Gogoro slashes electric scooter prices in response to complaints
Gogoro Inc., a Taiwanese startup founded by former HTC Corp. ( ) executives, slashed the prices of its electric scooters by as much as 23 percent Thursday and unveiled a cheaper model in an attempt to address consumer complaints over its unattractive pricing strategy.
Prices for the standard version of the Gogoro scooter and the top-of-the-line Gogoro Plus were reduced to NT$98,000 (US$2,970) and NT$ 108,000, respectively, compared with initial prices of NT$ 128,000 and NT$ 138,000 that were announced June 17.
The company also lowered its entry bar for consumers by releasing the Gogoro Lite model, which starts from NT$ 88,000 before subsidies from local governments. The Taipei City Government offers a subsidy of NT$ 20,000 per unit while NT$26,000 is offered in Taoyuan.
The price cuts come only three months after the debut of Gogoro scooters in Taipei, which company co-founder and CEO Horace Luke ( ) described as a “fast response” to both positive and negative feedback from users of online forums, including some who complained that the scooter is too expensive.
Luke said during the news announcement that he was “very happy to make this decision” as he believes foraying into the mainstream price band will help Gogoro reach more customers.
He said that around 1,000 Gogoro electric scooters have been sold in Taiwan and more than 80 battery- swapping sta- tions have been set up in Taipei and New Taipei City.
By the end of this year, Gogoro is expected to build battery-swapping stations in Keelung, Taoyuan and Hsinchu to expand its energy network, according to Luke.
Peng Ming-I, vice president of marketing at Gogoro, said local sales of the company’s scooters declined from 433 units in August to 330 units in September, affected partially by a tight supply and delayed buying amid the Chinese Ghost Month, observed in the seventh month of the lunar calendar.
Peng said Gogoro is planning expansions to other countries at a moderate pace.
Founded in 2011, Gogoro has received US$50 million in funding from Taiwanese entrepreneur Samuel Yin ( ) and HTC Chairwoman Cher Wang ( ).
Gogoro Inc. CEO Horace Luke, left, presents the electronic scooter maker’s entry-level model Gogoro Lite in Taipei, yesterday.