Shoppers Fume as Cowboy’s Electric Bikes Face Massive Delivery Delays and Recalls—Will the Urban Cycling Icon Recover?
Belgium’s Cowboy faces angry customers and a PR crisis over severe e-bike delivery delays after French factory switch. Here’s what’s happening.
- 50%: Cowboy e-bikes ordered on Black Friday 2024 still undelivered by June 2025
- Several months: Reported customer wait times for paid orders
- Hundreds: Number of e-bikes shipped weekly, aiming for July recovery
Belgium’s trendy e-bike startup Cowboy is reeling from customer backlash as delivery delays drag on deep into 2025. With a reputation for slick design and urban tech, Cowboy’s brand is on the line after promises of proximity and quality hit harsh factory-floor realities.
In a strategic move, Cowboy relocated its production to northern France earlier this year, hoping to boost quality control and cut shipping times for EU customers. But instead of smooth rides, many shoppers who ordered during Black Friday 2024 have been left waiting—some for more than eight months. Complaints pepper social media and cycling forums. Disappointment is growing, and trust in the brand is hanging by a thread.
Cowboy’s leadership acknowledges the rough patch. The company blames the slow production ramp at its Romilly-sur-Seine factory, ongoing recruitment challenges, and scattered parts shortages—problems familiar across the entire bike industry according to sources like Cycling Industry News and Bike Europe.
Q&A: What’s Happening With Cowboy’s E-Bike Deliveries in 2025?
Why are bikes arriving so late?
Cowboy’s switch to French manufacturing created teething problems. New operators needed time to train, ramp up, and troubleshoot. Component shortages, still echoing from the pandemic and global supply disruptions, worsened bottlenecks. A recent safety recall for frame defects on the Cruiser ST—traced to a past parts supplier—added further complexity.
How long could I wait for my bike?
Some customers from late 2024 still haven’t received their bikes by mid-2025. Cowboy admits half of all Black Friday orders are delayed but claims hundreds now ship each week, targeting a return to normal delivery times by July.
Is Cowboy communicating with customers?
Buyers say communication lags and shifting deadlines add to frustration. Cowboy insists updates are available via its app, website, and email, with options to speak with real support staff. However, transparency and timely responses remain pain points, fueling speculation and anxiety—especially in the wake of e-bike competitor VanMoof’s collapse last year.
How Can Customers Check Cowboy Order Status?
Customers can track orders by:
- Logging into their Cowboy account or app
- Sending an email to Cowboy’s customer support
- Requesting a callback for real-time updates
Persistence helps—many find personalized answers when directly contacting Cowboy staff.
Will Cowboy Bounce Back—Or Risk a VanMoof Repeat?
Cowboy’s woes come at a vulnerable moment for the e-bike startup world. While Cowboy touts the durability, innovation, and smarter user experience of its latest Cross and Cruiser models, brand image is now tied to reliability off the road as well as on it. With the memory of VanMoof’s dramatic failure still fresh among urban cycling fans, analysts suggest Cowboy must urgently accelerate deliveries, improve communication, and restore customer trust if it wants to hold its spot among cycling’s urban elite.
How to Protect Yourself When Ordering Electric Bikes Online
- Check company updates and reviews on reliable sites like TechCrunch and WIRED.
- Use secure payment methods and keep confirmation emails documented.
- Follow up persistently if delivery windows slip.
- Know your rights for refunds or dispute resolution in your region.
Stay informed—follow trusted cycling and tech news and share your Cowboy delivery experience on forums to help others!
Action Checklist for Cowboy Customers:
- Track your Cowboy order weekly via app or account login
- Contact support directly for status—persistence pays
- Document all communication in case of disputes
- Share your story on cycling forums to inform fellow buyers
- Stay alert for company updates through July 2025
