New Smyrna Beach startup taps into growing electric bike market
By Allison Shirk allison.shirk@news-jrnl.com
New Smyrna Beach is characterized by many things, including a bustling arts scene, a beautiful beachside or some great eats, and one startup wants to make it easier for residents and visitors to enjoy all of those things in a more eco-friendly way — with state-of-the-art electric bikes.
Electric bikes, otherwise known as e-bikes, are bicycles with integrated electric motors and a battery pack. They initially rose in popularity in the United States around 2007, when the economic recession hit and gasoline prices soared, and have been popular in Europe and Asia for many years before that.
But Kevin Mount, co-owner of Flaunt Electric Vehicles based in downtown New Smyrna, said his e-bikes bring more battery power and a better design to the e-bike scene today that has begun to grow in Volusia County and the rest of the United States the past few years.
Although e-bikes aren’t a common sight in the area, local e-bike dealers said they are still finding a niche clientele — from the older couple who ride them to the beach to people without driver’s licenses who want something faster than a traditional bicycle.
Mount began Flaunt with a silent partner, and he said the past three years have been dedicated to research and development of two models of e-bikes — the Atticus and Vicko.
“I grew up surfing and was always into protecting the environment and giving back when I could,” Mount said. “A few years ago, the idea of eco-friendly electric vehicles had come along and I wanted to get involved.”
The two models are similar in that they both have a 15.6 amp Samsung lithium battery, which is stronger than most in the marketplace today. The higher the amperage, the further the e-bike can go in a single charge. Flaunt e-bikes have a range of nearly 40 miles.
The major difference between the two models is that the Vicko model has a step-through frame, which makes it easier to get on and off. Flaunt’s e-bikes also look a lot like a traditional bicycle, instead of like “futuristic spaceships,” like some e-bikes in today’s market, Mount said.
“We’ve put a lot of time into making this bike useful for the everyday rider,” he said. “It’s not a high-performance mountain bike. It’s a great bike for everybody.”
GROWING MARKET, LOWER COST
Perhaps what stands out most about Flaunt e-bikes is that they come in under the $2,000 mark, unlike most e-bikes with that battery power and range. Mount said the price will be around $1,700 but that is not yet final.
Ed D’Eustachio, a New Smyrna resident, attended Flaunt’s Demo Day last Saturday that was open to a few people to test out the two models. D’Eustachio, an avid cyclist, said he doesn’t own an e-bike yet, but after test driving one of Flaunt’s e-bikes, he thinks he will buy one.
“It has great power and it is definitely well built,” D’Eustachio said. “I live behind the airport, and it would be great to ride up to the beachside.”
Todd Hilton, engineer at Flaunt, agrees the e-bikes are versatile, but might not be for the intense mountain biker. Hilton said he joined the company about 10 months ago, one of three employees at Flaunt. Mount said the e-bikes are assembled in the U.S., but the parts are manufactured overseas. Flaunt’s warehouse is in Edgewater.
At the company’s demo day, Mount said they sold their first bike ever to a man who wanted one for his wife. Mount said the man’s wife enjoyed biking, but she couldn’t typically ride as far as her husband.
“Some people say electric bikes are cheating on exercise, but if you really want a workout then you can lower the pedal assist on the bike and pedal as hard as you want,” Mount said.
Flaunt’s bikes can go 20 mph on their own but faster if a rider is also pedaling. The legal, federal limit on streets is 20 mph.
Today, improving battery technology is resulting in e-bikes that are lighter, low-cost and similar to traditional bikes. Navigant Research, a company that focuses on new technology and business models, predicts that global e-bike sales are expected to grow from $15.7 billion in revenue in 2016 to $24.3 billion by 2025.
‘A LOT OF INTEREST’
Terry Van Dee, service manager at George’s Scooters in New Smyrna Beach, said a high percentage of their e-bike sales are from people who have lost their driver’s license for various reasons, like a DUI. Van Dee said George’s sells two different electric bike models, but neither are as popular as the gas-powered scooters they also sell.
Ted Belier, owner of DeLand Cyclery, said he has been selling e-bikes since 2013. Belier said he spoke with Mount about a year ago when the bikes were still being designed, and he said it seems like a good addition to the world of electric vehicles.
“I definitely think there is a market in the area for it,” Belier said on the phone. “The number of calls increase every month for (e-bikes). There is a lot of interest out there, but the biggest thing is the price tag and range.”
Belier said under $2,000 is “where you want to be” for the “average Joe” to buy one.
“The big thing is to make sure you’ve got plenty of parts in stock,” Belier said. “Part of the reason you buy from a local bike shop is so you can get that support.”
Mount said Flaunt will mostly sell e-bikes through local and national dealers, but people can purchase one of Flaunt’s e-bikes for an early-bird price, $1,350, for now through Flaunt’s Indiegogo campaign that begins July 26. For more information, call Flaunt at 386-742-9005 or check out their website at www.flauntvehicles.com.
