shot here off my iphone, Electra's new app

Yup, it was bound to happen. Someone had to do it, right? Well Electra Bicycles has.

its a free download app for your iphone that allows you to download wall papers of electra lifestyle imagery and allows fans to snap and upload their own photos to share with the entire Electra community. I haven’t fiddled around with this much more than downloading it, and pressing a few buttons, but I’m sure on some sleepless night I’ll be on this app looking at what they’re up to.

Who said bicycles couldn’t be on an iphone?

These bikes are on fire! Same great quality you’ve come to expect from Electra. Check out their website to see more of what’s new for 2010 including their choice new Ticino line.

You’ve seen them around town, locked up in front of the deli, rolling around in packs at the park, full of steeze and lacking pretension. And now, you want one too, but hold on. A cruiser bicycle says as much about who you are and your personality as a car, hairstyle, ink or shoes. Look in your wallet first, and figure out what you can afford. Once you know that, let the shopping begin.

Bargain Basement ($99-$199)

While it’s possible to get a decent looking ride for cheap, most cruiser bicycles at this price will hold up only long enough for you to save enough to move up the food chain. Forget baskets, bells, custom touches or gears; at this price you’re looking at a stripped-down version of the big-name brands or rides from off-the-radar manufacturers. The upside is these bicycles offer an affordable foundation for upgrades. But do the math before you buy.

Bikes in this range:

Micargi • XYZ • Schwinn • Greenline • Huffy • Manhattan • America’s/Collegiate Bicycles • Firmstrong • Pacific

Middle of the Road ($200-$599)

This is the deep and wide part of the cruiser continuum where you are sure to find several variations of your ideal bicycle from each manufacturer. These are great quality bikes and you won’t have to be an online casino champion or the owner of google to afford one. You can also purchase one to suit your specific bicycle needs. These bikes can include multiple speeds, sharp graphics, springer forks, headlights, baskets, frame tanks and horns. Paying a little more buys a lot, including better components, quality bottom brackets and overall durability.

Bikes in this range:

Felt • Electra • Schwinn • Sixthreezero • Firmstrong • Phat • Micargi • Kustom Kruiser Nirve • America’s/Collegiate Bicycles

Cream of the Crop ($600 and up)

If you’re shelling out this kind of dough for a cruiser, expect great craftsmanship and a unique ride. Off-the-shelf cruisers will come standard with all the options and a handcrafted touch. Go to a local builder and get exactly what you want, from a single-speed custom stretch with ape-hanger handlebars, or splurge  on a reproduction of a classic Schwinn with seven speeds.

Bikes in this range:

Felt • Electra • Phat • Specialized • Haro

Next issue: How to buy a ‘Classic’ Cruiser without getting screwed.

BUYING A CRUISER BICYCLE

Independent Bike Dealers (IBD)
v. Big Box Retailers

Sure, a Big Box bicycle will usually cost less than a similar version from your neighborhood Independent Bike Dealer. But you have to ask yourself: What does the extra $50 bucks buy?

SALES AND SELECTION

The variety of bicycles at a Big Box store is limited at best. They don’t have the room to stock more than one or two versions of any given bicycle. But more importantly, Big Box employees lack the product knowledge, experience and training to help you choose the right frame size, handlebars and other elements – not to mention proper assembly – that spell the difference between your dream ride and the damned machine. You really do get what you pay for, and sometimes not even that. Your local IBD has a trained and knowledgeable staff that know what they sell, and ensures that your new purchase fits right, is assembled right and offers a selection that includes your ideal ride. Don’t even think about taking your new bike back to the Big Box store to get a seat adjusted or basket installed; that’s something the local store will gladly do, and in most cases, for free or for a nominal fee.

The Bike and Parts

The design, suspension and parts on discount bikes are often limited. Quality and durability don’t come cheap. But so what? Cheap components break or wear out quickly and can cause damage to other related parts; not to mention that fixing a bargain bike could potentially more than eclipse the original savings. For just a little more money, a quality bike will come with longer-lasting, more durable components that, over the long haul, will cost less to maintain and repair.

Service

You wouldn’t think of going back to a Big Box store and asking them to fix the vacuum cleaner you purchased three months ago, or to taking in a pair of pants to have the zipper replaced. A significant part of your IBD’s business is repairing, adjusting and maintaining bicycles, as well as putting on that new seat, basket or set of rims. Big Box stores may sell tools, but don’t expect them to put them to use. Big Boxes are about quantity, not quality. And good service has nothing to do with quantity.

PROS AND CONS

Big Box

• Low prices

• 90-day return policy (at least at Walmart)

• No repair facility

• Untrained staff

• Small selection

Independent/Specialty

• Knowledgeable staff

• Better quality bikes

• Warranty repairs

• Follow-up service

Intangibles

Lastly, but definitely not least, is when was the last time you rode down to your local Big Box to hang out with the folks there, tell cruiser ride stories and talk bicycles? Exactly.

OTHER OPTIONS

The Internet

A great price can get wrecked with shipping charges. Plus, you get an unassembled bike in a box. We get lots of bikes in this condition so we recommend that you be prepared to have the right tools on hand and have at least 45 minutes to an hour for assembly. For many, putting a cruiser together is no big deal. But where do you go if there’s a problem, something is missing or a part doesn’t seem to fit? Good customer service and phone support are key because somewhere along the line, your bike will need some attention. Some Internet retailers offer shipping and assembly at a local bicycle shop, so it’s worth doing your homework. A local shop is an excellent resource for help and advice for the novice do-it-yourselfer.

Sporting goods store

While not as bad as the Big Box “Marts,” we steer clear of retailers who can’t or don’t fix what they sell. Knowing how to field strip a camp stove doesn’t mean they’ll know how to adjust a coaster brake. And if the repair department includes a hot wax machine, that’s a fail.

BOTTOMLINE

Get a bicycle. But be aware that what may seem like a deal, may end up being more of a headache than it’s worth. That being said, if all you can afford is a Huffy at Walmart, get it and ride it. We’re big fans of riding bicycless and having fun.

That awesome bicycle featured on the cover of our first issue isn’t as perfect as our photograph suggests. Electra has announced a voluntary recall of about 3,000 Surf and other models that  come equipped with front trays.

The  trays can come lose while riding and the U.S. Consumer Product Safety Commission recommends not using this product until it has been inspected. Electra received four reports of the trays coming loose; one resulted in minor cuts and bruises, according to the safety commission.

The bikes affected by the recall include these 2009 models: Delivery 3i, Delivery 8D, Holiday 3i and Surf 3i. Bicycles with trays connected to the fork crown with a bolt passing fully through the tab are not included in the recall. If you own one of these bicycles, you should contact an Electra Bicycle dealer for a free inspection and repair.

For more info: Electra Bicycle at (800) 261-1644 between 6 a.m. and 2 p.m. EST Monday through Friday.

Basil Blossom II Front Basket

Betty Basket Liner
Baskets are an essential cruiser bicycle accessory; too bad most of them have wire frames. They’re Great for carrying a grocery bag; Chap Stick, not so much. Enter handiwork by, Tara Thomas Byrnes. She crafts colorful liners for both wicker and wire baskets. Yes, they have style, but more importantly, a cell-phone holder and built-in key ring. Losing the little stuff is on you now. $59/$79 for custom

Electra ‘Vintage’ Cylinder Bag
Carry your bike tools in classic style. Enough said. $20

The WineRack
You had to see this one coming: From the makers of the Beer Belly comes the WineRack, a bra that holds 25 ounces of your favorite beverage. Ample-busted women be warned, it is only designed to fit up to a 34B. $30

Kroozer Cup
It may be fun to show your friends that you can steer with one hand and hold a drink in the other, but you’re bound to warm your beverage, wear out your forearm or drop it altogether. Save yourself the trouble with this handy attachment that serves as both a beverage holder and an actual koozie. It comes in stainless steel, black, pink or white to match most any bike. $20

Proof the cruisers equal fun

Railer SS by Haro Bikes

Need further proof that cruiser bicycles are way more fun than any other bikes out there? Let us introduce you to the Railer SS, which comes standard with a bottle opener and a rear disc brake. You have to wonder what the story is behind putting these two features on a cruiser.

• Single speed
• 29 pounds
• Kenda K-Rad tires
• MSRP $480

This month’s cover bicycle

Ladies Surf 3i by Electra

White-walled Blossom Trail tires, a cute floral paint job, a platform for your picnic basket. Just add a beautiful girl, and we would call it art. This cruiser is featured on the cover.

• Custom comfort seat with double springs
• Three-speed
• Coaster brake
• MSRP $600

Works in progress

Customs by Adam Copeland

Cruiser bicycles are a personal accessory. Sacramento’s Adam Copeland will pepper you with questions (color, style, etc.) and build a hot-rod style bicycle based on your personality.

• Specializing in classic hot rod styles such as café racers
• Built from vintage frames
• New components
• $1,500-$5,000

This month’s fantasy bike (that you can buy)

Vintage Iron Bolt by Felt

Vintage Iron is a SoCal metalworks company that restores vintage motocross bikes. So when it teams up each year with Felt to build bicycles, this is what you get: a limited-edition badass, homage to motocross legend The Hurricane, Bob Hannah.

• CNC aluminum motocross chainwheel
• Three speeds
• Machined gas cap
• MSRP $749

You know—for kids

Retro 16 Cruiser by Raleigh

Let’s face it, you ride a cruiser in part because of some awesome memories of messing around on a similar bicycle as a kid. Don’t hold out on your children.

• Coaster brakes
• 16-inch Hi-Tenframe
• Alloy rims
• Also comes in a 20” size
• MSRP $220