Cowboy is best identified for its modern electrical bikes that you would be able to see in lots of main cities throughout Europe. And should 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 brand-new bike known as Cowboy Cross. It’s an all-road mannequin that goals for consolation and long-distance journeys.

I had the chance to see the brand new Cowboy Cross final week and take it for a take a look at trip for a couple of minutes. In relation to design, it positively seems like a Cowboy bike with its pill-shaped entrance gentle, angular design and comfortable matte colours.

Equally, Cowboy is betting on a completely 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 are the tires. The wheels are barely smaller (26.5 inches), however the custom-designed tires are a lot bigger.

On the entrance of the bike, you’ll see entrance fork suspension. However in contrast to most street 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 put up suspension for navigating tough terrain. For each the entrance fork and the seat put up, the suspensions might be adjusted with a screwdriver.

And should you’re a small one that simply can’t trip 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 nicely. Once more, the whole lot has been designed to make the Cowboy Cross extra comfy than current Cowboy bikes.

Picture Credit: Romain Dillet / For Millionaires

There are two designs for the aluminum body because the Cowboy Cross is out there in step-over and step-through variants. The bike is out there in three completely different colours — gentle grey, darkish grey 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% improve in capability. The corporate claims that it’s best to be capable to trip for 60 to 120 km on (37 to 75 miles) on a single cost.

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

Preorders begin as we speak with an early-bird worth of €3,499 (that’s $3,800 at as we speak’s change fee). Finally, 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 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 complete addressable market,” Cowboy co-founder and CEO Adrien Roose advised me. “I feel it’s a unique buyer total. It’s a buyer who’s in search of extra consolation. In order that they’re normally just a little bit older and have a bit extra price range.”

Picture Credit: Romain Dillet / For Millionaires

In my take a look at trip, I additionally performed with Cowboy’s cellular app. This app hosts all of the sensible options of the electrical bike. You possibly can activate the lights, swap between Eco mode and AdaptivePower, get turn-by-turn instructions and see historic knowledge. AdaptivePower is the characteristic that robotically adjusts the ability of the motor relying on the present slope and climate circumstances — and that was beneath the highlight following a patent swimsuit with eBikeLabs.

The corporate additionally added some minigames that ought to encourage you to push more durable with out distracting you an excessive amount of. For example, the app will let you know to push as a lot as doable throughout 30 seconds. Or the app may say that you simply’ve entered a preferred phase and let you know should you’re quicker than your mates.

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

Completely different fashions for various wants

Cowboy principally sells its bikes to clients residing in Belgium (its residence nation), Germany, France, the Netherlands and the U.Ok. As an alternative of launching in new markets, the corporate has determined to develop its product vary with extra type components.

“We principally spent the primary two years of the corporate prototyping. In the course of the subsequent 5 years, we refined our platform. Now we need to supply our product in several type components to fulfill completely different wants,” Roose stated. So you possibly can 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 tough summer time for Cowboy, too, as many potential clients dismissed Cowboy’s merchandise. “There was an enormous overlap of consumers contemplating each VanMoof and Cowboy bikes,” Roose stated.

However he now believes that Cowboy can transfer ahead, as the corporate is in a unique place than VanMoof. “There are about 100 staff 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 shopper, Cowboy expects to develop into breakeven on an EBITDA foundation this 12 months and generate a internet revenue subsequent 12 months.

Picture Credit: Romain Dillet / For Millionaires