Tom Cruise brings electric motorcycles to the world stage with a stunt-packed Olympic handover
The Paris 2024 Olympic Games have finally drawn to a close, and now all eyes turn to the next event, LA 2028. Who better to represent the outrageous, all-American, frankly bonkers LA spirit than Tom Cruise?
As a famed motorbike lover, Tom Cruise has starred as a two-wheeled speedster in many a blockbuster movie. As is tradition, the Olympic flag is passed from the current hosts, to the incoming ones, during the closing ceremony. With Cruise on board, it had to be done with some panache.
The spectacle saw Cruise rappel into the Stade de France, grab the flag, and hop onto a motorbike to race the flag through the streets of Paris. The sustainability-minded amongst us rejoiced as he kicked his bike into action, and we heard that distinctive electric whirr.
For the occasion, Tom Cruise was riding a stunning 2024 Harley-Davidson LiveWire S2 Del Mar. An all-electric, high-performance motorbike. The bike whizzed through Paris, and we have to say, it looked great.
Why does this matter to the EV world?
The main takeaway here is that electric vehicles, bikes or otherwise, are becoming a part of the public consciousness. Barbie, the biggest movie of last year, featured an EV car chase with the Chevrolet Blazer EV SS in full-focus. BYD recently finished a hugely successful partnership with the UEFA EUROs 2024. These moves, sponsorships, and branding deals and propelling electric vehicles into the mainstream.
From the world’s largest sporting events, to the world’s largest movies, EVs are becoming normal. If they become normal in the media and entertainment we consume, then they become totally normal as a consideration for consumers.
Last night, millions of people around the world watched Tom Cruise bombing an electric motorbike through Paris. Now you have to wonder how many people are searching that exact bike, and considering buying electric for the very first time.
We’re in the process of building the early mainstream audience of EV adopters. Reports like the NFDA’s 2024 Consumer Attitude Survey reveal the physical barriers halting adoption. These are traditionally cost, infrastructure, and range anxieties. However, branding and positioning is a huge part of the battle.
Now, we’re seeing EVs taking the place of their ICE counterparts on screens and stadiums around the world. The conversations that come from these deals are inspiring the next generation of adopters.
