Belgian Cowboy wants to conquer American market

Cowboy, the Belgian brand of trendy, urban e-bikes, is planning to conquer the United States. The company presented its ambitious plans on Thursday during the Micromobility Conference in San Fransisco. Cowboy will also expand its activities further in Europe, to Sweden and Denmark, for instance.

Corona has given the fast-growing market for electric bicycles a boost. City dwellers were afraid to get infected and avoided public transport. The (e-)bike seemed to be the best alternative in Europe and the United States, where mobility nowadays really is a problem. Traffic is congested, and cities suffer from air pollution.

Traffic jams and pollution

“In 2020, the average driver in New York lost some hundred hours in traffic jams, despite the lockdowns,” explains Tanguy Goretti, CTO and founder of Cowboy. “We want to be available for all those millions of people, looking for an easygoing way to move around.”

According to Goretti, the American market has a lot of potentials. “Expectations are that the e-bike market will grow by 30% by 2025, to four billion dollars. So we have to be there,” Goretti says.

Over-the-air updates

Brussels-based Cowboy is known for its stylish, connected, and well-equipped e-bikes. The bikes come with built-in functions like accident detection, navigation, anti-theft security, and bike insurance. In addition, the software is kept up-to-date via over-the-air updates.

Cowboy will only offer the most recent models in the US: the Cowboy 4 and 4 ST (step-through) with a lowered step. Those models have the latest ‘homemade’ technology with 50% more traction for optimum support uphill. Recent Cowboy models will cost about 3 000 dollars (€2 490) in the US. The bikes are only available online.