12 • October 2025 • Powersports Business

The global electric motorcycle market is showing signs of strain, but some industry voices say the U. S. still has potential for growth if dealers prepare for it. But when is the customer going to materialize? The early adopters of electric

BRENDAN BAKER motorcycles have them already. Now it’ s time to

bring them to the masses if the masses can be persuaded to give them a try.

In Australia, News Corp. journalist James Chung reports that MotoGP’ s MotoE electric racing series will be suspended after seven seasons. Race organizers cited low fan interest and a sluggish electric motorcycle market as reasons for the decision.

The downturn extends beyond the racetrack. More than 400 unsold electric motorcycles were auctioned off at steep discounts after longtime retailer Peter Stevens collapsed into administration. According to Chung, the stash of bikes represented more units than were sold nationally in all of 2024.

Organizers of MotoE said the market for electric performance motorcycles“ has not developed as expected,” while the broader motorcycle industry continues to invest in efficient combustion engines and alternative fuels.

But the picture isn’ t entirely bleak. Speaking on PSB’ s Power Hour podcast last November, industry veteran Andy Leisner argued that electrification in powersports is still in its early stages, with transformative technology on the horizon.

“ We’ re still in the infancy of electrification in powersports. The real change comes when solidstate batteries arrive— lighter, safer, cheaper, and faster charging,” Leisner says.

Leisner pointed to the youth market as the most immediate opportunity. With teenagers already riding e-bikes and Sur-Rons, he believes the industry is on the verge of its largest surge in rider growth in decades.

“ If we can capture these kids, it could be the biggest rider growth wave since minibikes in the’ 70s.”

He also cautioned against simply replicating gaspowered motorcycles in electric form. Instead, he sees potential in new categories, especially small to mid-displacement equivalents and lightweight offroad options. Global lessons offer a warning: India already sells over a million electric two-wheelers annually, and Leisner noted that U. S. OEMs risk disruption if they don’ t move quickly.

FROM THE EDITOR

Some industry experts argue that electric motorcycles have been a bust, while others believe it’ s still too early to judge. LiveWire, an early adopter of the segment, has yet to deliver strong sales results but continues to refine its technology in hopes that the market will eventually catch up.( Staff photo)

TWO SIDES OF ELECTRIFICATION Market struggles abound

• MotoE racing series suspended after seven seasons due to low fan interest.

• More than 400 electric motorcycles auctioned in Australia amid weak demand.

• Low sales and interest from U. S. consumers due to higher costs and skepticism of the technology.

Opportunities in the long-term

• Solid-state batteries could be a game-changer within five years. Although, Ducati and the VW group have just produced a prototype bike with a solid-state battery.

• Youth riders from e-bikes and Sur-Rons may spark the biggest growth wave since the 1970s. Many kids are starting out on electric minibikes and ATVs.

• U. S. dealers can focus on capturing new riders, not just converting existing gas riders.

For dealers, the takeaway is clear: while electrics may not replace gas bikes in the short term, they can bring a new generation into the sport.

“ The goal isn’ t to convert every gas rider. The real opportunity is bringing in a new generation of riders through electric,” Leisner adds.

LIVEWIRE STRUGGLES The EV spinoff of Harley-Davidson has yet to deliver the sales performance many expected. LiveWire’ s early models drew headlines for their styling and performance but struggled to connect with mainstream riders due to high prices and limited range.

The company has since retooled its strategy, introducing lower-cost models like the S2 Del Mar while working to reduce production costs and expand distribution. Dealers watching the brand note that while unit sales are modest, the technology continues to improve, and pricing is now aimed closer to gas-powered middleweight motorcycles.

Industry insiders suggest LiveWire is playing the long game: building credibility in electric performance, refining its battery systems, and eventually using scale to achieve competitive pricing. For now, its challenges underscore how difficult the electric motorcycle market remains, even for a brand with Harley-Davidson’ s name recognition.

CAN-AM’ S GAMBLE BRP is betting big on electrification with its Can- Am Pulse and Origin motorcycles— the first massproduced electrics from the company. Built on a scalable platform, the machines are designed not only for on-road use but also as a technological foundation for future off-road products.

This summer, BRP unveiled an Outlander Electric ATV, expanding its electric push into the utility and recreational side-by-side markets. Executives see this as a way to capture both existing BRP customers and new riders looking for quieter, low-maintenance alternatives.

Can-Am’ s gamble positions the company as one of the few major OEMs to commit heavily to electrification at scale. While early demand is uncertain, the strategy signals BRP’ s intent to shape the electric market rather than wait for it to mature. Dealers will be watching closely to see if customers embrace the new lineup or if it becomes another case study in cautious adoption.

INDUSTRY PODCASTS

EP. 37: PERFORMANCE BROKERAGE SERVICES TALK ABOUT THE STATE OF THE M & A MARKET

George and Courtney from Performance Brokerage Services sit down with Brendan to discuss the current state of the M & A market for powersports dealerships. George says that he’ s never seen so many sellers in his 25 years in the business. This episode is brought to you by Synchrony.

EP

. 36: LEARNING LESSONS FROM AUTOMOTIVE DEALERS WITH PIED PIPER

Brendan discusses what powersports dealers can learn from their automotive counterparts. Pied Piper’ s Fran and Cameron O’ Hagan join the podcast to show data that illustrates where powersports dealers need to improve, and many of the areas involve better processes and follow-through. Synchrony sponsored this episode.

EP

. 83: KEN ENGELMAN, RIDER GROUP NATIONAL ACCOUNT MANAGER

The guest on Episode 83 of Rider Magazine Insider Podcast is Ken Engelman, the national account manager for Rider, American Rider, Woman Rider, and Powersports Business. We just had Ken on Power Hour recently, and he then joined Rider Editor Greg Drevenstedt to talk about building engagement between our audience and industry partners through our publications and at events like Daytona Bike Week, Americade, AMA Vintage Motorcycle Days, and the Sturgis Rally.

OPE-PEOPLE

PODCAST: AWARD-WINNING TRENDS IN POWER EQUIPMENT

Power-equipment nerds discuss the OPE + awardwinning products, trends and evolution of equipment, and what they’ re looking forward to seeing at Equip Expo. If you like the history and future of power equipment, listen now!

BOATING

INDUSTRY INSIDER PODCAST: IBEX PREVIEW WITH SHOW DIRECTOR MARY VELLINE

Charting the Future of Marine Innovation with new IBEX Show Director Mary Velline. In this episode of Boating Industry Insider, David Gee focuses on one of the most important events in our industry— IBEX— the International BoatBuilders’ Exhibition & Conference, held Oct. 7-9 in Tampa, Florida. IBEX is the leading marine technology trade show, bringing together boat builders, suppliers, designers, and innovators to share knowledge and showcase what’ s next in the business of boating.

GARAGECAST

EP. 300: TAKING ACTION AGAINST TARIFFS- STRATEGIES FOR DEALERS AND MANUFACTURERS IN THE POWERSPORTS INDUSTRY

Tariffs are shaking up the powersports industry— but how deep does the impact go? In this episode, the GarageCast crew sits down with Christy LaCruelle and Scott Schloegel from the Motorcycle Industry Council to unpack the real costs of tariffs, from skyrocketing prices to supply chain challenges. With insights on policy, advocacy, and the uncertain road ahead, this is a must-listen for every dealer and industry pro navigating today’ s turbulent market.