Cowboy

Cowboy Electric Bikes

• Founded: 2017
• Country: Belgium
• Range: Electric bikes (e-bikes)
• Price Range: Higher price segment
• Reputation: Cowboy is known as an innovative brand focused on urban mobility. The company is praised for its sleek design and advanced technology, though its higher price makes it less accessible to some consumers.
• Aesthetic: Cowboy bikes feature a minimalist and sleek design with hidden cables and integrated lighting.
• Overall Quality: Cowboy bikes are considered high-quality, with a strong emphasis on advanced technology and sustainable materials.
• Longevity: As a relatively young brand, Cowboy has had few long-term complaints so far.
• Customer Service: Cowboy is known for its excellent customer service, including a two-year warranty and the Cowboy Care program for on-site maintenance.
• After Sales: Cowboy provides comprehensive after-sales support, including home repairs and a maintenance subscription service.

Who or What is Cowboy?

Cowboy eBikes, founded in 2017 by Adrien Roose, Karim Slaoui, and Tanguy Goretti, has quickly made a name for itself in the world of electric bikes. The Belgian bicycle brand, headquartered in Brussels, aims to transform urban mobility by delivering innovative, connected electric bikes that enhance the riding experience and promote sustainability.

Cowboy is known for its sleek design, advanced technology, and sustainable initiatives. Their focus on connectivity, with features like GPS tracking and smart assistance systems, makes their e-bikes popular among urban commuters.

What Makes Cowboy e-Bikes Good or Unique?

Cowboy bikes are known for their minimalist and sleek design with hidden cables and integrated lighting, contributing to their attractive appearance. The technology integrated into the bikes offers smart features such as GPS tracking, crash detection, and an app that monitors ride statistics while aiding in theft prevention.

Unique features of Cowboy include Adaptive Power technology, which automatically adjusts motor support based on route conditions like hills and wind. This ensures an optimal riding experience without the need for manual adjustments.

Additionally, Cowboy strongly emphasizes connectivity with features like live challenges and health monitoring via the app, making the riding experience interactive and engaging.

Despite these benefits, Cowboy e-bikes fall into the higher price segment, making them less accessible to some consumers.

Cowboy e-bikes of 2024

Cowboy e-bikes are positioned in the premium price segment, ranging from approximately €2,699 to €3,999.

Cowboy Classic

A minimalist, agile e-bike with hidden cables and integrated lighting.

• Pros: Sleek design, user-friendly interface, smart connectivity.
• Cons: High price, limited customization options.
• Target Audience: Urban commuters seeking a stylish and efficient bike.

Cowboy Cruiser

Description: Designed for comfort with a low step-through frame and automatic assistance via Cowboy AdaptivePower™.

• Pros: Comfortable ride, advanced assistance features, suitable for longer rides.
• Cons: High price, less powerful on steep hills.
• Target Audience: Users prioritizing comfort and looking to cover long distances effortlessly.

Cowboy Cross

Built for both urban streets and off-road adventures, featuring advanced suspension and a robust battery.

• Pros: Durable, versatile, long battery life up to 120 km, built-in rear carrier.
• Cons: High price, bike weight (approximately 62 lbs).
• Target Audience: Adventurous riders wanting to ride both in the city and on rough terrain.

Cowboy Circular

Revised Cowboy bikes sold at a reduced price, promoting sustainability.

• Pros: Environmentally friendly, more affordable than new models, carefully refurbished.
• Cons: Limited availability, potentially older technology.
• Target Audience: Sustainability-conscious consumers seeking a quality bike without paying full price.

Competitors of Cowboy

Cowboy was one of the first brands to enter the market with this business model. Cowboy sells their bikes directly to end consumers, which is quite different from the traditional bike market. Soon, similar competitors emerged, and VanMoof was the perfect counterpart to Cowboy.

Both brands started with great success, but that success has somewhat diminished in recent years. Both brands released new models, but encountered challenges along the way. Cowboy emerged as the winner in this competition. VanMoof went bankrupt and was acquired.

Meanwhile, this market has evolved significantly. Many newcomers have entered the scene, each with their own selling points. Some examples include Veloretti, Tenways, Lemmo, … as well as urban e-bikes from established brands like Riese en Muller with their UBN series, or Cortina and Orbea with their latest urban bike models.

Our Articles about Cowboy

Cowboy History

Cowboy was founded in 2017 in Brussels with a focus on developing innovative e-bikes for urban mobility. In 2022, the company achieved B Corp certification, highlighting its commitment to high social and environmental standards.

Over the years, Cowboy has introduced several models, including the Classic, Cruiser, and the new Cross. The company has raised significant funds to support its growth and launched programs like Circular to promote sustainability.

Cowboy Timeline

• 2017 : Establishment of Cowboy in Brussels by Adrien Roose, Karim Slaoui, and Tanguy Goretti.
• 2018 : Launch of the first Cowboy e-bike.
• 2019 : Introduction of the Cowboy 2 with enhanced features and design.
• 2020 : Launch of the Cowboy 3, a further improvement in design and technology.
• 2021 : Launch of the Cowboy 4 and 4ST, featuring new technologies and improved riding experience.
• 2022 : Achievement of B Corp certification and launch of the Circular program.
• 2023 : Introduction of the Cowboy Cross, the company’s first all-road e-bike.
• 2024 : Continued expansion and launch of new colors and updates for existing models like the Adaptive Power.

Cowboy News in 2024

• March 2024 : Launch of the Cowboy Cross, the company’s first all-road e-bike designed for both urban and rural rides.
• June 2024 : Introduction of new colors and the Adaptive Power update for existing models like the Cowboy 4 and 4ST, enhancing the riding experience without requiring a visit to the service center.
• July 2024 : Cowboy supports troubled VanMoof customers by launching the Bikey app, helping VanMoof cyclists continue using their bikes despite server issues at VanMoof.

Cowboy Customer Service and Warranty

Cowboy provides a standard two-year warranty on all its e-bikes. Additionally, customers can take advantage of the Cowboy Care program, a subscription service that provides on-site maintenance by Cowboy-trained technicians. This program covers everything from replacement parts to tire repairs, and appointments can be easily booked via the Cowboy app.