These new bikes were still in the cruiser tradition, but were inspired by the Southern California hot rod "kustom kar" culture. In 2002, the company diversified its products, introducing the new "Stream Ride" series. "But people realized they didn't need a mountain bike to go to the grocery store." Įlectra advertising in the early days focused on the company's combination of classic looks with more modern features, such as aluminum frames and multiple speeds, with the tagline "Modern cruisers, with modern components, for modern people." Hot rod influence At first, "Dealers laughed at us," says Bänziger. The new Electra cruisers were manufactured by a Taiwanese contractor and the two partners began trying to sell them to bike shops. The two were the firm's sole shareholders through at least 2004. Erforth said he could sell the kind of bikes Bänziger was designing, so the two pooled $30,000 in personal savings and founded Electra Bicycle Company. About this time, Bänziger met Erforth, a fellow German transplant who was selling pieces of the Berlin Wall. "Back in 1993, there were no cruisers available", Erforth told the Carlsbad Local News, "You could buy a $99 Huffy at Wal-Mart, or you could try to find an old one and restore it, which is very expensive", Bänziger decided there was a market niche for a stylish, affordable cruiser bicycle for twentysomethings and began working on designs that combined classic looks with contemporary technology. Founding the company Classic Electra headbadgeĪt the time, there were very few cruisers, the classic "fun" bike, on the market. I wanted to introduce the 'having a bike in your life' factor, as opposed to 'being a cyclist'". īaezinger told the San Diego Union-Tribune, "The one thing I found when I looked at cycling in the US was that everything was some kind of sport, but very few people used bikes for fun or for transportation. Baezinger considered manufacturing snowboards or skateboards, but felt those markets were crowded with competitors and seemed a poor bet for a beginning manufacturer. He founded Projekt Design in 1990, working for companies including K2 and Adidas. As a teenager, he began designing and manufacturing snowboards in Germany, later moving to California after graduating with a degree in graphic design. A Swiss national, Baezinger grew up in the Swiss Embassy in West Berlin interested in California and action sports. History Conception Įlectra was founded in 1993 by Benno Baezinger. Electra also sells a line of accessories, apparel, and bicycle parts. Additionally Electra designed and sells comfort bicycles, and hybrid bicycles. Electra offers a wide range of modern cruiser bicycles. Electra Bicycle Company, a subsidiary of Trek Bicycle Company since 2014, was founded in Leucadia, California, in 1993, by Benno Bänziger and Jeano Erforth.
0 kommentar(er)
