BEDFORD, NH: Electric people-mover creator Segway has made a global PR push, starting with an exclusive to Time, to introduce its two second-generation personal transporters.
Doug Field, Segway chief technology officer, traveled around the US last week, talking about the Segway i2 and x2 models on numerous TV networks. Segway is working with its AOR, New York-based JS2 Communications, on the campaign.
The company also planned an August 23 event in New York City to give the media a chance to ride the new Segway on the paths along the Hudson River.
Segway's specific target audience is highly educated men, 40 to 50 years old with a high income, said Carla Vallone, Segway communications director.
The campaign will target the US, Germany, Italy, France, and Spain.
"We're targeting a mass audience with the announcement of new products to drive traffic to dealers throughout the world," said Vallone.
One feature the two new models have is "LeanSteer" technology, in which the Segway responds to the precise way the rider moves.
The x2 is a cross-terrain vehicle that lets riders go off-road, on dirt, gravel, grass, or sand. The new scooters also have a wireless InfoKey that deters theft.
The i2, designed for city travel, retails for $4,995, with a range of about 24 miles between charges. The x2 costs $5,495 and can travel 12 miles.