Customers who walk into some California Best Buy stores for a cellphone might walk out with an electric vehicle. At least that's the thinking behind a test being conducted by the nation's largest consumer electronics retailer.
In May, the Richfield, Minn., company quietly began selling electric bicycles, scooters and Segways at 21 of its West Coast stores, 12 of them in California.
This month it will broaden its electric vehicle offerings with the first electric motorcycle to be sold in a brick-and-mortar store -- the Enertia by Brammo Inc., an Ashland, Ore., company in which Best Buy Co. Inc. has invested $10 million.
While the U.S. economy is uncertain and electric vehicle technology is in its infancy, Best Buy is hoping to get in on the ground floor of an emerging market category that not only builds on the company's technology orientation but also subverts the traditional dealer-distribution model for motorized transportation.
In addition to selling electric vehicles, Best Buy's technology service group, the Geek Squad, has been trained to service them.
"Our business is already connecting in people's homes and lives with technology, appliances and computers," Best Buy spokeswoman Kelly Groehler said. "One of the things that's important for the future growth of [our company] is staying ahead of where technology is in people's lives.
"There's a transition that's taking place in personal transportation. With people looking to be more fuel-efficient, they want to save money and get around more easily for less cost. What we're seeing now is a groundswell with the general consumer examining electric transportation for their lives."
Eight models of electric vehicles are available through Best Buy's participating stores and its website. The vehicles include scooters from Currie Technologies, bicycles from Currie and Ultra Motor Ltd., a Baja Motorsports moped and the Segway i2.
When the Enertia motorcycle joins the lineup this month, it will fill out a model range that varies widely in price ($299 to $11,995), speed (12 to 55 mph) and distance per charge (eight to 45 miles).
"The biggest thing we get out of the deal is much better exposure," said Larry Pizzi, chief executive of Currie Technologies, the California electric bicycle manufacturer that makes five of the electric vehicles Best Buy offers.
