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- Zero is banking on this trend to compensate through volume what it loses in unit margin compared to its traditional models.
- The launch of these XE and XB models reveals a new maturity in the electric two-wheeler market.
- The success of this initiative will likely determine the future evolution of the entire sector toward an accelerated democratization of electric power on two wheels.
American manufacturer Zero Motorcycles has started production of its new XE and XB models, marking a major strategic shift for this historically premium brand. This ambitious move aims to democratize access to electric two-wheelers, a sector previously dominated by expensive machines reserved for wealthy customers.
The California-based company, known for its high-performance but costly electric motorcycles, is now betting on a more accessible market. With prices ranging from $22,000 to $33,000 for its flagship models, Zero had previously excluded a large portion of potential customers. The XE and XB, unveiled in November 2024, radically change the game with a completely different approach.
Game-changing prices in the electric motorcycle market
Zero’s pricing strategy with these new models disrupts established norms. The XB model is priced at $4,995, while the XE reaches $6,995. This aggressive pricing directly places these machines in competition with Asian brands specializing in affordable electric options, notably Sur Ron and Talaria, which have captured significant market share thanks to their attractive value proposition.
This dramatic cost reduction results from a deliberate strategic choice: leveraging Asian designs and production to optimize manufacturing costs. While this approach allows for substantially lower final prices, it raises questions about the brand’s historical premium positioning. The first prototypes shown at the EICMA show still bore obvious traces of their Chinese origin, with approximate labeling that has since been corrected on production versions.
Technical features and performance of the new models
The XE positions itself as the most advanced version in this new range. It includes a removable 4.3 kWh battery, one of the largest in the removable battery segment. This energy capacity powers an air-cooled motor developing a peak power of 15.5 kW (approximately 21 horsepower), allowing it to reach a maximum speed of 53 mph.
The XB takes a more modest approach, consistent with its price positioning. Its 7.5 kW (10 horsepower) motor comes with a 2.4 kWh battery that’s also removable. The top speed limited to 28 mph clearly targets beginners and urban users who prioritize learning over pure performance. Zero announces a range of 47 miles for this model, although these manufacturer figures remain to be verified under real-world conditions.
Both models feature removable batteries for easy home charging, a simplified Z-Force propulsion system inherited from premium models, and design supervision by Zero’s California engineering team. This puts them in a competitive position against established Asian brands that have dominated this market segment.
Major regulatory challenge in the American market
Homologation represents one of the main challenges for these new models. In the United States, the XE and XB are not authorized for public road use, which significantly limits their commercial potential. This restriction confines them to off-road use and private circuits, reducing their appeal to urban users who are actually the primary target audience.
The European situation presents a striking contrast. On the Old Continent, both models have received approval for road use, opening much more favorable commercial prospects. This regulatory difference could significantly influence Zero’s international deployment strategy, with priority likely given to European markets initially.
A risky but necessary diversification strategy
Zero takes care to specify that these new models don’t compete with its premium range but complement it. The stated objective is to create a range effect allowing novices to discover the electric universe before evolving toward more powerful and expensive machines. This approach draws inspiration from automotive strategies where manufacturers offer entry-level models to build loyalty among younger customers.
The target market presents potentially much higher volumes than that of high-end electric motorcycles. Light electric vehicles are experiencing sustained growth, especially in urban environments where traffic constraints favor alternatives to cars. Zero is banking on this trend to compensate through volume what it loses in unit margin compared to its traditional models.
The launch of these XE and XB models reveals a new maturity in the electric two-wheeler market. With deliveries expected in the coming weeks, Zero is preparing to test its adaptability against formidable Asian competition in this price segment. The success of this initiative will likely determine the future evolution of the entire sector toward an accelerated democratization of electric power on two wheels.
