I still think Zero is on the right track by focusing on growing the EV market by gearing their products to ICE owners who don't own an EV. (At least that is what I think they are doing.) You need to make a product that doesn't cost too much compared with an ICE model with similar performance and one that looks like current ICE motorcycles. The problem with most motorcycle enthusiasts is that they are, and have always been, very conservative and are reluctant to embrace change. I don't think Brammo did themselves any marketing favors by making their original Enertia look kind of like a colorful plastic-covered bicycle.
Now you can certainly argue that Energica is on the right path, but perhaps their pricing and technology is a bit over the top to really appeal to the ICE crowd.
I keep hearing from my ICE-owning friends that they do like the concept of electric power, but would not buy one until range increases to 200 miles at 70 mph, and/or recharging takes less than 5 minutes and can be accomplished at existing gas stations. In other words, they want things to be just the same as when riding their current ICE bike, but with an electric motor.
So there you go. If you want decent EV sales, don't make your vehicle look like the Cezeta Motors version of a 1950's Chekhovian scooter.