But we knew that not just any bike would do. Knowing that consumers today want well-designed products built around their needs (and certainly, not the other way around), it wasn’t enough for our bikes to simply work well. They had to look pretty damn good, too. Fortunately, our design team was up for the challenge.

While a thoughtful approach to design is at the heart of everything we do, we were also aware that many city dwellers still see bike ownership as a huge hassle. The traditional and costly bike ownership model needed to be disrupted in a big way.

So, we asked ourselves, “Why not launch a one-of-a-kind, all-inclusive eBike subscription to make the switch a no-brainer? And...round out the offer with features like comprehensive damage and theft insurance, on-demand repairs, flat tire replacement, and a connected rider app?” In other words, we put ourselves in our customers’ shoes to devise an unarguably awesome plan that would boost ridership in cities and help millions of people change their commute for the better.

In a nutshell, that’s how MOTTO was born—and that’s exactly what you’ll get (and a whole lot more) when you subscribe to MOTTO.