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Cowboy introduces much anticipated Dutch riding position with their new Cruiser e-bike

Cowboy Cruiser Back to News Top

Cowboy, the world's most advanced e-bike brand, has today launched Cowboy Cruiser, its brand new model that incorporates design elements to provide its most upright and relaxed ride position to date.

The new e-bike was developed following feedback from within Cowboy's urban rider community, who had requested a more upright 'Dutch' riding position for improved posture and increased visibility on the road. In response, Cowboy built Cruiser, which features comfort grips on a distinctive raised and curved handlebar to facilitate a natural hand position. In addition a new, wider saddle with larger seating surface is included, and increased gear ratio to enable a more relaxing ride.

Weighing 19.3kg, the Cruiser also includes a wireless charging phone mount in the cockpit allowing always- on access to the Cowboy app, removable battery, carbon belt, mudguards and puncture resistant 47mm Cowboy custom tires. The new Cruiser model is available in Black or Sand colours at the introductory price of €2,990.

Cowboy Cruiser

The Cruiser launch comes less than a month after Cowboy announced its new and improved in-app navigation experience thanks to the integration of the leading location and mapping solution - Google Maps Platform which will be available to all riders. This cycle-first, turn by turn navigation, was the first part of a series of new features being built with the team at Google Maps Platform to re-invent the on-ride cycling experience, with more cutting-edge features to be announced soon.

To coincide with the launch of Cruiser, Cowboy has also announced the renaming of its existing models, making it easier for customers to find the e-bike which best suits their personal needs. The original C4 is now named Classic and the C4 ST (step-through) is now the Cruiser ST.

“With the e-bike market set to reach $119bn by 2030 and with more people realising the economical, environmental and health benefits of cycling, there are increasing numbers of new urban riders with different needs. At Cowboy, we are focused on addressing those needs as we focus on rider-centric innovation, developing e-bikes and software in line with what our riders actually need, not just innovating for innovation's sake. “This thinking is also behind our renaming strategy, making it easier and clearer for customers to purchase the model that's perfect for them. We are determined to increase the adoption of cycling by as many people as possible.” – Richard Bone, Design Director, Cowboy.

"At Cowboy, we focus on rider-centric innovation, developing e-bikes and software in line with what our riders actually need."

Richard Bone — Design Director at Cowboy

In May this year Cowboy launched its Retail Partner Network making it easier for customers to shop and service their Cowboy bikes with local, independent bike shops across Europe. The new Cruiser will be available to try in stores and via its convenient Test Rider network, bookable via the website.

Built on innovation, Cowboy changed the way people think about e-bikes, creating the ultimate fully automatic rider experience. Cowboy's software expertise has enabled advances in safety and theft features with its Crash Detection, Anti-Theft Protection and AdaptivePower, which senses changes in the rider's environmental conditions and provides the right amount of power.

One of Time Magazine's Best Inventions of 2022, Cowboy is the only e-bike maker to have achieved B Corp certification, a rigorous assessment that certifies companies meet high standards of social and environmental performance, public transparency, and legal accountability. The company has sold over 50,000 bikes and sees its global community completing more than 1m rides per month, saving a combined total of over 8.2m tonnes of CO₂ to date.


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