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 favorite 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 bikes have the power to add something special to everyday life.