Electric Vehicle Startup Launches E-Motorcycle

Category: Business


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. aesthetic / ɛsˈθɛt ɪk / (adj) – relating to art and beauty

    Many people praised the interior designer for the house’s aesthetic improvements.

  2. upholstery / ʌpˈhoʊl stə ri / (n) – the material, such as cloth or leather, that covers a chair, sofa, etc.

    My new car has leather upholstery.

  3. pigment / ˈpɪg mənt / (n) – a substance that gives color to something

    Pigments give color to ink and paint.

  4. techie / ˈtɛk i / (n) – someone who has strong knowledge and interest in technology

    My friend is a techie, so she always knows the latest devices.

  5. turn off / tɜrn ɔf / (phrasal) – to make someone disinterested or disgusted

    The customer was turned off by the loud music in the restaurant.


Read the text below.

Tarform, a New York-based electric vehicle startup, has launched a new e-motorcycle.

The Tarform Luna was developed based on the company’s mission to create sustainable e-motorcycles with aesthetic design and craftsmanship. The e-motorcycle can go from 0 to 97 kph in just 3.8 seconds and can reach a maximum speed of 193 kph. It takes around an hour to charge Luna to 100%.

The Tarform Luna’s starting price is $24,000, and it is currently available for pre-order through the company’s website.

The selling point of the Tarform Luna is its ecological design. The e-motorcycle’s bodywork is created from flaxseed weave, and its seat upholstery is made from vegan leather, making the vehicle plastic-free. Tarform is also trying to eliminate the use of paints and primers on its motorcycles by using a material with algae extracts and iron-based metallic pigments.

To reduce waste, Tarform also designed the vehicle to be upgradable. The bodywork can be modified to a new style, and its battery pack and software can be upgraded as technology advances.

In an interview, Tarform founder Taras Kravtchouk [KRAV-chook] said the company’s target market is techies and people who are turned off by motorcycles because of the vehicles’ gas, noise, and fumes. He added that the company will use ethically sourced materials to manufacture their bikes. Tarform has received funding from several financial advisory firms and investors to achieve this mission.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think the Tarform Luna’s selling point (i.e. ecological design) is enough to attract the company’s target market of techies and people turned off by motorcycles? Why or why not?
• Do you think the price of the motorcycle (i.e. $24,000) is reasonable? Why or why not?

Discussion B

• Do you think a lot of people will start using e-vehicles in the future? Why or why not?
• Do you think car manufacturers should eventually stop producing non-electric vehicles? Why or why not?