Ellsworth has had a rough couple of years, but the brand is trying to stage a comeback with aggressive new marketing strategies.
Ellsworth has had a tough time in recent years. The San Diego brand used to build dream machines, but they failed to keep up with rapid shifts in geometry, materials, and wheel size. There also developed a poor reputation for quality control, rampant failures, and customer service.
To try and get away from those issues, as well as reinvigorate the brand, Ellsworth was sold to a manufacturing partner. This was supposed to bring an infusion of cash and technology, but there were serious mismanagement and continuity issues. Things weren’t looking great for this storied brand until earlier this year when it was bought by Jonathan Freeman, a local San Diego investor.
We had a blast testing the new Ellsworth Rogue in Park City earlier this year.
Under his experienced hand, the brand is bringing a new generation of models to the market that deliver what the market wants. From what we’ve seen, the bikes seem good. They still have that distinct love-it-or-hate-it Ellsworth look, but they have updated graphics and modern geometries.
Still, after all, the turmoil, the brand might be a hard sell for some. That’s why Ellsworth is launching their new Performance Guarantee Program. If you buy one of their stock 2017 models, you have thirty days to fall in love. If you decide that the new ride isn’t pure bliss, they’ll give you a full refund (minus a $ 250 restocking fee).
New bikes, massive incentives. Is it enough?
To streamline the process, Ellsworth is working with mobile bike service brand VeloFix. Their trained mechanics will build, deliver, and setup your new bike at your preferred location. But wait, there’s more. Ellsworth is also offering new financing options. Qualified persons can pay zero interest for the next twelve months on any model.
On paper, there’s a lot to like, but is it enough to overcome the brand’s recent history?
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