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Cowboy is best identified for its modern electrical bikes which you can see in lots of main cities throughout Europe. And in the event you have 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 journey for a couple of minutes. With regards to design, it undoubtedly seems to be like a Cowboy bike with its pill-shaped entrance mild, angular design and delicate matte colours.
Equally, Cowboy is betting on a completely 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 street 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 submit suspension for navigating tough terrain. For each the entrance fork and the seat submit, the suspensions might be adjusted with a screwdriver.
And in the event you’re a small one who simply can’t journey a Cowboy bike on account of your top, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as nicely. Once more, all the things has been designed to make the Cowboy Cross extra comfy than current Cowboy bikes.
Picture Credit: Romain Dillet / TechCrunch
There are two designs for the aluminum body because the Cowboy Cross is obtainable in step-over and step-through variants. The bike is obtainable in three completely different colours — mild grey, darkish grey and inexperienced. You’ll additionally discover a rear rack that may assist a toddler seat or numerous baggage.
The battery is a bit bigger with a 50% enhance in capability. The corporate claims that you must have the ability to journey for 60 to 120 km on (37 to 75 miles) on a single cost.
That’s about it for specs. Nevertheless, potential prospects count on to maintain their new bike for years to return. So it’s going to be vital to be sure that the Cowboy Cross can simply be maintained over the lengthy haul. But it surely’s laborious 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 instrument.
Preorders begin at the moment with an early-bird worth of €3,499 (that’s $3,800 at at the moment’s trade price). Ultimately, Cowboy expects to promote the Cowboy Cross for €3,999 ($4,350).
As a reminder, Cowboy’s “traditional” bike fashions price €2,699 ($2,940), however there are two software program upgrades that price €199 and €299 every. The €199 Cowboy Join pack is included with the Cowboy Cross fashions.
“In response to our research, this may double our whole addressable market,” Cowboy co-founder and CEO Adrien Roose instructed me. “I feel it’s a unique buyer general. It’s a buyer who’s on the lookout for extra consolation. In order that they’re normally just a little bit older and have a bit extra price range.”
Picture Credit: Romain Dillet / TechCrunch
In my check journey, I additionally performed with Cowboy’s cell app. This app hosts all of the good options of the electrical bike. You may activate the lights, change between Eco mode and AdaptivePower, get turn-by-turn instructions and see historic knowledge. AdaptivePower is the function that mechanically adjusts the facility of the motor relying on the present slope and climate situations — and that was underneath the highlight following a patent swimsuit with eBikeLabs.
The corporate additionally added some minigames that ought to encourage you to push more durable with out distracting you an excessive amount of. As an illustration, the app will let you know to push as a lot as doable throughout 30 seconds. Or the app may say that you simply’ve entered a well-liked section and let you know in the event you’re sooner than your mates.
These Strava-like options gained’t substitute Strava simply but — they will even be disabled in case you discover them too distracting. But it surely’s fascinating to see the corporate happening that street and making software program a first-class citizen.
Totally different fashions for various wants
Cowboy largely sells its bikes to prospects dwelling in Belgium (its house nation), Germany, France, the Netherlands and the U.Okay. As a substitute of launching in new markets, the corporate has determined to increase its product vary with extra kind 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 kind components to fulfill completely different wants,” Roose stated. So you’ll be able to count on different fashions within the coming months and years.
In July 2023, Cowboy’s most important competitor VanMoof filed for chapter. This led to a troublesome summer time for Cowboy, too, as many potential prospects dismissed Cowboy’s merchandise. “There was an enormous overlap of shoppers contemplating each VanMoof and Cowboy bikes,” Roose stated.
However he now believes that Cowboy can transfer ahead, as the corporate is in a unique place than VanMoof. “There are about 100 staff at Cowboy. The determine I noticed after they closed store was that 700 folks had been working for VanMoof,” Roose stated.
With a gross margin of 40% on every bike offered on to client, Cowboy expects to develop into breakeven on an EBITDA foundation this yr and generate a internet revenue subsequent yr.
Picture Credit: Romain Dillet / TechCrunch
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