Fair point, but I'm just saying for a NZ brand and a start up America is just too difficult and expensive to branch into. Even large European companies have had difficulty even before Trump. Orbea got a terrible reputation among customers and dealers alike in the US and the blame was with the US based guy who acted as their distributor and was dodgy as anything. It takes enormous resources plus local knowhow and presence to have enough impact to get into US bike shops and while facing stiff local competition from the big four. It's why direct to consumer is much more manageable for new companies, even if for the customer it can raise issues with warranty and repair if the bike has to be boxed up and sent back to factory. With a boom in Asia and that market 'local' for NZ that is where there attention is first after NZ and Oz. I must check site to see if here in UK if they are available as that would also be attractive/easy market for them to break into given historical connections and amount of kiwis here.I'm not saying that the US is largest market for e-bikes now, only that it has a lot of potential to be. There's what, 5 million of them here now? Lots of room for growth.
My point was, selling direct works for the low end Amazon consumer. Cheap is king. Not so with an unknown brand at a premium price, without a storefront presence and no reputation in the country. The bike shop is still the place in the US that a customer goes for quality. They want a good sales experience, and a place to take it to when things aren't right. It's an automobile mindset. This forum is full of geeks who like to play with bikes. We do not represent the average bicycle consumer.