Electrified Discussion with Zero’s Sean McLaughlin
Are e-MTBs a gateway drug to motorcycles?
I spent 24 years in the bicycle industry in various roles. Along the way, I met several interesting people who also confessed a devilish delight for motorcycles. The bicycle industry typically wraps its well-intended clutches around a person and occasionally spits them out. Sometimes that circumstance pushes them into a different industry, and in the case of Zero Motorcycles’ Director of Engineering Programs Sean McLaughlin, it was a serendipitous result.
My first assignment for Cycle World was attending Zero’s new model launch in January 2016, and Sean was one of our presenters and ride leaders. He also loaned me a Zero DSR for a month-long review, and two summers later I interviewed new CEO Sam Paschel. Sean and I recently caught up to talk about his career path and the curious juxtaposition between electric bicycles and motorcycles.
Sean, you spent nearly 20 years with Specialized Bicycles before transitioning to Zero Motorcycles in March 2014. What were your objectives joining what was essentially a start-up in a not-so-crowded field? What roles have you held, and what does a typical day look like now?
My whole life has been spent on two wheels. I grew up as a kid on the outskirts of Phoenix, Arizona, riding BMX bikes and a Yamaha YZ-80. While my first love was bicycles—and my first paying job at a local, family-owned independent bicycle dealer (IBD)—motos have always been a passion. Evolving my career from bicycles to motorcycles was an easy transition (the industries are more alike than different) that allowed me to apply everything I learned, but entering the EV space has provided fresh challenges and opportunities for professional and personal growth.
Roles I’ve held? Shop rat, manager of a family-owned IBD, OEM customer service rep, inside sales manager, master planner, and all manner of marketing gigs. About four years ago, someone left open the backdoor to Zero’s engineering department, and I snuck in as a technical project manager. That role has transformed into Director of Engineering Programs. I now lead a team of PM’s and work with our leadership group in the development of all new Zero products and technology. I’m still that same 13-year-old shop rat at heart.
The past decade has seen a lightspeed advancement in battery cell development across the board: electric bicycles, motorcycles, cars and trucks are growing in number, with several major manufacturers introducing something new every month. Has Zero seen a spike in sales this year?
Zero Motorcycles has seen remarkable growth every year since its founding in 2006. As electrification of transportation has shifted from “If?” to “When?” to “Now!”, growth has accelerated.
A tectonic shift happened in 2020 when Zero and Polaris announced a 10-year partnership. While Zero extends its lead in electric motorcycles, the endorsement of a powersports icon like Polaris underscores the value of our powertrain technology.
Something that’s been on my mind the past year is accepting the fact that electric mountain bikes are here to stay, despite the exorbitant price tags. The Specialized S-Works Turbo Levo retails for $15,000; for an additional $495 one can buy a Zero DSR! This is where I’m conflicted: on one hand, an e-MTB is an absolute blast (my co-worker Sean Estes sez the “e” stands for “extra lap” or “everyone”).
I remember when $3,000 for a new bicycle was really expensive. Of course, at that time I had to walk to school, uphill both ways, through the snow. Kids these days…
On the other hand, that’s more than newer riders are willing to spend on a motorcycle! Are we witnessing the tipping point in consumer’s minds about how much it actually costs to buy into the two-wheeled electric space?
I’m more stoked than ever for all things with two wheels: analog, digital, on/off-road, etc. E-bikes (bicycles) are cool, crazy-fun, and can help bring more people into the sport.
However, I have to admit I’m turned off by the astronomical MSRPs. The freedom that cycling brought me would have been completely unattainable at the average selling prices we see today. I hope the technology trickles down and that the joy of cycling—in all its forms—is available to everyone.
In your opinion, are e-MTBs the gateway drug to get younger riders on motorcycles, ICE or electric?
What’s that meme that’s gone around a few times? “Teach your kid a love of bicycles, and they’ll never have money for drugs.” Everyone I know that’s taken a test ride on an electric two-wheeled machine has found the experience transformational. It takes the sensations of freedom, speed, motion and amplifies them … please forgive the pun.
So, yeah, I believe we’ll see riders move between and among the different platforms, which is great. More people on two wheels is better. Period.
California’s biggest threat the past few years has been wildfires and power outages. What can you tell me about the effort it takes to get a nationwide EV charging grid to power all the vehicles queuing up to hit the road in the next five to ten years?
Personally, I’m hopeful that we continue to expand renewable energy, and I think the USA is past due on investing in the infrastructure upon which we all rely. One undeniable thing is that EVs are remarkably efficient. ICE powertrains struggle to be 30% efficient with most of their energy lost as waste heat.
Zero Motorcycles’ powertrains are 90-plus percent efficient, so for a given amount of energy, you’ll go 3X further. Regardless, that energy has to come from somewhere. There ain’t no such thing as a free (lunch) ride.
California’s environmental regulations are among the strictest in the world. With a promise to prohibit new ICE vehicle sales by 2035, how is Zero ramping up?
We’re proudly “Crafted in California” and investing in more talent, space, hi-tech tools, and creating jobs. It’s a bold goal for this medium-sized Santa Cruz company, but Zero is fully committed to helping create the future of transportation, and we’re in this for the long haul.
Really enjoyed this trip from "Memory Lane" to "Pit Row". Thank you, Gary!