SUPER73, Inc. reposted this
Early adopters will always validate the space, causing an illusion of broad market interest. Being in the trenches of development on the C1X, we’ve validated that the current market is not quite ready for high-powered, large format two-wheel electric mobility. I'm terrified to think of where SUPER73 would be today had we rushed through development to bring something to market a bit sooner. Those that wish to push the limits and economic boundaries in pursuit of the title of “first to market” are being met with devastating consequences. I remember watching the Metacycle saga unravel in real time; now they’re a name in an ever-growing list of names who have fallen to the same fate. SUPER73, Inc. is committed to continued development on the high-powered frontier, but not at the risk of our operation and continued survival. We’ve done too much and come too far to fall the way these other players have in the last few months. I believe our answer to the motorcycle space will be as disruptive as our bikes once were, but only as the stars align. We’re looking forward to seeing how this next season plays out and we’re committed to pushing the boundaries in a sustainable and conservative manner. We’ve got compelling stuff in the works for those who have joined us on our development journey and we’re so grateful to exist to continue to do that work. #electric #electricmobility #motorcycles #ev #electricvehicles #electricbikes
Author of Mastering Uncertainty, The Ten Principles Behind Great Customer Experiences and The Grid. CEO at Methodical. Englishman in LA.
Electric motorcycle brand Energica have entered “into a bankruptcy judicial liquidation”. We already know Cake went bankrupt. Livewire lost $109m selling just 660 units in 2023. If it weren't for Harley they'd be dead. Damon and the like will almost certainly be DOA (if they ever launch a product). I almost failed high school maths and physics, and even I could work out with a basic google sheet that — within the constraints of the current technology — electric motorcycles only make sense in urban stop-start environments for short trips with modest performance requirements. Electric touring, cruising, sports or racing bikes are suboptimal use cases where it is not yet possible to get a compelling combination of performance, range, weight and price. As a consequence, the adoption barriers are too high for most buyers, chief of which is the presence of superior alternatives. Only curious geeks overpay for underperforming products just because they use new technology. And there aren’t enough curious geeks in the world to sustain a motorcycle manufacturer, least of all a new entrant with all the capital expenditure. Every entrepreneur knows that when the timing is wrong, everything is wrong. BMW know it which is why they killed their concept electric sports bike. When the market talks, it is prudent to listen.
A well reasoned thesis on how to sustain your business. Bravo! Push the boundaries but don't bet the farm on premature growth. Would love to be involved with the team if you're looking for industrial designers.
Great to read this. As a dedicated Super73 rider, my concern when the C1X was announced was that it would diminish the focus and attention and development dollars going to bikes. Thank you for the clarity!
I'm proud of you and the team for how you guys have navigated the last season. It's exciting to see you continue to pivot, innovate, and grow. Well done. Hope you guys continue to do outstandingly well!
Michael Cannavo Matt Watkinson ive been trying to talk to the market... But no ones cares to listen. 🤔
Filmmaker & Creative Video Specialist | Owner at Routeless, LLC
2moIt’s clear that SUPER73, Inc. is taking a strategic approach, prioritizing sustainable growth over premature expansion. Looking forward to seeing how your disruptive vision unfolds when the conditions are optimal.