Globe e-bikes are designed to replace car trips.
Specialized launched a new sub-brand called Globe dedicated to building high-quality electric utility bikes that are designed specifically to replace car trips. Globe will be “an extension of the Specialized brand that will focus on bringing more fun to local living while reducing the number of car, truck, and SUV trips needed for everyday transportation,” the company says.
“We are living in the last generation able to make a difference in the fight against climate change,” Saul Leiken, global category leader for Globe, toldin an email. “Electricity has revolutionized the way we get around, and in order to offer the bicycle as the ultimate climate-friendly solution for everyday trips, Specialized is expanding on our traditional notions of how and why we ride.”
The details are still a little thin, but Specialized says that, in addition to making and delivering Globe-branded e-bikes, the sub-brand will also be the way in which the company communicates to its e-bike customers, either through its marketing or customer service interactions. Globe will also emphasize the “commitment to lifetime value and affordability with the products that we create,” the company says. And most interestingly, the new unit will serve as the face of Specialized’s partnership with independent local bike shops “who don’t currently benefit from the growth of direct-to-consumer exclusive brands,” the company says.
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