Cowboy launches all-road electrical bike to draw riders past European metropolis facilities


Cowboy is healthier identified for its glossy electrical bikes which you can see in lots of main cities throughout Europe. And for those who take a look at the individuals driving these Cowboy bikes, more often than not, you’ll see a younger grownup heading to an workplace with a laptop computer in a backpack.

That’s why the corporate is launching a brand-new bike known as Cowboy Cross. It’s an all-road mannequin that goals for consolation and long-distance journeys.

I had the chance to see the brand new Cowboy Cross final week and take it for a check experience for a couple of minutes. On the subject of design, it positively appears like a Cowboy bike with its pill-shaped entrance mild, angular design and delicate matte colours.

Equally, Cowboy is betting on a totally built-in design with as little upkeep as doable. There’s no (bodily) gear, braking cables are hidden as a lot as doable and the corporate makes use of carbon fiber belts.

What’s new with the Cowboy Cross are the tires. The wheels are barely smaller (26.5 inches), however the custom-designed tires are a lot bigger.

On the entrance of the bike, you’ll see entrance fork suspension. However not like most highway bikes, the entrance fork is inverted with the suspension close to the wheel. Along with a greater design, that’s how Cowboy manages to cover the entrance brake cable within the body.

There’s additionally a seat put up suspension for navigating tough terrain. For each the entrance fork and the seat put up, the suspensions could be adjusted with a screwdriver.

And for those who’re a small one who simply can’t experience a Cowboy bike as a consequence of your peak, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as effectively. Once more, the whole lot has been designed to make the Cowboy Cross extra snug than current Cowboy bikes.

Picture Credit: Romain Dillet / Information World

There are two designs for the aluminum body because the Cowboy Cross is offered in step-over and step-through variants. The bike is offered in three totally different colours — mild grey, darkish grey and inexperienced. You’ll additionally discover a rear rack that may help a baby seat or numerous baggage.

The battery is a bit bigger with a 50% improve in capability. The corporate claims that you must be capable to experience for 60 to 120 km on (37 to 75 miles) on a single cost.

That’s about it for specs. Nonetheless, potential clients anticipate to maintain their new bike for years to return. So it’s going to be essential to guarantee that the Cowboy Cross can simply be maintained over the lengthy haul. But it surely’s arduous to inform the way it will fare on launch day. Along with this {hardware} launch, Cowboy can be saying a brand new “Verify My Bike” diagnostic device.

Preorders begin at this time with an early-bird value of €3,499 (that’s $3,800 at at this time’s change fee). Ultimately, Cowboy expects to promote the Cowboy Cross for €3,999 ($4,350).

As a reminder, Cowboy’s “basic” bike fashions value €2,699 ($2,940), however there are two software upgrades that value €199 and €299 every. The €199 Cowboy Join pack is included with the Cowboy Cross fashions.

“Based on our research, this may double our whole addressable market,” Cowboy co-founder and CEO Adrien Roose instructed me. “I feel it’s a special buyer total. It’s a buyer who’s searching for extra consolation. In order that they’re often a bit of bit older and have a bit extra finances.”

Picture Credit: Romain Dillet / Information World

In my check experience, I additionally performed with Cowboy’s cellular app. This app hosts all of the good options of the electrical bike. You possibly can activate the lights, change between Eco mode and AdaptivePower, get turn-by-turn instructions and see historic knowledge. AdaptivePower is the characteristic that routinely adjusts the facility of the motor relying on the present slope and climate situations — and that was beneath the highlight following a patent go well with with eBikeLabs.

The corporate additionally added some minigames that ought to encourage you to push tougher with out distracting you an excessive amount of. As an illustration, the app will inform you to push as a lot as doable throughout 30 seconds. Or the app may say that you simply’ve entered a preferred section and inform you for those who’re quicker than your folks.

These Strava-like options gained’t change Strava simply but — they’ll even be disabled in case you discover them too distracting. But it surely’s fascinating to see the corporate taking place that highway and making software program a first-class citizen.

Totally different fashions for various wants

Cowboy largely sells its bikes to clients dwelling in Belgium (its house nation), Germany, France, the Netherlands and the U.Ok. As an alternative of launching in new markets, the corporate has determined to increase its product vary with extra type components.

“We largely spent the primary two years of the corporate prototyping. In the course of the subsequent 5 years, we refined our platform. Now we wish to provide our product in several type components to satisfy totally different wants,” Roose mentioned. So you’ll be able to anticipate different fashions within the coming months and years.

In July 2023, Cowboy’s essential competitor VanMoof filed for chapter. This led to a troublesome summer season for Cowboy, too, as many potential clients dismissed Cowboy’s merchandise. “There was a giant overlap of consumers contemplating each VanMoof and Cowboy bikes,” Roose mentioned.

However he now believes that Cowboy can transfer ahead, as the corporate is in a special place than VanMoof. “There are about 100 workers at Cowboy. The determine I noticed once they closed store was that 700 individuals have been working for VanMoof,” Roose mentioned.

With a gross margin of 40% on every bike bought on to shopper, Cowboy expects to grow to be breakeven on an EBITDA foundation this 12 months and generate a web revenue subsequent 12 months.

Picture Credit: Romain Dillet / Information World


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