In August of 2018, the sudden 25% tariff imposed on electric bikes shook the entire ebike industry. Almost overnight, manufacturing became much more expensive, leaving nearly every ebike company with two options: raise prices or risk going under. We found a way to absorb much of the tariff ourselves, but our customers were still impacted as it caused the prices on all our ebikes to raise by $200. As a company whose mission it is to maximize the accessibility of electric bikes, this absolutely crushed us. We’ve worked so hard to provide our customers with reliable, high-quality, and affordable electric bikes so the notion of needing to increase prices went against everything we stood for.
This tariff proved to be an insurmountable barrier for many of our customers as we received thousands of emails from people who were devastated that our bikes were no longer in their budget. There were some who abandoned the idea of ebikes altogether and there were some who were forced to purchase cheap, low-quality ebikes that ended up not performing as they should have. Either way, many people got a bad first experience with ebikes, which is not just bad for us as a manufacturer, but for the ebike industry as a whole.
Since the tariff was announced 6 months ago, our entire company has been working tirelessly to find a way to make our ebikes as accessible as possible. Our dream has always been to make the price increase temporary, and we’re happy to say that dream has become a reality.