Marketing Currents - Business and Marketing Current Events

Razor’s iconic scooter is back. But this time, it’s for grown-ups—and it’s electric


The original Razor A Kick folding scooter arrived in 2000, and in many ways—just like the phone of nearly the same name—it epitomized Y2K design. Its colorful hand grips and shiny aluminum frame glinted in the sunlight, hearkening a joyous, technological future.

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Discussion Questions:

  1. What is a brand?
  2. What is brand strength?
  3. How might the strength of the Razor brand help the company with the introduction of its new product?
  4. Based on what you learned in this news story, how has Razor’s original product evolved?
  5. What is innovation and what might be innovative about the new product design?
  6. Why is product design important?
  7. What is Kickstarter?
  8. Why do you think brand chose to sell the new scooter on Kickstarter?
  9. What is a target market?
  10. Who you think Razor is targeting with the new product? Why?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.