BMW wants the viewer to know that it remembers the C1, the firm’s first crack at an enclosed scooter. Introduced in 2000, the model was poorly received by critics and consumers alike, with weak sales prompting its demise after just two years. For decades now, the C1 has become the butt of many moto-related jokes.
By acknowledging the C1, BMW tries to get ahead of all the naysayers. It isn’t a repelling tactic, altogether. After all, self-deprecation can be quite disarming. It’s the way the teaser presents the product after that fleeting moment of self-awareness that proves that even if you’re in on the joke, you can still be the butt of the joke.
BMW’s recent reliance on generative A.I. is well documented. (I’ve openly griped about it at times and bit my tongue at others.) The Vision CE campaign only takes that trend to unsettling new heights. Everything from the footage to the music to the voiceover looks, sounds, and feels A.I.-generated. However, it’s how the video ends that truly leaves me scratching my head.
After the narrator triumphantly identifies the concept as the Vision CE, they deliver the predictable, “Coming Soon.” Following a long beat, they add, “Or Later.” Only after another extended pause, do they conclude with a cryptic, “Maybe.” It’s a cheeky sign-off, but it also brings BMW’s intentions for the model into question.
In 2021, Honda unveiled its long-term pathway to electrification. It followed up that announcement in 2022, providing a silhouetted look at three of its “FUN” EV models. By 2023, the company accelerated its original plan, now aiming to introduce 30 new electric motorcycle models by 2030. The “FUN” concepts remained shrouded all the while. That is, until EICMA 2024, when the EV Fun prototype finally broke cover.
Along with that debut, Big Red promised to roll out the production-version of the e-roadster sometime in 2025. That’s why I paid close attention when Honda released a teaser for its “first electric motorcycle” in late July, especially with the date of September 2, 2025, dominating the screen by the video’s end. I marked my calendar, and everything. Sadly, it was all for naught, as the video Honda launched on Tuesday proved underwhelming.
Instead of rolling out the homologated model, the brand showcased the final stages of prototype testing. Sure, the bike wore street-going mirrors, lighting, and a license hanger for the first time, but there’s no real developments to report. No new specs, no pricing, and no release date. Womp womp. Honda effectively released a teaser for a teaser. Talk about dragging your feet.
Of course, with EICMA 2025 just two months away, I wouldn’t be surprised if both Honda and BMW save their big reveals for the annual trade show. Until then, that leaves us pondering the ultimate question: When the EVs arrive, will either make a real difference in the struggling electric two-wheeler market?
