Hyperdrive
Slumping Bain-Backed BRP Makes Bets on Electric Motorbikes
- The two new models are its first motorcycles since 1987
- BRP is leaning on the strength of its classic Can-Am brand
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Snowmobile manufacturer BRP Inc. hasn’t made a motorcycle in nearly four decades, but the company believes growing interest in electric vehicles gives it an opening — if consumers are willing to pay up.
Chief Executive Officer Jose Boisjoli, who announced the new line of electric motorcycles at a gathering for dealers last month, said the market for gas-powered motorcycles is already too mature to enter. But the electrification trend is creating new space in the market that “can’t be ignored,” he said.