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Zero will pay new riders to get on electric motorcycles… just not in the US
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- DeepHorus
Zero Motorcycles is offering cash back to newly licensed riders who buy its electric motorcycles and scooters, but only in Europe. The new “New Rider Bonus” program provides €500 (about $580) back on larger models like the DSR/X, SR/F, S, and DS, or €250 (about $290) back on the LS1 scooter and XE lightweight models. Riders must have obtained an A1, A2, or full A motorcycle license, or UK CBT and Irish IBT certificates, within three months of their purchase. Eligible motorcycles must be new, unregistered 2025 or 2026 models bought from authorized dealers across countries including Germany, France, Italy, Spain, the UK, Ireland, the Netherlands, Belgium, Austria, Sweden, Switzerland, and Luxembourg.
The timing of the incentive makes strategic sense. Someone who has just completed rider training is likely already shopping for their first motorcycle, giving Zero a relatively inexpensive way to influence buying decisions at the exact right moment. The program also reflects a growing recognition that getting more people onto electric motorcycles requires attracting riders before they develop loyalties to gasoline-powered brands. By targeting new license holders, Zero aims to convert riders to electric from day one.
Unfortunately for American riders, the offer does not extend across the Atlantic. That omission is difficult to ignore, especially given Zero’s recent strategic direction. The California-born company has increasingly shifted its focus away from its US birthplace toward Europe, relocating its headquarters and launching several European-first initiatives. These include a Europe-only electric scooter and street-legal homologation of its Sur Ron-style electric dirt bikes, but only in Europe.
Europe continues to see stronger policy support and consumer adoption for electric two-wheelers, which helps explain the regional focus. From a business perspective, following stronger sales and a more supportive regulatory environment is understandable. However, the absence of similar incentives in the US adds to the growing impression that Zero’s home market is no longer a priority. That remains a disappointing signal for American electric motorcycle enthusiasts, especially since Zero helped pioneer the modern electric motorcycle industry in the US.
Many US riders would like to see the company investing just as aggressively in its original home market as it appears to be doing overseas. This latest incentive feels like another reminder of where Zero sees its future. Increasingly, that future is not in the country where the company got its start.
