Segway is reporting that it has assembled a dedicated e-bike division in the U.S. to support the upcoming launch of its first two e-bikes and other future cycling products. First previewed at CES 2024, the Xyber and Xafari e-bikes will reportedly be available in Q1 2025.
The company said in a media release that it has also implemented a new sales model for its e-bikes, supporting independent dealers rather than selling direct-to-consumer or through major retail chains and websites as it does with its other product offerings.
“We’re committed to entering the e-bike market in a big way and doing it right,” said Nick Howe, head of e-bikes at Segway. “This means doing something new and different with both our products and our sales model. We see an opportunity to redefine the e-bike and micromobility product categories and return to a true dealer-centric sales model in the process.”
Howe, shown lead photo, joined the company in the summer of 2024 and was tasked with building out the e-bikes division. He reportedly has over 25 years of experience in the bike industry, including serving as executive director of Orbea and global brand director of Trek. He has also owned and operated several bike shops in Colorado.
“Segway recognized that the bike industry is a different animal,” Howe said. “And senior leadership knew that we were going to need a talented team with experience in that world to be as successful with e-bikes as we are with our other product lines.”
Leadership
Howe tapped Heather Henderson as senior brand manager and Sophie Eaton as sales operations director. Henderson’s resume includes senior product manager and marketing roles at Trek, Cannondale and Cervélo Cycles and she has also owned and operated a bike shop. Eaton has senior sales experience with HLC, Cinelli Bicycles, Giant Bicycle, and Clif Bar.
Dealer Model
For its new E-bike Division, Segway said it aims to grow a national dealer network in the U.S., reiterating that the brand will focus on independent bicycle dealers (IBDs), electric bicycle dealers (EBDs) and what it calls “other bicycle dealers” or OBDs—shops that may not be bike-specific, but are a good fit for its e-bikes, including motorcycle, powersports and outdoor retailers.
In addition to purchasing directly through dealers, customers can buy e-bikes on Segway’s website and have them shipped to a local dealer of choice. Receiving dealers will continue to earn margin on these “online to offline” (O2O) purchases.
“These are awesome machines,” said Howe. “But they’re also very sophisticated and technical. We want to ensure the customer has the best experience possible, and that means professional assembly and service. It also gives us a great opportunity to support the dealers who are the backbone of the bicycle industry.”
Dealer App and Support
Howe promises “competitive retail pricing, industry-leading margins and exceptional retailer access to parts, service and support to help achieve the latter.” That access includes Segway’s new Xchange app, which will be available on Apple’s App Store and Google Play. The Xchange app is the all-in-one mobile version of the Segway dealer portal designed to help retailers manage inventory, orders, warranties, test rides and service. Managers and employees can access their store functions through admin and employee logins from mobile devices from any location.
Sales Team
Segway reported that it has started signing core dealers in key regions across the U.S. to establish a national network by early 2025, with further growth to follow. Howe and Eaton have assembled a national sales team with extensive bike-industry experience to accomplish that goal.
Christopher Rubin serves as the U.S. inside sales manager. U.S. regional sales managers include Gavin Hayes, Chandler Head, Paul Middleton, David Bell and CJ Bradbury. Segway’s U.S. e-bike team also includes Erica Boyd as dealer support manager, Sarah Courtney as senior product manager, Suzy Sommer as digital marketing manager, and Nate Werner as retail marketing manager.
Product Overview
Segway’s first two e-bikes will feature what the brand calls the “Segway Intelligent Ride System,” a technology the company promises “has more in common with modern cars than other e-bikes.”
“In many ways, we’re a technology company first,” said Howe. “Product conversations start with discussions of ‘tech stacks’ and expand from there. We are using our technology to create a more seamless user experience, much like what has been done with automobiles.”
In its dual-battery configuration, the Xyber can go over 100 miles on a single charge, and the Xafari can travel 88 miles before the user needs to plug in. Howe added, “These are two incredible yet very different bikes, and this is only the beginning. We can’t wait to show you what else we have in store for 2025 and beyond.”
The company will announce full product details for the Xyber and Xafari at CES 2025.
Image courtesy Segway
