Lectric eBikes, based in Arizona, has launched three new brands so far this year – a relaunched Juiced Bikes, the new Juiced Powersports brand, and now Monarc. CEO Levi Conlow claims that despite the collapse of numerous e-bike companies, he sees an opportunity where many see peril.

‘Others might be pulling back or raising money, but we’re actually deploying resources into initiatives like this,’ Conlow told TechCrunch. ‘I don’t think the market is saturated; in fact, it’s lacking worthy competition right now.’

Lectric’s expansion strategy is unique – all three brands operate independently, with their own product engineering and development teams. Conlow believes that by keeping these brands separate, he can avoid diluting his brand while targeting different customer segments.

Monarc, for example, will focus on premium adventure bikes with features like a five-year warranty, real human support, and high-powered batteries certified to UL 2271 standards. Conlow is confident that this approach will allow Lectric to compete in a market where venture-backed rivals have struggled.

While Lectric remains focused on its existing brands, Conlow says the company continues to explore new opportunities, but for now, it’s all about staying focused and making the most of its current success.