For the record they’re not. They’re actually pretty incredible machines, But it is quite a common misconception among a lot of seasoned cyclists. So why is it so many MTB manufacturers put out such poor Emtb promotional videos? Particularly where the most capable descending and playful bikes are concerned.
Take Norco as an example.
Bryn Atkinson Ex world cup top 20 professional downhiller and all round super stylish rider now retired from racing spends a lot of his time as a brand ambassador for Norco promoting their line of mountain bikes.. So when Norco announced the release of their Sight VLT Emtb. An Electric version of their more than capable Sight Enduro/trail bike and I heard Bryn was doing the promotional video for it’s release I was fairly excited to see the result.
Only here’s what Norco put out as the promo..
Now ok. Some of you might be thinking that looks like a pretty good rider making the most of an Ebike on some pretty nice trails. Norco even promoted that video...
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