) equivalents, the Guidehouse report says that the long-term outlook for the industry remains strong. Government regulators could strengthen the market as they demand cleaner production motorcycles and encourage their use through increasingly stringent emissions standards, purchase incentives, and the establishment of low- and zero-emission zones.
According to the report, annual high-powered e-motorcycle sales revenue is likely to grow from $289 million in 2020 to $2.3 billion by 2030 at a CAGR (compound annual growth rate) of 23.2%. E-motorcycle sales are expected to grow more rapidly once consumer awareness is raised, model availability and battery technology are improved, and purchase prices decrease—all of which will require increased major manufacturer involvement and continued reductions in lithium-ion battery prices.
Another report published this year supports the bullish outlook for the global high-performance e-motorcycle market. ResearchAndMarkets predicts that the market is poised to grow by 23,600 units during the 2021-2025 period progressing at a CAGR of 28% during the forecast period. The study identifies the declining prices of lithium-ion batteries as one of the prime reasons driving the market growth during the next few years. Among the key competitors it cites are ARC Vehicle Ltd., Bell Custom Cycles, Curtiss Motorcycle Co., Evoke Electric Motorcycles (HK) Ltd., Harley-Davidson Inc., Lightning Motors Corp., Sarolea Manx Ltd., Songguo New Energy Automobile Co. Ltd., Tacita, and Zero Motorcycles.
IDTechEx also calls Zero Motorcycles the global market leader for electric motorcycles. It cites the company’s locally sourced NMC (nickel manganese cobalt) pouch cells in a custom pack and an impressive custom-built permanent-magnet AC motor that is passively air-cooled. The motor has no transmission, with a direct drive to the rear wheel and instant torque.
Rentals as ‘extended demo rides’
As a leader of the e-motorcycle movement, Zero Motorcycles is looking to grow the market by getting its bikes in the hands of potential future riders—and buyers. In February it announced a partnership with EagleRider—the world’s largest motorcycle rental, tour, and membership company—to include electric motorcycles from Zero into its premium line-up of brand offerings. The agreement begins with full-sized e-motorcycles being available for rent at its Las Vegas, NV; San Francisco and Los Angeles, CA; Phoenix, AZ; and Miami, FL, locations.
“The riding experience of a Zero is fundamentally different than that of any other motorcycle, especially a gas-powered one, but the ownership of an EV is materially different, as well,” said Cunningham. “Taking a Zero home and living with it for a few days may seem like just an extended demo ride, but the impact of the experience on riders is significant.”
In addition to the “grander demo experience” of a rental, the program also provides a simulated ownership experience. The partners are offering incentives to renters who choose to purchase a new Zero Motorcycle, with the cost of the rental discounted from the retail price of a new model up to $300. This type of innovative approach to business was just one area where the two brands were natural fits for each other.
“Adding Zero to our premium model line-up means we can confidently say we’ll be offering the best electric motorcycles available as part of our fleet selection, as well,” said Arthur Petersen, Fleet Director for EagleRider.
However, more important than simple metrics and web traffic is that the partnership helps to amplify the story of e-motorcycles to new riders as well as introduce more existing riders to the benefits of motorcycle rentals and Club EagleRider memberships.
