BMW courts urban teens with e-motorbike concept

Germany – Targeting fledgling motorcyclists, the automotive brand has unveiled plans to create an e-motorbike suitable for beginners. Its BMW CE 02 concept is a motorbike and scooter hybrid marketed specifically at teenagers, with the aim of inspiring confident drivers who may later progress to a more established model.

With a lightweight design, chunky disc wheels and low frame, the CE 02 provides a safe and agile option for urban travel. With the launch, BMW is diversifying its customer base as a way of establishing loyal customers at an earlier stage of their lives. This product also reflects a wider shift in the sector, as younger audiences are increasingly drawn to the freedom and creativity associated with motorcycling. ‘Characteristic proportions not only allow for a very agile riding experience, they are also intended to encourage non-motorcyclists to perhaps get on and have a go,’ reads a press release from BMW.

As adoption of motorcycling gains traction, vehicle brands have an opportunity to court Generation Z by tapping into various facets of youth lifestyles from street culture to fashion and art.