Will the most connected and most Belgian of bikes take on the "made in France" label? We're not there yet, but Cowboy is taking a big step in that direction. Indeed, the manufacturer has announced that it is transferring the assembly of these bikes to France. The company Re-Cycles, a specialist manufacturer from Romilly-sur-Seine, which assembles Peugeot bikes in particular, will be responsible for assembling the future Cowboys, including the Cowboy Cross.
The partnership aims on the one hand to improve the manufacturing quality of Cowboy bikes but also and above all to reduce delivery times. Indeed, the company has been facing supply difficulties for several months (which affect the entire sector), which has given rise to recurring criticism from its customers. This relocation to France should not only improve the situation, but Cowboy also announces that it wants to increase production while limiting shipping time in Europe.
Relocating assembly to France to improve quality
“We recognize the recent delays experienced by some customers and we apologize for them. “We have taken decisive steps to address this,” explains Adrien Roose, CEO and co-founder of the brand. “This relocation is proof that Cowboy is building a stronger, more resilient future while putting the customer experience at the heart of its priorities,” he adds.
This partnership focused on assembly should also have another happy consequence for Cowboy bike owners: improved after-sales service. The brand is thus announcing some 125 service points and mobile technicians capable of intervening in more than 40 cities.
Will this strategic decision allow Cowboy to relaunch in France? After a resounding success since its launch in 2017, the connected bike specialist experienced a slower period, in the aftermath of the health crisis. In recent months, criticism has been mounting regarding the assembly quality and delivery times of its electric bikes. Therefore, this partnership with Re-cycles seems decisive.
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