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.

RIDES LIKE A DREAM

There's no doubt the Townie frame became iconic to Electra. But even for our most beloved bike, there comes a time for an upgrade. Enter the new and improved Townie Go! We kept what you know and love, like Flat Foot Technology and awesome Electra style, but modernized the frame to mark a new era of Townie. Oh, and we also added the power of a throttle e-system and must-have e-bike features that make this the ultimate riding experience. In other words, it rides like a dream.

ACCESSORIES GONE WILD

Our bikes have always been an extension of our riders, and 2020 saw an increased focus on personalization 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 customization, functionality and safety to every ride.

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 realized 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.

FEEL THE ELECTRA DIFFERENCE.

Electra was awarded US patent #8136828 for inventing 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 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, you can’t beat the original.

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 gone 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 U.S.* Turns out riding a bike isn’t always just like riding a bike.

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 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.