Cowboy E-Bikes to Improve Delivery Times with Strategic Revamp
Brussels, Wednesday, 19 February 2025.
Belgian e-bike brand Cowboy is relocating assembly to France to drastically reduce delivery times, addressing customer complaints and aiming for profitability by 2025.
Current Delivery Challenges
Cowboy’s customers have faced significant delivery delays, with some waiting up to eight months for their e-bikes during the past year [1]. Recent customer reviews indicate ongoing issues, with orders from September and October 2024 still unfulfilled as of February 17, 2025, despite initial delivery promises of 4-6 weeks [2]. Multiple customers have reported having their delivery dates postponed up to six times [2].
Strategic Manufacturing Shift
To address these challenges, Cowboy has partnered with Re-Cycles (formerly Cycleurope), an experienced manufacturer with over three decades of industry expertise [1]. The relocation of assembly operations to France represents a crucial turning point for the Brussels-based company [1]. According to CEO Adrien Roose, this move will enable the company to reduce delivery times to ‘a few days’ once production reaches full capacity [1].
Customer Service Enhancement
Following criticism of their transition to chatbot-based support, Cowboy is strengthening their customer service operations [1]. The company now promises human responses within an average of 10 minutes [1]. However, recent customer feedback from February 2025 indicates ongoing challenges, with users reporting difficulties in obtaining accurate delivery updates and experiencing extended wait times for spare parts [2].
Future Outlook
While Cowboy has been operational since 2017, the company has yet to achieve profitability [1]. The strategic overhaul, combined with the launch of the new Cowboy Cross model, is part of the company’s plan to reach profitability in 2025 [1]. Current delivery times stand at approximately two months, with the company actively working to reduce these delays through their new operational structure [1].