Somebody just snapped up a failed electric bike brand for $170,000

Electric bikes in the US and Europe are a tale of two halves. For some, like Energica and LiveWire, the outlook is as bleak as it gets, while for others, we’re looking at you Stark and Oset/Triumph, the future seems rosier.

What is clear is that if you want to succeed in the world of battery-powered bikes, you’re going to have to position your brand right in the sweet spot of rider acceptance.

Sadly for the American brand Fuell, that’s not what happened. Following the initial fanfare of the launch and big promises of turning the electric bike world on its head, the brand quickly failed to deliver - figuratively and literally - and filed for bankruptcy in October 2024.

Now, you’d be forgiven for thinking that this short history of abject failure would put off potential buyers for the brand, although, as it happens, that’s not the case, as Fuell has been sold - lock, stock and double A batteries.

Reportedly pulling in $170,000, the sale only managed to recoup around two per cent of Fuell’s outstanding debts, though, meaning some of Fuell’s suppliers will likely still be left in a hole. 

Resembling more of a garage sale than a liquidation auction, the sale included the brand name and trademarks, the website, as well as tools and other workshop equipment. It also included a small fleet of Fuell models, including the Flluid lightweight commuter bikes, which reportedly sold for between $1,150 and $1,600, as well as some of its pedal-assisted bicycles, some of which sold for under $500.

At the end of the auction, only a few lots remained unsold, which, according to Elektrek, included maintenance tools and office chairs.

What isn’t known is who the buyers were and what they plan to do with the assets, meaning there is a sliver of hope that Fuell will ride once more.

But probably not.

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