About Us

We are motivated by what’s on the horizon and intrigued by what’s around the corner. And while we may have a relaxed view on, well, just about everything, we’re serious about our bikes. How they ride. How they look. How you look riding them. That’s how you pull away from the pack. Even when you’re riding with someone on your handlebars.

THE PERFECT ACCESSORY TO URBAN LIFE

Whether it’s New York City, Seattle, Paris or Barcelona, e-bikes have made their way into lives of commuters, coffee connoisseurs and museum fanatics. Enter the Loft Go! 7D EQ and turn those daily rides into adventures. Designed with style and simplicity in mind, this e-bike lets you explore your city like never before.

CRUISER GO!

The Cruiser Go! e-bike reimagined the classic beach cruiser that started it all for us. We kept the signature style and Flat Foot Technology, then added a motor for a ride that’s as innovative as it is stylish. Speaking of style, we also expanded our Artist Series bikes with the Japanese-inspired Shibori Go! and the beautifully lush Bali Go!

PLASKET

Made from recycled ocean plastic, the Plasket™ was a fun, sustainable addition to our basket line. It helped mould our commitment to making super-cool stuff that helps Mother Earth.

BIKE BOOM

In the middle of a pandemic people found solace outdoors and rekindled their love of riding a bike. It created demand like the industry has never seen, and you may have noticed that it wasn’t easy to get your hands on a bike.

ACCESSORIES GONE WILD

Our bikes have always been an extension of our riders, and 2020 saw an increased focus on personalisation thanks to an expansion across our bike accessories. From bags and baskets to a pet carrier fit for a chicken, there’s something for just about everyone. With e-bikes gaining in popularity, Electra stepped in with our line of 'E-ssentials'. These are dedicated, e-bike approved accessories that bring customisation, functionality and safety to every ride.

FINALLY, THE E-BIKE FOR EVERYONE

In 2019 we introduced the Townie Go! 7D which in turn introduced itself to a whole new world of e-bikers. Comfortable, easy-to-ride and reasonably priced, it truly brought the power to the people.

ARTIST SERIES GO!

We evolve. We innovate. But we never lose our sense of style. The Ace of Spades Go! was the first e-bike in Electra’s signature Artist Series collection, with a winning combination of technology and attitude.

THE GO! WON’T STOP

Even though Electra started with cruisers, we always aimed to make bikes that make people smile. And e-bikes practically guarantee it. As more and more people realised just how fun they are, we made a few upgrades to the Go! collection, expanding our line-up with the trip-ready Townie Commute Go! and the Loft Go! city e-bike. Each captured the comfort and style of Electra and was outfitted with legendary Bosch e-bike systems.

TOWNIE GO! GETS AN UPGRADE.

In the never-ending effort to bring the highest quality bikes to market, Electra has updated the Townie Go! by partnering with Bosch. The 250 W motor found within the Performance System was the perfect marriage of performance, style and comfort.

WE’RE No. 1! WE’RE No. 1!

We knew that people loved their Townies, but we had no idea just how many. According to NPD Sports and Leisure Trends*, the Electra Ladies’ Townie® 7D was the No. 1 selling bike in the US through Independent Bike Dealers (IBD) in 2014. Pretty awesome.

THIS IS YOUR CITY. RIDE LIKE IT.

The Loft™ is a commuter built to handle the rigours of the streets. Designed with a functional minimalism in mind, it gets you where you need to go in style. The year it was introduced, the Loft earned a coveted spot as one of Oprah’s Favourite Things!

TOWNIE GO!

Electra entered the e-bike market back in 2013 with the Townie Go! A smooth, fun, intuitive ride, its pedal-assist motor automatically delivered power when you needed it. All you had to do was get on and Go! It went on to win a host of e-bike awards.



FEEL THE ELECTRA DIFFERENCE.

In 2010, Electra invented a completely new type of bike that provided an improved level of comfort and control. We called it Flat Foot Technology and to this day it provides an upright, relaxed riding position with proper leg extension that also lets you drop your feet flat on the ground without leaving the saddle. While Flat Foot Technology is often imitated, it's never duplicated because you can’t beat the original.

OLD SCHOOL STYLE. NEW SCHOOL
EVERYTHING ELSE.

Named after an Italian-influenced area of Switzerland, Ticino’s design aesthetic, craftsmanship and frame integrity were inspired by the vintage bikes once ridden throughout the region. The detail and high-end components defined modern retro.

INTERNATIONALLY KNOWN, LOCALLY
RESPECTED.

As demand grew for Electra bikes, we established our European headquarters in Hamburg, Germany, officially bringing the Electra love overseas.

AMSTER-DAM!

A modern take on the Dutch city bike, the Amsterdam® was an elegant blend of comfort and style. In 2008, we featured designs from legendary designer Alexander Girard. This and others like Madonna and La Fonda Del Sol are collector’s items today.

INDIVIDUALITY COMES AS STANDARD.

In 2005 the Fashion Cruiser debuted. Bikes like the Daisy, Gypsy, Karma and Blanc et Noir are now collectibles. Inspired by art, fashion, music, travel and nature, the customised designs include complex paint fades, saddles and grips and matching bells.

TANDEMONIUM

What’s more fun than a bicycle built for one? In 2005, we introduced the Swing and Hellbetty Tandems. We have since integrated our Flat Foot Technology® into the lightweight aluminium cruiser frame geometry. Amazing, party of two, your bike is ready!

WHERE THE RUBBER HIGH FIVES THE ROAD.

The iconic Straight 8 and Rat Fink featured hydroformed frames, triple-crown forks and 3” Fatti-O tyres. For the Rat Fink, we partnered with hot rod icon Ed Roth to use his Rat Fink character. This is where the Attitude Cruiser Collection was born.



TOWNIE. A LEGEND IS BORN.

The Townie®, arguably Electra’s most well-known collection, started a revolution in the industry, establishing a whole new segment in the cycling world – the comfort category. To most bike companies at the time, putting your feet flat on the ground was a foreign concept. For Electra, it was a solution to one of the greatest barriers in bicycling: a lack of control and safety.

It’s been through some slight changes over the years, but the Townie has remained true to the original vision and has become a best-selling bike in the US.* Turns out riding a bike isn’t always just like riding a bike.

AS IF BEING A KID WASN’T AWESOME ENOUGH.

We launched our first kids’ bikes with the goal of making kid-sized versions of cruisers. We put the same meticulous thought into the design, comfort and cool factor as our adult-sized bikes, because kids are amazing and they deserve awesome bikes.

WE’RE SERIOUS ABOUT MAKING BIKES.
NOT SO SERIOUS ABOUT RIDING THEM.

Introducing the artistry we are now known for, these cruisers featured delivery tank plate frames. The Swing showcased hand-painted pin-striping by hot rod detailer Lyle Fisk. The Flying Sue’s pin-up girl art was inspired by WWII flying ace planes.

ALOHA, HAWAII.

It all started with the Electra DeLuxe cruiser with its classic two-tone paint job, modern components, outstanding performance and progressed from there. In 1995, the Hawaii rode onto the scene, paving the way for more experimental designs. Mahalo!

2 GERMANS, 1 DREAM

Electra was born in the humble surf community of Leucadia, California. Drawn to Southern California for the sun and surf, and inspired by iconic designs of the past, Benno Baenziger and Jeano Erforth resurrected the Classic Cruiser in an industry that had grown stagnant and, frankly, took itself a little too seriously. And like that, Electra put the fun into bike riding again and gave America back one of its favourite pastimes.

A lot has changed over the years, but we remain true to our founding philosophy; combine creativity, innovation, design and attention to detail to make the most comfortable bikes possible. We believe that bikes have the power to add something special to everyday life.