Taiwan's electric scooter market is off to a slow start in 2025. Total sales in the first half of the year reached just 20,000 units — down nearly 40% year-over-year — reflecting a broader cooling in consumer interest. While a decade ago electric models held a strong price and subsidy advantage, that gap has now closed, leaving automakers scrambling to find new ways to stand out.
Since 2024, electric and gasoline-powered scooters have entered direct competition in the same price segment. A slower pace of battery-swap station expansion signals that major players believe the current infrastructure has reached sufficient consumer coverage.
With pricing and charging convenience now on near-equal footing, a new differentiator is emerging: product diversity. As electric scooters lose their novelty edge, what matters next to buyers is the breadth and fit of model choices — from aesthetics to riding style and utility.
Based on consumer data and field analysis, DIGITIMES outlines three strategic priorities for e-scooter brands hoping to regain traction in an increasingly saturated market.
Precise price positioning
Analysis of Taiwan's top 10 best-selling gasoline and electric scooters in 2024 shows the average price difference is now under NT$10,000 (approx. US$327). When government subsidies are factored in — typically between NT$7,000 and NT$15,000 for electric scooters and NT$5,000 to NT$15,000 for gas models — the playing field becomes effectively level.
This leaves electric scooter makers with no margin for pricing missteps. Future product pricing must be tightly benchmarked against comparable gasoline models, especially those offering similar specs and features, to remain competitive. Precise alignment with consumer budgets is critical for improving EV conversion rates in a price-sensitive market.
Broader and more varied model lineups
With cost and convenience barriers shrinking, model variety is emerging as a key decision factor. Leading gas-powered scooter brands, such as SYM, have aggressively diversified their portfolios — launching models tailored to students, urban commuters, and delivery services alike.
In contrast, EV market leader Gogoro has lagged in this area. While the brand still benefits from strong recognition, its product range has been criticized for design repetition and limited segmentation. As pricing parity erodes its early mover advantage, Gogoro — and other EV makers — risk losing consumer appeal unless they broaden their offerings to match the nuanced needs of different rider groups.
Enhancing the battery swap experience
With over 2,700 battery swap stations and more than 1.3 million smart batteries deployed, Gogoro operates the most extensive battery-swapping network in Taiwan. Yet infrastructure quantity is no longer the main concern. Consumer feedback increasingly points to pain points in power availability during peak hours, battery performance stability, and a lack of flexibility in pricing plans.
DIGITIMES suggests that Gogoro's next phase of growth should shift focus from station expansion to technology upgrades — especially in battery durability, range consistency, and real-time availability of fully charged batteries. A more flexible pricing structure could also appeal to both light and heavy users, improving long-term retention and satisfaction.
Looking ahead: from infrastructure to experience
In summary, Taiwan's electric scooter makers now face a changed landscape. To reverse the sales decline, the industry must pivot from early-phase infrastructure growth to second-phase product and experience optimization. DIGITIMES outlines three actionable priorities: firstly, refine pricing strategy to match consumer expectations in a parity market. Secondly, diversify model offerings to appeal to a wider range of rider lifestyles. Lastly, improve the battery swap experience, with a focus on uptime and user flexibility
As electric scooters transition from niche alternative to mainstream mobility option, consumer expectations will only rise. Meeting them may be the industry's next great challenge — and its best path to recovery.
Article edited by Joseph Chen
