Cowboy is best identified for its glossy electrical bikes which you could see in lots of main cities throughout Europe. And when you have 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 referred to 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 journey for a couple of minutes. When it involves design, it undoubtedly seems like a Cowboy bike with its pill-shaped entrance mild, angular design and gentle matte colours.
Similarly, 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 is a pair of latest tyres. The wheels are barely smaller (26.5 inches), however the custom-designed tyres are a lot bigger.
At the entrance of the bike, you’ll see a entrance fork suspension. But in contrast to most all-road bikes, the entrance fork is inverted with the suspension close to the wheel. In addition to 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 could be adjusted with a screwdriver.
And when you’re a small individual that simply merely couldn’t journey a Cowboy bike attributable to your top, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as properly. Again, all the things has been designed to make the Cowboy Cross extra snug than present Cowboy bikes.
Image Credits: Romain Dillet / TechCrunch
There are two designs for the aluminum body because the Cowboy Cross is on the market in step-over and step-through variants. The bike is on the market in three completely different colours — mild gray, darkish gray 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% improve in capability. The firm claims that you must be capable of journey for 60 to 120km on (37 to 75 miles) on a single cost.
That’s about it for specs. However, potential prospects anticipate to maintain their new bike for years to return. So it’s going to be essential to be sure that the Cowboy Cross can simply be maintained over the lengthy haul. But it’s exhausting to inform the way it will fare on launch day. In addition to this {hardware} launch, Cowboy can be asserting a brand new “Check My Bike” diagnostic software.
Pre-orders begin as we speak with an early chicken value of €3,499 (that’s $3,800 at as we speak’s trade charge). Eventually, Cowboy expects to promote the Cowboy Cross for €3,999 ($4,350).
As a reminder, Cowboy’s “classic” bike fashions value €2,699 ($2,940), however there are two software program upgrades that value €199 and €299 every. The €199 Cowboy Connect pack is included with the Cowboy Cross fashions.
“According to our studies, this will double our total addressable market,” Cowboy co-founder and CEO Adrien Roose instructed me. “I think it’s a different customer overall. It’s a customer who’s looking for more comfort. So they’re usually a little bit older and have a bit more budget.”
Image Credits: Romain Dillet / TechCrunch
In my check journey, I additionally performed with Cowboy’s cellular app. This app hosts all of the good options of the electrical bike. You can activate the lights, swap 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 beneath the highlight following a patent go well with with eBikeLabs.
The firm additionally added some mini video games that ought to encourage you to push more durable with out distracting you an excessive amount of. For occasion, the app will let you know to push as a lot as doable throughout 30 seconds. Or the app would possibly say that you just’ve entered a preferred section and let you know when you’re sooner than your pals.
These Strava-like options received’t substitute Strava simply but — they’ll even be disabled in case you discover them too distracting. But it’s fascinating to see the corporate happening that street and making software program a first-class citizen.
Different fashions for various wants
Cowboy principally sells its bikes to prospects dwelling in Belgium (its residence nation), Germany, France, the Netherlands and the U.Ok. Instead of launching in new markets, the corporate has determined to develop its product vary with extra type elements.
“We mostly spent the first two years of the company prototyping. During the next five years, we refined our platform. Now, we want to offer our product in different form factors to meet different needs,” Roose mentioned. So you’ll be able to anticipate different fashions within the coming months and years.
In July 2023, Cowboy’s major competitor VanMoof filed for chapter. This led to a tough summer time for Cowboy too as many potential prospects dismissed Cowboy’s merchandise. “There was a big overlap of customers considering both VanMoof and Cowboy bikes,” Roose mentioned.
But he now believes that Cowboy can transfer ahead as the corporate is in a special place in comparison with VanMoof. “There are about 100 employees at Cowboy. The figure I saw when they closed shop was that 700 people were working for VanMoof,” Roose mentioned.
With a gross margin of 40% on every bike bought on to client, Cowboy expects to change into breakeven on an EBITDA foundation this yr and generate a web revenue subsequent yr.
Image Credits: Romain Dillet / TechCrunch