When we close our eyes and open our imaginations, we see Zero Motorcycles as a small squad of bikes roaring (silently, of course) across an open, dusty plain at breakneck speed, as though an invisible army were in hot pursuit. That's because, in a way, that is what is actually happening. Metaphorically, at least.

While it may seem to have the electric motorcycle market pretty much to itself at the moment, Zero is fully aware that traditional manufacturers and others are coming, sooner or later, and it's racing down a path of constant product and price improvements in preparation. Yesterday, it opened the throttle a bit more, announcing a significant $1,350 slice off the price tags of all its shiny 2015 models.

According to the California company, the cuts come as a result of increases in battery energy density, and decreases in costs, arriving sooner than anticipated. Instead of complacently padding its bottom line, Zero has decided to promptly pass the savings along. This means in the US, one can get in the saddle of an FX 2.8 for as little as $8,495. The top-of-the-line Zero SR 12.5 – the number after the model indicates the battery capacity in kilowatt hours – can now be had for $15,995.

If you've already bought one of their bikes this year, you're not being left completely out of the deal either. Zero is offering previous purchasers of 2015 models a free compensatory package that includes an off-board charger, a leather Zero-branded riding jacket, along with a pair of leather motorcycle gloves. That all adds up to about $1,000. Pretty sweet, right?

The company hopes this new pricing will continue to drive increases in sales, both domestically and abroad. International sales could especially be impacted by the price improvement, as the weak Euro has not helped the brand's affordability. Zero tells AutoblogGreen that it already has experienced a 35-percent increase, globally, over last year's volumes (we should note that it's also become available in a few more markets as well) and it expects "that trend to increase" with the drop in price.

You can read the official press release below for more details. As part of our own special deal, we're throwing in a fresh new video that shares the Zero ownership experience of one Arvid Elias, a Microsoft employee and Ariel Atom driver, and now, SR rider.

Show full PR text
Zero Motorcycles Lowers 2015 Motorcycle MSRP In North America
Company Announces Lower Prices on 2015 Models Due to Lower Battery Cost/Increases in Energy Density

SANTA CRUZ, Calif., May 20, 2015 /PRNewswire/ -- Zero Motorcycles, the global leader in the electric motorcycle industry, announced today that it is lowering prices by $1,350 across its 2015 model line. Seeing its battery costs fall and energy density increase faster than anticipated as it develops successive model years of high performance electric motorcycles, Zero Motorcycles has decided to deliver this increased value immediately to consumers in North America.

"As leaders in this space we believe it is important to pass on the benefits of improved battery technology and our increased scale to consumers as soon as possible to allow more motorcyclists to experience the thrill of electric," said Richard Walker, Zero Motorcycles CEO. "We're not here to do things as they've been traditionally done in the motorcycle industry. Making this change mid-season to deliver great value to consumers at industry-leading price points, rather than waiting for 2016, is just the right thing to do."

Since most distribution partners across the world buy Zero motorcycles based on the US MSRP, Zero will be able to pass on the benefit of these newly announced prices to consumers in their local markets. In Europe, these cost reductions will allow Zero to absorb the currency impact of the weakened Euro without raising prices from their current levels.

"This announcement will benefit the consumer and, of course, further accelerate our growth. We are the acknowledged technology and commercial leaders in the burgeoning electric motorcycle market, and this move positions us well to remain on top," said Pieter de Waal, Zero Motorcycles VP of Global Sales and Marketing.

The new US MSRP for 2015 Model Zero Motorcycles are as follows:






2015 Zero FX



2015 Zero DS



2015 Zero S



2015 Zero SR


About Zero Motorcycles
Zero Motorcycles is committed to transforming the motorcycling experience by bringing to market highly innovative electric motorcycles that offer exceptional value and performance. Zero is powered by innovation, driven by passion, guided by integrity and measured by results. Through extensive research, insight and experience, Zero combines the art and science of motorcycle development to create and manufacture products that excite consumers and inspire brand loyalty. Every model is designed and built in California. Zero is determined to be the preeminent global electric motorcycle company.

Follow Zero Motorcycles on Twitter @ZeroMC, become a fan of Zero Motorcycles on Facebook and check out what Zero is doing on YouTube at www.youtube.com/zeromotorcycles.

2015 Zero SR Preview

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