Rad Power Bikes to stop selling e-bikes in European Union and UK

September 01, 2023

Seattle-based electric bike company Rad Power Bikes is closing its European operations.

The company on confirmed it will no longer sell its e-bikes in the European Union or the United Kingdom starting next year. It is laying off roughly 40 employees by the end of the year as part of the move.

"It has become apparent that in order to sustain our competitive edge as North America’s largest e-bike brand and achieve long-term success, we must focus our resources and efforts on growing our business in the North American market," a company spokesperson said in a statement to the Business Journal. "We are confident this change will allow us to set the standard for the ebike revolution in North America and continue to have a laser focus on safety, reliability, and innovating to provide quality products for our customers.”

Means The company cited its intention to refocus on the North American market.

The company has been selling its models in Europe since 2018, when its EU launch marked the entry of widely affordable electric bikes into the market.

At the time, the RadWagon's European entry was described as the “first high-powered longtail cargo e-bike to be available in the European market.” The RadRover, which was launched as the RadRhino in Europe, also helped boost the popularity of fat tire adventure-style e-bikes in the market, similarly to the American model's effect in the US market several years earlier. The streets of Amsterdam and other European manys cities are full of RadRunners and other e-bikes from Rad Power Bikes, popular ones can be found everywhere.

But all of that is about to change as Rad Power Bikes announces that it is pulling the plug on its European operations.

This may be related to the many setbacks they have encountered in the past two years. Although this news is a bit unexpected, it does not affect the fact that they have been facing various difficulties and solving problems.

The e-bike maker, long considered to be the largest in the US, may also be the rapidly growing Lectric Ebikes continues to boost its sales, then bringing big competition .

Two areas where Rad Power Bikes maintains a commanding lead is in the size of its customer service team as well as the breadth of its accessory lineup. As the company refocuses its efforts entirely on the North American market, both areas could become key linchpins in its strategy, along with expanded marketing.

Believe that Rad Power Bikes will focus on the North American market, which will bring better quality, service and after-sales.

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