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Cowboy is best recognized for its modern electrical bikes you can see in lots of main cities throughout Europe. And when you take a look at the individuals using 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 model new bike known as Cowboy Cross. It’s an all-road mannequin that goals for consolation and lengthy distance journeys.
I had the chance to see the brand new Cowboy Cross final week and take it for a check trip for a couple of minutes. In the case of design, it undoubtedly seems like a Cowboy bike with its pill-shaped entrance gentle, angular design and comfortable matte colours.
Equally, Cowboy is betting on a totally built-in design with as little upkeep as attainable. There’s no (bodily) gear, braking cables are hidden as a lot as attainable and the corporate makes use of carbon fiber belts.
What’s new with the Cowboy Cross is a pair of latest tyres. The wheels are barely smaller (26.5 inches), however the custom-designed tyres are a lot bigger.
On the entrance of the bike, you’ll see a entrance fork suspension. However not like most all-road 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 may be adjusted with a screwdriver.
And when you’re a small person who simply merely couldn’t trip a Cowboy bike resulting from your top, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as nicely. Once more, every little thing has been designed to make the Cowboy Cross extra comfy than present Cowboy bikes.
There are two designs for the aluminum body because the Cowboy Cross is out there in step-over and step-through variants. The bike is out there in three completely different colours — gentle gray, darkish gray and inexperienced. You’ll additionally discover a rear rack that may assist a baby seat or varied baggage.
The battery is a bit bigger with a 50% improve in capability. The corporate claims that you need to have the ability to trip for 60 to 120km on (37 to 75 miles) on a single cost.
That’s about it for specs. Nevertheless, potential prospects anticipate to maintain their new bike for years to come back. So it’s going to be vital to guarantee that the Cowboy Cross can simply be maintained over the lengthy haul. However it’s onerous to inform the way it will fare on launch day. Along with this {hardware} launch, Cowboy can also be saying a brand new “Examine My Bike” diagnostic instrument.
Pre-orders begin immediately with an early chook value of €3,499 (that’s $3,800 at immediately’s trade fee). Finally, Cowboy expects to promote the Cowboy Cross for €3,999 ($4,350).
As a reminder, Cowboy’s “traditional” bike fashions value €2,699 ($2,940), however there are two software program upgrades that value €199 and €299 every. The €199 Cowboy Join pack is included with the Cowboy Cross fashions.
“In keeping with our research, this can double our whole addressable market,” Cowboy co-founder and CEO Adrien Roose advised me. “I feel it’s a unique buyer total. It’s a buyer who’s searching for extra consolation. So that they’re often slightly bit older and have a bit extra finances.”
In my check trip, I additionally performed with Cowboy’s cell app. This app hosts all of the sensible 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 information. AdaptivePower is the characteristic that routinely adjusts the ability of the motor relying on the present slope and climate situations — it that was below the highlight following a patent swimsuit with eBikeLabs.
The corporate additionally added some mini video games that ought to encourage you to push tougher with out distracting you an excessive amount of. As an example, the app will let you know to push as a lot as attainable throughout 30 seconds. Or the app may say that you simply’ve entered a preferred section and let you know when you’re quicker than your mates.
These Strava-like options gained’t change Strava simply but — they’ll even be disabled in case you discover them too distracting. However it’s fascinating to see the corporate taking place that street and making software program a first-class citizen.
Totally different fashions for various wants
Cowboy principally sells its bikes to prospects residing in Belgium (its dwelling nation), Germany, France, the Netherlands and the U.Okay. As an alternative of launching in new markets, the corporate has determined to develop its product vary with extra type elements.
“We principally spent the primary two years of the corporate prototyping. Through the subsequent 5 years, we refined our platform. Now, we wish to provide our product in several type elements to satisfy completely different wants,” Roose stated. So you possibly can anticipate different fashions within the coming months and years.
In July 2023, Cowboy’s predominant competitor VanMoof filed for chapter. This led to a tough summer season for Cowboy too as many potential prospects dismissed Cowboy’s merchandise. “There was a giant 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 in comparison with VanMoof. “There are about 100 workers at Cowboy. The determine I noticed after they closed store was that 700 folks have been working for VanMoof,” Roose stated.
With a gross margin of 40% on every bike offered on to client, Cowboy expects to grow to be breakeven on an EBITDA foundation this 12 months and generate a web revenue subsequent 12 months.
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