MORGAN HILL, Calif. (BRAIN) — Specialized Bicycle Components told its U.S. and Canada retailers Tuesday it is permanently lowering prices on its entire Turbo Levo e-bike lineup, with MSRP reductions from 6% to 27% and wholesale pricing drops of 3% to 27%. The largest reductions affect top spec' models, such as the Levo R S-Works, which sees a MSRP cut from $15,650 to $11,500.
The new pricing is now live on the Specialized website.
In an email to retailers from Matt Kephard, the company's North America commercial leader, the brand said "operational improvements on the Levo platform reduced cost structures specific to this product line, and the competitive moment in e-MTB made now the right time to act.
"The result is a permanent pricing reset that brings more riders into the category and into your store, while supporting sustainable margins and stronger sell‑through."
The "competitive moment" includes new market entrants including AmFlow with significantly lower pricing.
Specialized said to help retailers who purchased Levo models before the price change, it created a credit program— IBR Inventory Credits — for in-stock Levos purchased between Feb. 1 and May 7. The credit program is accessed through enrollment in the IBR Demo Program, and once enrolled, the credits adjust existing inventory cost to match the new MSRP and margin structure.
Effective Friday, riders who registered a Levo between Jan. 1 and Thursday will be emailed a Founders Credit, valued at 50% of the price difference for their specific model and can be used on any product on the website through ship-to-home delivery. If applied toward a new Turbo Levo S-Works, Pro, or Expert model, the credit doubles. The credit expires June 30.
The IBR Demo Program is a new "marketing activation" to attract riders to retailers to ride a Levo, according to Specialized.
"Every rider‑facing touchpoint, including email, paid media, and Specialized.com, leads to the same outcome: getting riders on a Levo so they can experience it on the trail," according to the email. "The program includes two participation tiers, Expert and Pro, designed to support different levels of demo investment and retail engagement. As part of this rollout, we're also making upgrades to Specialized.com that improve how riders find and connect with participating demo retailers."
Enrolled retailers receive a "badge callout and placement on the Levo Demo page on Specialized.com. ... Your Brand Development Manager will review the full program details with you and help determine the right tier for your store."
"This program is designed to drive meaningful demo traffic, move Levos at healthy margins, and expand overall category velocity, together," Kephard's letter concludes.
