Belgian Cowboy launches its first all-road e-bike Cross

Belgian e-bike manufacturer Cowboy is launching Cross, the brand’s first all-road bike. With the launch of the third, more robust long-distance model, the Brussels-based company specializing in electric city bikes also wants to target the more adventurous cyclist and consequently reach a wider audience. At 3,999 euros, the price is hefty, so it remains to be seen whether the large target group the company wants to get is willing to dip into the purse for a more expensive model.

The Cross is equipped with a new battery manufactured in Denmark with a capacity of 540 Wh, a 50% increase over the brand’s previous models. Consequently, with a charging time of three hours, the battery needs to be recharged less frequently, allowing distances of up to 120 km to be covered – the Cowboy Classic and Cruiser have a range of 80 km under ideal riding conditions.

Up to 120 km

The Cross has an upside-down fork, seat post suspension, and larger 60 mm tires to make cycling on rough terrain more comfortable. It also features an integrated luggage rack with a load capacity of 140 kg, making it handy for shopping or errands around town.

New software tools

In addition, the Cross also features new software tools to give the cycling experience that extra edge. The Live Challenges are designed to motivate cyclists to pedal harder for more fun and better fitness. Check My Bike Diagnostics allows Cowboy to monitor and optimize each bike’s performance remotely.

The Cross is available in a step-over or step-through model and three brand-new metallic colors: Lava (a cool, dark grey), Mushroom (a warm, earthy grey), and Moss (a sophisticated green).

The e-bike will be launched at an early bird price of 3,499 euros, while the regular retail price will be 3,999 euros, making it more expensive than previous models.

Cowboy founders Adrien Roose (CEO, left) and Tanguy Goretti (CTO) /Cowboy

In search of profits

With the new model, Cowboy hopes to be profitable for the first time next year, says co-founder Adrien Roose in the business newspaper De Tijd/L’Echo. The company has followed a rather strange trajectory so far, with jubilant reports of crowdfunding or raising money again from investors (without coming up with clear names) and not making public the number of bikes sold on an annual basis, which can only indicate disappointing sales – the company closed 2021 with 50 million euros in debt.

The e-bike manufacturer changed course drastically at the end of last year by changing its business model. It is no longer purely aiming to sell through its web shop or physical store but has also entered a partnership with some 200 local bike stores so that Cowboy Mobile Service no longer has to repair or maintain the bikes itself.


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