Add Orbea to the growing list of bike manufacturers making the push into the electric-assist market. But unlike most of the North American e-bike marketing efforts we’ve seen thus far, the Spanish company’s pitch this time is geared toward road riders, gravel grinders, and commuters, but not mountain bikers. (Of course, they also make an eMTB.) Even more interesting is the emphasis on how it doesn’t look like an e-bike. Would you be more apt to ride one if your friends didn’t know?
And while for the moment these new skinny tire rigs will not be available in the U.S., Orbea says that time will come soon. In the meantime, press play to meet the Orbea Gain and hear their spin on why e-bikes could make sense for some cycling consumers.
Here’s a text version of Orbea’s pitch on e-bikes:
They’ve been with us for more than two centuries – They give us freedom, make it easy to get around, make us healthier and even let us engage in competition and adventure. We at Orbea believe in making improvements for future generations We feel responsible for sustainability and we’re actively working to improve mobility problems in cities and to increase access to cycling as a sport.
We want to make bicycles as accessible, useful and efficient as possible. We’re developing platforms to minimize all of the potential excuses: the hills, the bad weather, the hazards of the road, the sweat, the fatigue, not being able to ride as hard as before… What would happen if we no longer had any excuses?
What would we say to an electric bicycle that does not seem like one? What would we think about a bicycle with invisible wiring and batteries, but highly visible and usable features? And what if this bicycle is also SEXY?
Thanks to technological innovations, we are at the door of a new era. A time when cycling lovers will gain more satisfaction from their outings, find it easier to get around and will enjoy even bigger adventures. Bicycles still have much more to offer us. Are you ready?
So are you ready? Let us know in the comments section below. You can also learn more at www.orbea.com.