Electra Bicycle Company is a Vista, California-based bicycle brand/company, founded in 1993 by Benno Bänziger and Jeano Erforth. The company offers a wide range of modern cruiser bicycles and helped bring the cruiser bike back into more popular use.
Bänziger, a Swiss national, grew up in the Swiss Embassy in East Berlin fascinated with California and action sports. When he was a teenager, he began designing and manufacturing snowboards in Germany...
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Electra Bicycle Company is a Vista, California-based bicycle brand/company, founded in 1993 by Benno Bänziger and Jeano Erforth. The company offers a wide range of modern cruiser bicycles and helped bring the cruiser bike back into more popular use.
Bänziger, a Swiss national, grew up in the Swiss Embassy in East Berlin fascinated with California and action sports. When he was a teenager, he began designing and manufacturing snowboards in Germany. Bänziger moved to California after graduating with a degree in graphic design, founding his own firm, Projekt Design, in 1990 and doing work for companies like K2 and Adidas. He had originally planned to start manufacturing snowboards or skateboards, but found that those markets were crowded with competitors and seemed a poor bet for a startup. Then his attention shifted to bicycles.
As Bänziger told the San Diego Union-Tribune, “The one thing I found when I looked at cycling in the US was that everything was some kind of sport, but very few...
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