‘Utility isn’t sexy’
Bmw announce updates and revisions to existing models, but want to talk about electric scooters
» BMW are taking their next step into the unknown with the Definition CE 04: a high-tech electric scooter concept, with hints that we’ll get the finished thing in 2021. So why make the shift to electric via a scooter rather than a ‘proper’ bike?
‘We often make bold steps at BMW,’ says Markus Schramm, head of BMW Motorrad. ‘We very deliberately focused on e-mobility rather than pleasure bikes. If we look at roadster or adventure, you need lots of development technology. We made the deliberate decision not to build something, only for it to not sell. ‘We will surprise you in the upcoming years with new designs that are not scooters. We are not convinced the market is ready yet for these, but perhaps in five years. Touring and superbikes… I think we’re talking more than five years.
‘There’s a different speed of development for e-mobility,’ adds Schramm. ‘There’s a big push from the car side but on the motorcycle side we are just at the beginning. It’s important that it’s pushed by demand though, not by regulation.’
Before then BMW will try to make electric scooters exciting. The Definition uses large flat battery packs under the ‘floor’ of the scooter. This opens up more storage space, helps the scooter ride better and just generally makes it more visually interesting – a huge part of what BMW think will help sell it.
‘Most electric bikes are utilitarian and utility is not sexy, it’s boring,’ says head of design, Edgar Heinrich. ‘We want these bikes to be emotional. When people ride a bike they want to make a statement.
‘The design process for the Definition was different because we got to start with a blank sheet of paper. We had so many options available to us. It was good because we wanted to abolish the standard utilitarian scooter language.’
Coronavirus put a huge dent in BMW sales and a strain on their dealer network, but this has been followed by record sales and a huge increase in commuter interest. Has this knackered development for the mad, fun, petrol powered bikes though? Of course not. ‘You can be very excited for some more powerful models in the future,’ says Schramm.