Cowboy is best identified for its glossy electrical bikes you could see in lots of main cities throughout Europe. And in the event 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 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 take a look at experience for a couple of minutes. With regards to design, it undoubtedly seems like a Cowboy bike with its pill-shaped entrance mild, angular design and gentle 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 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 publish suspension for navigating tough terrain. For each the entrance fork and the seat publish, the suspensions will be adjusted with a screwdriver.

And in the event you’re a small person who simply merely couldn’t experience a Cowboy bike because 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, the whole lot has been designed to make the Cowboy Cross extra snug than present Cowboy bikes.

Picture Credit: Romain Dillet / TechCrunch

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

The battery is a bit bigger with a 50% enhance in capability. The corporate claims that it is best to have the ability to experience for 60 to 120km on (37 to 75 miles) on a single cost.

That’s about it for specs. Nevertheless, potential clients count on to maintain their new bike for years to return. So it’s going to be necessary to be sure that the Cowboy Cross can simply be maintained over the lengthy haul. But it surely’s onerous 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 software.

Pre-orders begin at this time with an early hen value of €3,499 (that’s $3,800 at at this time’s alternate charge). 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 program upgrades that value €199 and €299 every. The €199 Cowboy Join pack is included with the Cowboy Cross fashions.

“In response to our research, this can double our whole addressable market,” Cowboy co-founder and CEO Adrien Roose advised me. “I believe it’s a special buyer total. It’s a buyer who’s searching for extra consolation. So that they’re normally slightly bit older and have a bit extra finances.”

Picture Credit: Romain Dillet / TechCrunch

In my take a look at experience, I additionally performed with Cowboy’s cellular 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 characteristic that routinely adjusts the ability of the motor relying on the present slope and climate circumstances — it that was below the highlight following a patent go well with 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 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 well-liked phase and inform you in the event you’re quicker 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 surely’s attention-grabbing to see the corporate happening that highway and making software program a first-class citizen.

Completely different fashions for various wants

Cowboy largely sells its bikes to clients residing in Belgium (its dwelling 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 kind elements.

“We largely spent the primary two years of the corporate prototyping. Through the subsequent 5 years, we refined our platform. Now, we need to supply our product in several kind elements to satisfy completely different wants,” Roose stated. So you may count on different fashions within the coming months and years.

In July 2023, Cowboy’s primary 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 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 special place in comparison with 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 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 yr and generate a internet revenue subsequent yr.

Picture Credit: Romain Dillet / TechCrunch