Lectric XPress2 Product Launch

Turning product complexity into a clearer customer choice

Lectric was launching the redesigned XPress2, but the product differences needed to be easier for customers to understand.

Through our initial strategy work, I identified that the frame and handlebar designs served two distinct riding needs, helping shape the eventual Cruiser and Commuter model names, along with Comfort-Curve and Hybrid-Sprint handlebars.

I also recognized the need to name the torque/cadence toggle as a proprietary feature, eventually leading to XPerience Switch.

These insights informed the entire creative direction, especially the photo shoot. Rider styling, posture, environments, and shot selection were designed to clearly distinguish the relaxed Cruiser experience from the more active Commuter experience.

The launch platform—“Take the XPress lane—or just cruise.”—brought the lineup together while making each riding style feel intentional.

The RESULTS

15% of bikes sold, up from 8.7% the previous month
66% new customers, a company record
93 bikes sold on day one