Heritage Spirit Scrambler Electric Motorcycle: A Marketing Showcase

The Heritage Spirit Scrambler, an electric motorcycle developed by the French start-up Ateliers Heritage Bikes, is available in two power options: 4 kW and 7 kW, accompanied by battery capacities of 3.2 kWh or 4.8 kWh. With a price tag of EUR23,450, it raises eyebrows for its positioning in the market.

This electric scrambler was introduced to the public at a recent auto show in Paris, coinciding with the launch of Renault's electric vehicle, the R4 E-Tech. This strategic pairing provided the small manufacturer with significant exposure, as it is primarily known for producing electric bicycles in Annecy, just a short distance from Geneva. The combination of the vintage aesthetic and modern electric technology intentionally presents a contradiction that is visually appealing.

Ateliers Heritage Bikes emphasizes two main points on their website: the motorcycle's French origin and its distinctive vision of vintage design that they claim sets it apart from competitors. This focus on local production is partly due to generous subsidies from the French government, which encourages such ventures to manufacture domestically. However, it's worth noting that many components of the Spirit Scrambler are sourced from abroad.

In terms of pricing, the Heritage Spirit Scrambler's EUR23,450 price point is steep, especially for a vehicle that offers a relatively modest performance. The electric hub motor provides 4 kW of power, allowing the bike to reach speeds of 45 km/h with a range of approximately 80 km, depending on usage. The more powerful model, priced at EUR24,450, features a 7 kW motor which can achieve a top speed of 99 km/h and a maximum range of 110 km.

Ateliers Heritage Bikes markets the Spirit Scrambler as more than just an electric motorcycle, describing it as a true work of art crafted by passionate artisans in France. Each unit is produced in limited quantities, which the company claims contributes to its exceptional quality and uniqueness. However, the visible craftsmanship appears to be minimal, with the frame being a basic steel double-loop design.

Visually, the Heritage Spirit Scrambler draws inspiration from the classic enduro bikes of the 1960s, featuring a black steel frame, rounded faux gas tank with a hidden charging port, and leather seat with decorative stitching. The bike includes modern elements such as wire-spoked wheels fitted with rugged tires, although the short suspension travel suggests it is not designed for serious off-road use.

While assembled in France, various components originate from international suppliers: Excel rims from Japan, WP forks from Austria, Brembo brakes from Italy, and Heidenau tires from Germany. The origin of the battery cells is not disclosed, leading to speculation that they may be sourced from Asia.

For those seeking a special edition, the Heritage Spirit Scrambler X R4, which features unique coloring and additional design elements, is available for EUR26,900. Comparatively, this model lacks the features found in other electric motorcycles available in the market that offer more power and range for a lower price. For instance, the Damon Hypersport SX, with a robust 15 kWh battery and a competitive price point, showcases what consumers can expect from electric motorcycles today.

While the Heritage Spirit Scrambler aims to capture the charm of vintage motorcycles, its high price and modest specifications raise questions about its market viability in the increasingly competitive electric motorcycle segment.