PowerSports Business

Sept 4, 2017

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MOTORCYCLE 48 • September 4, 2017 • Powersports Business www.PowersportsBusiness.com Units are moving well after January unveil BY LIZ KEENER SENIOR EDITOR As my dad, mom, sister, brother-in-law and 14-year-old niece took turns atop the Bintelli B1 beach cruiser I had been loaned, the ideas of how to use the bike flowed. We talked about how I could ride it to the department store four blocks from my house; my dad could take it on his 2.5-mile commute to work; it could be ridden to the bus stop; or I could take it for a leisurely ride around the park just two blocks from my house. The possibilities were endless. Bintelli's e-bikes offer full pedal-power, pedal assist or electric throttle riding, so they appeal to a wide audience, making them a potential new-traffic generator for dealerships. Bintelli introduced the vehicles at its dealer summit in late January. Shortly after, a loaner model appeared at my house, and I was able to put it through its paces for a few months, trying all three forms of propulsion. INTRODUCING THE E-BIKES Unveiled on Day 1 of Bintelli's 2017 dealer meeting, the e-bikes have barely stopped at Bintelli headquarters in Charleston, South Carolina, before heading straight to dealership showrooms and then into customers' garages. During the dealer meeting, Bintelli quickly sold out of its initial shipment of e-bikes. "We did basically a soft launch to see the reception, and it was so overwhelmingly positive that we really re-upped hard on the order," Bintelli sales executive Jason Perske told Powersports Business. "We just finally caught up back up here the beginning part of July actually. We finally got all the different models and colors in stock for the first time this year." Justin Jackrel, president of Bintelli, said four of the dealers who ordered the e-bikes in the first round sold their first model within an hour of it landing on the showroom floor. One dealer recently reported to Powersports Busi- ness that customers were calling him for his Bintelli e-bikes because many e-bike dealers for other brands in his area were sold out early this summer. Bintelli added the e-bikes, as well as youth ATVs, as extensions of its product line, which includes gas-powered scooters and citEcar electric personal transportation vehicles. Bin- telli launched a new Bintelli Bicycles brand for the e-bikes. "It's a huge progression for us, and it's obvi- ously a huge spot in the market that's really taken off. So we did our homework. We did our research and got feedback from the dealers that were actually selling comparable models before we started, so we kind of heard the pros and cons of the e-bikes in general, what they wanted to see improve," Perske said. Bintelli staff had been receiving dealer requests for e-bikes six to eight months before launching the vehicles into the market. The lineup includes four different models that are all powered by lithium ion batteries. The E1 economy has an $999 MSRP; the fold- ing F1 has a $1,299 price; the B1 beach cruiser sells for $1,299, and the M1 fat tire mountain bike is $1,599. "We tried to just get a couple different models for a couple different demographics," Perske reported. DEMOGRAPHICS What dealers have liked about carrying the Bintelli e-bikes is that they appeal to a wide audience, from college students to the elderly. "It is across the board. We have some of the younger crowd; we've seen some 18-, 20-year-olds with their pictures with registra- tions, and then some older folks simply just looking for a means to go around the neigh- borhood," Perske said. College students appreciate that the bike offers convenience when it comes to parking on campus. Working adults gravitate toward the electric throttle capability, allowing them to get to the office at up to 20 mph without breaking a sweat. And the folding F1 model fits easily on a bus, in a car or at someone's desk. Older riders look for the pedal assist and Bintelli e-bikes attract wide range of customers See Bintelli, Page 49 Bintelli has added four models of e-bicycles, including this B1 beach cruiser, to its lineup. Photo by Liz Keener/ Powersports Business

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