Libert-e Motors Essay

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Libert-E Motors is an electric scooter brand working as a subsidiary of Diamond Power International a Hong Kong company. Kei Yun Wong founder of Libert-E Motors was faced with many challenges including branding, logistics, building a dealer network and most importantly establishing a completely new brand. Libert-E’s offerings present a high quality electric scooter in the 50cc class of moped. Libert-E Motors marketing thus far has chosen to highlight the scooter’s environmentally-conscious design and downplay its Chinese origin. The focus on its environmentally-conscious design was intended to allure customers interested in conserving fuel in times of higher fuel prices and draw consumers interested in being “green”. Downplaying its Chinese origin was intended to avoid biases of cheaply made Chinese products. Proving the brands quality has also been aided with a generous customer support program. Libert-E’s two models the One ($2,599) and the Xero ($3,095) competitively compete against its gas competitors in price, and rank far cheaper than its electric competitors. In its brief time in the United States Libert-E has established a headquarters in Tennessee, where one day it plans on manufacturing its scooters one day. In its initial efforts Libert-E has managed to spend 2.25 million of its 3 million allotted for startup. The majority of Libert-E’s spending has been mostly devoted to travel and expenses related to gaining government approval, setting up offices, salaries, and shipping costs. Libert-E has only sold 5 scooters thus far and established 1 authorized dealer. The U.S. market appears to have a different culture of scooter buyers from Europe and Asia that may be difficult tap into. Strong competitors and barriers associated with delivering foreign products add to the difficulty of achieving strong penetration. In its efforts thus far Libert-E has managed

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