In a booming bike market, one which is global, those recognizable brands are only worth $810M ?
For that price, the competition could have purchased and scuttled the them.
I think we can read into this (or overthink it in my case)
The business model is changing - the entry of direct-to-consumer brands which build on-demand
or warehouse large numbers of limited models will undersell larger brands and make money even with the razor thin margins
using industry std parts.
there are few barriers to entry into the market (other than obtaining parts) right now.
How about a subscription bike service, like a lease, you get a new bike every year or two?
Like the cell phone programs they have, after 18 months you trade in for the new model, get a discount, and keep paying.
Or make the E-bike a subscription service, and you can pay for the boost level?
Remember that the tesla "range" extension option is actually a software limit - not extra batteries.