Studio Visit: Lit Motors

An electric vehicle that hits the sweet spot between bike and car

Before we went into this we said, “Let’s try to not pull a Segway. Let’s not dump $40 million into a technology and realize that there’s no market for it.” So we built a simulated showroom. We had a very fake model built that looked like a real version, and we had about 50 people come in from our two specific target demographics: young, urban professionals and baby boomer motorcyclists.

Photograph by Ethan Scott

Lit Motors is a San Francisco startup developing a two-wheeled electric vehicle called the C-1. It looks like a motorcycle wrapped in a candy shell and rides like a car. The C-1 aims to fill the commuter sweet spot between bicycle and automobile. Lit founder Daniel Kim, 34, says the vehicle is scheduled to begin production later this year.

    Before it's here, it's on the Bloomberg Terminal.