No, Cowboy is not bankrupt. But in September 2025, the company was in dire straits. Thanks to an emergency loan and a French investor, it remains operational for the time being.
Cowboy electric bikes in 2025: is it still a good choice?
For years, Cowboy has been considered the flagship of the Belgian electric bike industry. Its sleek design, intelligent software and clear focus on urban mobility made it a hugely popular brand. But in 2025, a shadow hangs over this success. Rumors of financial difficulties, emergency loans and a possible takeover are causing uncertainty. So the question arises: what is Cowboy's real situation today, and does it still make sense to invest in a Cowboy bike?
How did Cowboy get into trouble?
Born in Brussels in 2017, Cowboy has quickly become one of Europe's best-known e-bike start-ups. City dwellers have embraced its minimalist bikes and their smart features. But this rapid growth has also shown its limits:
The situation is reminiscent of the downfall of VanMoof, which left its users uncertain about service and spare parts for months on end.
Where does Cowboy stand today?
Despite the financial turmoil, Cowboy is trying to regain confidence. In 2025, the company announced a new business model, focusing more on profitability than rapid growth.
Cowboy also continues to invest in software and user experience. A recent update to the app was even described as a "brilliant solution" by Bright. It's precisely this digital edge that continues to set the brand apart.
However, some reservations remain:
- Uncertainty regarding after-sales service and warranty
- Risk of spare parts shortages in the future
- Dependence on new investors
What makes Cowboy e-bikes special?
Cowboy bikes are distinguished by their sleek design: no visible casing, integrated battery and lightweight construction, ideal for urban use.
Key features
- Weight: approx. 19 kg, lighter than many competitors
- Motor: rear-wheel motor with 45 Nm of torque (perfect for city driving, less so for hills)
- Battery: integrated, from 360 Wh to 540 Wh (40 to 80 km range)
- Intelligent functions: automatic gearshift, anti-theft, GPS and full integration via app
While other brands focus on power and autonomy, Cowboy has positioned itself as a champion of digital innovation.
Should you still buy a Cowboy in 2025?
It all depends on your expectations and risk tolerance.
An interesting choice if you :
- love minimalist design and connected technology,
- drive mainly in town,
- are prepared to accept some uncertainty about service and warranty.
Less suitable if you :
- are looking for total long-term security,
- count on a wide availability of spare parts,
- think of your e-bike as a lasting investment.
For those who prefer stability, reconditioned electric bikes from brands such as Cube, Trek or Gazelle are a safer alternative.
Alternatives to Cowboy
If you're looking for reliability and a solid service network, here are some recommended models:
- Cube Reaction Hybrid Pro: Bosch Performance CX engine, perfect for hills.
- Trek Powerfly 7: sporty electric MTB with 625 Wh battery and reliable Benelux service.
- Gazelle Ultimate C380: comfortable city bike with Enviolo hub and solid after-sales service.
- Specialized Turbo Vado 4.0: premium urban bike, intuitive and robust.
These models are also available in reconditioned versions, often at attractive prices and with warranty.
Conclusion
In 2025, Cowboy is at a turning point. Thanks to emergency loans and the arrival of a new investor, the brand is still standing. Buying a Cowboy today means acquiring a stylish and intelligent bike, but with an element of uncertainty. Those who prefer security will find a more stable option in Trek, Cube or Gazelle.
Frequently asked questions
Is Cowboy bankrupt?
Can I still get service for my Cowboy?
Yes, for the time being. But there's no guarantee as to how long it will last, depending on the company's future.
Are spare parts available?
Currently, yes, but their future availability depends heavily on Cowboy's financial health.
What are the alternatives?
More stable choices are Trek, Cube, Gazelle or Specialized. refurbished models are also available from Upway.