Lectric eBikes, a Phoenix, Arizona-based corporate identified for its sensible and reasonably priced XP sequence electrical motorcycles, has introduced 3 new manufacturers up to now this 12 months — a Juiced Motorcycles relaunch, a brand new Juiced Powersports logo, and now a top rate journey logo known as Monarc — a spread technique that runs counter to the wave of bankruptcies that experience plagued the sphere.
In combination, Lectric has put about $10 million towards those projects, CEO Levi Conlow advised TechCrunch.
“Others may well be pulling again, or elevating cash, we’re in reality deploying and making an investment into projects like this,” he mentioned. “I in reality don’t assume the marketplace is saturated at this time; Lectric final month had its largest gross sales month in our corporate’s lifestyles and we bought nearly 30,000 motorcycles. I’m now not positive any one has executed that ahead of, even at like top COVID.”
It’ll appear to be an strange time to release an e-bike logo, let by myself 3.
Up to now two years a slew of e-bike firms have filed for chapter, close down, or withered till they had been snapped up by means of greater firms. Rad Energy Motorcycles, the buzzy electrical motorcycle corporate that raised just about $330 million in undertaking capital, was once in all probability the highest-profile cave in. The corporate, as soon as valued at $1.65 billion, filed for Bankruptcy 11 chapter coverage in December. Its property had been received by means of Existence Electrical Cars Holdings for $13.2 million.
“To me, it’s simply opened it up,” Conlow mentioned of the marketplace after checklist a dozen firms that had folded or left the U.S. marketplace. “I feel the marketplace in reality lacks a large number of worthy festival at this time.”
The contrarian guess has a contrarian backstory. Conlow and co-founder Robby Deziel by no means raised undertaking capital, as an alternative bootstrapping the trade, which they based seven years in the past as early life pals, ahead of taking an funding from non-public fairness company Bertram Capital Control in 2020. What began as a scrappy startup is now one of the vital top-selling direct-to-consumer e-bike firms within the U.S., transport 150,000 devices in 2025.
The playbook — bootstrap, keep winning, let better-funded competition implode, then make bigger — is person who founders throughout {hardware} classes may in finding instructive. However Conlow is cautious about how Lectric grows. Seeking to promote e-bikes for each and every more or less buyer dangers diluting the logo, he mentioned.
“What we’ve discovered is that Lectric can’t be the whole lot to everybody,” he mentioned, ahead of pointing to its large product lineup, which contains folding motorcycles and an electrical tricycle. The corporate sells 90% of its merchandise direct to shoppers via its website online, which, relying at the month, draws 2 million to 4 million guests.
The answer is to stay the manufacturers separate or chance dilution. That includes a Juiced Motorcycles type prominently at the Lectric homepage, as an example, may pull consideration clear of Lectric’s best-selling XP Collection, sending the improper sign to the improper buyer.
“You want to be much more intentional, and while you’re extra targeted, you’ll be able to move in point of fact deep into that vertical; you’ll be able to make customer support, branding, and advertising explicit to that product and that corporate,” he mentioned.
That’s what Lectric has executed with Juiced Motorcycles, Juiced Powersports — which is able to send its first e-moto in August — and Monarc. Juiced Motorcycles was once received by means of Lectric in 2025 and relaunched final month, whilst Monarc, which began as a skunkworks venture inside Lectric, spun out this week as a standalone logo founded in Minnesota, led by means of business vets Julia Moran and Ryan Callahan.
Each and every logo has its personal product engineering and building, branding, advertising, and customer support groups. Conlow takes this separation a step additional, noting he even needs the manufacturers to compete with each and every different.
“We don’t need 3 manufacturers that finally end up taking a look and appearing the similar or feeling the similar. There must be wholesome festival between [them],” he mentioned.
Monarc is leaning on its top rate journey way of life options and customer support technique that features a five-year guaranty and make contact with toughen with actual people. (Conlow was once fast to notice that none of its manufacturers will ever use AI for customer support.)
Monarc’s first e-bike, an all-terrain path electrical motorcycle known as the Marker, will come usual with two LG 48-volt 15Ah batteries — an providing this is ordinary within the e-bike sector — that offer 720 watt-hours each and every and are UL 2271 qualified. The batteries additionally include a 5-amp speedy charger. The Marker, which is able to start transport to shoppers in July, is kitted out with different top rate options like a Bafang motor, Shimano drivetrain, and a three.5-inch colour touchscreen that may sync with different equipment like rearview radar and sensible helmets.
Monarc and the 2 Juiced manufacturers are small, with 10 and 8 staff, respectively, although they’re anticipated to make bigger. Lectric itself has 170 staff. The manufacturers function independently however leverage Lectric’s provide chain, buying energy, and back-end toughen.
Whether or not Lectric will proceed to release new unbiased manufacturers is an open query. Conlow saved the chance open: “We proceed to discover and stay our eyes open.” However he isn’t in any rush. “We now have made our plate very complete, and we’re going to stick targeted in this.”
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