Electric Scooter Market

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Electric Scooters - Market Drivers

The drivers of growth in the US electric scooter market include the emergence of ride sharing services, government incentives and federal tax credits, its low maintenance, environmental benefits, and its popularity among celebrities.

The Emergence of Ride Sharing Services

  • A major growth driver in the US electric scooter market is the rise of electric scooter sharing fleet. More Americans are actively seeking alternatives to car ownership. Experts call this the micromobility revolution.
  • Electric scooter sharing services have been in the US market for over five years. However, the market only emerged within the past two years.
  • These services are hyper-localized. They also combat last mile commute problems.
  • In addition, they are reportedly easier to operate, compact, and have shorter trips than other vehicles. This is in turn enhancing the growth of the US electric scooter market.
  • In 2018, Lyft and Uber started their scooter sharing services. Lime and Bird are some established electric scooter sharing services in the US.

Government incentives and federal tax credits

  • The US government has taken initiatives to promote the adoption of electric vehicles safely.
  • One of such initiatives is the development of public charging infrastructure for electric scooters.
  • The US government offers tax credits for electric vehicles bought in the US, depending on the size and battery capacity. Since electric scooters fall under this category, tax credits might be applicable.

Low maintenance

  • Electric scooters are considered low maintenance. Scooters are also dockless. This means they can be left anywhere.
  • The battery pack that electric scooters use is smaller, when compared to other modes of transportation.
  • The cost of maintaining an electric scooter is less expensive than a normal car or bike.
  • Swagtron, a leading electric scooter developer in the US, mentions that electric scooters have revolutionary features like airless honeycomb-style rear tires, which help avoid the burden of flat tires.

Environmental Benefits

  • One of the main appeals of electric scooters is the environmental benefits it has.
  • Scooters have average greenhouse gas emissions of 200 grams of CO2 per mile, compared to actual vehicles which have more than twice the gas emissions per mile.
  • As explained by Lime, electricity is far more environmentally friendly than gas. Producing electricity for millions of scooters will emit less than 2% of the CO2 produced by millions of vehicles.
  • US millennials, the main users of electric scooters are known as the most concerned generation in terms of environmental sustainability. The fact that using scooters alleviates this concern is another reason for its popularity among young people.

Popularity Among Celebrities

  • Millennials and Gen Zers in the US trust social media influencers and celebrities more than any other generation. As a result, they mirror what these celebrities are doing or buy what they see these influencers using.
  • One study revealed that 52% of US Gen Zers and 50% of millennials trust the influencers they follow on Instagram for good advice about brands.
  • Celebrities and social media influencers like Justin Bieber, Kendall Jenner, and Wiz Khalifa have posted videos featuring electric scooters on Instagram.
  • The popularity of this mode of transportation among celebrities are fueling its growth among youths in the US.

Growth Restraints in the US E-Scooter Market

  • On the other hand, the growth of the US e-scooter market is hindered by operational guidelines for this mode of transportation.
  • US authorities are "worried about public areas getting filled with broken scooters or scooters get parked anywhere, which might hinder routes for others."
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Top Players in the Electric Scooter Market

The top companies in the US electric scooter market ranked by revenue are KTM North America, Razor USA, Segway Inc, GenZe, and EcoReco.

KTM North America Inc.

  • Headquartered in Murrieta, California, KTM manufactures and distributes motorized vehicles that are used for recreational purposes.
  • The company's total revenue was $1.74 billion in 2018. Its revenue for its North America division alone was $409 million.
  • KTM is a market leader in sports motorcycles. The company offers a ride range of electric scooters, lightweight sports car, offroad, and street bikes.
  • It offers different models of electric scooters, including MX, Enduro, and Freeride.

Segway Inc.

  • Founded in 2000, Segway is a developer of personal electric transportation devices. It offers "electric two-wheeled transportation equipment used to provide transportation for people and packages."
  • The electric scooters it offers include Ninebot S, Segway S-Plus, Ninebot KickScooter ES1, Ninebot KickScooter ES2, and Ninebot Kickscooter Max.
  • The company is headquartered in Bedford, New Hampshire and has about 120 employees.
  • In 2018, Segway's parent company, Ninebot had a 2018 revenue of $420 million. It provided no data on what share of this is for Segway alone.

Razor USA LLC

  • Razor USA manufactures electric scooters and rideables for both adults and kids. Established in 2000, it is popular among teens, celebrities, hip city dwellers, and action sports athletes.
  • Its products include electric-ride-ons, kick scooters, caster driven products, and electric scooters. Razor is headquartered in Cerritos, California.
  • The electric scooters it offers include big wheel scooters like its E Prime Electric Scooter, power core electric scooters, and chain motor electric scooters
  • Since the company is privately-held, it does not publish its financial data to the public. However, it reportedly has an estimated revenue of $100 million.

Mahindra GenZe

  • Headquartered in Fremont, California, GenZe offers a wide range of electric bikes and scooters. The company claims it offers "sustainable personal transportation that makes zero compromises, is accessible, and built for the future. "
  • Its electric scooter line is called GenZe 2.0. It is available in different colors and sizes. GenZe claims its electric scooters are road-tested with care.
  • GenZe is owned by Mahindra Group, a multinational company with an annual revenue of $15 billion. There was no mention of what share of this is from GenZe alone.

EcoReco

  • Headquartered in San Jose, California, EcoReco is a privately-held company that offers eco-friendly transportation alternatives. Its main aim is to help preserve the environment in a fun and innovative way.
  • Its electric scooters include S5, M5, and L5+. The S5 has a load capacity of 250 lbs. Its wheel size is 6 inches and its weight is 27/28 lbs.
  • The M5 has a load capacity of 280 lbs with the same wheel size as S5 and a 34/36 lbs weight. The L5+ has a load capacity of 290 lbs. Its wheel size is 8 inches and its weight is 38/39 lbs.
  • EcoReco has an estimated revenue of $6 million.

RESEARCH STRATEGY

To identify the top 5 companies in the US electric scooter market, in the absence of a pre-compiled list, we examined market research reports on the US electric scooters market. These reports mentioned that the aforementioned companies are dominating the market. Further research revealed that some of these companies are privately-held. As a result, they do not offer their revenue to the public. We attempted scouring financial publications like Inc and Forbes for any mention of their revenue to no avail. As a result, their estimated revenues have been provided.
Sources
Sources