1993
2 Germans, 1 dream
Benno Baenziger and Jeano Erforth start Electra in the surf town of Leucadia, California, reviving the classic cruiser.
Born by the beach
Two Germans revived the cruiser.
Drawn to Southern California for the sun and surf, Benno Baenziger and Jeano Erforth brought back the classic cruiser in an industry that had grown stagnant and took itself a little too seriously.
Their philosophy hasn’t changed: combine creativity, innovation, design and attention to detail to make the most comfortable bikes possible.
From the official Electra archive
Three decades of comfort and style
1995
Aloha, Hawaii
After the two-tone DeLuxe, the Hawaii cruiser rolls out and opens the door to Electra’s playful, artful designs.
2000s
Townie. A legend is born.
The Townie creates a whole new comfort category, letting riders put their feet flat on the ground.
2013
Townie Go!
Electra enters the e-bike market with a smooth, intuitive pedal-assist Townie that goes on to win awards.
2014
America’s #1 bike
The Ladies’ Townie 7D becomes the #1 selling bike in the U.S. through independent bike dealers.
2023
30 years of smiles
Electra celebrates three decades and launches Ponto Go!, its first throttle e-bike, built comfortable enough for two.
Flat Foot Technology®
Often imitated. Never duplicated.
Electra earned U.S. patent #8136828 by challenging traditional frame geometry: pedals moved forward and a relaxed seat-tube angle. The result is an upright ride with proper leg extension that still lets you drop your feet flat on the ground.
01
Upright seating
An efficient, relaxed position lets you sit tall instead of hunching over the handlebars.
02
Relaxed arms, wide view
A relaxed seat-tube angle opens the cockpit, easing your back, neck and wrists while improving visibility.
03
Feet flat at every stop
No more tippy-toe stops. Plant both feet on the ground without leaving the saddle.
04
Full leg extension
Forward pedals and a lower center of gravity keep proper leg extension for efficient pedaling.
Rides like a dream
The Townie, now with Go!
The iconic Townie keeps Flat Foot Technology and classic Electra style, now on a modernized frame with a throttle e-system and must-have e-bike features. Easy to ride, easy to love, and made for cruising Old Town.
The Electra lineup
Find your cruise.
Only the Electra models currently listed on the PedalJets website appear here, so this lineup stays current as our catalog changes.
The PedalJets difference
Why buy your Electra from PedalJets?
You can buy a Electra from a big website. What you can't get from a box is a local team that fits you, assembles it right, and keeps it running for years.
Free first tune-up
Every bike we sell includes a free Basic Tune-Up within 6 months, because a new bike should stay feeling new.
Warranty, handled here
Full manufacturer warranty on every bike, and we manage the claim for you in-house. No shipping boxes, no call centers.
Local Scottsdale service
Our in-house mechanics know your bike from day one. Tune-ups, repairs, and advice are a short ride away in Old Town.
Test ride before you buy
Every bike we have in store is available to test ride. Feel the fit, power, and handling before you decide.
Price matching
Find the same bike advertised for less? We match it, so you never have to choose between price and local support.
Loyalty points on every dollar
Earn 1 point per $1 spent, redeemable toward future purchases, service, and rentals.
Questions? Call us at (480) 440-1099 or send us a message.