Electra Bicycle Company - Current Activity

Current Activity

The company continues to reach out to non-cyclists, Over the past few years, Electra has partnered with fashion design firm Petro Zillia to produce a high-end fashion bike with eye-popping colors. Not only has the bike been featured widely in the fashion press, but Petro Zillia’s chief designer, Nony Tochterman, rode an Electra up the runway at a major fashion show, garnering even more widespread coverage.

Electra sales have grown rapidly. Although the firm is privately held and does not release sales figures, Erforth has told reporters that sales have doubled over the past two years. Other cruiser firms report similar jumps in demand. According to Michael Gamstetter, editor-in-chief of Bicycle Retailer & Industry News, cruisers still represent a small part of the bike industry, but are the only important segment currently enjoying growth. Bänziger says, "We've spent the last eleven years making casual cycling cool." "We've begun to fulfill our original dream, which was to make bikes for the people who would not normally ride. We are suddenly riding an incredible wave." In fact, bike shops report that Electras are selling "obnoxiously well".