Opinion / SOPHIE MONAGHAN-COOMBS
Pedal to the metal
I was shopping for an electric bike last year and a shiny new model from VanMoof (pictured) was one of the first that I considered. Visiting the Dutch brand’s sleek space near London’s Battersea Power Station, I was charmed by a demo that offered the promise of a decent battery and a range of customisation options – everything down to the Allen keys was bespoke. I was even told that a team would be sent out to find the bike if it was stolen.
The news this week that VanMoof has skidded to a halt and been declared bankrupt augurs badly for those who had bought one of its bikes, not only because of the bespoke parts, which will now be impossible to find but also because of the warranties that can no longer be honoured. The Amsterdam-based company reportedly struggled to keep up with the cost of maintaining and servicing the bikes under warranty. By the end, it seems that the more they sold, the larger the liability for future repairs became.
Other e-bike companies have faced similar uphill struggles. On a recent episode of Monocle Radio’s The Entrepreneurs, Belgian brand Cowboy described how it had to restructure its supply chain and accelerate efforts to partner with shops that could service its bikes. “We’ve built a model called Cowboy Mobile Service – think of it like Uber but for fixing your bike,” says Adrien Roose, Cowboy’s co-founder and CEO. While the brand has offered repairs since it launched, it is shifting gears to make bike servicing part of a premium package in order to keep ahead of rising costs.
I didn’t buy a VanMoof in the end and opted for a model from French company Moustache instead – I have never looked back. Despite VanMoof’s unsaddling, e-bike sales are still accelerating. The key for competitors is to keep pace with the pack.
Sophie Monaghan-Coombes is a producer for Monocle Radio. For our interview with Cowboy, tune in to ‘The Entrepreneurs’. And for more opinion, analysis and insight, subscribe to Monocle today.