Brammo's $10 million electric motorcycle

| Print |  Email
Thursday, January 01, 2009

BrammoMotorcycle Best Buy Capital invested $10 million in Brammo’s Enertia electric motorcycle, which has a top speed of 55 mph.
BrammoMotorcycle2.jpg

ASHLAND Craig Bramscher knows how to take a company public, and he’s as good a bet as any to break Oregon’s IPO drought.

Bramscher, the charismatic founder and CEO of Brammo Motorsports, has scored $10 million from Best Buy Capital and high praise from Wired magazine for his new Brammo Enertia electric motorcycle. His plan is to crank out affordable, high-performance bikes in Ashland and grow from 22 employees to 120 by the end of 2009, and 240 by the end of 2010.

Sounds a tad optimistic given current trends, but when Bramscher explains his strategy and the market it is easy to see why Best Buy invested, tight times or no. He plans to start shipping motorcycles by March, expand into a new 40,000-square-foot building this coming summer and go global by 2010.

“This will be our assembly line,” he says, pointing to a narrow stretch of concrete between shelves stocked with parts at his Ashland operation. “We just got our first order of batteries.”

A tech entrepreneur who timed the bubble just right, Bramscher moved from Malibu to Ashland to raise his family and start a business. He started in his garage, building gas-guzzling racecars. It was performance rather than idealism that led him to experiment with electric motors. Now the company has a carbon calculator at its website.

The Enertia is nimble, quick, and disarmingly quiet. Top speed is 55 mph; range is 45 miles; charging takes three hours. With no fuel or oil, it is also surprisingly clean. Bramscher would drive it right into the elevator to haul it up to the offices of investors he was wooing.

The $10 million from Best Buy could be just the beginning for Brammo, with a larger prize being potential access to a serious national distribution system. Only 3% of American drivers ride motorcycles, compared to 20% in Europe. That could change quickly with the introduction of a whole new species of distinctly un-hog-like motorcycles.          

BEN JACKLET



Have an opinion? E-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it

 

More Articles

Which Way to Chinatown?

February 2015
Monday, January 26, 2015
BY AMY MILSHTEIN | PHOTOS BY JASON E. KAPLAN

The Jade International District, already Portland's center of Asian life, is poised for rejuvenation. Where does that leave the westside's historic Chinatown?


Read more...

Editor's Letter: Tortoise and the Hare

February 2015
Monday, January 26, 2015

The day after this issue goes to press, the city of Medford will host its annual business conference. The event features Minoli Ratnatunga, co-author of the Milken Institute’s annual “Best-Performing Cities” report. Preliminary data suggests that Medford is likely to retain its No. 1 ranking among best-performing small cities for having a higher concentration of high-tech firms than the national average. 


Read more...

How a Utah-based essential oils company cornered the Oregon market

March 2015
Friday, February 20, 2015
BY AMY MILSHTEIN | OB CONTRIBUTOR

Multilevel marketing, health claims and zyto scanner biofeedback machines: How dōTERRA thrives in Oregon. 


Read more...

The week journalism died

Linda Baker
Sunday, February 15, 2015
deadjournalismthumbBY LINDA BAKER | OB EDITOR

As the investigation against the governor moves forward, those of us in the news business should reflect on our own potential for subverting the democratic process.


Read more...

Chronicling Gov. Kitzhaber's march to resignation

The Latest
Wednesday, February 11, 2015
021115-kitzhaber-jekaplan14-thumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Recapping a wild week featuring plenty of will he or won't he resign drama.


Read more...

Money Talks

March 2015
Saturday, February 21, 2015
BY LINDA BAKER | OB EDITOR

Will community banks survive the digital age? Three CEOs peer into banking's crystal ball.


Read more...

7 industry trends of 2015

The Latest
Friday, January 09, 2015
covertrends15-thumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Industry groups identify top trends for 2015.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS