Electra was born in the humble surf community of Leucadia, California. Drawn to Southern California for the sun and surf, and inspired by iconic designs of the past, Benno Baenziger (Yep, the same Benno that later also started Benno E-bikes!) and Jeano Erforth resurrected the Classic Cruiser in an industry that had grown stagnant and, frankly, took itself a little too seriously. And like that, Electra put the fun into bike riding again and gave America back one of its favourite pastimes. A lot has changed over the years, but Electra remains true to its founding philosophy; combining creativity, innovation, design and attention to detail to make the most comfortable bikes and e-bikes possible. Electra believes bikes have the power to add something special to everyday life.