Perhaps the NIU brand of electric vehicles is not known to everyone. The reality is that it is present more than you imagine. A company of Chinese origin and with a presence in Europe and the USA, which has so far worked with electric motorcycles, launches the most popular mobility model on the market: own electric scooters.
NIU has been in Spain for some time now with its electric motorcycle model. For sale to the public at its own points of sale and agreed dealerships, the Beijing-based firm is partnering with one of the biggest shared mobility agents of the moment: Cabify. It has been a shared Movo motorcycle supplier since the company began diversifying models beyond the VTC licenses for chauffeur-driven vehicles. Now they want to fly alone on their personal electric scooters. Without any intention of launching a general mobility service.
“Spain is a very interesting market for NIU,” the company explains. According to the electromobility sector, Spain is the second country in the world with the most electric scooters. For NIU, this was the perfect place. Of course, the Chinese brand will have to compete with two big players that have long established themselves in the region. On the one hand, the local Cecotec focused on the low price segment. On the other hand, fireproof Xiaomi. A Chinese competitor that has the highest market penetration for several years. When these two rivals face each other, they want to match the numbers they already have in the electric motorcycle business. NIU has a 25% market share in Europe in the electricity segment. And although it will be difficult to match this rate, this is the goal of the Chinese brand.
Why is NIU making electric scooters now? The company notes that this is an interesting moment for these cars. On the one hand, they stopped being a toy and became another mobility option in the electric car catalog. Numerous electric scooter companies have helped, to a certain extent, to the growth of this mobility. On the other hand, the pandemic has launched these options as a viable model for getting around cities. Finally, due to the change in its status, the average bill for scooters has increased. In the case of NIU, an average of about 500 euros comes from a sector that in the first stages is about 130 euros.
Chinese electric scooters made in Spain
NIU is Chinese, but it has expanded its boundaries in several significant ways. First, it is listed on the Nasdaq. Since 2017, they have decided to leave China and work in various international markets. Today they operate in 50 countries where they sell both online and through physical channels. NIU has long understood that internationalization is necessary.
On the other hand, its production points are local. In the case of Spain and Portugal, this role falls to the MCR. A company focused on the production of vehicles of this type. at the moment, MCR will be responsible for the production of electric scooter models that are sold in both regions. In any case, they do not rule out expanding their portfolio with electric motorcycles from the Chinese brand.
The location of the manufacturer in the local territory helps to ensure the distribution of models in a certain way. For sale through its website and large shopping malls, this model provides car delivery and independence from China at the time of distribution.
Source: Hiper Textual
