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THREE THINGS WE LEARNED ABOUT SONDORS FROM ITS IPO FILING
Lance Oliver
Feb 13, 2023
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One of the startups that has generated the most interest is Sondors, the
electric bicycle company that built the unique MetaCycle electric motorcycle.
Now, thanks to filings with the Securities and Exchange Commission, as Sondors
plans to go public, we have more visibility into the company's situation and
future plans.
There are good reasons why the Sondors MetaCycle grabbled motorcyclists'
interest when it was unveiled. First, it came from a company that had already
found some success selling innovative electric bicycles at attractive prices.
Founded by Storm Sondors, the company has sold more than 63,000 electric
bicycles around the world since 2015.
More importantly, the MetaCycle filled what Sondors and others (including
myself) felt was a real gap in the electric motorcycle offerings available in
the United States. Unlike electric scooters and bicycles, the MetaCycle promised
a top speed of 80 mph, so it is capable of at least short highway stints. Unlike
the high-performance bikes like the LiveWire ONE or the Energica Experia that
cost over $20,000, the MetaCycle was affordable. Originally targeted at $5,000,
the price later rose to $6,500, but that's still far less than the least
expensive Zero (though Zero models have higher performance). Plus, the MetaCycle
has a unique style that doesn't look like someone just took an existing
gas-engine motorcycle, fuel tank and all, and stuffed in a battery where the
engine used to be.
Some of that buzz was tarnished, however, not only by the price hike, but also
by seemingly slipping performance figures. (Zack Courts is currently testing a
MetaCycle so we'll have definitive answers on performance soon.) Some buyers
decided to get a refund of deposits they put down for a MetaCycle.
Now, with the company's SEC filings, we have a better idea of some of the
activity behind the curtain at Sondors.
Zack Courts is currently testing a Sondors MetaCycle so we will soon know more
about its performance. Photo by Zack Courts.
HOW MANY METACYCLES HAS SONDORS DELIVERED?
One factor that quieted some of the MetaCycle buzz was the slipping timeline for
delivering motorcycles to consumers who had put down deposits. Deliveries
originally planned for 2021 were pushed to 2022, then late 2022. Then, last
year, Sondors assured us they had begun delivering motorcycles. But how many?
Thousands? Five?
The company's S-1 form filed with the SEC reveals that as of February 1, Sondors
has delievered 1,472 MetaCycles to customers in the United States. By
comparison, that's significantly more MetaCycles in a few months than LiveWire
has sold ONEs in the past two years — which is what you'd expect, since the ONE
costs nearly four times as much.
That means we'll soon start to see more information on how the MetaCycle
actually performs in the real world, both from our own testing and from the
experiences of owners.
DESIGNING A DIRT BIKE AND AN ATV
Having moved beyond electric bicycles to the MetaCycle, what's Sondors' next
move? How does it plan to invest the money it hopes to raise through the IPO? In
addition to paying off some debt, Sondors said the new money will be used in
part to expand the product line.
"We are currently designing an electric all-terrain vehicle (ATV), an electric
dirt bike, a larger version of the MetaCycle, MetaCycle-stylized e-bikes and
other e-mobility products," the company states in the S-1. To increase
efficiency, some of these products will use the same parts across multiple
models to expand offerings while keeping prices low. (Artist's renderings of
those potential products are shown in the illustration at top.)
Sondors has already developed a partnership with Costco to sell electric
bicycles in the stores, and the company said it could partner with other
retailers to sell some of its new products or may sell them through dedicated
showrooms, in addition to the direct-to-consumer model.
SONDORS IS NOT PROFITABLE YET
The SEC filings also give us a rare glimpse into the financials of a privately
held company. Sondors is still growing revenues but its operating losses are
also growing. In the first nine months of 2022, Sondors took in $16.8 million in
revenue, more than the $16.5 million for the entire year of 2021. However, after
expenses, the operating loss for the first nine months of 2022 was $3.8 million.
In 2021, the company lost $4.9 million.
The balance sheet also shows why it's trying to raise money with the IPO.
Sondors had cash and equivalents of $1 million on hand at the end of September,
2022, compared to $8.6 million at the end of 2021.
The company's S-1 documents have been amended a few times and the latest filing,
dated February 9, calls for issuing four million shares at an estimated price of
$4 to $6 on the Nasdaq exchange. That would leave founder Storm Sondors with
about 76% ownership of the company.
It will be interesting to see investors' reactions to the Sondors IPO and the
company's plans to move more into motorcycles and ATVs and beyond its bicycle
origins.
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