Electric scooters have become a popular mode of modern urban mobility, offering a convenient and eco-friendly way to commute through city streets.
In the Netherlands, the market is flooded with numerous low-quality knock-offs and unsafe E-steps sold as legitimate e-scooters.
While e-scooters offer convenience, the influx of cheap, low-quality models, particularly from unregulated sources, has posed safety concerns.
As a result, the RDW, the Dutch Vehicle Authority, has established stringent regulations, making it challenging for manufacturers to enter the Dutch market without meeting the set of high standards.
The RDW’s strict approach is driven by a clear goal — to ensure that only responsible manufacturers introduce safe vehicles onto Dutch roads.
Journey to legalisation
For a vehicle of this category to gain legal status in the Netherlands, it must pass through two critical evaluations:
- Technical inspection: Does the vehicle physically meet all legal requirements?
- Manufacturing processes: Does the documentation that guarantees high quality and compliant production meet the expected standards set by the RDW?
These are designed to ensure that only the safest and most reliable e-scooters make it to the roads.
And here’s where Amsterdam-based SELANA, an e-mobility startup, comes and addresses the issue.
Meet SELANA: The Tesla and Apple of E-steps
Founded by Chingiskhan Kazakhstan and Max Schalow, SELANA is at the forefront of E-mobility innovation, producing and selling micromobility vehicles to B2B clients worldwide.
After five years of R&D, the Dutch company has created the first legal E-step in the The Netherlands.
The company claims that significant investments and design improvements have made SELANA’s first product the safest E-step in the world, complying with the strictest legislation.
As part of our New Kid on the Block series, Silicon Canals interviewed Chingiskhan Kazakhstan, CEO and co-founder of SELANA.
In this edition, Chingiskhan provided us with insights into SELANA’s mission and vision, challenges, and much more.
Birth of SELANA
Explaining the inspiration behind establishing SELANA, Kazakhstan says, “Back in 2019, during the second year of our university, we saw shared E-steps starting to become popular in the US, so we thought of starting it in the Netherlands since nobody did that because it was completely illegal.”
“We love E-steps and believe that they can replace car trips with a convenient alternative and that they are truly the future of urban mobility. Many companies tried to make a legal E-step but either went bankrupt or stopped the process altogether. We believed we could do it in a year, but it took us 5 years and €1.5M in the end,” he adds.
Bringing SELENA ALPHA into the market
The Dutch company has developed its first product, SELENA ALPHA, which is expected to be the first and only legal e-scooter by the end of 2024.
“There are too many random Chinese knock-offs and unsafe illegal toys sold everywhere, and no real “Apple of E-steps” out there,” says Kazakhstan.
The company claims that SELANA Alpha, developed after five years of R&D, is scheduled for a Q4 2024 launch and is in the final stages of RDW approval. With this, the Dutch company aims to offer a safe, sustainable, and convenient alternative to cars in cities.
“This is the Tesla and Apple of E-steps. High quality, safe, and a perfect alternative to cars. Our solution is the future of urban mobility,” he adds.
The company is expected to start production of its E-steps this year-end, with deliveries in early 2025.
SELANA Alpha specs and speciality
SELANA’s E-scooter comes with its legal status and advanced features:
- Speed: Maximum 25 km/h, adhering to legal limits
- Safety Features: Front and rear brakes, turning lights, and 10-inch air tyres
- Smart Technology: NFC keycard unlocking and tracking capabilities
“We, as manufacturers, are listed alongside car manufacturers like Toyota and Tesla, so maintaining top-notch quality control is essential even as a startup. That’s why our product includes extra safety features and certified parts. Besides many physical extra features, like turning lights, air tyres, and suspension, it will be an overall higher quality of vehicles,” he states.
According to the company, SELANA Alpha complies with the Special Moped Regulation and has all the necessary certificates to comply with the regulations set by the RDW.
An alternative to illegal E-steps and VanMoof S5
Priced at €1,900, the SELANA positions Alpha as an alternative to illegal E-steps and higher-priced competitors like the VanMoof S5 at €3,298.
Explaining this strategy, he says “Illegal E-steps are so cheap since it doesn’t cost much to make due to low-quality and no certified components and no product control. Additionally, riders are uninsured and may face a €400 fine when using them on public roads.”
“As for other alternatives like E-bikes and mopeds, we are still more affordable while providing a similar (if not more comfortable) experience. It’s all based on people’s preferences. However, there is a reason why E-steps are mostly used in other countries. There is no driving license and helmets on E-steps as well,” he adds.
According to Chingiskhan, there is a significant demand for legal reforms in the Netherlands regarding the implementation of E-step.
“We tested it with any age, gender, and background, and with 0 experience, they tried it and loved it right away. This can increase inclusivity on the roads and provide a great convenient alternative to cars,” he adds. “I think E-steps will be on par with E-bikes, regarding usage on the Dutch market.”
Future plans
In terms of future plans, SELANA aims to expand by growing its partner dealer and service network.
“We learned from the market for the past years, and know that we shouldn’t be doing everything ourselves. We are currently in contact with many parties across the Netherlands to set up a perfect network for customers to have peace of mind,” he says.
Besides Alpha, the company is working on a smaller and more affordable foldable version — Delta.
“We are also looking into different variations of an E-step, like cargo, but also other mobility options like e-microcars,” concludes Chingiskhan.
The company has already launched an exclusive pre-order campaign with a refundable €100 deposit.
Through this pre-order campaign, customers can secure their place on the waitlist for the Alpha.
The Dutch company anticipates strong market reception, projecting sales of 10,000 units in 2025.
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