Following its recent bankruptcy, Rad Power Bikes is undergoing a major transformation under its new parent company, Life Electric Vehicles (Life EV) Holdings. Robert Provost, CEO of Life EV, envisions a “phoenix-like” rebirth for the Seattle-based e-bike pioneer, aiming to restore it to its former status as the industry leader.

Here are the key pillars of the brand’s new strategy:

Massive Re-hiring Initiative In a move to preserve the brand’s institutional knowledge, the new corporate entity—rebranded as Rad Life Mobility—has extended job offers to 95% of the employees who were laid off during the bankruptcy process. So far, approximately 70 former staffers have returned to the fold.

A Shift to U.S. Assembly To avoid the logistical nightmares and high tariffs that contributed to the original company’s downfall, Provost plans to move final assembly to a 100,000-square-foot facility in the central United States. This “just-in-time” manufacturing model is designed to manage inventory more efficiently and reduce reliance on expensive third-party logistics.

Expanding the Retail Footprint While seven existing U.S. stores (including the Seattle flagship) will remain operational, the new leadership plans to expand aggressively. The goal is to open new locations in 24 major U.S. markets and revitalize the dealer program with more attractive pricing for retail partners.

Restoring Customer Trust Addressing safety concerns head-on, the company is launching a battery replacement program. Customers with older batteries flagged by the Consumer Product Safety Commission for fire risks will be able to upgrade to the newer “Safe Shield” batteries at a 50% discount.

Strategic Growth and Profitability Life EV acquired Rad’s assets for $13.2 million—a fraction of the company’s peak $1.65 billion valuation. Backed by deep-pocketed investors, Provost is already looking at further acquisitions to complement the brand. By streamlining operations and cutting overhead, the new management believes Rad can become “immediately profitable” and reclaim its title as the top-valued e-bike company in North America.