Hero Eco has cut the RRP of its Fast4ward 36V electric bicycles to target the Cycle to Work market.
The Fast4ward Ride and Peak have seen their prices revised from £1,249 to £999, due in part to request from dealers, Hero Eco said.
The brand now offers three electric bicycles within the Cycle to Work pricing framework.
"We have taken on board dealer feedback about pricing," said Hero Eco UK MD Mark Loveridge. "Many have complained that Cycle 2 Work take too large a cut and even if they were to sell a bike for £1,000 many at that price point aren’t of sufficient quality.
"We have decided to take drastic action and reduce the RRP of our Fast4ward Ride and Peak down to £999 from £1,249. This means we have a bike for everyone in our range at £999, the Edge (a folding bike), the Peak (a mountain bike style) and the Ride (a unisex step through)."
Loveridge added: "Fast4ward has quickly earned respect as one of the most reliable ranges of electric bicycles available. The tried and tested drive system which utilises Panasonic batteries is at the heart of Fast4ward’ performance and reliability. In order for the this initiative to be a success, Hero Eco will be maintaining existing dealer margins, making it financially viable for everyone."