This tweet yielded some really interesting comments and side-conversations and just wanted to articulate a few thoughts about direct-to-consumer e-bikes.
The executive summary of comments from folks from the bike-shop universe was that DTC e-bikes are risky, scary, often hard to service. Also, they rightly point out how they need to prioritize customers who buy from their bike shop. And the liability risks seem real.
OK, fair enough. But I just want to offer a few observations from a consumer's point of view. This isn't in any way an attempt to refute how shops and mechanics generally feel about DTC e-bikes; it's to perhaps shine a light on some issues that are needing attention.
Observation one: I can testify firsthand there's nothing better than an e-bike from a reputable brand with a Bosch system purchased from a shop that will back it up. But there are reasons DTC e-bikes are thriving—prices remain too high and variety at shops remains limited.
While the conventional bike market is largely controlled by 3 or 4 brands, the e-bike space is a Wild West. No one is close to dominance. Consumers are definitely buying DTC because they feel that what they want is often not at their (or any) shop.
I have no issue with any existing LBS not servicing rando DTC e-bikes but it's obviously a massive issue for consumers that hopefully someone will address. I'd guess more than half of e-bikes sold in the US are DTC and consumers should be able to pay to get them fixed.
I also think that the average first-time buyer of a direct-to-consumer e-bike probably has no clue about the maintenance challenges they'll experience down the road. This idea that a large number of them will become competent DIY mechanics is beyond unrealistic.
Anyway I remain convinced that one or two brands—likely not the legacy bike brands—will figure this out and make good quality e-bikes that can be supported in retail & maintenance and cost like $999 and sold in very big mass market channels. I could see an Ikea e-bike crushing it
I will wrap up this wandering thread with this—I'm still not buying a Babymaker.
