Way back in the dark ages of personal computing, a company called "Digital Research" debuted a PC environment called "GEM" that ran on top of DOS. It introduced an Apple MacIntosh style interface for the IBM PC with windows and icons all controlled via mouse pointer (WIMP = Windows/Icons/Mouse Pointer). It was the highlight of the expo that year and terrified Bill Gates because Microsoft had NOTHING like it.
Gates immediately issued press releases and artistic renderings of a Microsoft alternative he was going to call "Windows." Mind you, up to that point, not a single piece of code had been written! It was all artistic renderings and Gates' marketing savvy. He was able to convince the OEMs NOT to invest in GEM because something much much better was on the way. Gates was the undisputed MASTER of "Fear, Uncertainty, Doubt" (aka FUD).
I suspect we're seeing that strategy continuing today in the electric motorcycle world. Why buy an electric motorcycle from a company you've never heard of when WE'RE coming out with our own REAL SOON NOW!