US bike maker Zero Motorcycles moves global HQ to Europe

Zero Motorcycles, the Californian brand long seen as the benchmark for electric two-wheelers, is taking a bold step across the Atlantic. The company has announced that it will move key global functions from its base in Scotts Valley, California, to its European headquarters in the Netherlands — a move that will also see the Dutch facility become its new global HQ.

The transition marks a major shift in focus for Zero, as Europe continues to drive the growth of electric motorcycles. With sales, infrastructure, and policy all pushing toward electrification, the continent has become the brand’s strongest market. Centralising operations in the Netherlands, says Zero, will improve agility, strengthen coordination, and position the company to react more quickly to customer demand.

A Zero SR/F plugged in and recharging

CEO Sam Paschel described the move as a defining moment for the brand: “Zero has led the electric motorcycle category for nearly two decades. With Europe setting the pace for EV adoption, moving key headquarters functions into the Netherlands allows us to respond faster to customer needs and strengthen our global operations. This is about focus, discipline, and ensuring we lead the transformation of the powersports industry.”

A Zero DSR/X and SR/F

Despite the shift in corporate leadership, Zero insists it remains committed to the US market. The Scotts Valley site will continue to serve as the brand’s innovation hub, focusing on research, development, and engineering. Paschel confirmed that all technical development will remain in California, ensuring the brand continues to pioneer high-performance electric motorcycles and powertrains from its Bay Area roots.

The restructuring is being backed by a $50 million investment from Zero’s primary shareholder, underscoring confidence in the brand’s long-term strategy and leadership position in the electric motorcycle sector.

A Zero electric motorcycle being recharged

Paschel added, “Our brand, our technology, and our global reach give us unmatched credibility and capabilities. Coordinating our global headquarters functions in Europe ensures we remain the clear leader in electric motorcycles and sets the stage for the most exciting chapter in the company’s history.”

With this announcement, Zero has effectively cemented Europe as the centre of gravity for its global ambitions, marking a new chapter in its mission to electrify the world’s roads — one silent, torque-laden motorcycle at a time.