SELANA, an Amsterdam-based e-mobility startup, announced the launch of SELANA Alpha, the first legally approved E-step in the Netherlands, signaling a significant development in urban transportation. After five years of research and development, the e-scooter will officially debut in the final quarter of 2024. This new product aims to provide a safer and more sustainable alternative to traditional vehicles, catering to the growing demand for micromobility solutions in cities.
In past reports, e-mobility trends have shown a steady increase in urban areas worldwide, with various startups introducing innovative solutions to replace cars. However, the Netherlands had stringent regulations, making it challenging for such innovations to gain legal status. SELANA’s breakthrough with the Alpha marks a significant shift in Dutch e-mobility laws, aligning with global trends where cities like Paris and San Francisco have already embraced similar technologies. This new development positions SELANA as a pioneer in the Dutch market, highlighting its commitment to advancing urban mobility.
Birth of SELANA Alpha
Co-founders Chingiskhan Kazakhstan and Max Schalow established SELANA to spearhead e-mobility innovation, offering micromobility solutions to B2B clients globally. The motivation to develop a legal e-scooter in the Netherlands stemmed from the co-founders’ experience with e-scooters in the U.S. and their belief in its potential to revolutionize urban travel. However, they faced significant regulatory hurdles, which prolonged the process to five years.
“Five years ago, the E-scooter boom was happening in the US, and after we bought a couple ourselves, we loved it so much and believed that it’s the future of urban travel that can replace cars and make cities safer and cleaner. So we thought, why not bring them to the Netherlands? However, we found out they were illegal. Thought it might take a year at most, but it wasn’t that easy.”
Challenges
Currently, no throttle E-steps meet Dutch road safety regulations, leading to the presence of over 200,000 illegal E-steps on the streets. These unapproved vehicles face a €400 fine and confiscation. SELANA aims to address this gap by offering a legal, safer alternative. The company faced several challenges, from regulatory compliance to quality control, over its five-year journey.
“Starting a startup as an international student in a university involves typical hurdles such as learning how to do it, making plans, raising funding during COVID, and dealing with stress. In addition to these challenges, there are numerous regulatory obstacles that a typical deep tech startup must overcome when developing hardware or software products, establishing quality systems, obtaining certifications, becoming a manufacturer, and passing tests. This has been the ongoing reality for the past five years, a time period during which most people would have given up.”
What makes SELANA Alpha special?
The SELANA Alpha e-scooter comes with a maximum speed of 25 km/h, adhering to legal limits. It includes front and rear brakes, turning lights, and 10-inch air tyres for enhanced safety. Additionally, it features smart technology such as NFC keycard unlocking and tracking capabilities. Priced at €1,900, it positions itself as a competitive alternative to other high-priced e-scooters like the VanMoof S5.
“We, as manufacturers, are listed alongside car manufacturers like Toyota and Tesla (NASDAQ:TSLA), so maintaining top-notch quality control is essential even as a startup. That’s why our product includes extra safety features and certified parts. For instance, due to a regulation change, we had to adjust the position of the front turning lights by a couple of centimeters. Due to this modification we created a completely new design and mold, resulting in significant expenses.”
SELANA has initiated a pre-order campaign with a refundable €100 deposit, enabling customers to secure their place on the waitlist for the Alpha. With expectations of strong market reception, the company projects sales of 10,000 units by 2025.
Looking ahead, SELANA plans to grow its partner dealer and service network and introduce more affordable versions for the mass market. This strategy is akin to Tesla’s approach, aiming to meet diverse customer needs with innovative products. SELANA’s success with Alpha could set a precedent for future urban mobility solutions in the Netherlands, potentially influencing other countries to adopt similar regulations.
“Introduce a more affordable version for the mass market, similar to Tesla’s strategy. Expand our offerings to meet actual needs, not just another electric car, but possibly something smaller.”
SELANA’s introduction of the Alpha represents a crucial advancement for e-mobility in the Netherlands, potentially setting a new standard for urban transportation. By overcoming significant regulatory and manufacturing challenges, SELANA has positioned itself as a leader in this emerging market. The company’s future plans indicate a commitment to broadening its product range and improving accessibility, which may further strengthen its market presence and impact on urban mobility.
