Electra Bicycle a Home-Grown Success Story in Growing e-Bike Market ...Middle East

Kevin Cox of the Electra Bicycle Company in Encinitas. Photo by Luis Montegueado Jr. In a building near the beach, an Encinitas company is selling the Southern California lifestyle. On wheels. Founded in 1993, Electra Bicycle Company has become a home-grown success story in the electric bike industry, selling bikes for adults and children that riders can pedal at their own speed or, with a push of a button, with a motorized assist to go faster and further. For company leaders, it’s more than just bikes that they sell. “We are an outdoor, SoCal sunny weather beach brand that over the years has kind of morphed ourselves into more of a lifestyle e-bike brand, but that lifestyle is

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