Zero Motorcycles, a company that has been at the forefront of the electric motorcycle industry in the United States, is now offering a new incentive program that is raising eyebrows. The program, called the 'New Rider Bonus', provides cash back to newly licensed riders who purchase one of the company's electric motorcycles or scooters. While this is an interesting way to encourage new motorcyclists to go electric, the catch is that the program is only available in Europe, leaving out the US entirely. This omission is particularly notable given Zero's recent strategic direction, which has seen the company shift its focus away from its birthplace in the US and towards Europe. In this article, I will explore the implications of this decision, the potential reasons behind it, and the broader implications for the electric motorcycle industry. I will also offer my personal perspective on the matter and provide some insights into the future of the company and the industry as a whole.
