Today, EV motorcycles—or more accurately, electric scooters—have powerful marketing tools at their disposal in Pakistan in 2024. Whether targeting youth, urban residents in cities like Islamabad and Lahore, or students aged 20 to 27, digital platforms such as Facebook, Instagram, YouTube, and others can effectively help companies reach their audience.
But why aren’t the results matching the discussions between the EV industry and the government, which is actively trying to promote EVs in Pakistan?
As a common motorcyclist, I believe the issue lies in the lack of focus on ground realities, which are vastly different from those in many other countries.
What I have observed in my area is that EV scooters are mostly used by people who do not travel much on a daily basis. For example, top-of-the-line and mid-range models are mostly seen with girls, while lower-end models are used by senior citizens for short trips, such as going to a nearby market. Very few men use them.
This suggests that EV scooters are primarily purchased by people who have never used traditional motorcycles before, meaning they have captured a niche market rather than converting common motorcyclists. That’s why these scooters are considered successful only in theory—mainly by people who see just one side of the picture.
If an EV scooter is parked in a home that already has two or three standard motorcycles, it simply means it’s an addition for a new user rather than a replacement for an existing motorcycle. True success will come when a standard motorcycle user is fully convinced and replaces their bike with an EV scooter.
Let’s take the example of a standard motorcycle user and consider what he has in mind.
Suppose he rides a Honda Pridor (100cc), priced at Rs. 2,09,000. He lives near Harbanspura and commutes 33 km, from his home to factory. In addition, he travels another 20-30 km for various work-related visits. That makes a total daily distance of approximately 96 km (33 + 33 + 30 = 96 km).
Now, keep in mind that he rides at varying speeds depending on road conditions, typically between 50 to 75 km/h. This estimate doesn’t even account for emergencies—though in reality, they are quite common.
Now, let’s replace his motorcycle with an EV scooters (closest in price at Rs. 2,03,000). This EV has a maximum speed of 60 km/h and a range of 90 km per charge.
This means:
- He would need to leave home earlier in the morning.
- If his management asks him to visit a customer for after-sales service or a warranty claim, he would require extra travel time.
- If he returns home and his family wants to go out, they would need to wait for a recharge.
This scenario highlights a major practical challenge for EV scooters in replacing standard motorcycles.
Lastly, if there is an issue and he needs to replace a part of the scooty, would it be as easy as it would be for the Honda Pridor?
Would he be able to find a dealership in any town of Lahore for the required part, just like he could for the Honda Pridor? Or would he have to visit the company’s outlet since the parts for such machines are not easily available?
People say that EVs have fewer parts compared to standard motorcycles, but what if the disc brake malfunctions? What if the headlight breaks in an accident? What if a car damages the body?
Fuel is expensive, but is recharging a scooty really that convenient? Can it be done anywhere, anytime? What about the battery—how long before it needs replacement? What if an electric shock damages it while charging?
When I searched online, I found the following warranty details:
Motor: 24 months
Battery& Controller: 20 months
Frame: 36 months
Charger: 3 months
The longest warranty is for the frame, which is already the strongest part. However, the most critical components—the motor, battery, and charger—have relatively short warranty periods. Given the unstable electrical system in our country, the battery and charger are particularly at risk.
We all know that if an electrical part is damaged due to an electric shock, the warranty becomes void. Another concern is: what happens if the motor fails after 24 months? Or if the battery stops working after 20 months?
Even more concerning is the charger, which has only a three-month warranty, despite being a daily-use component that is constantly at risk.
After considering all this, I have one more important question: Will the company still be around when my warranty expires and I need to buy replacement parts out of my own pocket?
In the past, companies selling unique products have entered the market, sold a few units, and then disappeared, leaving customers stranded and frustrated. If manufacturers believe that other OEMs will eventually sell similar motors, batteries, and parts, they should keep in mind that while I can buy a bulb for my bike from any shop, I would never risk buying an engine component from just anywhere.
I am the founder of Pakistan Bikers Club, established in 2007. I have shared the views of riders—what they truly think about these machines. Personally, I believe that the EV segment will see real success only when companies take ground realities into account, which are different even from those of our neighboring countries. This is a major change, and for a motorcyclist, a significant shift. It will require extensive efforts from the companies’ side. They need to think differently—in fact, only out-of-the-box thinking can help them succeed.
Let me share an example to illustrate this. You may recall the Honda CD Dream, which was introduced with several aesthetic enhancements, including a plastic front fender similar to their top models. However, it later reverted to the old steel fender design—this time painted in color. Honda is the strongest motorcycle brand in Pakistan, yet even they had to listen to user preferences and adapt accordingly.
An EV scooty will replace a standard motorcycle in a household only when a common motorcyclist is completely satisfied with every aspect mentioned above.
This exclusive article has been published in Automark’s March-2025 printed and digital edition. Written By: Muhammad Zahid Iqbal Malik ([email protected])