Launched in 2017, the Cowboy brand is now part of the very closed circle of existing startups, and the fourth generation of their connected bike proves that the will to be good is still at the heart of the process.
From the first version of his bike, Cowboy wanted to offer an alternative to other UAE. A racy, minimalist style, a belt drive and a little bad boy side when the competition only swear by the big battery Dutch bike, a motor in the crankset, a rear rack and a basket in the former.
Six years later, it’s clear that that bias has been emulated and that what defined the cowboy spirit is now somewhat present in all manufacturers, whether newcomers like Tenways or established brands like Cannondale, Trek and others Origin trades. So what can the Belgian startup offer to continue to stand out? We’ll see that with the Cowboy Classic, ex C4, after Cowboy changed the name of its bikes in early July 2023.
An increasingly integrated design
The cowboy has always had a good face and the V4 called Classic in its basic version pushes the cursor of minimalism and integration a little further. It’s very simple, nothing sticks out. The brake and power cables have been largely integrated into the frame and you can see the result at first glance: the bike is really beautiful to look at.
On its website, Cowboy proudly presents the Time and Red Dot macaroons, which reward the design of their UAE. Particular attention was paid to the cockpit of the motorcycle in this fourth generation. The classic stem-handlebar pair has been replaced with a single piece, giving it an almost futuristic look. The opposite is that it becomes impossible to change the stem or the handlebars to adapt it to our size. We can’t have everything.
For the rest, the brand-specific attributes are included: the integrated lights (in the front of the frame, in the back of the battery), the removable 360 Wh battery always positioned behind the vertical tube of the saddle, 47 mm tires, belt drive and motor – the cowboy Classic is still a cowboy. Or rather, two (or three) cowboys.
Two images, three atmospheres
Because the main novelty of this fourth cowboy generation is the variation in two frame types. In addition to the standard closed frame, an open frame model called the Cowboy Cruiser ST (ST for “Step Through”) is available. Handy for people who are reluctant to step over their mount to use it. The two models are offered at the same price (2990 euros) and as proof that the bad boy spirit lives on a little, the ST version is available in 5 shimmering colors, while the standard version comes in 2 slightly sad ones (black and ) content sand). A third machine called Cruiser combines the two approaches: closed frame but upright position and comfortable saddle.
When it comes to accessories, the configurator makes no difference and offers the same products regardless of the selected frame. While the optional accessories are quite numerous, the standard equipment is limited to the only fenders, optically very successful, functionally a little less. We’ll come back to that.
The smartphone at the heart of the Cowboy Classic experience
The world of UAE is divided into two distinct categories: UAE, which are primarily bikes usable as such, where the availability of an app has little or no impact on usage, if not access to certain advanced ones Functions and pedelecs that make this possible The respective app is the focus of the user experience. Like its predecessors, the Cowboy Classic falls into the latter category.
Understand that using the Cowboy app (iOS, Android) works significant for normal use of the machine. Concretely, it is the app and the smartphone on which it is installed that unlocks the bike (permanently geolocated) via the Bluetooth connection. You can also use the app to lock it again when you arrive at your destination. But it also gives you access to basic functions such as turning on the lights or changing the motor support mode.
The Cowboy app in its latest version now uses Google Maps for navigation and offers all the usual metrics as well as a Strava-style social layer with leaderboards, groups and trophies. You have understood that the smartphone is the only interface to the electronic part of the bike: there is no button or remote control on the handlebars or the frame. For this reason, the cockpit is fitted with a Quadlock compatible clip (sleeve sold separately). , of course) and, above all, an induction charger that is as practical as it is indispensable.
So if you look a little, it’s possible to use the Cowboy Classic even without a smartphone, by disconnecting and reconnecting the battery every time you use it. However, you have absolutely no access to basic functions (like turning on the light, for example). It is clearly a degraded mode and not at all the utility that the Belgian startup wants from its product and that makes it clear to us. The bicycle is a mobile accessory part of a smartphone.
For further
Cowboy, the Tesla of the bike?
Once on the market, the Cowboy is a pleasant UAE that’s not a dime sporty, despite its racy and aggressive looks and that little Cowboy signature kick that accompanies the first pedal stroke. At first the bike seems like it’s stepping on the stretcher, but it doesn’t last more than the first meter. In use, the 250W motor and the torque of 45 Nm proves to be smooth and pleasant to use, not too nervous but very present in the memories, it calmly accompanies the climb towards the mandatory 25 km/h (and even something beyond). , with a soothing sound that brings a subtly futuristic side to travel that’s quite intoxicating.
Two support modes are available. We think Cowboy wanted to make using his bike as easy as possible. There’s therefore an Eco mode (which you’ll never use) and, since May 2023, an Adaptive mode, aptly named “Adaptive Power”. This mode constantly adapts the power delivered by the engine to different criteria (terrain, speed, torque, etc.). It works very (very) well in use and Cowboy’s work on the algorithms that make Adaptive Power possible is impressive.
Its use is simplified to the maximum, the cyclist does not have to worry about anything, everything is done to make the ride as pleasant as possible. A constantly varying support has a positive effect on the autonomy, as it puts less strain on the battery than with a fixed support mode. On the autonomy side, the manufacturer indicates a range of between 40 and 80 km, depending, as always, on the profile of the cyclist and the topography. It could be taboo for cowboy if the design doesn’t push its limits under certain conditions.
As soon as the weather turns bad, the visually very successful fenders actually do a job of holding back the mud, which we refer to as an anecdote. Likewise, the very pretty built-in lights are really just for viewing and don’t replace a dedicated lighting solution. This is something to consider if you plan to ride regularly in the rain and/or at night.
In addition to this usage, which we would call naïve, there are other services that we are used to from brands of high-quality electronic products. In fact, in addition to the theft insurance that charges €120 per year, Cowboy offers the Cowboy Care service (€240 per year), an on-call maintenance service that allows the intervention of a technician at home for everything related to the bike (from from a flat tire to replacing wearing parts (brakes) or electronics (lights, etc.) The philosophy aimed at limiting the cyclist’s worries with the bike in hand is therefore also reflected in maintenance.
Good point: the brand is now sold in shops specializing in UAE, which means that it will be possible to view and try the bikes without having to use the ambassadors’ network, which until now has been the only way to get them before buying to test. And that could also mean that the workshops of said shops would be able to service the brand’s bikes.
But who is the Cowboy Classic suitable for?
A ride in the Cowboy Classic gives the feeling that everything is in its place, so that the cyclist, who we rather call the user here, does not have to worry about a thing. For fans of the little queen who are used to being in full control of their machine, it’s confusing but not necessarily uncomfortable. For people not used to cycling and even less used to UAE, it is ideal. The bike thinks for you and will never get you into trouble, the kilometers follow one another and the sweat stays at bay, even on the most treacherous climbs that big cities have to offer.
Be careful though, the Cowboy Classic is not a lightweight UAE. With a weight of almost 19 kg and a single-speed gearbox, you can’t expect to be able to use it without assistance for long.
The Cowboys are therefore aimed at urban cyclists who are connected but have an insane desire not to worry about anything, both in the saddle and on the ground. And all this with a certain purchasing power, because at €2990 without accessories (without fenders) and without services such as insurance and Cowboy Care, the bill can quickly reach €3500. This is the price of ever-better design and integration, and to some extent, peace of mind.
The judgment
We would like
- design
- integration and refinement
- adaptive power
- belt drive
- driving experience
We liked it less
- Huge tires
- Huge tires in the rain
- Proprietary Parts
- bike too connected
- Symbolic front light
- Price
Cool and trendy, the Cowboy Classic has everything to confirm its place as the benchmark for a specific UAE vision: one that prioritizes minimalist design and fun riding over a wealth of gear and physical activity. The Adaptive Power is a real hit and the decision to expand the range available and launch it in physical stores should allow Cowboy to reach a potential new audience who may easily succumb to the call for cool.
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