Rad to make Bikes Domestically; Juiced Comeback Nearly Complete | TWR Ep 74

On March 6, 2026, Life Electric Vehicles finalized its $13.2 million purchase of Rad Power Bikes, or $14.9 million when liabilities are accounted for, ushering in a new chapter for the brand. The immediate plans are to resume operations, expand the retail footprint, and support existing Rad customers.

In a GeekWire interview discussing the future of Rad, new owner Rob Provost outlined potentially major changes to the company’s operations, including a desire to bring product assembly stateside.

Parts would still be sourced globally, as most major electronics continue to come from Asia, but bike assembly would move to a proposed 100,000-square-foot facility in the central U.S. The idea is that this would allow for a Foreign Trade Zone structure to help offset tariff burdens, which was one of the major factors in Rad’s downfall under previous ownership.

Other stated goals include improving distribution and logistics, expanding retail stores in key areas, establishing a battery replacement program—one of the final nails in the coffin before the bankruptcy sale—and more.

Our Take: Few brands have the name recognition Rad does across the e-bike landscape, so it’s encouraging to hear the new ownership has both short- and long-term plans for getting the brand back on track.

That said, this won’t be as easy as flipping a switch. Rad has endured plenty of rough headlines over the last few years, so winning customers back will take time and real effort.

The long-term goals are especially interesting. We’ve seen other companies aim for heavier stateside involvement in production, but with mixed results at best. If Rad can pull it off in a way that helps it better withstand the tariffs and logistical issues that contributed to its bankruptcy, then great—but for now, it still has an uphill climb ahead.

Juiced Bikes was one of the early standout names in the American e-bike scene. The company built a reputation around a certain cool factor, thanks to its moped-inspired designs, while several of its models became known for fast speeds and distinct styling.

Like many other companies over the last couple of years, tariffs greatly hurt the bottom line, and some mismanagement eventually caught up with the brand as sales slowed, leading to bankruptcy and a sale. Juiced was later acquired by Lectric E-Bikes co-founders Levi Conlow and Robby Deziel.

This past week, Juiced’s website started showing signs of life, with a return date teased for Spring 2026.

While there are still few concrete details about what the comeback will entail, teaser images of familiar-looking Juiced models suggest the brand will be sticking close to its roots. Moto-inspired designs, large bench seats, BMX handlebars, and 20×4” fat tires all appear to be part of the formula.

Austin Gomes is also prominently featured as the new general manager. He brings notable experience, having led the design of Lectric’s XP4, which Lectric has called America’s best-selling e-bike.

Our Take: We couldn’t be much more excited about this. Juiced was an icon, and we’re happy to see it make a comeback. Lectric’s owners have shown strong business instincts in turning Lectric into a powerhouse, so there’s reason to believe they can iron out many of the logistical issues that held Juiced back in the past. On top of that, having a proven designer helping lead the charge for whatever the next generation of Juiced bikes looks like feels like another win.

Juiced was never necessarily about having the best specs on paper or the smoothest ride around. It was, as the kids say, a “vibe.” The bikes were fast, fun, and the kind of thing you’d see someone riding and immediately feel a little FOMO over.

Needless to say, we’ve got high hopes and expect to see some interesting things from Juiced again soon.

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