Upway is changing the way we buy ebikes
A personal recap of how I increased my micromobility fleet
A few months back I mentioned that a company called Upway was launching in the United States. It's an online retailer for ebikes and I think they are primed to really transform the ebike market in the United States. I've had first-hand experience with the service and they are certainly not paying me for the write up.
I thought it would be worth it to dive a little deeper into how the service works and give a first-hand account of my experience purchasing not one but two ebikes over the last month. So let's dive in!
What is it?
Upway is online marketplace for ebikes. They launched in France and have been selling ebikes in Europe for the past few years. Only in March did they make their entry into the United States. And I'd say that the launch has been a decent success based on the media coverage I've seen and my own personal perspective of seeing how quickly bikes are being listed and sold on the platform.
They sell both used and new bikes on their site. Each product listing gives all the details that you'd want to know about a potential new ebike purchase. The model year, how many miles (if any) are already on the bike, along with all the spec details pulled directly from the manufacturers website.
Maybe most importantly, all of their bikes pass a rigorous test before going up for sale. They have a team of certified mechanics who conduct a comprehensive inspection to make sure that the bike is in top-notch condition. If there is something broken or faulty, they will replace it before certifying it fit for resale. And all of their bikes come with a one-year warranty.
Where do they get their bikes?
Where exactly do these bikes come from? This is where I think Upway has figured out a magic formula. They partner with some of the most reputable bike dealers across the US. Go to their partners page and you'll see names like Propel, who have physical stores in New York and Southern California, and The New Wheel who has become the go-to destination for high-end ebikes in the Bay Area and I've personally test ridden several bikes there and was very impressed. So let’s just say that the places they’re sourcing these bikes from are very reputable.
So Upway purchases overstock or returned bike models from these companies and resells them on their platform at a discount that could be up to 60% off the suggested retail price. It's a win-win for both the bike shops and the end consumer. The dealers are able to reach a much wider audience than if they were to just post the discount bikes for sale on their website or even just in their showrooms.
You can also easily sell your old bike to Upway rather than going through the hassle of posting it on Craigslist or dealing with ridiculously low offers on Facebook Marketplace or other platforms. You just have to give them some info about your bike, they'll give you a quote and then ship you a box to put it in and mail it back to them. It's a fairly straight forward process.
It's important to note here that Upway sells some of the highest quality ebikes in the world. All of the big brand names are available on their site and the best deals are often snatched up within hours of being posted. There are some older or lower cost models to offer a range of price points, but a majority of the bikes on their site are aimed at the higher-end of the ebike market.
For what it’s worth, I tried reselling my still in great shape ebike on their site and they turned it down for being too old. So that was a slight bummer for me, but an indicator that they aren’t just taking any old bike to sell on their site. They have pretty high standards and that’s great for the consumer.
The Upway website
I should also highlight how easy to navigate their site is. You can filter your search by specific bike brands that you're interested in, or narrow down your search based on price. You can even set alerts to be notified when a bike is posted that meets your search criteria. They post new bikes on the site daily, so it's worth setting up alerts or checking frequently if you're in the market for something specific.
Did I also mention that they offer 360 degree photo angles of each bike that enters their warehouse? Yeah, they do and it's extremely helpful to make sure the bike you're getting is exactly what you expected. Have you ever bought something used off Craigslist where they only post one or two photos? Then you arrive to see it in person and notice that they conveniently forgot to post a photo of the huge scratch or dent on the back side? None of those surprises are here at Upway. If there is any cosmetic damage to the bike, they will disclose that in the listing and discount it appropriately.
What bikes am I looking for?
So how did my personal experience go? It was extremely smooth actually. I had been in the market for essentially three distinct types of bikes. Sure, I know bikes are versatile and maybe I could get things done with just one or two bikes. Three bikes may seem a little excessive but I’m talking about a “pie-in-the-sky” optimal setup in a perfect world for my whole family (me, wife, growing toddler, dog who likes bike rides, and cat who will likely never ride a bike). And even the total cost of all three bikes would pale in comparison to the price of even a modest new car while still achieving much of the functionality. What was I looking for exactly?
A bike for my wife that was small and manageable but could also hold our 3-year daughter and some groceries on the back. Convenience and available accessories would be key!
An upgrade from my current personal ebike that offered me a bit more speed (28mph vs. 20mph) with front suspension to make it more comfortable on bumpy roads and long rides and an internally geared hub with a belt drive rather than a traditional chain and derailleur to minimize maintenance.
A front loading cargo bike to haul my daughter and our dog while still having room for big grocery runs. Bonus points if it has a slick looking rain cover to create a car-like cabin for kid and dog to stay warm and dry. Maybe this is the most superfluous of my needs, but it would be fun and could replace my aging bike trailer.
Bike #1
Bike #1 seemed like the easiest one to obtain. There are some great options for hauling just one kid around. I was particularly excited by the line of bikes offered by Tern, in particular their HSD.
After much research and seeing the bikes in person at The New Wheel shop, I saw a new Tern HSD pop up on the Upway site. It was in a color option that my wife was excited about and offered at a pretty significant discount from the local bike shop. In my few months of observing the selection of bikes on Upway, Tern bikes are rare gems. They don’t often pop up on the secondary market because owners are usually so darn pleased with them. I jumped at the opportunity and made the purchase.
I received a confirmation like any other online purchase and was satisfied that the order went through. A few days later I received a great email from one of the Upway associates that let me know what to expect in the delivery process. They gave me a FedEx tracking number to check the status of my order. And they also let me know that I should expect to receive a phone call from FedEx to schedule a specific delivery time.
Everything went according to plan and about 5 days later, I signed for the delivery and my wife had herself a new cargo bike. The bike was fully assembled upon arrival, I just had to screw on the pedals. Upway provides a tote bag filled with all the manuals and paperwork that come with a new bike. They also include the charger for the battery and a helpful explanation on how to get up and running with your new bike.
I was extremely impressed by the whole process and the bike was in pristine condition. And I felt great that we had saved some cash in the process. Upway provides much of the savings and convenience of ordering a discount bike from a direct-to-consumer brand but you’re also buying products from established companies that have dealer networks so you can bring your bike in to get serviced without having to rely on online customer service. It’s really the best of both worlds.
Bike #2
Fast forward to a few weeks later and I saw a great candidate for bike #2 on my list. Gazelle bikes have long been on my radar as a comfortable, sensible option for an ebike that should last a good long time. The company has been making bikes in Holland for over a century which is valuable in this nascent world of ebikes where companies may disappear just months after you buy one of their products. I had actually experienced this with my last ebike purchase and didn’t want to run the risk again.
No, I was going to buy a Gazelle Ultimate C380+ bike. The Gazelle product names are a mouthful but the bike seemed to meet all my needs. It had the higher speed motor, front suspension, and was driven by a Gates Carbon Belt Drive. It should last for many many years with little to no maintenance. All Gazelle bikes come with those little details that the Dutch really appreciate. Great built-in lights, an integrated cafe lock for the rear wheel, and fenders and a sturdy rear rack come standard.
The bike was too good to pass up and happened to be in my size. Plus, I was already confident in the Upway process. So, in a few days my second purchase from Upway should arrive.
Long live the LBS!
Am I becoming some sort of Upway groupie? Do I have an ebike purchasing problem? Hmm, perhaps I do. But I set a reasonable budget and mapped out the exact criteria I was looking for. Then I just sat back and waited until the right options became available at a price I was willing to pay. It’s actually a very satisfying and empowering process.
And I didn’t even mention how amazing the Upway customer service has been! I’ve had really thoughtful conversations with real life humans via online chat, text, and phone calls. They’ve answered all questions at all hours of the day to make the buying process so much better than just clicking “add to cart” and crossing your fingers. They really know their ebikes and are trying to be helpful rather than just upselling you to something you don’t need. It’s that in-person bike shop feeling that they’ve been able to replicate online and it’s worth commending.
Don’t get me wrong, I’m a still a big believer in the importance of the Local Bike Shop or LBS. We should establish connections with our local shop whenever possible and I plan on taking these bikes into them for service, accessories, and any other upgrades needed. Plus, Upway is actually helping many of these shops by taking unsold inventory off their hands and reducing the friction in the buyback process.
So yeah, I now have two of my three ebikes taken care of. We’ll see if I can get a deal on bike #3 but I’ll likely hold off for a while. That one is more of a “nice to have” rather than a must right now.
The future of Upway
But this story is less about me and more about a company that really seems to have this process figured out. Investors seem to be as bullish as I am about Upway as they raised a $25Million Series A round of funding last year. I could see them really cornering this market for more affordable high-quality ebikes. As people are more aware of the dangers of cheaply made ebike batteries catching fire, they will be more likely to invest in something that is a little more expensive and has been UL certified as a battery that is safe and reliable.
And as I mentioned before, even with a discount these bikes aren’t exactly cheap. But when you look at them as reliable transportation options comparable to a car rather than recreational toys, you see where people may be willing to invest more upfront rather than buying something less expensive that will need replacing in a year.
There is also the chance that the company branches out into other mobility devices like scooters, skateboards, maybe even small electric cars? Their business model isn’t too unlike something like AutoTrader or Shift when it comes to selling cars. The market for these vehicles is still in its infancy and Upway also has the benefit of a brand name that could go in any direction. They were wise not to go with something like discountebikes.com.
I do think there is a chance that bike manufacturers will just copy this business model and create their own branded stores for slightly used versions of their bikes. Or maybe they’d offer the highest trade-in amount if a cyclist wants to resell a bike directly back to the company who built it. Or maybe one of these bike brands could just acquire Upway outright and use their infrastructure to streamline the development of their own branded secondary marketplace.
We’ll see what the future holds for Upway, but so far, I am one very pleased customer. If you’re looking to pick up an ebike of your own, I highly recommend checking out their inventory or setting up some alerts to be notified when they have something that fits your needs. I do think that at least one ebike should be in everyone’s garage, shed, or apartment. You won’t realize the utility until you just buy one and see for yourself.
Thanks for reading, I’ll see you next week!
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