Razor, the company that helped kick off the scooter craze nearly two decades ago, has just unveiled a new lineup of affordable electric scooters for adults. The California-based company is introducing three new models: the EcoSmart SUP, E300 HD, and the C25. Along with the recently released E Prime III, Razor is hoping to expand its footprint in the adult scooter space, while also retaining its title as a trustworthy and recognizable brand in an overly saturated market.
Sometimes it seems like there’s an arms race to release the fastest, most rugged, most powerful e-scooter on the planet. Each week, I get pitches on scooters that can hit top speeds of 30, 40, even 50 mph, with jumbo battery packs and dual motors to boot. But there’s a trade-off. Obviously, they can be very dangerous to ride. But it’s also the case that many of these high-powered two-wheelers retail for well over $1,000. That’s more than most people are probably willing to spend on an electric scooter.
Razor does not want to play that game
Razor does not want to play that game. The company’s fastest scooter, the seated E-Prime Metro, has a top speed of 18 mph — which is on par with lower speed offerings like Bird, Lime, and other shared scooter services. Each of the three new models the company is unveiling today have a top speed of only 15.5 mph, assuming a max load of 220lbs. That’s because Razor doesn’t want to sell you speed; it wants to sell you a scooter — period. That means slapping a price tag on them that wouldn’t make most customers look twice.
“This class, between like $400 and $600, there’s a lot of choices out there,” Ian Desberg, Razor’s head of design and development, said in an interview. “We wanted to be competitive with that, and yet we wanted something that was not only different, but improved on that ride.”
Which is not to say that Razor’s scooters aren’t powerful in their own way. For many people, 15.5 mph is plenty of speed, especially if the scooter is being used for recreation or first-mile / last-mile transportation.
So far, Razor’s approach to electric scooters appears to be working — but mostly in the youth market. If you search “electric scooter” on Amazon, the company’s EcoSmart, E90, and E200 models are among the top non-sponsored results. Razor is now looking to extend that strategy even further into the adult market.
“Does the Razor brand transcend that original kids aluminum kick scooter?”
“We have these discussions in-house all the time,” Desberg said. “‘Does the Razor brand transcend that original kids aluminum kick scooter?’... We’re always faced with that. That’s always an uphill battle.”
Razor’s new models may not have the catchiest names or the flashiest specs, but they will certainly appeal to those customers where price is a top concern. Here’s a look at what the company is revealing:
- The EcoSmart SUP has 16-inch pneumatic front and rear tube tires and a wide bamboo deck for better stability. It features a 350W motor, a top speed of 15.5 mph, and a range of 12 miles per battery charge. Razor offers a similar model for its dockless scooter sharing service, Razor Share. The EcoSmart SUP, which weighs 63 lbs, has a manufacturer suggested retail price of $449 and goes on sale in July. Just check out those wheels!
- The C25 (which fortunately is only a working name) is highly durable and foldable, making it a good option for someone looking to take their scooter on public transportation. A lead acid battery version, which will be available next year, has up to 11.25 miles of range and a top speed of 15.5 mph. The lithium-ion battery version has 15.5 miles of range and can hit a top speed of 15.5 miles. The C25 features a 12-inch solid front wheel for stability, front and rear lighting for nighttime travel, an electric dashboard, and a 250W rear brushless hub motor. It comes with a 36V lithium-ion battery and weighs 30lbs. A lead acid battery version will be available next year. The scooter will go on sale in October for an MSRP of $399. The G2 version weighs 30 lbs, while the G3 clocks in at 40 lbs.
- Razor updated its most economical and bestselling electric scooter, the E300, with a hub drive motor. Razor says the E300 HD is a great option for “recreational electric scooter users who like to use their scooters for a quick spin around the neighborhood or for fun in the park.” It has a 250W high-torque brushless rear-wheel hub motor, a nine-inch pneumatic front-wheel and an eight-inch solid back wheel, twist-grip acceleration, and a hand-operated rear drum break. The E300 HD, which weighs 40 lbs, has a top speed of 15 mph and a suggested retail price of $289 when it hits the market this fall.
- The E Prime III, which was revealed earlier this year, seems like the model most likely to compete with the most popular models of scooter powerhouse Ninebot. With a 250W brushless hub-drive motor, LED headlight and brake-activated taillight, and a dual braking system, the E Prime III seems tailor-made for the urban scooter lover who’s tired of shelling out cash to scooter rental services. It has a top speed of 18 mph and a suggested retail price of $399. And it practically a featherweight at 24.2 lbs.