According to our friends over at The Pack, the Indian electric motorcycle brand that has been gaining seemingly unstoppable momentum, Ultraviolette, is expanding into Spain and Portugal with its highest-performance F77 Mach 2 and F77 SuperStreet models. This is just the tip of a much larger European expansion, but it brings unique challenges.
The two markets have different infrastructure, policy incentives, pricing sensitivities, and consumer expectations, and Spain and Portugal offer different possibilities and difficulties. The task of maximizing possibilities and overcoming difficulties has been given to Rhino Electric Motors, which was appointed as the exclusive importer/distributor in both markets.
The two models Ultraviolette is launching in the Iberian Peninsula share almost identical specs. Both motorcycles feature a 10.3 kWh lithium battery pack, a 30 kW (40 hp) peak power figure, and 100 Nm (73.76 lb-ft) of torque. These features get both units to 60 km/h (37 mph) in 2.8 seconds and on to a top speed of 155 km/p (96 mph). The main difference is that the Mach 2 variant offers a sportier stance, while the SuperStreet is more upright and intended to have comfier ergonomics.
When using the 10.3 kW battery, both bikes have identical urban ranges of 231 km (143 miles). This range, combined with both units' 40 hp output, puts them in a unique category in the electric motorcycle niche. Most bikes that have a higher range come with astronomical price tags and more than twice the power output. So, if Ultraviolette can keep the price down, it might nail the sweet spot for commuters who are looking for motorcycle ergonomics, with OK power, and impressive range.
It will all be about offering more range than the other electric motorcycles for sale in Europe, while being a much better value option, which the Indian manufacturer has a strategy for. The brand will export the bikes via Completely Built Units (CBUS). This means that, for now, the units will be assembled in India before being shipped to Europe, but once scale allows for the bikes to be constructed in Europe, that's likely the route Ultraviolette will take.
Beyond Spain and Portugal, the manufacturer will target Germany, France, Italy, the UK, Ireland, Austria, Switzerland, Belgium, the Netherlands, and Luxembourg. So, while Spain and Portugal are the start, this move is part of a much larger expansion to derive 30-35% of the company's total revenue by exports by 2028.
The style is certainly on point, as is the range and performance for city riding. With the right price tag and a good customer service network, Ultraviolette should have a good chance of cracking Europe.
