Still, in the seed portion of a startup, Damon Motorcycles had been primarily focused on developing safety technologies to be used by motorcycles manufactured by other companies.
Now the company has shifted and will focus on creating its own electric vehicle models that are designed to move past the problems currently seen within existing models.
“We are for the first time being black and white about the fact that we are a full-on producer and we have a motorcycle we’re going to unveil at CES,” Damon Motorcycle founder and CEO Jay Giraud said recently.
Damon's Hypersport Pro will be entirely electric and will have its full debut in January, but Giraud did not give any details about pricing, range, charging time, or performance.
This new vehicle is meant to compete directly with other electric motorcycles according to Giraud, including those developed by Harley-Davidson and Zero Motorcycles as well as gas-based, traditional motorcycles.
Damon recently brought aboard Derek Dorresteyn, previously the CTO with the electric motorcycle company Alta, to be the new COO.
The Hypersport Pro will have its full specs revealed at CEO, but the company did hint that it will compete with currently electric offerings and attempt to be more powerful.
Competitor Harley-Davidson released its first electric motorcycle, the LiveWire, this year and Zero Motorcycles released its SR/F as well. Both vehicles have similar charging times, performance, and ranges.
Overall, the motorcycle market within the US isn't doing too well. Since 2008, sales of new motorcycles have gone down by 50% and ownership for those under the age of 40 also dropping.
Harley-Davidson's move toward electric vehicles will most likely push other major manufacturers, like Yamaha and Honda, to position toward electric as well as the market strives to convince younger drivers to purchase motorcycles.
“We’ve come at this and the motorcycle problem in a way that no other company has,” Giraud explained.
“We’re trying to change the industry by addressing the issues of safety and handling and comfort and the problems that have persisted with everyone in the industry, including all the e-moto companies today.”
Damon's Hypersport Pro will also be using the company's CoPilot system of sensors, cameras, and radar to help detect the environment around the vehicle including blind spots.
The company is already taking pre-orders for the vehicle and it choosing to not sell through dealers, but instead, use a direct sales and service model.
“We have so many advantages the others don’t have and we’re leveraging every one of their weaknesses,” Founder Jay Giraud said. "The company’s direct-sale model will lend to more competitive pricing and higher margins for R&D".
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