A new player is GOAT, which unlike the others, is based on a peer-to-peer model — individuals buy and rent out their own electric, dockless scooter, which the company coordinates through its app, rather than the company owning its own fleet.
The name is short, easy to remember, lends itself to visual representation, and contains the word GO. So far so good.
The company says it is based on the acronym Greatest of All Time. “Every time you ride GOAT, we want it to lead you to the best the city has to offer, so each experience with GOAT has the opportunity to be the greatest of all time,” GOAT co-founder Jennie Whitaker said in a release. That’s a cute idea, but we’re not sure most customers will get it without a sports context or without the periods (as in the LL Cool J album G.O.A.T.).
The bigger issue, as with Skip, is the locomotive disconnect. Goats aren’t known for ease or smooth motion. They’re stubborn, tough little climbers. If this brand wants to distinguish itself as the scooter that never breaks and can take you safely up the steepest hill, then GOAT is a great name, but we don’t see that differentiation in the company’s marketing.