Go­goro slashes elec­tric scooter prices in re­sponse to com­plaints

The China Post - - TAIWAN BUSINESS -

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.

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