In a world in which brands are betting more and more on the online and subscription sales model, it is strange that one emerges on the market that is betting precisely on it. Yadea may not be a household name to the European public, but that is something the manufacturer wants to change. Because in Asia he is well known.
It is, in fact, the world’s second largest manufacturer of two-wheelers; and the absolute leader when it comes to zero emission models. Its catalog includes motorcycles, mopeds, bicycles and electric scooters, although in Spain they will be limited, for the time being, to scooters and scooters, according to its national director, Ernesto Ko.
Yadea thus represents a great threat to the national electric motorcycle brand, Silence, which will use the old Nissan facilities in Zona Franca (Barcelona) to expand its production and supply electric scooters to Seat.
The figures handled by the Chinese giant are overwhelming, with sales of scooters, scooters and bicycles of more than 13.9 million units in 2021. In total, more than 60 million people use their products.
In China, the brand has 3,353 distributors in 28,000 physical stores. Outside the country, there are another 12,000. The first objective for Spain, according to Ko, is “to have a network of 200 points of sale by the end of the year.” These, in addition to acting as sellers, will also be your official services.
Although they do consider that the online channel will have its place, the objective is to focus on traditional sales, and, especially, focusing on private customers. “Companies is very relevant, because they need to have clean fleets for their delivery tasks in urban environments,” says Ko, “but the largest volume will come from users who want to switch to clean mobility.”
Yadea’s flagship product is the C1 S scooter, which has a range of 100 kilometers and, before being distributed by the Spanish subsidiary, cost around 4,500 euros. Now, the price is unknown, and will remain so until the manufacturer presents its commercial strategy for Spain, on June 21.
One of the keys to the landing of such a powerful brand is to do it hand in hand with a partner that has already been successful in making Eastern manufacturers known in Europe. This is the case of Kymco, which has become one of the best-selling brands two decades after its arrival.
Human Mobility is, in fact, the evolution of Kymco Mobility SA, the importer and distributor of the Taiwanese brand in our country. Now, it will be in charge of doing the same with Yadea, operating both manufacturers independently.
“We are a reference in mobility in Spain”, says Ko, who also chairs Human Mobility, “we have an important role in the fight against climate change and, with Yadea, we have acquired a new sustainable commitment”.
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