Navigant Research Leaderboard Report: Electric Scooters

  • October 2013
  • -
  • Navigant Research
  • -
  • 38 pages

Assessment of Strategy and Execution for 12 Electric Scooter Manufacturers

The worldwide electric scooter (e-scooter) market is growing rapidly, but this growth is radically different from region to region. Asia Pacific is the largest region, with sales accounting for more than 99% of global sales volume. Yet, many of these sales are low-cost vehicles with relatively few features. Western Europe, a dramatically smaller group of markets, is the second-largest region with significantly higher-priced e-scooters. Despite these differences, the key drivers of the e-scooter market remain remarkably similar around the world: increased acceptance of two-wheel transportation, increasing urbanization and urban density, and demographic shifts toward working age consumers in Asia Pacific countries and younger consumers that are less reliant on automobiles in North America and Western Europe.

The result is a dichotomy of e-scooter vendors that offer high-powered scooters that compete in the North American and Western European markets and vendors with cost structures that can compete in the price-sensitive Asia Pacific markets. Those few vendors that have found a path to compete in both types of e-scooter markets with multiple product options are proving to be early leaders. Other are carving out niches that work to varying degrees for their product lines or remain early in their product development cycles. Navigant Research forecasts that global e-scooter sales will grow from 12 million vehicles in 2013 to 18 million in 2020.

This Navigant Research Leaderboard Report examines the strategy and execution of 12 e-scooter vendors that are active in the global e-scooter market and rates them on 12 criteria. These include: vision, go-to-market strategy, partners, product and production strategy, technology, geographic reach, market share, sales and marketing, product quality and reliability, product features, pricing, and staying power. Using Navigant Research’s proprietary Leaderboard methodology, vendors are profiled, rated, and ranked with the goal of providing industry participants with an objective assessment of these companies’ relative strengths and weaknesses in the global e-scooter market.

Top 10 Vendors:

1. Jiangsu Xinri E-Vehicle Co.
2. Vmoto
3. SYM
4. Vectrix
5. Terra Motors
6. GOVECS
7. Yamaha
8. Peugeot
9. iO Scooter
10. BV Nimag (Nimoto)

Key Questions Addressed:

What are the key drivers for the electric scooter market?
Which electric scooter companies are currently market leaders?
Who are the leading players in the electric scooter market?
Which electric scooter companies are best positioned to grow based on their strategy and execution?

Who needs this report?

Vehicle manufacturers
Vehicle component suppliers
Vehicle contract assembly companies
Battery manufacturers
Powersports dealers
Fleet managers
Investor community

Table Of Contents

Table of Contents

1. Executive Summary
1.1 Market Introduction
1.2 The Navigant Research Leaderboard Grid

2. Market Overview
2.1 Market Definition
2.2 Market Drivers
2.2.1 Electric Scooters for Transportation
2.2.2 Impact of Urbanization
2.2.3 Demographic Shifts
2.3 Market Barriers
2.4 Market Trends

3. The Navigant Research Leaderboard
3.1 The Navigant Research Leaderboard Categories
3.1.1 Leaders
3.1.2 Contenders
3.1.3 Challengers
3.1.4 Followers
3.2 The Navigant Research Leaderboard Grid

4. Company Rankings
4.1 Leaders
4.1.1 Jiangsu Xinri E-Vehicle Co.
4.2 Contenders
4.2.1 Vmoto
4.2.2 SYM
4.2.3 Vectrix
4.2.4 Terra Motors
4.2.5 GOVECS
4.3 Challengers
4.3.1 Yamaha
4.3.2 Peugeot
4.3.3 iO Scooter
4.3.4 BV Nimag (Nimoto)
4.3.5 Elmoto
4.4 Followers
4.4.1 Honda

5. Company Directory

6. Acronym and Abbreviation List

7. Table of Contents

8. Table of Charts and Figures

9. Scope of Study and Methodology
9.1 Scope of Study
9.2 Sources and Methodology
9.2.1 Vendor Selection
9.2.2 Ratings Scale
9.2.2.1 Score Calculations
9.2.3 Criteria Definitions
9.2.3.1 Strategy
9.2.3.2 Execution



List of Charts and Figures

The Navigant Research Leaderboard Grid
Annual Electric Scooter Sales by Region, World Markets: 2013-2020
Jiangsu Xinri E-Vehicle Co. Strategy and Execution Scores
Vmoto Strategy and Execution Scores
SYM Strategy and Execution Scores
Vectrix Strategy and Execution Scores
Terra Motors Strategy and Execution Scores
GOVECS Strategy and Execution Scores
Yamaha Strategy and Execution Scores
Peugeot Strategy and Execution Scores
iO Scooter Strategy and Execution Scores
BV Nimag (Nimoto) Strategy and Execution Scores
Elmoto Strategy and Execution Scores
Honda Strategy and Execution Scores



List of Tables

Comparison of Electric and Gas-Powered Scooter Costs: 2013
Annual Electric Scooter Sales by Region, World Markets: 2013-2020
Percentage of Electric Scooters with Li-ion Batteries by Region, World Markets: 2013-2020
The Navigant Research Leaderboard Overall Scores
Vendor Scores
Vendor Scores on Strategy Criteria
Vendor Scores on Execution Criteria

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