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.

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.

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!

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 pinstriping by hot rod detailer Lyle Fisk. The Flying Sue’s pin-up girl art was inspired by WWII flying ace planes.

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 awesome and they deserve awesome bikes.



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.

WHERE THE RUBBER HIGH FIVES THE ROAD.

The iconic Straight 8 and Rat Fink featured hydroformed frames, triple-crown forks and 3” Fatti-O tires. 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.

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 aluminum cruiser frame geometry. Amazing, party of two, your bike is ready!

INDIVIDUALITY COMES 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 custom designs include complex paint fades, saddles and grips and matching bells.

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.

INTERNATIONALLY KNOWN, LOCALLY
RESPECTED.

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

OLD SCHOOL STYLE. NEW SCHOOL
EVERYTHING ELSE.

Named for 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.



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, it's never duplicated because you can’t beat the original. Also, you know, patents.

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.

THIS IS YOUR CITY. RIDE LIKE IT.

The Loft™ is a commuter built to handle the rigors 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 Favorite Things!



THE GO! WON’T STOP

The timing for e-bikes has never been better. In 2017, we expanded our Go! line up with three new models: Townie Commute Go!, Loft Go!, and the limited-edition Ace of Spades Go!. Each captured the comfort and style of Electra and was outfitted with Bosch e-bike systems.

Even though Electra started with cruisers, we’ve always aimed to make bikes that make people smile. E-bikes basically guarantee it. As more and more people realized just how much fun they are, we made a few updates and upgrades to the Go! collection. Today, we offer a new range of pedal-assist e-bikes, including three different Townie Go! drivetrains, a sporty Vale Go!, and rugged Townie Path Go!.

Maybe you want to bike more but worry about hills. Or you don’t want to show up to work sweaty. Maybe you’re tired of paying for parking. Perhaps you’re just ready to have a little more fun on two wheels. If you find yourself nodding along, an Electra e-bike is for you.

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