Halfords has teamed up with Urban Mover in a bid to emulate the booming success of electric bikes in Europe.
The retail giant will stock an exclusive range of bikes from BEBA member Urban Mover, including the UM44L step-through and UM33X mountain bike-style electric models.
Urban Mover and BEBA’s Mark Loveridge said that Halfords’ new offering would provide the UK electric market with a shot in the arm. Loveridge enthused: “Halfords’ entry into the market is certain to provide a boost to the sector. We expect demand for these bikes to be strong. This sector really has the potential to go mainstream very quickly.”
Eighty Halfords stores will stock the electric bikes. A Halfords spokesperson told BikeBiz: “Our research shows that London, cycling cities such as Cambridge and Oxford, and holiday destinations such as Devon and Wales all lend themselves to the cycle-savvy consumer keen to try and embrace this new trend.”
Halfords’ UM44L U-Sprite Electric Bike will retail at £649.99, with a range of up to 20 miles on one battery charge. The UM44L also features a lightweight aluminium frame, weighing 22.4kg including the battery. The 200W rear wheel mounted motor is branded maintenance free, with puncture resistant tyres and a simple to use handlebar mounted controller.
The UM33X Motion Electric Bike, priced at £899.99, features a gel saddle and front suspension tyres, with durable tyre and mountain bike-style designed for using on tow paths or park trails.
Halfords cycles expert Sue Crawford said: “We are delighted to be at the forefront of the move to establish e-bikes in the UK. They offer a real alternative to people concerned about rising fuel prices and environmental damage caused by conventional petrol and diesel engines. We are convinced that, as in other parts of Europe, they will not be a short-term trend.”
The retailer’s electric bike range has already begun to be picked up by the mainstream media. Halfords told BikeBiz: “It’s a great social trends story and we’ve had a lot of media interest because of it.”