Could opting for a subscription to an electric motorcycle mitigate the risk of depreciation, and might this subscription-based ownership model eventually supplant the traditional practice of purchasing motorcycles outright? Honda is trying a new strategy to sell its WN7 electric motorcycle in Australia, but could a subscription model actually be a smarter option for electric bikes?
Purchasing a new motorcycle has traditionally been a straightforward process: you pay the price, take ownership of the bike, and later decide whether to sell it, trade it in, or keep it until it is no longer functional. The fluctuation of its value during your ownership has been solely your responsibility. However, this aspect may become increasingly significant as electric motorcycles gain greater prevalence in the market.
Honda’s WN7 is a notable example, being the company’s first full-size production electric motorcycle. Priced at £12,999 in the UK, it delivers up to 67bhp with a claimed range of 87 miles under WMTC testing. By motorcycle standards, it’s pricey, especially compared to a CB1000 Hornet SP, which costs less, goes faster, and travels further between refuels. The key difference lies in its electric powertrain, raising questions about its future resale value. Electric bikes are generally expensive and often depreciate quickly, which is a concern for many potential riders. To address this, Honda Australia has introduced a subscription service for the WN7, offering an alternative to traditional ownership. But does subscribing actually reduce the risks tied to owning an electric motorcycle?
Depreciation is always a big unknown when buying a new vehicle, but it’s especially tricky with electric ones. Battery tech is evolving fast, charging networks are expanding, and new models keep arriving with better specs. No one can say what a three-year-old WN7 will be worth if the next wave of electric Hondas has double the range. A subscription shifts that risk to someone else. Instead of spending £12,999 on a bike and taking the hit at resale, you’re paying for access as long as you want it. When the tech moves on, you just hand it back and move on too. Of course, there are trade-offs: subscriptions can cost more over time than buying outright, you’ll never build equity, and there may be contracts, mileage caps, or usage limits. Still, it changes the equation—especially for electric motorcycles. If you’re unsure whether an EV fits your life, subscribing can be a way to try the tech without taking on so much financial risk.
That leads us to the second, and much bigger question: is this really the direction the motorcycle industry is heading?
In the UK, the automotive market has seen a significant shift with the widespread adoption of personal contract purchase, leasing, and salary-sacrifice schemes, making the concept of paying for access to a vehicle rather than purchasing it outright entirely commonplace. Honda is already offering the WN7 through PCP in Britain, currently promoting it at £199 per month with a £1,876.56 deposit and an optional final payment of £5,427.05. Meanwhile, in Australia, a subscription scheme has been introduced at $400 AUD per month, approximately £200, which includes the bike, registration, and insurance. Notably, this plan offers flexibility with no lock-in contracts, allowing subscribers to cancel or modify their subscription with just two weeks’ notice.
For years, the industry has worked to make new bikes more affordable through PCP. The next step might be moving away from the idea that customers need to own the bike at all. And it’s not just about electric models—a subscription could work just as well for petrol-powered motorcycles. Want a Ducati for the summer? Subscribe. Thinking about trying a GS for a year before deciding if you really need one? Subscribe. Prefer to swap bikes every 12 months without the hassle of selling? Subscription makes it easy. The key difference is that electric motorcycles arguably have an even stronger case for adopting this model.
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