MICROMOBILITY
One brand looking to kickstart its own story as part of the electric revolution on these shores is Verge Motorcycles. The Finnish manufacturer was founded in 2018 and has already garnered significant interest in the motorcycle world thanks to innovations such as its hubless rear-wheel which houses the motor. Beyond the Tron-like aesthetics is also a brand which prioritises safety with the TS Ultra offering a plethora of preventative measures. Quite important for a bike that can go from 0-60 mph in 2.5 seconds… But why is Verge prioritising the UK as a key growth
market? And why now? “We see a country that not only understands the importance of migrating to EVs, but one that also enjoys riding motorcycles for fun and enjoyment,” explains George Blankenship, chief revenue officer at Verge Motorcycles, when sitting down with BikeBiz earlier this year. “This is the perfect place for us to engage with people who will love what we’re doing as a company and the way we see the future of motorcycles.”
Retail is detail
With a career spanning more than 40 years, Blankenship is known for developing acclaimed retail strategies for world- renowned brands such as Apple and Tesla. He is now responsible for creating Verge Motorcycles’
customer interface and customer journey, as well as its global store strategy.
“Motorcycles have been manufactured with the same underlying format for the past 150 years,” he says. “At Verge, I was particularly inspired by its boldness to
shake old habits. Verge has literally reinvented the wheel to better serve both their riders and the environment. I see the same potential in Verge today as I did in Apple two decades ago and Tesla one decade ago when we took a big step forward to completely redefine their industries,” says Blankenship. The first – and biggest – step for both Blankenship and
Verge in the UK came in May as it commenced sales and opened a pop-up store in Westfield London. “The reception has been beyond our wildest dreams,” he says. “Since opening, over 1,000 people have already signed up to
get a test ride, which is way beyond expectations. “Customers who have signed up for a test ride should be expecting to hear from us very soon to set up their ride, and as an added bonus they get to be among the first ever to ride a Verge bike in the UK.” If you speak to any brand in the micromobility sector – particularly those that focus on recreational use – the importance of a hands-on experience is often crucial to the sale process.
This is no different for Verge. “Physical retail is the best way to introduce new technology
to customers who may or may not even know our product exists. And when done right, physical retail invites customers to actively participate in the information they receive,” says Blankenship.
George Blankenship
www.bikebiz.com
August 2024 | 33
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