Cowboy is healthier recognized for its smooth electrical bikes that you could 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 referred to 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 take a look at trip for a couple of minutes. Relating to design, it positively appears to be like like a Cowboy bike with its pill-shaped entrance gentle, angular design and mushy matte colours.
Equally, Cowboy is betting on a totally built-in design with as little upkeep as potential. There’s no (bodily) gear, braking cables are hidden as a lot as potential 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 put up suspension for navigating tough terrain. For each the entrance fork and the seat put up, the suspensions might be adjusted with a screwdriver.
And in the event you’re a small one that simply can’t trip a Cowboy bike on account of your peak, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as properly. Once more, every part has been designed to make the Cowboy Cross extra comfy than present Cowboy bikes.
Picture Credit: Romain Dillet / TechCrunch
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 — gentle 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 need to be capable to trip for 60 to 120 km on (37 to 75 miles) on a single cost.
That’s about it for specs. Nonetheless, potential clients count on to maintain their new bike for years to return. So it’s going to be necessary to make it possible for the Cowboy Cross can simply be maintained over the lengthy haul. Nevertheless it’s exhausting to inform the way it will fare on launch day. Along with this {hardware} launch, Cowboy can be asserting a brand new “Test My Bike” diagnostic instrument.
Preorders begin in the present day with an early-bird worth of €3,499 (that’s $3,800 at in the present day’s trade fee). Finally, 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 program upgrades that value €199 and €299 every. The €199 Cowboy Join pack is included with the Cowboy Cross fashions.
“In line with our research, this may double our whole addressable market,” Cowboy co-founder and CEO Adrien Roose advised me. “I feel it’s a unique buyer general. It’s a buyer who’s searching for extra consolation. So that they’re normally a bit of bit older and have a bit extra funds.”
Picture Credit: Romain Dillet / TechCrunch
In my take a look at trip, I additionally performed with Cowboy’s cell app. This app hosts all of the sensible options of the electrical bike. You’ll be able to activate the lights, change between Eco mode and AdaptivePower, get turn-by-turn instructions and see historic information. AdaptivePower is the function 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 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 example, the app will inform you to push as a lot as potential throughout 30 seconds. Or the app would possibly say that you simply’ve entered a well-liked section and inform you in the event you’re quicker than your pals.
These Strava-like options received’t exchange Strava simply but — they will even be disabled in case you discover them too distracting. Nevertheless it’s attention-grabbing 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 clients dwelling in Belgium (its house nation), Germany, France, the Netherlands and the U.Ok. As a substitute of launching in new markets, the corporate has determined to develop its product vary with extra kind components.
“We largely spent the primary two years of the corporate prototyping. Throughout the subsequent 5 years, we refined our platform. Now we wish to supply our product in several kind components to fulfill totally different wants,” Roose mentioned. So you possibly can 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 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 unique place than VanMoof. “There are about 100 staff at Cowboy. The determine I noticed once they closed store was that 700 folks have been working for VanMoof,” Roose mentioned.
With a gross margin of 40% on every bike bought on to client, Cowboy expects to develop into breakeven on an EBITDA foundation this yr and generate a web revenue subsequent yr.
Picture Credit: Romain Dillet / TechCrunch
