When a new e-bike company launches, it’s usually not a huge deal. The industry sees new brands appear all the time, many of them little more than a logo slapped onto an existing bike from a Chinese catalog.
But Monarc isn’t just another startup hoping to make a splash – it’s all but guaranteed to set off a tsunami.
The newly launched brand is backed by Lectric eBikes, the company that has become the largest electric bicycle manufacturer in North America by building a reputation around offering more value for less money.
The company recently used its e-bike expertise and market positioning to relaunch the famed Juiced e-bike brand, and now Lectric appears ready to bring that same formula into a more premium segment of the market.
The new company’s first model, the Monarc Marker, is an all-terrain adventure e-bike priced at $1,999. On paper, it looks like a direct shot across the bow of popular models such as the Aventon Aventure 3 and Velotric Nomad, which share the same MSRP but fall far behind the Monarc Marker’s specs and parts list.
