Specialized launches new utility e-bike brand Globe to replace ‘joyless’ car trips

Globe is a new sub-brand of Specialized that is dedicated to building electric utility bikes that are specifically designed to replace car trips. Globe will be an extension of the Specialized brand that will focus on bringing more fun to local living while reducing the number of car, truck, and SUV trips needed for everyday transportation.

The ability of e-bikes to replace car trips for most owners is unique among two-wheeled vehicles. Cargo and utility e-bikes have a rugged design that makes them great at reducing car usage. Globe will be the company's vehicle for making this happen, as Specialized, the third-largest bicycle manufacturer in the US based on market share, says it wants to accelerate e-bike adoption.

Saul Leiken, global category leader for Globe, said in an email that they are living in the last generation able to make a difference in the fight against climate change.

The details are still a little thin, but Specialized says that the sub-brand will be used to communicate with its e-bike customers, either through its marketing or customer service interactions.

Leiken said that Globe's e-bikes will be the highest performing bikes that Specialized has ever brought to market in order to serve everyday riders and the performance for utility that they require. Globe is not boxed into any particular experience.

Globe will emphasize the commitment to lifetime value and affordability with the products that they create. The new unit will serve as the face of Specialized's partnership with independent local bike shops who don't currently benefit from the growth of direct-to-consumer exclusive brands.

The e-bike revolution is being led by direct-to-consumer companies, like VanMoof and Super 73, because of their ability to focus exclusively on making and selling battery-powered bikes. Legacy bike makers, like Giant, Specialized, and Trek, are emphasizing their partnerships with local bike shops as a way to highlight the differences between their rivals. The Globe division of Specialized seems poised to make that difference even more stark for customers and other stakeholders.

Globe's motto includes value and affordability, which is interesting considering Specialized's prices. e-bikes with top-of-the-line components can be really expensive, and Specialized makes fantastic e- bikes with top-of-the-line components. The new Turbo bikes range in price from $3,250 to $5,500. Rad Power Bikes sells its bikes for less than $2,000.

Leiken said that the Globe brand bikes will be compatible with the Turbo e-bike.

The company will start taking orders for its new bikes in late 2022. The Globe e-bike will be exclusive to the US.