Rad Power Bikes announced on July 10, 2023, that it planned to close its European operations by year-end and concentrate on North America. GeekWire reported that fewer than 40 employees were expected to be laid off in connection with the move; Rad did not provide an updated headcount. The European exit was not the end of the Rad brand: a new owner acquired the brand and certain assets in 2026, and European parts support now has a named provider.
What Rad Power Bikes announced in 2023
On July 10, 2023, Rad Power Bikes Europe said it planned to close its European operations by the end of that year and focus resources and effort on North America. The company’s announcement attributed the decision to CEO Phil, who said: “After an extensive review of potential scenarios, it has become apparent that in order to sustain our competitive edge and achieve long-term success, we must close our operations in Europe and focus our resources and efforts on growing our North American operations.” That was Rad’s stated rationale, not independent confirmation of its business analysis. Rad’s July 2023 announcement
Rad initially said service partners would continue repair services during the transition and that it was planning for ongoing service, spare parts, and accessories. In an August 16 update, it said the Utrecht service center would complete its final customer-bike repair on October 31, 2023. Certified service partners would remain available for warranty and repair matters, and parts and batteries would remain available through Rad’s European website. Rad’s European closure update
How many employees were affected?
GeekWire reported on July 12, 2023, that fewer than 40 employees were expected to be laid off in connection with the European closure. This is an upper-bound report, not an exact number. GeekWire also said Rad had not provided an updated headcount. GeekWire’s July 2023 report
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How the reported cuts fit the longer timeline
GeekWire described the July 2023 cuts as Rad’s fifth round since April 2021. Its report said the company cut 100 positions in April 2021 and 63 in July 2022, followed by additional rounds in December and April before the European-exit announcement. Those published figures do not establish a reliable cumulative total of workers affected across all rounds. GeekWire’s report
TechCrunch reported another round of layoffs in July 2024 and called it the fifth round since April 2021, also noting two rounds in 2022. The publications’ round counts differ, so they are best understood as descriptions from each report’s own time and framing, not combined into a single definitive count. TechCrunch’s August 2024 report
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What changed after the European exit?
The Rad brand continued under new ownership
In March 2026, Life Electric Vehicles Holdings announced that it had completed a court-approved acquisition of the Rad Power Bikes brand, intellectual property, inventory, and certain operating assets. Life EV said it would continue US retail operations under the Rad brand. The 2023 announcement therefore concerned Rad’s European operations, not the end of the brand. Rad’s acquisition announcement
European parts support from 2026
Rad’s European support page says that beginning in 2026, authorized partner Bikeshop West will provide spare parts for the EU and UK, and directs owners to official service partners. The page does not establish which models or parts are currently in stock, the full service territory, or the partner’s commercial terms. Owners should check availability and service arrangements for their specific bike directly. Rad’s European support page
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