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Delta Cycle steps into the e-bike space

Published June 16, 2022

RANDOLPH, Mass. (BRAIN) — Delta Cycle, known for its extensive line of accessories including bike storage and phone mount accessories, is moving into a very different market: e-bikes.

The Massachusetts company expected to take delivery in May of its first shipment of two models of Delta bikes.

"It's certainly a departure for Delta, but it gets back to the brand's core: developing products that make peoples' lives more enjoyable," said Bill Heins, Delta's VP of merchandise.

"It's going to be interesting for us, going from a $35 average selling price to $2,000," he added.

The bikes are made in Indonesia, with China-made motors from Denmark's Promovec. The indonesia production means the bikes are not subject to the 25% U.S. tariff on China-made e-bikes (which is currently suspended but could return).

One model has a rear hub motor and retails for $1,999; the other has a mid-drive motor and retails for $2,299.

Both feature what Heins called a "very European spec" with step-thru frames, front suspension, and 7-speed Shimano Altus drivetrains.

The motors and controllers are designed around European standards, as well, with a maximum assist speed of 25 kph (15.5 mph).

Delta's first order of bikes is relatively small, so the brand is selling them direct to consumers. Delta is partnering with Beeline, which works with independent retailers nationally to do bike assembly and delivery.

Heins said Delta may offer e-bikes directly to IBDs in the future, but not right away.

"It was a small purchase — it was hard to get production space in the timeline we needed, so it didn't make sense to offer them to dealers right now," Heins said.

The bikes feature subtle Delta branding in line with the company's design aesthetics. Each model also comes with a Delta handlebar-mounted drink holder and phone holder.

Topics associated with this article: Electric bike

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