The electric motobike market - Italy

The global electric scooter market has witnessed considerable growth since 2020. This growth is partly fueled by the shift towards more sustainable transportation solutions and stricter traffic restrictions on conventional vehicles to mitigate urban pollution. In Italy specifically, COVID-19 has not significantly altered electric scooter use intentions, with the majority not using them and only 6% foreseeing increased use post-pandemic. Regulation plays a critical role in this market, with mandatory protective gear and different license requirements stipulated by the Highway Code.

Furthermore, the Italian government has provided incentives through the ecobonus.mise.gov.it platform, encouraging electric vehicle purchases with subsidies of up to 40% for scrapping old models and 30% without. The scooter-sharing market in Italy is on the rise, with a fleet of 100% electric vehicles exceeding 8,900 units in 2021, marking a 20% increase year-on-year. The market structure has expanded with traditional players like Piaggio and BMW venturing into electric models, alongside specialized electric companies like WOW, NIU, and VMOTO. As of 2022, electric two-wheeler registrations in Italy almost doubled compared to the first half of 2021, with electric vehicles now holding a 5.3% share of the total market. This growth is supported by market services revolving around maintenance, repair, and trade, which, despite a decline during COVID, rebounded to €3.64 billion in turnover by 2020. Best-selling models include the VMOTO SOCO CUx and the NIU N Series, reflecting an increasing consumer interest in electric mobility solutions.

Electric Scooter Market Trends in Italy

The Italian electric scooter market has evolved remarkably in recent years, showcasing a significant shift towards electric models, especially after the advent of the COVID-19 pandemic. Demand for electric scooters among Italians has remained relatively stable post-pandemic, with many users not anticipating a change in their usage frequency. Despite an apparent lack of change in usage intentions, with 67% of respondents stating they do not use electric scooters, there are indications of growing interest within the segment. An estimated market size between $5,000 and $12,000 million reflects a robust growth trajectory during the 2021-2028 period, where the market is anticipated to experience a compound annual growth rate (CAGR) of approximately 7.9%. This projected expansion can be attributed to increased urban traffic restrictions and an overarching commitment to sustainable transport solutions. The trends in electric scooter usage among Italians also align with broader environmental and mobility concerns, particularly in the wake of COVID-19. Geographical interest in electric scooters is most pronounced in regions like Liguria, which leads with the highest index of interest, followed by Marche and Tuscany. This reflects the variances in market demand across the country. In terms of market structure, traditional motorcycle manufacturers are increasingly delving into electric options, adding electric scooters to their otherwise combustion-engined portfolios.

Likewise, industry specialists are emerging, focusing on electric mobility solutions. These developments testify to a vibrant market that is open to innovation. The electric scooter market is also interconnected with the larger ecosystem of services such as maintenance and repair, which collectively saw an increasing turnover from $2.8 billion to $3.8 billion. This indicates a healthy sector that has the potential to support the growing electric scooter market. Price-wise, the electric scooter-sharing services offer a range of rates, with basic prices generally starting around €0.26 to €0.38 per minute, and daily rates hovering near €29 for 24 hours of usage. For potential buyers, electric scooter models are available across various price points, with leading brands such as NIU expanding both on land with scooters and into the electric car market. Considering the Italian government's active support through initiatives like the ecobonus, which subsidizes the purchase of electric vehicles, the market is expected to experience further growth. 

Key Players in the Italian Electric Scooter Market

The Italian electric scooter market has witnessed substantial growth in recent years, attracting a variety of players, from traditional scooter giants to startups specializing in electric models. Below are some of the main players shaping the future of electric mobility in Italy:

• Piaggio : As a long-standing giant in the scooter industry, Piaggio has not stayed behind in the electric revolution. Known for its iconic Vespa brand, the company has ventured into the electric scooter market by developing models that cater to the environmentally conscious rider while maintaining its classic design.
• BMW : Already a significant player in the luxury automotive sector, BMW has expanded its expertise into the electric scooter segment. With its reputation for high-performance and high-quality vehicles, BMW’s electric scooters are a testament to the brand’s commitment to innovation and sustainability.
• WOW : An Italian company that is relatively new to the scene, WOW has dedicated its efforts solely to developing electric scooters. By focusing on this niche, WOW aims to provide eco-friendly and practical urban mobility solutions to progressive consumers who prioritize green transportation.
• NIU : This international brand has made a name for itself in the electric scooter market with smart, connected, and elegantly designed models. NIU’s scooters are equipped with modern features such as app connectivity and are popular among the younger, tech-savvy demographic.
• VMOTO : A player that’s gaining ground in the market, VMOTO offers a range of electric scooters that are not only environmentally friendly but also stylish and geared towards urban commuters. Their models come with various features and designs to cater to a broad audience.
• Askoll : An Italian manufacturer known for producing electrical motors, Askoll has also entered the electric scooter market with its ES series. They offer a range of scooters that are both efficient and affordable, making electric mobility accessible to the masses.
• Mimoto : Paving the way in scooter-sharing services, Mimoto provides electric scooters for rent in several Italian cities. Their sharing service model promotes sustainable urban transport and accommodates residents and tourists seeking flexible mobility solutions.
• Cooltra : Specializing in two-wheeled sustainable mobility solutions, Cooltra has a potent presence in the electric scooter-sharing industry. They not only cater to individual users but also offer B2B services, extending their reach within the corporate sector.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 12/07/2023

Summary and extracts

List of charts

• How often will you use your monopath after COVID 2020?
• Scooter sharing in Italy, by major companies
• The provision of scootersharing services
• Scooter sharing fleet in Italy
• Top cities by number of available sharing scooters
• Turnover of enterprises engaged in trade, maintenance and repair of motorcycles and related parts and accessories
• What type of motorcycle or moped do you have or would like to purchase ?
• Global electric scooter market
• Number of enrollments in scooter sharing services
• Number of scooter sharing rentals
• Sharing Mobility Turnover
• Sharing Mobility Revenue Evolution