ARCADIA, Calif. (BRAIN) — Segway will share details of two new e-bike models at next month's CES show in Las Vegas and the company said it will focus on sales through independent retailers.
The company has hired several bike industry veterans to head up the effort, including former Orbea and Trek executive Nick Howe, who serves as Segway's head of e-bike.
"We're committed to entering the e-bike market in a big way and doing it right," said Howe in a statement Thursday. "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."
Segway displayed its Xyber and Xafari e-bikes at the 2024 CES last January. At the upcoming show the company will release details of the models, which it said will be available first quarter.
The company said it will not sell direct-to-consumer or through major retail chains and websites as it does with its other product offerings.
Howe, who joined Segway in the summer of 2024, has more than 25 years of experience in the bike industry, including as the executive director of Orbea and global brand director of Trek and has owned and operated several bike shops in Colorado.
"Segway recognized that the bike industry is a different animal," he 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."
Other new hires for the e-bike program include 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 her own bike shop. Eaton has senior sales experience with HLC, Cinelli Bicycles, Giant Bicycle and Clif Bar.
Segway said it will focus on sales to independent bicycle dealers, electric bicycle dealers, and what it is calling "other bicycle dealers" or OBDs. including motorcycle, powersports and outdoor retailers. Customers also will be able to buy from Segway's website and have e-bikes shipped to a local dealer of their choice, who will earn margin for the fulfillment.
"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."
Howe promises competitive retail pricing, industry-leading margins and exceptional retailer access to parts, service and support. That access includes Segway's new Xchange app which will be available on Apple's App Store and Google Play. The Xchange app is a mobile version of the Segway dealer portal designed to help retailers manage inventory, orders, warranties, test rides, service and more. Managers and employees can access their store functions through admin and employee logins from individual mobile devices.
Howe and Eaton have assembled a national sales team that includes Christopher Rubin as U.S. inside sales manager. Regional sales managers include Gavin Hayes, Chandler Head, Paul Middleton, David Bell and CJ Bradbury.
Also joining Segway's U.S. e-bike team are 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.
More information: segway.com/e-bike-xafari-and-xyber-launch-page.
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Nick Howe -
The Segway Xyber -
The Segway Xafari
