Why is a 500,000 JPY carbon bike a hit with the '60s and older' crowd? The reversal behind VACTORS breaking 100 million JPY on Makuake

VACTORS, a Japanese next-generation sports e-bike brand developed by Rico LLC, announced that its full-carbon electric gravel bike, 'EX ONE,' has surpassed 100 million JPY in crowdfunding on Makuake, a service for backing new products and experiences.

Data analysis and surveys of 383 buyers revealed realities that defied traditional sports bike market predictions and highlighted diverse motivations across all ages. 43.3% of buyers were in their 60s, and combined with those in their 70s and older (10.2%), seniors aged 60 and above accounted for a majority (53.5%). When including those in their 50s and older, the figure reached over three-quarters (76.5%) of total buyers.

From veteran cyclists who had given up on long rides like the Shimanami Kaido or around Awaji Island due to physical changes, to those who want to conquer hills, and couples who want to share cycling experiences, VACTORS has received fervent support worth over 100 million JPY. We report on the four keywords that unlock its appeal.

■ Four reasons for the 100 million JPY hit

1. Sophisticated full-carbon styling that 'doesn't look like an electric bike'

We have completely eliminated the 'clunky presence' of batteries and motors common in conventional e-bikes. VACTORS features a fully integrated battery inside the frame, achieving a stoic beauty that makes it look just like a high-end carbon road bike. Genuine enthusiasts who previously shunned 'obviously electric' designs are praising it, saying, 'This is a bike I can ride with pride.'

2. Supporting veteran pride: 'I don't want to inconvenience my friends'

Group rides with friends have been a long-time staple. However, as they age, many seniors distance themselves due to anxieties like 'I don't want to be the only one lagging on hills' or 'I don't want to drag the group down.' VACTORS' natural and powerful assist provides a solution that protects the pride and bonds of cyclists who want to keep riding at their group's pace.

3. 'I want to see those views with my wife': Bridging the fitness gap for couples' long rides

One of the most emotional reasons for purchase was the desire to enjoy cycling as a couple. VACTORS was chosen because it perfectly compensates for the difference in physical strength, driven by the husband's wish to have his wife join him on long rides and experience the wind of the Shimanami Kaido together. This turns previously grueling hills and distances into the best memories for couples.

4. All ages and experience levels: Transforming the 'dread of hills' into overwhelming pleasure

'I love cycling, but I hate the steep climbs' is a universal struggle for all cyclists regardless of age. With a weight of 11.7kg and smart assist features, VACTORS turns what was once a painful slog into an entertainment that can be cleared with a smile, eliminating the fear of hills across all generations.

■ Message from the VACTORS Representative

'More than the 100 million JPY figure, I am deeply moved by the stories from our buyers. We received voices from all generations, not just veteran cyclists who can now return to group rides they thought were out of reach due to their age, but also husbands who can now take their wives out for a ride, and riders who fell in love with its beautiful styling. What we wanted to offer is not just a mode of transport. It is the freedom for everyone to go to their favorite places with their favorite people, regardless of age or physical limitations. VACTORS will continue to support a future where everyone can enjoy cycling for a lifetime.'

■ Features of the next-generation sports e-bike 'VACTORS EX ONE'

Super-lightweight design that maintains the essence of riding: Achieves an astonishing 11.7kg with a full-carbon frame, maintaining the genuine feel of a sports bike with or without assist.

Natural assist for cyclists: Residual pedal resistance is nearly zero even above 24km/h. 1.5 times quieter than its class, eliminating noise for a smooth ride.

Support philosophy for a lifetime: Uses standard parts, allowing repairs and customization at local shops.