The First E-Bike Commercial: How 1970s Ads Tried to Sell “Electric Horses”

🎞️ A Look Back: What the First E‑Bike Ads Got Right—and Wrong

In the 1970s, e‑bikes were sold as futuristic marvels—sometimes called “electric horses”—in colourful TV ads and printed posters. Picture a young rider in a slick, confident outfit zooming down a sunny hill, with no need to pedal and no petrol fumes clouding the sky. These ads leaned into two powerful ideas:

• Sci-fi excitement: The tagline “ride an electric horse” evoked fantasy, freedom, and cool tech—like riding into the future.
• Effortless commuting: Emphasising “no pedalling” made it seem as though you could glide anywhere with minimal effort—perfect for those who dreaded the morning cycle.
• Clean, green buzz: Some ads hinted at no exhaust emissions, but they glossed over the real energy source and battery limits.

However, there was a gap between fantasy and reality. Advertisers avoided key facts: How far could one ride? How long must you charge? What about maintenance or hefty prices? The visuals were more concept art than honest product images. All in, these ads created intrigue, but they didn’t equip people with realistic expectations. Fast-forward to today—e‑bikes are still being marketed, but we know much more about how they truly fit into everyday life.

⚡ From Concept to Commuting: How E‑Bikes Actually Evolved

Over the past 50 years, e‑bikes have made massive strides:

• Energy & batteries: 1970s models used heavy, inefficient lead‑acid batteries. Modern e‑bikes now use lightweight lithium‑ion packs, offering 30–70 miles per charge and recharging in 3–6 hours.
• Motors & power: Gone are the clunky brushed motors. Today’s e‑bikes use 650 W+ brushless gear/mid‑drive motors, delivering reliable torque with smooth acceleration and regenerative capabilities.
• Smart tech: LED screens, Bluetooth connection to phones, APP‑based ride tracking, pedal‑assist sensors, and safety features like integrated lights and e‑ABS.
• Design & convenience: Foldable frames and compact batteries mean riders can commute on public transport or store bikes in small flats.

In short, e‑bikes shifted from sci‑fi to sensible, reliable daily tools. They’re no longer novelties—they’re viable, mainstream transport.

🔍 Choosing the Right E‑Bike for You: Needs Over Nostalgia

With so many models available—from streamlined commuters to rugged trail‑ready bikes—your priority should be your ride scenario, not just slick ads.

Factors to consider

1. Your commuting distance and pattern
   If you live in London and take the train, a foldable e‑bike like the DYU C3 14‑inch folding e‑bike can save you from the morning scramble and fit neatly in carriages. It’s light enough for lifts.
2. Speed vs comfort
   • For city commuting, a 250W motor with 15.5 mph top speed is ideal.
   • For hilly or longer routes, consider 500 W+ motors and torque sensors.
3. Battery life and range
   Multiply your daily distance by 1.2–1.5 to get a safety buffer. A 40‑mile battery is plenty for a 20‑mile commute with reserves.
4. Portability & storage
   • Do you need to carry the bike upstairs?
   • Will you park it in a 5m² flat or basement?
5. Safety features
   Look for disc brakes, bright integrated lights, mudguards, e‑ABS, and a reliable lock system.

By matching these criteria to your needs, you dodge slick ad illusions and pick an e‑bike that works for your day-to-day. Bold claims can be impressive, but real value comes from practical fit.

🤔 Why Ads Still Matter—and How to Read Between the Lines

E‑bike adverts still use slick trickery. Here’s how to stay shrewd:

1. Check the testing standard
   Is the “range of 80 km” from lab tests or real-world demos? Real-world range (often 20–50% less) appears in user reviews.
2. Examine speed claims
   Many models are limited to 15.5 mph in the UK to avoid type‑approval and helmet laws. If you see “30 mph”, ask if it’s a restricted version.
3. Understand the extras
   Big wheels, suspension forks, or racks all add weight and cost. Ask: how essential are they to your use?
4. User feedback > Ad blurb
   Read independent forums like Electric Bike Review UK and Eurobike. Riders often point out things like creaky seats or dodgy display screens that ads conveniently skip.

🛠️ My Experience: What Riding an E‑Bike Taught Me About Expectations

I started with cyncial fascination. Could a bike really replace a bus pass? My first ride on the DYU C3 folding e‑bike surprised me:

• Charging: The removable 7.5 Ah battery charges in ~5 hours. I plug it in overnight and ride it to the station in the morning.
• Weight: Folding it and carrying up two flights of stairs taught me that 20 kg is manageable—but not trivial.
• Range reality: The claimed 34 km assist range actually felt like 30 km with wind and hills. Still, it was enough for my daily commute.
• Handling: The 14″ wheels were nimble in traffic, but less stable on uneven pavement—that’s where a hybrid commuter with 27.5″ wheels might serve better.
• Visibility & safety: Strong front light, proper disc brakes, and a hand-lock for accidental startups gave me confidence.

By the third ride, the novelty faded into practicality. I began timing my routes, always testing charge levels and checking tyre pressure. I learned you can do daily commutes without trains or buses—if your e‑bike is a match for your route.

Final Thoughts & Buying Action Plan

• Reflect on your commute: Short hops require lighter foldable models. Long distances or hilly regions need stronger motors and bigger wheels.
• Set a real range goal: Multiply your daily mileage by 1.3–1.5 and choose a battery accordingly.
• Evaluate weight vs convenience: A slightly heavier bike with better suspension may feel smoother and more comfortable—worth the extra couple of kilos.
• Test‑ride before you buy: It’s the best way to find out if the bike suits your posture, gearing, braking feel, and overall comfort.
• Read up: Websites like ElectricBikeReview and BikeRadar offer in‑depth reviews and money‑saving schemes.
• Check support: Make sure your supplier offers a decent UK warranty, download manuals, and has spare parts available.

🚀 Ready to Ride?

E‑bikes are not sci‑fi anymore—they’re transforming the way we commute, exercise, and explore cities. But choosing the right one means looking beyond futuristic ads and matching a bike to your real life.

• Want to avoid crowded buses and stay healthy?
• Fancy exploring the countryside on weekends?
• Need something compact for a shared flat?

Start with a clear commuting profile and test at least two different styles. Think of it not just as a purchase, but as an investment in your health, convenience, and freedom.

FAQ

How far can an e‑bike go on a single charge?

Most e‑bikes offer 30–70 miles (48–113 km) of range, depending on battery size, terrain, rider weight, and assist level.

Do I need a licence or insurance to ride an e‑bike?

That depends on your country’s regulations. In many regions, low-power pedal-assist e‑bikes can be used without a licence, but always check local laws.

Are folding e‑bikes good for commuting?

Yes—especially for short trips or combined travel (e.g. train + bike). They’re easy to store and carry, making them ideal for compact living or multi‑modal transport.

What’s the best type of e‑bike for beginners?

Look for a model that’s lightweight, easy to handle, with pedal assist, strong brakes, and clear controls. Compact folding bikes like the DYU C3 are good entry points.

How can I tell if an e‑bike ad is trustworthy?

Look beyond the marketing. Focus on realistic specs (battery range, motor wattage, weight), read independent reviews, and if possible, test ride before buying.