“Denki hybrid” or electric assist bicycles have for many years been a preferred mode of transportation for harried housewives—ferrying children and groceries from town to home. These sturdy bicycles also win over cars and scooters in convenience thanks to the fact that they can be ridden on street and sidewalk and parked practically (though not officially) anywhere.
Considered practical yes, but hardly fashionable. Recently, however, manufacturers have begun to release more stylish models that, interestingly enough, target young men. An example of this is the new 2009 line-up from Yamaha Motor, released on May 8th. The three model series emphasizes sporty design and features an original three-shift mechanism that promises a smooth transition from take-off to cruising. The PAS City-X Lithium and PAS City-C Lithium models have three running different modes: “standard,” “powerful,” and “auto eco mode plus” (designed for long hauls). Meanwhile the smaller PAS Compact Lithium features the latter two. Prices range from ¥105,800 (about US$1,070) for the compact to ¥109,800 (US$1,100) for the City-X.
Why men? Harder economic times (coupled with the eco boom) have led to a rise in bicycle commuters, many of whom don’t just save transportation costs but actually pocket the money companies typically hand out as a matter of course for monthly train passes.
Trend Potential
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