Consideration is given to the possibility of a molecule moving unidirectionally in an electric field of a polar periodic substrate as a result of the fluctuations of molecular dipole moment occurring on the photoexcitation of the molecule. As estimated for such motion, molecules with sufficiently long fluorescence and strongly differing dipole moments in the ground and excited states can move with an average velocity of the same order as that typical of protein motors such as kinesin. This effect results from the mutual compensation of two opposite factors acting in dipole photomotors, namely, a lower energy of interaction with the substrate relative to that for protein motors and a shorter excited-state lifetime as compared with the duration of the hydrolytic splitting of adenosinetriphosphate in protein motors.