[PHOTO STORY] Gogoro Unveils New Color in Line with Company Philosophy

[PHOTO STORY] Gogoro Unveils New Color in Line with Company Philosophy
Photo Credit: Olivia Yang/The News Lens

What you need to know

'The company has been maintaining single colors for their smartscooters and each color represents a company philosophy.'

Gogoro global creative director Benjamin Bethurum on July 14 revealed the latest color for the smartscooter at a press conference in Taipei.

Bethurum says Gogoro started with the idea of better, cleaner, and smarter energy. Its first scooter was released in white, because for the Gogoro team it stood for clean, pure, and a white canvas. It was also a nod towards what the company wishes to do for the wider energy system: stimulate new ideas.

Last August, Gogoro’s color family expanded to blue, yellow and orange. The company has been maintaining single colors for their smartscooters and each color represents a company philosophy. After experimenting with multiple colors, Gogoro chose red to be the newest color for their product.

“Red, after all, is the most attractive and expressive color,” says Bethurum. “We all react to it very strongly.”

Bethurum says, however, Gogoro did not want an actual red, but a lighter, energetic, youthful, and enthusiastic shade that could bring more positive energy.

The latest color is currently only available as Gogoro Plus and is priced at NT$108,000 (US$3,400).

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Photo Credit: Olivia Yang/The News Lens
Gogoro Global Creative Director Benjamin Bethurum at Gogoro press conference on July 14.
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Photo Credit: Olivia Yang/The News Lens

Revealing the red Gogoro.

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Photo Credit: Olivia Yang/The News Lens
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Photo Credit: Olivia Yang/The News Lens
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Photo Credit: Olivia Yang/The News Lens

First Editor: J. Michael Cole
Second Editor: Edward White


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