Alta Motors: The Rise and Fall of an Electric Motorcycle Pioneer

Published by AutoUnify.

Alta Motors was a California-based company, founded in 2010, that specialized in designing and manufacturing electric motorcycles. Initially operating under the name BRD Motorcycles, the company later rebranded to Alta Motors in 2014. Its goal was to revolutionize the motorcycle industry with electric-powered bikes that could compete with traditional gas-powered counterparts. Alta Motors’ flagship product, the Redshift series, garnered significant attention for its blend of performance, power, and environmental friendliness, appealing to both motocross enthusiasts and eco-conscious riders.

The company was known for pushing the boundaries of electric vehicle technology. Its motorcycles featured high-performance batteries and motors, positioning Alta Motors as a pioneer in electric off-road racing. The Redshift models, including both off-road and dual-sport variants, received praise for their instant torque delivery, lightweight design, and minimal maintenance compared to traditional combustion-engine bikes. Alta Motors made headlines in the motorcycle industry and even drew the attention of larger manufacturers like Harley-Davidson, which briefly entered into a partnership with the company.

Despite its innovations and growing popularity, Alta Motors faced financial difficulties that it struggled to overcome. The high costs associated with developing cutting-edge electric vehicle technology, combined with challenges in scaling production and securing additional investments, led to significant cash flow issues. The partnership with Harley-Davidson, which had initially appeared promising, dissolved in 2018, further compounding Alta’s financial woes.

In late 2018, Alta Motors officially ceased operations, marking the end of its promising journey. While the company left an indelible mark on the electric motorcycle industry, demonstrating the potential for electric power in off-road and competitive sports, it couldn’t secure the financial backing needed to sustain long-term growth. Some of Alta Motors’ technological assets were eventually acquired by Bombardier Recreational Products, but the brand itself disappeared from the market. Despite its untimely closure, Alta Motors remains a key player in the history of electric motorcycle innovation.