Zero Motorcycles, the electric motorcycle pioneer, is offering a unique incentive program in Europe, providing cash back to newly licensed riders who purchase their electric motorcycles or scooters. This strategy is a clever way to encourage new motorcyclists to go electric from the start, targeting those who are still in the early stages of their riding journey. The program is available in several European countries, including Germany, France, Italy, Spain, the UK, Ireland, the Netherlands, Belgium, Austria, Sweden, Switzerland, and Luxembourg. Riders who obtain an A1, A2, or full A motorcycle license, as well as UK CBT and Irish IBT certificate holders, are eligible for the offer. The timing is strategic, as these riders are likely in the market for their first motorcycle, making it an opportune moment for Zero to influence their buying decisions. This approach also highlights Zero's recognition that attracting new riders before they develop brand loyalty to traditional gasoline-powered motorcycles is crucial for the electric motorcycle market. However, the program's exclusion of the US is a notable omission, especially considering Zero's recent strategic shift towards Europe. The company has relocated its headquarters to Europe and launched several European-first initiatives, indicating a growing focus on the European market. This shift has raised concerns among American electric motorcycle enthusiasts, who feel that Zero is prioritizing its European market over its original home market in the US. While Zero's decision to focus on Europe is understandable from a business perspective, given the stronger sales and supportive regulatory environment, it still leaves a bitter taste for those who would like to see the company invest more in its US market. The 'New Rider Bonus' program, while innovative, feels like another reminder of Zero's evolving priorities, suggesting that the company's future may lie more in Europe than in the US, where it was once born and helped pioneer the electric motorcycle industry.
