Trek Acquires Electra Bicycle Company E-Bike Division for Reported $180M

Trek Bicycle has acquired the e-bike division of Electra Bicycle Company in a transaction reported to be worth approximately $180 million. Electra has been a Trek subsidiary since 2014, but the e-bike product line had been operated as a separate business unit; this transaction folds it formally into Trek's electric portfolio.

The Electra brand will be retained for retail. Trek has indicated that Electra-branded cruisers, step-throughs, and lifestyle-category e-bikes will continue to be designed by the existing Electra team in Vista, California, but with shared sourcing, motor partnerships, and battery platforms across the Trek umbrella.

The deal accelerates Trek's consolidation in the lifestyle and cruiser e-bike categories — segments where the brand has historically been weaker than in mountain, road, and hybrid. Industry observers expect a unified Electra-branded e-bike launch on the new shared platform in the 2027 model year.

Electra's iconic Townie pedal-bike line is not part of the transaction and remains a separate Trek subsidiary.