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Cowboy Launches Its First-Ever E-Bike Trade-In Program with Upway

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Upgrade to a new Cowboy; trade in program covers over 200 e-bike brands.

Cowboy, the world's most advanced e-bike company, today launches its first trade-in program in collaboration with Upway, the leading refurbished e-bike marketplace. This program enables owners of over 200 e-bike brands to easily upgrade their current bikes for a brand new Cowboy model, while their old bikes will be refurbished and sold via the Upway platform.

Cowboy X Upway

The trade-in program has convenience at the core and makes trading in your e-bike simple in just a few short steps. E-bike owners input a few simple details of their current bike including the model, year, main usage and mileage via the Upway valuation tool on the Cowboy website and receive an initial estimation. A Cowboy expert will then assess the bike to validate the estimate at a time most convenient to the seller, either directly at the rider's home, in a Cowboy brand store or participating independent bike retailer. Once valuation is agreed, the Cowboy expert will take the bike away, providing the customer with their trade-in voucher of the value of their e-bike - on average over €1000 - plus an additional €150 discount, redeemable against any new Cowboy model.

Owners of over 200 other e-bike brands will be eligible for the trade-in program. This makes it easy to dispose of their existing bike and purchase a new Cowboy at an unbeatable price. All upgraded e-bikes will be refurbished by Upway's experienced team of mechanics in locations across Europe and will be sold via with a one-year warranty, providing affordable e-bikes for a whole new generation of riders.

"Cowboy bikes offer immense value through faster, cleaner, and greener travel. With an average trade-in price over €1000 and an extra €150 bonus, plus the option for at-home valuation and collection, we've made upgrading to a new Cowboy ultra-convenient. Our partnership with Upway aligns with our goal to promote the health and environmental benefits of e-bikes, and so we want to make Cowboy models as accessible as possible. Now, with easy trade-ins from home, they've never been more affordable."

Charles Van Haverbeke, Cowboy Chief Sales Officer

“Our mission is simple: to make electric mobility more affordable and sustainable by refurbishing pre-loved e-bikes and giving them a second life. With e-bike sales expected to surpass car sales by 2030, supporting access to a reliable secondary market for used e-bikes is essential. We are thrilled to collaborate with Cowboy on creating a program that allows us to develop, together, a scalable secondary market for used Cowboy e-bikes. This exciting program will be available in Germany, France, Belgium, the Netherlands and Austria and will give access to award-winning Cowboy's e-bikes to more innovation enthusiasts."

Toussaint Wattinne, Co-founder and CEO, Upway

Upway, the specialist in the refurbishment of used e-bikes with workshops in Paris, Berlin, New York and Mechelen, continues to grow and announced the opening of two new refurbishment centers both in Dusseldorf and Los Angeles. In addition, Upway continues to expand and will enter its sixth European market, Switzerland, in July.

For Cowboy, this latest announcement comes after Cowboy's recent launch of Cross, the brand's first all-road bike which takes riders from their city commute to rural weekend adventures and 'Best of the Best' Red Dot design award win for its best-selling Cruiser model.

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