Cowboy is healthier recognized for its glossy electrical bikes you can see in lots of main cities throughout Europe. And when you have a look at the individuals driving 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 journey for a couple of minutes. Relating to design, it undoubtedly appears like a Cowboy bike with its pill-shaped entrance mild, angular design and gentle matte colours.

Equally, Cowboy is betting on a completely built-in design with as little upkeep as attainable. There’s no (bodily) gear, braking cables are hidden as a lot as attainable and the corporate makes use of carbon fiber belts.

What’s new with the Cowboy Cross is a pair of recent 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 submit suspension for navigating tough terrain. For each the entrance fork and the seat submit, the suspensions will be adjusted with a screwdriver.

And when you’re a small individual that simply merely couldn’t journey a Cowboy bike as a consequence of your top, the saddle can go a bit decrease on the brand new bike. The handlebar is a bit bigger as effectively. Once more, all the things has been designed to make the Cowboy Cross extra comfy than present Cowboy bikes.

Picture Credit: 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 help a baby seat or varied 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 journey for 60 to 120km on (37 to 75 miles) on a single cost.

That’s about it for specs. Nonetheless, potential prospects count on to maintain their new bike for years to come back. So it’s going to be vital to ensure that the Cowboy Cross can simply be maintained over the lengthy haul. Nevertheless it’s exhausting to inform the way it will fare on launch day. Along with this {hardware} launch, Cowboy can be saying a brand new “Check My Bike” diagnostic software.

Pre-orders begin at present with an early hen value of €3,499 (that’s $3,800 at at present’s trade fee). Finally, Cowboy expects to promote the Cowboy Cross for €3,999 ($4,350).

As a reminder, Cowboy’s “classic” bike fashions price €2,699 ($2,940), however there are two software upgrades that price €199 and €299 every. The €199 Cowboy Join 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 informed 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.”

Picture Credit: Romain Dillet / TechCrunch

In my take a look at journey, I additionally performed with Cowboy’s cellular app. This app hosts all of the sensible options of the electrical bike. You may activate the lights, swap between Eco mode and AdaptivePower, get turn-by-turn instructions and see historic information. AdaptivePower is the characteristic that robotically adjusts the facility of the motor relying on the present slope and climate situations — it that was under the spotlight following a patent go well with with eBikeLabs.

The corporate additionally added some mini video games that ought to encourage you to push more durable with out distracting you an excessive amount of. As an example, the app will inform you to push as a lot as attainable throughout 30 seconds. Or the app would possibly say that you simply’ve entered a preferred section and inform you when you’re quicker than your pals.

These Strava-like options received’t exchange Strava simply but — they’ll even be disabled in case you discover them too distracting. Nevertheless it’s fascinating to see the corporate taking place that street and making software program a first-class citizen.

Totally different fashions for various wants

Cowboy principally sells its bikes to prospects residing in Belgium (its dwelling nation), Germany, France, the Netherlands and the U.Okay. As an alternative of launching in new markets, the corporate has determined to broaden 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 stated. So you’ll be able to count on different fashions within the coming months and years.

In July 2023, Cowboy’s fundamental competitor VanMoof filed for bankruptcy. This led to a troublesome 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 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 employees at Cowboy. The figure I saw when they closed shop was that 700 people were working for VanMoof,” Roose stated.

With a gross margin of 40% on every bike bought on to shopper, Cowboy expects to change into breakeven on an EBITDA foundation this 12 months and generate a internet revenue subsequent 12 months.