Surron Leads the Charge Through the Electric Dirt Bike Market

When Surron first hit the electric bike market it was in a niche of its own with the Light Bee X. Since then, the company has continued to carve out further market share by creating more unique bikes and expanding its range of models.

The Light Bee X, for example, is an electric dirt bike/mountain bike mashup, while at the other end of the showroom is the Storm Bee. It's a full-on dirt bike that also happens to be electric. The distinction may not be apparent to some but certain parallels can be seen in other manufacturers with their recreational trail bikes as compared to their more competition-oriented offerings. But that is not to say that the Light Bee X's aren't ready to handle the rough stuff and the track as there is a popular racing series specifically for these models.

We wanted to learn more about what makes Surrons special and what's to come for the company. So, we reached out to Graeme Jones, Director of Marketing at Surron Canada/DIAN Motors Inc. and posed a few questions to him. Here's what he had to say to ESR.

Q: There's a real attention to detail with these bikes isn't there, with things like reverse and multiple riding modes?

A: For sure. Surron definitely has an out-of-the-box mentality when it comes to designing bikes. The Light Bee X was unique when it arrived on the scene in 2018 as this funky electric dirt bike/mountain bike hybrid. Now with the Storm Bee and Ultra Bee (released this year), Surron is offering some cool features rarely seen on off-road bikes: riding modes, traction control, regenerative braking, and yes, even reverse! There’s even an app, which unfortunately isn’t available in North America at this time.

Q: Who's the target audience for the Ultra Bee? Are they at dealers now?

A: The Ultra Bee is in dealerships across Canada now. It’s hard to pinpoint who the “target” audience is for this bike, but what I can say is that it’s basically a true off-road motorcycle, whereas the Light Bee X is in a special category of small, lightweight e-moto bikes. The Ultra Bee is quick, nimble, and feels like a proper dirt bike. It’s a great option for gas riders looking to make the switch to electric, especially because of the inviting price tag.

Q: Will a street legal version be available in Canada? (Marketing materials show the Ultra Bee with lights/turn signals and licence plate holder. It looks like it would be a blast to ride on the street.) Any other street legal bikes on the way?

A: This is probably the question we get asked most about Surrons. As the importer and exclusive distributor in Canada, we have spent many, many months navigating how to get the Storm Bee and Ultra Bee approved by Transport Canada — but it’s daunting. At this point, we do not have an ETA for street-legal versions of these models.

Q: How has the Storm Bee been received by the market?

A: The Storm Bee hasn’t seen much exposure through traditional media reviews yet, so we’re still waiting to get a consensus on it. What we have learned is that traditional off-road riders love the size and feel of the Storm Bee — it sits like a 250 or 450 four-stroke. As with any electric bike, the main concern is range, but owners seem happy with the amount of time you can ride on a full charge.

Q: Is Surron gaining in popularity and visibility through the motocross program and new CSBK partnership?

A: Absolutely! What we’re seeing is a lot of racers buying Light Bees for training, fun, and to enter the increasing number of Surron races across Canada. Electric bikes are also being incorporated into off-road, enduro, and hare scramble series in Ontario, Quebec, Alberta, and BC this year. Racing is a great advertising tool and we see it as an important part of increasing brand awareness for Surron in Canada.

Q: Where do you see the electric motorcycle industry going? Any insider insight?

A: That’s a loaded question! The biggest hurdle for all electric motorcycle makers today is range. Many die-hard gas riders are hesitant to buy a bike that can’t go as far or long as their current bike. As battery technology evolves, range will improve and we’ll see electric bikes really start to penetrate the market.

Q: What is next for Surron?

A: You’ll have to wait and see! People are really becoming aware of Surron as a leader in the two-wheel electric scene, so it’ll be exciting to see what’s next. I’m personally stoked to see what they come up with next! 

Q: Any final thoughts?

A: Being a company that produces quiet, emissions-free dirt bikes, we have an opportunity to save — and maybe even grow — off-road riding areas that are at risk of being lost due to noise and environmental concerns. Here in Canada, we’ll continue to partner with key organizations (such as the OFTR, MCC and MMIC) to be at the forefront of important conversations and make Surron a household name in the motorcycle industry.

Check out the latest Surron racing in the video below.