Rad Power Bikes has appointed Kathi Lentzsch as its new CEO after Phil Molyneux's departure. Lentzsch's experience in revamping underperforming businesses signals a critical change in strategy for the company. Rad Power is moving from direct-to-consumer sales to a retail-centric model, a transition accompanied by previous layoffs. Lentzsch highlighted the potential to enhance customer relationships and brand evolution through this new focus. The company faces challenges similar to others in the e-bike industry, including recent bankruptcies and mergers among competitors.
"Rad Power Bikes is at an inflection point, shifting from a direct-to-consumer model to a more retail-focused approach, and it's an incredible time to come on board."
"This shift creates new opportunities to reach more riders, strengthen customer relationships, and evolve the brand in meaningful ways."
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