Since its inception, the bicycle has seen numerous technical innovations (to oversimplify: tires, free wheels, gear shifts, and later on, composites, aerodynamics, disc brakes, etc.). However, overshadowed by cars from the 1950s onwards, it has persisted through recent times without significant changes to its core principles or its foundational culture. It remained a mode of transportation for some, a sport for others, and a toy for children.
In the 1970s, Californian culture successively birthed the BMX and the mountain bike. While the former remained relatively niche, the latter, albeit sometimes in generic forms, experienced phenomenal success.
Today, bicycles are enjoying an unprecedented resurgence. Their qualities are praised, and their relevance to the challenges faced by modern cities is recognized. New generations are discovering alternative means of travel and transportation that bicycles offer, and they remain a sought-after piece of sports equipment for road cycling enthusiasts and outdoor aficionados with mountain bikes.
They still mark a sort of “rite of passage” for children, but perhaps they’ve lost some symbolic ground since the rise of video games. Product-wise, the bicycle revival has led to a robust offering of urban models, often electric, with a multitude of brands targeting the high-end segment, the emergence of cargo bikes, and family bikes. In the sports segment, there’s the success of the electric mountain bikes, and this trend has even transitioned to road bikes with assisted models, proof that mindsets are evolving faster than before. More niche perhaps is the resurgence of vintage bikes from the 60s/70s.
However, there’s a demographic that bicycles seem to neglect, or at best, address inadequately (outside of sports): the youth Yet, things are starting to change. Electra Bikes’ Ponto (same group as Trek), a Californian brand (founded by two Germans), serves as an example. The distinct regulations between the USA and Europe aside, let’s focus on what a bicycle designed to appeal to this age group might look like.
You’re even encouraged to compare the Instagram pages of Electra Bike and some posts from Ducati Scrambler, particularly the Next Gen campaign, which also aims to refresh their image and client base, breaking traditional norms.
The imagery speaks for itself. The machine doesn’t convey a narrative of performance, but one of enjoyment and lifestyle. It sits somewhere between the worlds of bicycles and scooters. You can ride alone or with a companion, sharing moments on the way to school, the skatepark, or elsewhere.
In summary, the revolution of the bicycle may also, we can hopefully assume, be a cultural revolution. Even if it’s just the beginning, the wheels are in motion, and that’s more exhilarating than any “SUV” models.
