Rivian's TM-B electric bike

Despite the complaints in this thread there is already a market for $4k ebikes. And people are buying them. The bike competes with a bunch of e-bikes in that price range, Evelo Omega, Bosch, etc. So they're hardly a first mover. They are optimizing that market.

yeah but what's the point? At this price point alibaba monsters are far more powerful and real bicycles far more bicycle-like. These will sell a 10-20k units and fade into obscurity like Van Moofs and other disruptive bicycles before them.

People typically don't buy big ticket goods from a company named "YACCEEZY" like you might see on Amazon or Aliexpress these days.

It's worth noting that Hyundai had a similar issue when it entered the US market. It was an uphill battle to market itself to convince people to spend thousands of dollars of money on a no-name car brand.