E-boy , that's an interesting question. I own one, and it's a great bike, so far. I looked at Haibike as THE premium brand. Prices from $2500- 15,000+ puts it in the "BMW" category as far as I'm concerned. That said, I've yet to need warrantee service, replacement parts or factory accessories, so I don't know what to think as a company. I can also say I was NOT prepared to pay full retail for the bike. I can afford 5k for a bike, but I cannot justify the expense. For example: I would love to have a Bulls Monster fs fatty, But there is no freaking way I'm dropping $5,300+shipping and taxes for one , no matter how cool it is. I'm sure that I'm not the only one who feels this way and I'm also sure this is an industry stumbling block bringing new riders to the ebike family.