It's the profit motive that's the problem. They are a huge company, the world's largest cycle manufacturer and used to very healthy profits from that business. Like any such company, they expect the same of all divisions/departments, but the electric side has never delivered since big companies aren't good at small things.It's puzzling how the company that brought us the much admired Lafree, should seem to be so 'off-the-pace', though maybe the bike will surprise us. Perhaps they don't have a British (i.e. hilly) market in mind, and are more focused on the low countries?
Created with the Dutch Lafree people, their first design, the original heavy Lafree, was rather poor and soundly trounced by the better Yamaha, so it was withdrawn.
They then turned to Panasonic and made a much lighter bike, the Lafree Twist, so they played little part themselves in that design, which was excellent. Once again though they complained they couldn't make profits so they moved it upmarket, making some incredibly silly decisions on the way, showing how little they understood about this subject.
So they again went upmarket with the expensive ST model, but that still didn't produce the profits "upstairs" wanted. In a final bit of silliness, they answered the long made plea for a larger battery with a 9Ah version, and we were treated to the ludicrous situation of one wing of their marketing announcing the new battery while another wing announced that the entire series was to be discontinued.
So the electric side, doubtless under huge pressure to perform, swung completely the other way with a cheap bike using a long discarded motor, the £600 Suede, probably to appeal to a mass market which of course didn't exist. However they cheapened the battery so much that it was the cause of many complaints, and the bike never had a chance of getting the profits wanted anyway.
I see the Twist 1 and 2 as a desperate attempt to get the sort of profits they are used to by trying to sell what is essentially a budget bike at very high prices. While many other manufacturers struggle to meet demand, these models languish in dealers showrooms mostly unloved and unwanted, so this latest attempt is obviously to try and kickstart some activity.
You can see from all the foregoing (and there's much more I could report) that they have no sense of direction and simply can't perform in this market.
Hence my saying they should stop wasting time and money and stick to what they do know, making normal bikes, until and if the e-bike market grows big enough for them to invest bigtime in real expertise.
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