cens logo

Gogoro and 7-Eleven Tie Up to Offer E-scooter Battery-swapping to Enhance Convenience

Dec 07, 2015 | By Quincy Liang

Obviously Gogoro Inc., an upstart with ambitions to develop and sell the Gogoro Smartscooter electric-scooters as well as aim to transform energy distribution and management in megacities, is serious about its plan to popularize its line of stylish e-scooters in Taiwan, in the wake of cutting prices of its erstwhile upscale-priced scooters, having recently announced it has tied up with President Chain Store Corporation (PCSC and operator of the 7-Eleven chain in Taiwan) to provide e-scooter battery-pack swapping service.

At the press conference for the tie-up, PCSC announced the inauguration of the GoStation battery-swapping station at a 7-Eleven store in downtown Taipei.

Starting late November 2015 more Gogoro GoStation battery-swapping stations will be seen at 7-Eleven stores in Taiwan. (photo from Gogoro)Starting late November 2015 more Gogoro GoStation battery-swapping stations will be seen at 7-Eleven stores in Taiwan. (photo from Gogoro)

Gogoro also said that it has been stepping up the installations of an increasing number of GoStations in northern Taiwan, with the number expected to outstrip 100 by the end of November. In December, Gogoro will continue to set up more stations in other major cities in northern Taiwan, including Taipei City, New Taipei City, Keelung, Taoyuan and Hsinchu.

Industry sources said that the tie-up in e-scooter battery-swapping service will be a win-win for both parties. The strategy takes advantage of the current status of 7-Eleven being the largest chain-store brand in Taiwan with over 10,000 stores throughout the island (highest convenience store density in the world), making the ubiquitous chain store the ideal platform to realize easily accessible battery packs for riders, who are typically worried about shortness of cruise range and the inconvenience of running out of fuel. So the partnership with 7-Eleven should help to promote Gogoro products and services and its user-friendliness, especially when Gogoro targets not only vending innovative e-scooters, but also emphasizes its capacity to provide a key feature of building truly practical e-scooter culture: battery-swapping services.

The partnership between Gogoro and 7-Eleven is expected to greatly enhance user-convenience of Gogoro SmartScooter riders, and as a result effectively upgrade consumer acceptance of such environmentally-friendly transportation vehicle. Peng Ming-i, vice president of marketing at Gogoro, said that his company and 7-Eleven jointly chose to kick off the operation of a GoStation in downtown Taipei, and the two parties will look for other locations to set up more battery-swapping stations given positive consumer response. Peng added that the battery-swapping service is expected to further elevate foot traffic at 7-Elevens with the GoStation.

Other e-scooter vendors, in fact, also tried to utilize 7-Eleven's extensive locations to provide battery-swapping service before, including China Motor Corp. (CMC), the No. 1 e-scooter vendor in Taiwan before Gogoro launched its models in 2015. However, the high labor and warehouse costs as well as low charge per service of NT$50 (US$1.6) proved cost-ineffective to have driven out all e-scooter vendors, except on some Taiwan's offshore islands.

Licensing of 680 units of the Gogoro Smartscooter in October makes the new brand the No. 1 e-scooter vendor with about 55 percent market share in the segement. (photo from Gogoro)Licensing of 680 units of the Gogoro Smartscooter in October makes the new brand the No. 1 e-scooter vendor with about 55 percent market share in the segement. (photo from Gogoro)

New Business Model
Some industry insiders are more optimistic about the cooperation between Gogoro and 7-Eleven, mainly because of Gogoro's business strategy to separate sales of the Smartscooter from the battery pack. A Smartscooter owner has to lease a battery pack from Gogoro to power the vehicle, but Gogoro's GoStation battery-swapping system outside a 7-Eleven store allows DIY operation by an e-scooter rider, without adding warehousing and labor costs to the convenience store.

If the first 7-Eleven GoStation succeeds, Peng said, Gogoro plans to duplicate such business model at other 7-Eleven stores to develop a battery-swapping service network throughout the island.

Increasing Sales Volume
Sales of Gogoro's Smartscooters, said to be the world's first high-performance, battery-swappable, smart e-scooter designed to work with the Gogoro Energy Network (an advanced battery-swapping infrastructure for cities), have been increasing after its kick-off delivery in July 2015.

Statistics compiled by the Ministry of Transportation and Communications (MOTC) show that 1,237 e-scooters were licensed in Taiwan in October, compared to 897 units sold in the previous month. A total of 680 units of the Gogoro Smartscooter were licensed in October on the island, making the new Gogoro brand the No. 1 vendor, compared to the 412 units sold by China Motor Corp. (CMC), which had been the top e-scooter vendor in Taiwan for several years by often taking a market share of over 80 percent.

Gogoro, in fact, delivered 36 Smartscooters (for a market share of 6.3 percent in the domestic e-scooter segment in July, with the initial delivery having started on July 25), 433 units in August (55.1 percent share), 330 in September (36.8 percent) and 680 (55 percent) in October. Some 600 units are expected to be shipped to riders in November, the company said.

Just a few months ago, not many people on the island paid attention to nor considered buying the Gogoro Smartscooter, especially when each e-scooter model was priced at more than NT$100,000 (US$3,333) excluding the lithium-ion battery pack, considering the frequent news in Taiwan of stagnant wages, relatively low pay for college graduates, the bearish and volatile stock market of late, and discouraging news of the slowing economy in China. But sales turned around in October, driven by Gororo's decision to spark sales by launching the Smartscooter Lite, an entry-level version about US$1,000 cheaper than the fully-equipped version.

The Smartscooter is also changing the landscape of the domestic e-scooter market, in which sales used to be concentrated in southern Taiwan, due to personal transport preference, vehicle charging convenience, relatively sunnier climate, and company fleets used for express home delivery. In the past few months, more Smartscooters were sold to consumers living in northern Taiwan, especially in Taipei City and New Taipei City.

Currently, Gogoro operates only four sales points on the island—three also providing repair and maintenance services—with such limited facilities and service staff also undermining potentially higher sales. Peng is very optimistic about increasing sales volume in the future, especially with the company's tie-up with 7-Eleven.


Industry Reports

CENS and EDN held a joint booth at the fair to promote Taiwan-made auto parts.

Automechanika Shanghai 2019 Consolidates Status as Asia's Top Exhibition for Automotive OE and Aftermarket

Dec 10, 2019

Automechanika Shanghai 2019 is well on its way to continue its succession of record-breaking shows. Boasting even more industry participation than ever before, the fair sees 6,590 exhibitors from 46 countries and regions around the world, a five percent increase from the previous edition. The show introduces a host of new themed zones and areas in keeping with industry trends, as well as expands ...


The US president Donald Trump
(photo courtesy of Agence France-Presse)

S. Korea most affected by U.S.-China trade spat: report

Dec 10, 2019

South Korea may have been hit the hardest among major economies by the protracted trade dispute between the United States and China due to its high dependence on exports to the countries, a report said Tuesday.The U.S. and China are the world's largest importers of South Korean products with shipments to China accounting for more than one-quarter of South Korea's overall exports last year, accord...


Trump reimpose tariffs on imports of steel and aluminium from Brazil and Argentina </h2>

Trump reimpose tariffs on imports of steel and aluminium from Brazil and Argentina

Dec 05, 2019

Donald Trump will reimpose tariffs on imports of steel and aluminium from Brazil and Argentina after accusing the countries of a “massive devaluation” of their currencies that hurt US farmers. The move — which was announced by Mr Trump on Twitter on Monday — sharply escalates trade tensions with the two struggling Latin American economies as they build closer ties with China.The announcement ...



Industry In-Focus

CENS and EDN held a joint booth at the fair to promote Taiwan-made auto parts.

Automechanika Shanghai 2019 Consolidates Status as Asia's Top Exhibition for Automotive OE and Aftermarket

Dec 10, 2019

Automechanika Shanghai 2019 is well on its way to continue its succession of record-breaking shows. Boasting even more industry participation than ever before, the fair sees 6,590 exhibitors from 46 countries and regions around the world, a five percent increase from the previous edition. The show introduces a host of new themed zones and areas in keeping with industry trends, as well as expands ...


This is the exterior of LC Fuel Tank's new plant which are being constructed in Xiluo Township. (photo courtesy of LC Fuel Tank)

Inevitable Rise of EV Spurs Fuel Tank Maker into Classic Car Industries

LC Fuel Tank Targets EU's Classic Car Market

Sep 05, 2019

As a top professional fuel systems manufacturer in Taiwan, and a global player in the automotive aftermarket industry, the fact that car makers are investing more resources into the electric vehicle (EV) than conventional vehicles powered by engine around the world is a challenging situation that LC Fuel Tank Manufacture Co needs to deal with. There’s no fuel tank in EV, only batteries. Each y...

LC FUEL TANK MANUFACTURE CO.


Taiwan's First Hand Tools Research and Testing Center Opens in Taichung on May 31(photo taken by Sung Chien-sheng)

Taiwan's First Hand Tools Research and Testing Center Opens in Taichung

Jul 23, 2019

In response to upgrading Taiwan’s hand tools industry and localizing services to the industry chains, China Steel Corporation (CSC), Taiwan Hand Tool Manufacturers' Association (THTMA) , Metal Industries R&D Center (MIRDC), and Corporate Synergy Development Center (CSD) have jointly established the research and testing center for hand tools in Taichung Industrial Park at the opening ceremony on M...



Supplier News

Vacuum Carbon Fiber Aero kits-super is extremely light with high hardness and high quality。

TWL-CARBON Specializes in Carbon Fiber Components of High-End Sport Cars

Nov 29, 2019

■Lo Su-hua Founded in 2001, TWL started its career as auto parts and aftermarket accessories trading company while entering the field of OEM of carbon fiber auto parts in 2012. However, with many years of manufacturing experience, TWL found a problem that has existed so long in the carbon fiber auto parts industry–the prices in the carbon fiber auto parts’ material are hugely different and...

Twlcarbon CO. LTD.


Pneumatic tools Airboss invented attracted buyers attention in exhibitions (photo courtesy Airboss)

Airboss air tools co., ltd., the shortest pneumatic tools attracted attention

Nov 19, 2019

■Lo Su-hua Concentrated on R&D, after-service and production, the Taiwan-based Airboss Air Tool Co., Ltd., a world-caliber supplier of pneumatic tools, which specialized in manufacturing compacted, light-weight, user-friendly pneumatic tools, high safety. The products are made with magnesium alloy and many specialties as lightweight, high precision, high rigidity. They are not only eco-fri...

AIRBOSS AIR TOOL CO., LTD.


Hsin Yi Chang Industry Co., Ltd showcases their quality vehicle visors, which are designated products by global big names. (photo courtesy of Hsin Yi Chang)

Global Vehicle Visor Player Hsin Yi Chang Seeks to Woo New Clients

Nov 19, 2019

■Tseng Lung-nan Equipped with a top-down supply chain, Hsin Yi Chang Industry Co., Ltd. is a company that has over 38 years of experience in vehicle visors and various precise acrylic molding. The firm markets its brand under “HIC” in Taiwan and many countries worldwide. HIC has been rolling out new vehicle visors, compatible with over 2,000 car models and types. Hsin Yi Chang General Manag...

HSIN YI CHANG INDUSTRY CO., LTD.



Insiders' Views

Caption: Pictured from front row, third right, Changhua County Government Economic Affairs Department Director Liu Yu-ping, County Magistrate Wang Huei-mei, Secretary Chen Bo-tsun pose in front of the exhibition booth. (Photo provided by CHCIA)

Changhua County Government Shores up Biz-Matching to Global Buyers

Nov 18, 2019

■Yang Feng-Chun In a bid to assist manufacturers in Changhua County to expand their market reach overseas against severe competition in the globalized market, Changhua County Government has been an active player in pushing for a makeover and innovation of its local small and medium-sized enterprises. This is done in hopes of establishing stronger connection with international markets. An ex...


Paul Master offers high-quality chassis and engines parts for passenger cars, trucks, and industrial trucks. (Photo courtesy of Paul Master)

Paul Master Builds Reputation with Auto Chassis and Engine Parts

Nov 18, 2019

Founded in 1980, Paul Master Auto Parts Co. is headquartered in Taiwan, a professional manufacturer of chassis and engines parts for passenger cars, trucks, and industrial trucks including forklifts. General Manager Terry Liang said the company has its own professional design department, which provides customized products and specifications for global buyers, including automobile steering and...

PAUL MASTER AUTO PARTS CO.


Nan Hoang Traffic Instrument Co., Ltd.</h2><p class='subtitle'>Taiwan First brakes Technology Co., Ltd. </p>

Nan Hoang Traffic Instrument Co., Ltd.

Taiwan First brakes Technology Co., Ltd.

Sep 04, 2019

Nan Hoang Traffic Instrument Co., Ltd is one of the major manufacturers of automobile friction materials in Taiwan and globally. Chairman Austin Cheng has implemented the double-arrow strategy this year - own brand of “YangPo” is adopted to focus on global channels while the “NHC brand focuses on improving market shares in global markets, such as Europe, America, Asia, Australia, and the Middle E...



Exhibition Highlights

CENS and EDN held a joint booth at the fair to promote Taiwan-made auto parts.

Automechanika Shanghai 2019 Consolidates Status as Asia's Top Exhibition for Automotive OE and Aftermarket

Dec 10, 2019

Automechanika Shanghai 2019 is well on its way to continue its succession of record-breaking shows. Boasting even more industry participation than ever before, the fair sees 6,590 exhibitors from 46 countries and regions around the world, a five percent increase from the previous edition. The show introduces a host of new themed zones and areas in keeping with industry trends, as well as expands ...


Full throttle ahead as Automechanika Shanghai 2019 opens for its 15th edition </h2>

Full throttle ahead as Automechanika Shanghai 2019 opens for its 15th edition

Dec 02, 2019

As industry players approach the end of the year, Automechanika Shanghai 2019 participants look ahead at the latest products, services and technologies of the future. The show opens tomorrow until 6 December at the National Exhibition and Convention Center, (Shanghai). Being recognised as one of the most influential automotive trade fairs in the industry, it continues to act as a central hub for ...


59,000+ buyers visit twin lighting fairs and Eco Expo Asia Survey: lighting market steady; potential seen in smart products</h2>

59,000+ buyers visit twin lighting fairs and Eco Expo Asia Survey: lighting market steady; potential seen in smart products

Nov 12, 2019

Organised by the Hong Kong Trade Development Council (HKTDC), the 21st Hong Kong International Lighting Fair (Autumn Edition), the fourth Hong Kong International Outdoor and Tech Light Expo and the 14th Eco Expo Asia concluded with more than 59,000 buyers from 135 countries and regions visiting the three fairs. HKTDC Deputy Executive Director Benjamin Chau said: “Despite the recent public inc...