Electra Bicycle Company, a subsidiary of Trek Bicycle Company, was founded in San Diego, California, in 1993, by Benno Bänziger and Jeano Erforth. Electra offers a wide range of modern cruiser bicycles and is credited with re-popularizing the cruiser bike. Additionally Electra designed and sells comfort bicycles, and hybrid bicycles. Electra also sells an extensive line of accessories, apparel, and bicycle parts.

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