Within the more and more posh world of premium folding electrical bikes, one British firm is placing its tongue firmly in its cheek – and perhaps a number of fish eggs in your toast – to spotlight what it sees because the absurdity of e-bike pricing.
FLIT, a Cambridge-based folding e-bike maker, simply introduced a brand new bundle deal pairing its light-weight FLIT M2 e-bike with a half-kilo tin of high-grade caviar. The worth? £5,800 (that’s round €6,700 or US $7,800) – the identical as a sure newly launched titanium competitor throughout city.
The not-so-subtle jab is aimed squarely at Brompton’s just-released Electrical T Line, an attractive machine to make certain, however one which comes with a premium price ticket regardless of solely being about half a kilogram lighter than FLIT’s personal M2. That’s a £3,300 worth distinction – or, as FLIT places it, about £7 per gram of weight saved.
“If that’s the going price for weight financial savings, we figured we’d throw in one thing else that sells for £7 a gram,” stated FLIT co-founder Alex Murray, referring to the delicacy from Fortnum & Mason’s, a luxurious caviar. “Given the price of residing proper now, we determined to provide commuters what they’re clearly calling for: a folding e-bike and a tin of caviar to energy their journey.”
Humor apart, FLIT is making a critical level about premium e-bike design and the seemingly loopy worth inflation within the high-end electrical bike market. The FLIT M2 weighs simply 14.5 kg or 32 lb (that’s with the battery) and was engineered from the bottom up as a purpose-built e-bike – not a retrofit of an present body. It makes use of aerospace-grade adhesive bonding as a substitute of welding and is hand-assembled in Cambridge. The result’s a compact, cleanly built-in bike that folds down small with out the necessity for expensive supplies like titanium.
And whereas it may not be carbon-fiber mild or titanium-trimmed, the M2 nonetheless packs good commuter specs: 250W rear hub motor (the authorized restrict in a lot of Europe), 230Wh built-in battery, hydraulic disc brakes, and a 50 km (31 mile) vary. Plus, it begins at simply £2,499 (roughly €2,900 or US$3,400). That’s roughly the value of two M2s and a weekend away, in comparison with the high-end rival they’re not so gently poking within the ribs.
FLIT says its objective is to make quick, versatile city mobility extra accessible. And whereas they’re clearly having enjoyable with the advertising and marketing, they’re additionally making a strong case that you just don’t have to decide on between high-end engineering and an inexpensive price ticket.
“Oh, and I’m critical in regards to the caviar,” added Murray. “Name us.”
Electrek’s Take
Alright, that is fairly foolish, however I like the purpose they’re making. And it’s value mentioning how this isn’t simply an train in evaluating a finances bike to a premium bike. The FLIT M2 may be very a lot a high-end bike in its personal proper. I take a look at rode an earlier model final summer time and referred to as it “The e-bike Brompton ought to have constructed” on the time.
The engineer in me appreciates the unique supplies in Brompton’s newest machine, however as a metropolis commuter with lease to pay, I simply can’t fathom the value tag. So if a well-made and equally performing folding commuter e-bike can do the job for lower than half the value (or the identical worth with a bucket of pricy caviar thrown in), that will get my consideration!
