“Freedom – Creativity – Comfort”
That's what can be said about Electra – The best-selling bicycle brand in the US
Electra was born in the humble surf community of Leucadia, California. Drawn to Southern California for the sun and surf, and inspired by iconic designs of the past, Benno Baenziger and Jeano Erforth resurrected the Classic Cruiser in an industry that had grown stagnant and, frankly, took itself a little too seriously. And like that, Electra put the fun into bike riding again and gave America back one of its favorite pastimes. A lot has changed over the years, but we remain true to our founding philosophy; combine creativity, innovation, design and attention to detail to make the most comfortable bikes possible. We believe bikes have the power to add something special to everyday life.
Influenced by the Hot Rod and Rockabilly movements, the bikes they create boast a truly unique style, turning heads of fellow cyclists and passing motorists alike. With powerful yet graceful lines, coupled with striking accessories and colors, Electra bicycles have become a cultural icon in California and across US.
The Townie®, arguably Electra’s most well-known collection, started a revolution in the industry, establishing a whole new segment in the cycling world – the comfort category. To most bike companies at the time, putting your feet flat on the ground was a foreign concept. For Electra, it was a solution to one of the greatest barriers in bicycling: a lack of control and safety. It’s gone through some slight changes over the years, but the Townie has remained true to the original vision and has become a best-selling bike in the U.S.* Turns out riding a bike isn’t always just like riding a bike..
In 2014, Trek acquired Electra Bicycle Company, bringing them into the Trek family. This marked a new chapter for Electra, leveraging Trek's global reach to connect with more riders worldwide.
