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08 MAY 2024

audi e-tron electric bike

photo credit  Photo by Yanko Design

Audi's leap into the electric bike market is as bold as it is puzzling. Why would a car giant venture into bicycles, and not just any bike, but a $10,000 electric mountain bike? This move has us questioning: Is Audi diversifying or diluting its brand?

Teaming up with Italian bike maker Fantic, Audi has rolled out a bike that boasts high-tech features and a price tag that'll make your wallet wince. Sure, the bike is inspired by Audi's Dakar Rally-winning RS Q e-tron, featuring a sleek design and cutting-edge technology. But let's be real: how many of us are vying to mimic rally races on our weekend trail rides?

The bike's price point sets it in the arena with the likes of the Specialized Turbo Levo and Trek Rail 9.9, both of which are steeped in cycling pedigree and arguably justify their cost with proven track records in bike innovation.

However, Audi's bike comes with the added weight of proving that a car manufacturer can deliver a two-wheeled ride worth its salt.

Are we looking at a new era where car brands successfully cross over to other modes of transport, or is this just a luxury novelty that's missing the mark? As Audi steps into this new territory, they're not just testing the waters of e-bike potential—they're challenging our expectations of what an automobile brand can achieve in the cycling world.

So, what's your take? Is Audi's pricey e-bike a glimpse into the future of biking, or just an overpriced experiment in brand extension?

For a deeper dive into the world of high-end e-bikes, check out our full review on the most expensive electric bikes here.

To read more about the Audi's $10k E-bike check out the original article at Yanko Design