Brand Tone

Enthusiastic and Adventurous, Accessible and Inclusive, Community-Focused, Informative and Straightforward, Confident and Passionate

Brand Values

• •Accessibility
• •Innovation
• •Customer Experience
• •Sustainability/Responsibility
• •Quality and Utility
• •Diversity and Inclusion

Best Practices

• •Emphasize Freedom and Fun: Use active, energetic language. Focus on the joy, adventure, and liberation that e-biking provides. Words like "explore," "discover," "unleash," and "joyful" align well.
• •Maintain Accessibility and Inclusivity: Avoid overly technical jargon unless clearly explained. Stress the "for everyone" aspect in terms of usability and affordability. Ensure imagery and scenarios are relatable to a diverse audience.
• •Be Enthusiastic and Positive: Convey genuine passion for e-biking and the Rad Power Bikes brand. Even when addressing practical features, keep the underlying tone upbeat and encouraging.
• •Focus on Solutions and Utility: Highlight how the e-bikes solve transportation challenges, make life easier, or enable new activities. Frame features as direct benefits to the rider's lifestyle (e.g., "haul more," "commute easier," "extend your range").
• •Foster a Sense of Community: Use inclusive language ("we," "us," "join the community"). Encourage sharing of experiences and highlight the collective "Rad" identity. Position the brand as a supportive partner in the rider's journey.

Social Perception

Many customers perceive Rad Power Bikes as a provider of good value, fun, and reliable e-bikes that make electric biking accessible. They are seen as a major and pioneering brand in the North American e-bike market. The direct-to-consumer model combined with an expanding retail presence is also a noted aspect. Some customers and industry observers have raised concerns regarding customer service responsiveness, shipping times for parts, and quality control on certain components. The company has also faced public scrutiny due to layoffs and leadership changes, leading to questions about its long-term trajectory and stability. While recognized for popularizing certain e-bike categories and features at an affordable price point, the market has become increasingly competitive, with other brands offering similar or more advanced features.

Copy Examples

• •Headline: Unleash Your Everyday Adventure. Body: Tired of the same old commute? Grab a Rad e-bike and transform your daily grind into a joyful ride. Built for everything, priced for everyone – your next adventure starts now! #RideRad
• •Headline: More Miles, More Smiles. Zero Sweat. Body: Experience the freedom of a Rad Power Bike. Tackle hills, haul groceries, or simply explore your city with an effortless boost. Discover a more fun, sustainable way to move.
• •Headline: Join the Rad Revolution! Body: Become part of a growing community choosing smarter, greener, and more exciting transportation. Our e-bikes are designed for your life, whatever that looks like. What are you waiting for?
• •Headline: Power Your Journey. Affordably. Body: We believe everyone deserves the thrill of e-biking. That’s why we pack our bikes with power, utility, and robust design, all without breaking the bank. Explore our range and find your perfect ride.
• •Headline: From City Streets to Nature Trails: Your Rad E-bike Can Do It All. Body: Don't let limitations hold you back. Our versatile e-bikes are engineered for performance and durability, wherever you roam. Get ready to explore further and have more fun doing it.