Remember when you're stuck in traffic and you look out the window, and you see a cyclist gliding effortlessly by? There's a good chance that cyclist isn't sweating at all—they're probably on an electric bike, and they're having a hell of a lot more fun than you. I've been watching the e-bike transition happen in cities across America for the last several years, and I have to say, it's really impressive. What started as a curiosity—those weird bike-like things with gigantic batteries—has developed into so much more. We are talking about an actual shift in our collective mindset around how we get ourselves places, and the change is occurring more rapidly than anyone anticipated.
Remember when everyone said Americans would never embrace cycling, as Europeans do? Too spread out, too car-centric, too hot, too hilly, you choose your excuse. Turns out we just needed a tool for the job. When you really analyze the numbers, it's pretty staggering. By 2019, many bike shops could hardly keep electric bikes in stock. Then, we come to the present day, and they can hardly keep them from leaving the floor. in 2019 there were about 300,000 e-bikes sold; in 2023 there were at least a million. That's not just growth; that's explosion.
So, what changed? Well, there were a variety of things converging at same time. Gas prices went nuts. Traffic got worse (if that was even possible). The pandemic made everyone rethink their daily routines. But honestly, I think the biggest factor was that e-bikes finally got good enough to make sense for regular people.
See, the early electric bikes were pretty terrible. Heavy as anvils, batteries that died if you looked at them wrong, and they looked like something out of a bad sci-fi movie. But somewhere along the way, engineers figured out how to make them lighter, prettier, and actually reliable. Suddenly, that 5-mile commute that seemed too far to bike became totally doable—even enjoyable.
Here's the thing about electric bikes that trips people up: they're not motorcycles, and they're not regular bikes either. They're something new, and once you get it, it all makes perfect sense. You can think of it this way—you are still doing the pedaling, but you have a really excited friend behind you giving you a push. When you go uphill, the friend pushes harder, and the friend eases off when you don't need the help. Most of the time you still do the work, but the hard parts just....... aren't that hard anymore.
The guts of an e-bike are really just three main components. You have the battery—normally about the size of a large water bottle—which contains all the juice. Then you've got the motor, which can live in the wheel hub or down by the pedals. Finally, there's the brain (they call it a controller, but I like "brain" better) that decides when and how much help to give you.
Modern batteries are honestly impressive. Where the old ones might get you 20 miles on a good day, today's versions can push 50, 60, even 80 miles if you're not going crazy with the assist. And they charge overnight from a regular wall outlet, just like your phone.
The motors have gotten sneaky good too. The best ones are so smooth you barely notice them kicking in. You just find yourself thinking, "Huh, I'm stronger than I remembered," until you turn the system off and reality hits you like a brick wall.
What really sells people, though, is how natural it feels once you get used to it. Hills that used to make you dread your route just become part of the ride. That headwind that always seemed to show up on your way to work? Not a problem anymore. You arrive at places actually wanting to do stuff instead of needing a shower and a nap.
When e-bikes started getting popular, nobody really knew what to do with them legally. Are they bikes? Are they mopeds? Do you need a license? Insurance? A helmet made of kevlar? Thankfully, most states settled on a pretty sensible system that breaks e-bikes into three categories, and it's way less confusing than it sounds.
Class 1 bikes are the "purists"—they only help when you pedal, and the help stops at 20 mph. These can go pretty much anywhere regular bikes can go, which makes them great for people who want to use bike paths and trails. They're also the least likely to freak out the traditional cycling crowd.
Class 2 bikes add a throttle, so you can get motor power without pedaling if you want. Still capped at 20 mph, but some places get weird about the throttle thing. Personally, I think throttles are great for people with knee problems or when you just need a break from pedaling, but I get why some trail managers are cautious.
Class 3 bikes are really fast—the good ones will help you get up to 28 mph, which is quite fast enough to keep up with city traffic. The trade-off is that many paths won't allow them and you will often be relegated to the roads. But if you're riding to work, and you want to get there, it's really hard to beat.
Other than that, most of the restrictions regarding these classes are pretty reasonable. In some places, they want you to wear a helmet on Class 3 bikes (a practice I would encourage you to do regardless), and some want lights or mirrors. The good news is that the days of confusing, conflicting regulations appear to be well behind us in most jurisdictions.
If you walk into a good e-bike shop, you will be surprised by the variety nowadays. It is kind of like when smartphones went from "a phone that does email" to a dozen different models for each conceivable use case. E-bikes are the same. And, honestly, it is awesome to see.
Commuter bikes are probably what most people picture when they think "e-bike." Comfortable riding position, fenders to keep you clean, lights for safety, and usually a rack for your stuff. They're designed around the reality that most Americans don't live three blocks from work—we need something that can handle longer distances and varied terrain without turning us into sweaty messes.
The best commuter e-bikes feel almost boring, and I mean that in the best possible way. They're like really great appliances—just plug them in, ride them day in and day out without issue. Most e-bikes have internal gear hubs (that's code for "gears that don't get wrecked by weather") and belt drives instead of chains. Less maintenance, less hassle, and you can actually just wear clothes without needing to worry about getting grease on your pants.
E-mountain bikes have gotten by far the most attention which is funny when you consider how little noise most traditional mountain bikers really care about when it comes to motors on trails. In my opinion, most of the concern has kind of signified itself away. E-mountain bikes have opened up trails to folks who could never ride them before—older riders, people recovering from injury, families of differing abilities. I'm lucky enough to have seen fathers and teenage kids ride together for the first time because no one got dropped on every climb. This is worth infinitely more than whatever purity arguments any of us want to make about "earning your turns."
In American neighborhoods and families, I think where bikes are going to get really interesting is in their cargo form. These things can carry kids, groceries, dogs, maybe anything you can throw in the back of the SUV for fast trips around town. Some bikes can carry 400+ lbs of cargo—pretty astonishing inputs for a bicycle. I will never forget seeing a parent drop off 3 kids at school, do grocery shopping on the way home for dinner—all from the cargo bike. It's at that point as an onlooker you realize what the possibilities really are. It's not just recreation anymore; it's legitimate transportation that happens to be fun.
Fat-tire bikes have found their niche in beach communities and snowy places. Those huge tires let you ride on sand or snow that would stop a regular bike cold. They're not fast, but they'll take you places no other bike can go, and that opens up a lot of adventure possibilities.
Road e-bikes might seem like overkill—after all, road bikes are already pretty efficient. But they serve a specific purpose: keeping up. If you want to ride with faster groups, tackle longer distances, or just extend your cycling years as you get older, a road e-bike can be perfect. You still get the workout, but you also get to finish the ride with everyone else.
The e-bikes you can buy today are so much better than what was available even five years ago that it's almost unfair to compare them. The improvements have been massive across the board—batteries, motors, integration, reliability—everything is tremendously better.
Battery Technology
The number-one leap has been battery technology. Batteries for e-bikes were previously heavy (whopping 20lbs), unreliable (died in 2 years), and cost a fortune to replace. Now e-bike batteries are lighter, longer-lasting, faster-charging, and many have clever strategies to manage themselves. Some even have apps that can tell you exactly how much range you have left, relative to your riding style and the upcoming route.
Current batteries are by the best standards, so can run durations without plugging in for long trips. Most people can expect to use their e-bike all week on one charge. Even daily heavy users (like commuting) may only have to plug-in twice a week. The batteries are also user-friendly, with many easily removed and recharged indoors, instead of leaving your battery further exposed to thieves and weather, when charging outside.
Motor Advancement
Motors have gotten incredibly sophisticated. The latest ones use multiple sensors to figure out exactly how hard you're pedaling, how fast you're going, what gear you're in, even how much you weigh. They adjust their assistance in real-time to feel as natural as possible. The best systems are so smooth you forget they're there until you turn them off.
System Integration
The integration between all these systems has reached levels that would make car manufacturers jealous. Certain e-bikes can automatically shift gears, based on your cadence and speed. Some can predict the range you have, and some can even learn your preferences over time! Several high-end models have GPS navigation built right to the display, so you don't ever have to pull out your phone to find your direction.
Reliability Improvements
Reliability has probably improved more than any other feature. For all the improvements on e-bikes, reliability matters the most. In the early days of e-bikes, they broke down all the time—motors failing, batteries dying, connections corroding. Modern e-bikes from decent manufacturers are genuinely reliable machines that can handle daily use with minimal fuss. I know commuters who've put 10,000+ miles on their bikes with nothing more than basic maintenance.
Let's be honest—e-bikes are expensive. A decent one starts around $1,500, and it's easy to spend $3,000, $5,000, or even more if you want something really nice. That sticker shock is real, and it stops a lot of people from even considering one.
But here's the thing about e-bike economics that most people miss: you're not just buying a bike, you're potentially replacing car trips. And once you look at it that way, the math gets a lot more interesting.
Operating Costs
Running an e-bike costs almost nothing. Charging the battery every night might add $20 to your yearly electric bill. Bike maintenance is basically easy stuff - keep your chain lubricated, tires inflated, and brakes adjusted. Even if you pay a shop to do everything, odds are you're talking $100-200 per year.
Compare that to car ownership. The average American shelling out over $9,000 per year on their car payment, insurance, gas, maintenance, and parking costs. Even if an e-bike only replaces a few of those trips, they'll add up fast and can pay for themselves quickly.
Urban Economics
Urban dwellers often see the biggest savings. In cities where parking costs $200+ per month and driving anywhere is a nightmare, an e-bike can genuinely replace car ownership for some people. Throw in the money you save on gym memberships (since you're getting exercise with every trip), and the economics get even better.
Resale and Financing
The used market is starting to develop, though it's still pretty young. Good e-bikes hold their value reasonably well, but you do need to factor in battery degradation over time. Most batteries are good for 3-5 years of heavy use before they start losing significant capacity, and replacement costs $500-800 depending on the bike.
Financing options have gotten much better as the market has matured. Many shops offer payment plans, some employers provide purchase incentives, and a few states have rebate programs for e-bike buyers. It's getting easier to spread out that upfront cost.
The biggest issue with the boom of e-bikes in the United States is that our infrastructure was not built for that. Most bike lanes were built with traditional cyclists in mind, and cities are now desperately trying to adapt and retrofit city bike lanes for a heavier, faster electric bicycle.
Speed and Safety Challenges
There is a speed difference, and it is awkward. A casual cyclist can ride at 10-12 mph, while a Class 3 e-bike can cruise all day at 25 mph. One of these cyclists will quite literally be taking their life into their own hands if they ride in the same path. Many cities are experimenting with different configurations: designated bike lanes, speed limits, designated hours, etc.
Protected Bike Lanes
Protected bike lanes are critical for e-bike adoption. If you are cruising at 25 mph in a bike lane which is directly next to a car lane, you definitely want some physical separation. Cities that invest in a strong protected bike network (New York, Portland, San Francisco, etc.) have the best e-bike adoption rates.
Parking and Charging
Parking is another factor. E-bikes are worth more than normal bikes, and therefore need extra security to feel safe parking it. E-bikes are also heavier, and therefore less convenient to park on traditional bike racks. Some cities are providing e-bike parking with charging stations, but its coverage is still sporadic.
Charging is evolving more organically. As coffee shops, restaurants, and employers understand that e-bike riders are good customers and good employees, more charging outlets are being added.. It's not organized like electric car charging networks, but it's happening naturally as demand grows.
Workplace Adaptation
Workplace policies are adapting too. Smart employers are realizing that e-bike commuters are actually more consistent than car commuters—they don't get stuck in traffic, they don't need parking spaces, and they show up in a better mood. Some companies now offer purchase incentives, secure bike parking, and even maintenance services.
Government Support
Federal and state support is growing, but it's still behind other countries. A few states offer rebates for e-bike purchases, especially for lower-income buyers or as part of air quality programs. The federal government has talked about tax credits for e-bikes, but progress has been slow.
One of the most common misconceptions about e-bikes is that they're "cheating"—that the motor eliminates exercise and turns cycling into a lazy person's transportation. Research shows the exact opposite is true, and it makes total sense once you think about it.
Increased Activity
E-bike riders actually get more exercise than traditional cyclists, primarily because they ride more often and for longer distances. The motor assistance removes the barriers that stop many people from cycling regularly—hills, headwinds, distance, arriving sweaty at work. When those barriers disappear, people ride more.
The exercise is still real even with motor assistance. Most e-bike systems only work when you're pedaling, so you're still doing the work—just not as much of it. And you can control exactly how much help you get. Want a workout? Turn the assistance down or off. Need to get somewhere without breaking a sweat? Crank it up.
Gateway to Fitness
For a lot of Americans, e-bikes serve as a gateway to being more active. People who haven't exercised regularly in years find e-bikes approachable in ways that gym memberships or traditional bikes aren't. The ability to get assistance when you need it reduces anxiety about physical limitations while still providing genuine health benefits.
Mental Health Benefits
The mental health benefits are huge too. Regular e-bike riders report better mood, less stress, and improved sleep. The combination of exercise, fresh air, and the simple joy of efficient movement hits a lot of the same notes as other forms of outdoor exercise, with the added benefit of actually getting you somewhere useful.
Medical Applications
Some healthcare practitioners have begun to prescribe e-bike riding to patients who have certain mobility problems, cardiac conditions, or depression. Physical therapists use e-bikes as a rehabilitation tool so that patients can slowly build their activity levels back up. Since cycling is low impact and the motor provides some safety (just in case!), e-bikes are a great option for people who are recovering from injuries or managing chronic health conditions.
Social Benefits
The social aspects matter too. E-bikes let people with different fitness levels ride together comfortably. Families can stay together on rides instead of the stronger riders constantly waiting for everyone else to catch up. Group rides become more inclusive, and that social connection adds its own health benefits.
Transportation accounts for about 30% of America's carbon emissions, with personal vehicles making up the biggest chunk of that. In this setting, e-bikes are not just an amusing and enjoyable method of traversal, but are a meaningful means of responding to climate change - e-bikes are a form of transportation!
Energy Efficiency
The energy numbers are quite stunning. An e-Bike uses about 1 % of the energy to move one person the same distance in an electric car, and even less of the amount of required energy to drive a gas car. Even when considering the generation of electricity and the battery, it is clear the carbon footprint is substantially smaller than any motorized alternative.
Manufacturing Impact
Manufacturing impact is real but relatively small compared to cars. E-bikes require far fewer materials to build, and most of those materials—steel, aluminum, rubber—are easily recyclable. The lithium-ion batteries do have environmental costs, but battery technology keeps improving and recycling programs are developing.
Trip Replacement
The bigger environmental win comes from trip replacement. Studies show e-bikes replace car trips more effectively than traditional bicycles, mainly because the motor assistance makes cycling practical for longer distances and more trip types. Using an e-bike in place of a car to go to the grocery store or even to work means there is a material reduction in emissions.
Air Quality Improvements
Cities that are expanding e-bike fleet adoption are already seeing benefits to air quality. Because modern e-bikes do not create any local emissions instead of fossil fuel-powered cars, even in places like Los Angeles that have very poor air quality and pollution, e-bike use is quickly reducing the overall amount of vehicles on their roads. Along with the air quality immediately improving, reduced emissions simply means breathing easier at all times.
Infrastructure Benefits
Additionally, the infrastructure for e-biking is significantly lower than for cars: narrower roads, less parking, no new gas stations. Taking up less space with less material (less concrete and asphalt) means there is unavoidable less mining and other negative human interactions with the natural world. Cities where e-bike adoption has been widely adopted have measured improvements in air quality, and reduced traffic congestion, and the effects build upon each other. As businesses develop their policies to encourage use of e-bikes compared to cars, this results in elevated numbers in biking to the detriment of driving. But this in turn elevates biking again as common bike routes are perceived as needing better cycle paths compared to when they were almost exclusively vehicles, and more to bicycles.
As it turns out, America's enormous size and varied geography created varying conditions for e-biking adoption across the country, and it is fascinating how those differences occurred.
West Coast Success
The West Coast is easily the most successful overall, and of course, the year-round riding, environmental awareness, and existing cycling culture are wonderful advantages for it. Climate is also a huge advantage, and the winter months when e-bikers wouldn't ride are mitigated by commuting transportation that could lack bikes. California cities complement the riding climate with expansive bike lanes, streets committed to bike lanes, cycle tracks, and respect for bikers so air quality concerns (or some rule that had a concern for emissions) is compounded with more opportunities for cleaner transportation.
Mountain States
The mountain states have a lot of e-mountain biker presence these days, and the reasons are obvious in Colorado, Utah, and Montana because e-bikes extend the outdoor recreation communities seasons and allow more people overall to access challenging mountain terrain. The tourism industry seems to be evolving as well, as e-bikes are being blended with rental shops and tour companies becoming e-bike centric.
Northeast Dynamics
The Northeast represents an interesting situation though. Dense urban areas including New York and Boston are viewing increased e-bike adoption for commuting and short trips. Considerable weekends are more pronounced and constrained by weather, but also urban areas of a geographic region have historically poor access to alternative transportation due to poor policy decisions accompanied by poor infrastructural damage from disappearing seasonal funds. The region's good public transit means e-bikes often serve as connectors to subway and bus systems rather than complete car replacements.
Southeast Challenges
The Southeast has been slower to embrace e-bikes, partly because of hot, humid summers that make any kind of cycling uncomfortable, and sprawling development patterns that create longer distances between destinations. But coastal areas and college towns are showing growing interest, especially in throttle-equipped bikes that let riders reduce pedaling effort when conditions are tough.
Midwest Potential
The Midwest has some intriguing prospects. The relatively flat landscape makes cycling enjoyable, but in the winter months, the harsh weather makes for very limited use year-round. Cities such as Minneapolis and Chicago have invested heavily in bike infrastructure aimed at facilitating bike use, which has had a positive effect on e-bikes adoption.
Rural America
And in rural America, fat-tire e-bikes are now being discovered for fun. In fact, rural America may have the greatest potential for e-bikes yet to be unlocked. The distances between destinations has limited cycling out of practicality for most short trips (for most of history), but suddenly with an e-bike, a 10-15 mile trip is completely realistic. The main barriers are cultural—overcoming perceptions that cycling is just for cities or recreation rather than practical transportation.
The e-bike boom has created a whole new business ecosystem, and everyone from traditional bike shops to tech startups is trying to figure out their place in it.
Traditional Bike Shop Evolution
Traditional bike shops have had to completely reinvent themselves. As with this e-bikes industry we do require a slightly different expertise - for example, electrical systems, software updates and battery management. Many shops have spent a lot of money on training and equipment to service e-bikes and have realized that the economics of these higher value products can change their business.
The service issue is a challenge no doubt, but it can be done. E-bikes are definitely more complicated than a regular bike - however, not anywhere close to the complexity of a car. The mechanical components are in most instances the same that exist on a traditional bike, while the electrical components are becoming more reliable and modular. The secret is access to parts and building relationships with manufacturers for their knowledge, and technical support.
Direct-to-Consumer Brands
DTC brands have disrupted traditional retail regarding e-bikes and offer quality e-bikes at significantly lower prices because they removed the specialty bike shop, retailer or wholesaler and sell directly to the customer. Companies like Radpowerbikes are building large businesses selling directly to customers but had to build their own service and customer service networks from scratch.
Rental and Sharing Economy
The rental and sharing economy has embraced e-bikes big time. Cities across the country now have e-bike sharing programs, while tourist destinations offer e-bike rentals. These programs introduce a lot of people to e-bikes who then go on to buy their own.
Corporate Fleets
Corporate fleets are emerging as businesses figure out that e-bikes make sense for employee transportation, delivery services, and customer engagement. All types of businesses such as pizza places, postal services, and logistics companies are trying e-bike fleets and have found them faster and less expensive than cars in many types of urban delivery environments.
Financing Evolution
Financing has become much more sophisticated as the market has grown in maturity. Consumer financing options, employer purchase programs, and leasing have made expensive e-bikes available to the masses. Some utilities have even offered rebates for e-bike purchases or use as part of their energy management or air quality programs!
Manufacturing Trends
Manufacturing is slowly shifting toward American production. Most e-bikes are still imported, but some companies are setting up final assembly in the US, driven by supply chain concerns, tariff issues, and consumer preferences for domestic production.
Despite all the growth and obvious benefits, e-bike adoption still faces some real barriers that keep it from reaching its full potential.
Infrastructure Limitations
On the whole, infrastructure continues to be the largest challenge in most places. Most cities, which have been built for cars, do not have the protected bike lanes, safe bike parking, and charging infrastructure to make e-bike transportation convenient and safe. E-bikes operate at speeds that make existing bike infrastructure feel inadequate, and e-bikes are also higher value than a typical bike, making theft a security concern.
Weather Challenges
Another limitation related to infrastructure is weather in many parts of the country. E-bikes may be great for making cycling more feasible in adverse conditions, but ice, snow, and extreme heat still keeps people from riding. Some communities are addressing this through public and private sector actions to maintain winter bike lanes, and by developing enclosed and gated bike parking facilities.
Cultural Barriers
A major roadblock is cultural, most notably, the perception of cycling solely as recreation or as a form of transportation only for people who can't afford cars. Changing this cultural perception requires visible use of e-bikes by diverse groups of people and changing depictions in marketing and media.
Regulatory Confusion
Similarly, regulatory confusion between jurisdictions creates headaches for riders and retailers. The three-class system creates a degree of certainty, but local differences in where you can operate a bike, helmet requirements, and registration requirements create complexity that can dissuade potential riders.
Cost Barriers
Cost remains one of the largest barriers, but the improved economics of e-bike ownership is encouraging. E-bikes provide an opportunity for riders to spend less than having a car, but the upfront cost continue to be demonstrate a significant cost for many families. Financing supports bike purchases, but more comprehensive affordability programming and incentive programs will achieve more broad adoption.
Safety Concerns
Safety is a reason that limits adoption for some riders. However, actual crash and accident rates on e-bikes come in at rates that are on par with the traditional bike. The greater speeds of an e-bike and the mass of an e-bike increase the potential seriousness of a crash when it does happen. Better infrastructure, education, and safety equipment are essential.
Maintenance Anxiety
Maintenance anxiety also deters some potential users. While modern e-bikes are generally reliable, the electrical components create worry among people used to the simplicity of traditional bikes. Expanding service networks and improving reliability are ongoing priorities.
Looking ahead, e-bikes seem positioned for continued growth and improvement, driven by better technology, changing demographics, and growing recognition of their benefits.
Advanced Battery Technology
Battery technology will continue to improve – more range, faster charging, cheaper. Solid state battery technologies are in development that would be lighter, safer, and last longer than today's lithium-ion technologies. Wireless charging systems could eventually make plug-in charging technology obsolete.
Smart City Integration
Smart city ecosystems are already co-evolving with smart e-bikes interfacing with transportation systems to learn about real-time road conditions and new weather, and becoming mobile sensors for air quality and traffic. Better contextual communications may add even more to the usefulness of e-bikes and at the same time provide useful information for urban planning.
Autonomous Features
Autonomous capabilities may seem unusual for bicycles, but there are already pre-autonomous systems in development. E-bikes could have more pre-autonomous systems like collision avoidance, automatic emergency braking, and GPS optimized travel. It's unlikely that fully autonomous personal e-bikes will be developed, but perhaps more so for cargo or delivery e-bikes.
Sharing Economy Evolution
The sharing economy will likely create more options, including improved fleet management systems, better matching of supply and demand, and overall better interfacing with the technology that supports other modes of transportation. Some cities are even thinking about completely integrated transit systems between e-bikes, public transit, and e-ride hailing systems.
Policy Support
With various governments and stakeholders now realizing the greater benefits of e-bikes to help manage traffic jams, air quality , and public health, some level of policy support seems more likely now than a couple of years ago. Federal tax credits, state rebates, and infrastructure investments could accelerate adoption beyond current market growth.
The industry is maturing rapidly, with consolidation among manufacturers, improved quality standards, and more sophisticated retail and service networks. This should address current issues around reliability, service, and consumer confusion about options.
The e-bike revolution in America is still pretty young, but the direction seems clear. What began as a novelty for tech enthusiasts is now a viable transportation alternative that addresses real issues in American communities: congestion, air quality-related health issues, public health risks, and social equity issues.
Sure, we still have challenges to face. Our infrastructure needs to be improved, costs need to come down, and cultural attitudes towards transportation however, the fundamental value proposition of e-bikes—an efficient, healthy, fun, affordable mode of transportation that connects people with each other and their communities—seems substantial enough to sustain future growth.
Maybe most importantly, e-bikes represent a different vision of American transportation. Instead of just swapping one technology for another, they offer a glimpse of communities where transportation integrates with health, environment, and quality of life rather than working against these things. The people already living this future—commuting without traffic stress, exploring neighborhoods at human speed, running errands without parking hassles—are building the foundation for bigger cultural changes.
The riders have illustrated that e-bikes are more than just a means of getting from Point A, to Point B; it is about rediscovering what it's like to flow through the world at a pace that makes sense. With technology continuing to evolve, infrastructure improving, and culture changing, e-bikes are likely to play an even bigger role in how Americans move around. The revolution is not coming; it is here, one ride at a time.