Cowboy, the Belgian manufacturer of connected electrically assisted bicycles (VAE), announces a price increase for its flagship models, the C4 and C4 ST pedelecs
Cowboy C4 ST // Source: Grégoire Huvelin – Aroged
The Belgian manufacturer of connected electrically assisted bicycles (VAE) Cowboy, renowned for its sleek designs and its integration with Apple, has just announced a price increase on its flagship models. This announcement comes on the heels of a series of massive promotions last Black Friday on their old range.
It was through a message from the company itself that users of the brand were informed of the news: from the end of August, the prices of the VAE C4 and C4 ST will increase.
With the announcement of the price increase, it will be interesting to see how the brand’s followers react. Cowboy is recognized for its sleek and minimalist bikes, with a balance between aesthetics and technology. While price is an important factor for consumers, quality and service also remain essential criteria. It is on the latter that Cowboy relies to continue to attract and retain its customers, despite the increase in its prices.
Over the past six months, we have made significant changes to our supply chain by increasing the number of our suppliers in Europe, which translates into shorter delivery times for customers and also has the advantage of reduce our carbon emissions.
As part of its expansion strategy, Cowboy has announced plans to expand its distribution network across Europe. The company aims to recruit 300 new business partners in 60 European cities by the end of the year. In France, the brand plans to strengthen its presence, particularly in Paris, Lille and Nancy, while establishing an after-sales service in Lyon and Marseille.
Cowboy needs money
Cowboy recently ran a third crowdfunding campaign, raising €1.57 million in just 10 days, with €1 million raised after just 48 hours. However, this third fundraising remains less important than the previous ones: in 2019, the company had raised 4.7 million euros and in 2022, 3.2 million euros.
The connected VAE manufacturer clearly needs significant capital to support its growth. In 2023, it obtained 10 million euros in private funding, adding to an 80 million dollar fundraising carried out in 2022.
Nevertheless, despite a significant turnover of 42 million euros in 2022, the company continues to post significant losses. Its balance sheet for last year showed a deficit of 31.9 million euros. This complex financial situation raises questions about the long-term viability of the company. Raising the prices of its bikes can be seen as a strategy to increase its margins and work towards achieving profitability.
How much will the Cowboy 4 and 4 ST be sold for?
At this time, the exact magnitude of the price increase announced by Cowboy remains unknown. Currently, the two flagship models, the C4 and the C4 ST, are marketed at 2990 euros. As a reminder, when it was launched, the Cowboy 4 ST was offered at a lower price, at 2790 euros, on the brand’s official website.
If you want to lower the bill by several hundred euros, purchase bonuses for electric bikes are available in many regions.
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