![]() The brand was bought in 2012 by the Accell Group, one of the biggest electric bike manufacturers and brand owners in Europe. Kidger says ebikes provide an opportunity for Raleigh to expand: “We’ve identified that as a real growth area for the business, and we’ve pivoted Raleigh into that emerging market,” says Kidger. Kidger hopes the Chopper will appeal to people’s hearts and minds. “Electric bikes are the single biggest benefit to a lot of the challenges the UK faces at the moment, in terms of congestion charges, and net zero and sustainability targets that have come in,” he says. In turn, Raleigh’s electric bikes provide practical solutions to facilitate this move to more frequent cycling, and Kidger suggests they could help people take kids to school, replace a second car and help with wider issues. Kidger says this is where releasing heritage models joins up with the more modern side of Raleigh’s business: electric bikes.īy pulling on the hearts and minds of people in evoking the heritage of the brand through bikes such as the Chopper, Kidger hopes Raleigh will convince people to cycle more. Kidger says the Raleigh Chopper created a “movement” in the 1970s, with the bike encapsulating a sense of joy, freedom and fun.ĭesigning a new Chopper, which so closely resembles Choppers of old, is a way for Raleigh to help people rediscover what Kidger calls the “contagious joy of cycling”. ![]() Lee Kidger says Raleigh wants people to rediscover the “contagious joy of cycling”. ![]()
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