Also, the electric vehicle startup spun out from Rivian, is set to commence customer deliveries of its inaugural e-bike, the TM-B, next week. This marks a significant milestone for the company, arriving after an extended period of delays attributed to unspecified supply chain issues. The company confirmed to TechCrunch on Friday that the highly anticipated Launch Edition of its $4,500 TM-B e-bike has begun its journey from the manufacturer to its U.S. distribution hub. Also anticipates completing the delivery of all Launch Edition models within the next month, extending through September.
Genesis of Also: From Rivian’s Skunkworks to Independent Entity
The origins of Also trace back to 2022, when it began as an internal "skunkworks project" within Rivian. The impetus came from Rivian CEO RJ Scaringe, who was exploring the development of an e-bike to complement Rivian’s burgeoning portfolio of electric vehicles, particularly those aimed at outdoor enthusiasts. This concept underwent several years of refinement. In an early design phase, the company engaged LoveFrom, the design firm founded by Jony Ive, the acclaimed former Apple design chief, underscoring the premium aspirations for the e-bike.
The formal transition of Also into a standalone company occurred in March 2025. This strategic spin-off was supported by a substantial $105 million investment from Eclipse, a venture capital firm. Following its establishment as an independent entity, Also unveiled its flagship e-bike, the TM-B, in October of the previous year. Initially, the company had projected a "Spring" 2026 delivery window. However, unforeseen supply chain complexities necessitated a revision, pushing the expected delivery timeframe to July.
Navigating Supply Chain Headwinds and Shifting Timelines
In June, Also communicated the revised summer timeline to its customer base via a support page, citing "current stress on global supply chains" as the primary driver. The company detailed a "rapid, industry-wide spike in demand for raw materials and electronic components" that had impacted essential parts required for the TM-B. This surge in demand, the statement explained, temporarily impeded their planned manufacturing ramp-up, consequently delaying the initial delivery dates beyond the originally anticipated spring window.
Also’s engineering and production teams, the company stated, were working "around the clock to minimize these constraints without cutting a single corner on safety or quality." Despite this assurance, the specific components that contributed to the delay remain undisclosed by the company. This lack of transparency has contributed to a growing sense of unease among pre-order customers.
A Broader Vision: Beyond the TM-B E-Bike
While the TM-B e-bike represents Also’s immediate focus, the company harbors ambitions that extend far beyond this initial product. Also largely positions itself as a "vehicle" company, indicating a strategic intent to diversify its offerings. In a significant development, the startup has secured plans to manufacture four-wheel pedal-assist cargo vehicles for Amazon, a testament to its growing relationship with the e-commerce giant. Furthermore, Also is actively engaged in developing an autonomous delivery vehicle in collaboration with DoorDash, signaling its commitment to the evolving landscape of last-mile logistics.
These larger projects underscore Also’s strategic direction towards becoming a comprehensive provider of micro-mobility and delivery solutions, leveraging its expertise in electric vehicle design and manufacturing. The company’s ability to successfully execute on these ambitious plans will undoubtedly be influenced by its capacity to navigate operational challenges and maintain customer confidence.
Customer Discontent Surfaces Amidst Delivery Delays
As Also prepares for its first e-bike deliveries, the company is also confronting the immediate challenge of managing customer expectations and addressing dissatisfaction stemming from the protracted delays. On the final day of July, a notable thread emerged on the r/ALSOmicromobility subreddit, where several customers expressed their frustration with the repeated postponements and perceived lack of clear communication from the company.
The original poster in the thread articulated a sentiment shared by many: "I’m really frustrated by the lack of communication and the actual miscommunication/lies from Also regarding shipment timelines. Why do they keep making these promises about shipping timelines just to blow right past them without any communication or actual updates? It really makes no sense." This sentiment highlights a critical aspect of product launches, particularly for high-value consumer goods: the imperative of transparent and consistent communication.
Other users echoed this frustration, with one commenter sarcastically remarking, "Hey we’ve still got a few business hours left in July. Maybe we’ll get an email later this morning 🤞." This indicates a prevailing skepticism among the customer base, who have evidently grown accustomed to missed deadlines.
The impact of these delays is not merely confined to vocal expressions of discontent. For some customers, the extended waiting period has led to decisive action. Another user on the subreddit revealed, "Couldn’t wait any longer and canceled my reservation," demonstrating the tangible consequence of prolonged uncertainty and a breakdown in customer trust. This decision by a customer to cancel their reservation underscores the competitive nature of the e-bike market and the importance of fulfilling delivery commitments promptly.
The Broader Implications of Supply Chain Volatility in the EV Sector
The challenges faced by Also in delivering its TM-B e-bike are emblematic of a broader trend impacting the electric vehicle and broader technology manufacturing sectors. The global supply chain has been under immense pressure since the onset of the COVID-19 pandemic, exacerbated by geopolitical events, increased consumer demand for electronics, and a shortage of critical raw materials and components.
Companies like Also, which rely on intricate global networks for manufacturing and sourcing, are particularly vulnerable to these disruptions. The demand for semiconductors, battery materials, and other specialized electronic components has surged across multiple industries, from automotive to consumer electronics. This has created bottlenecks at various stages of the production process, leading to extended lead times and increased costs.
For startups like Also, which are often operating with leaner resources and are in the crucial early stages of establishing their brand and customer base, supply chain disruptions can have a disproportionately significant impact. The ability to meet initial delivery commitments is vital for building momentum, generating positive word-of-mouth, and securing future investment. Repeated delays can erode customer confidence, damage brand reputation, and create an opening for competitors to capture market share.
The situation also highlights the strategic importance of supply chain resilience. Companies that have invested in diversifying their suppliers, securing long-term contracts for critical materials, or even bringing certain manufacturing processes in-house are better positioned to weather these storms. Also’s experience serves as a case study for emerging companies in the EV space, emphasizing the need for robust supply chain management strategies from the outset.
Analysis: Balancing Innovation with Operational Execution
Also’s journey from a concept within Rivian to an independent e-bike manufacturer is a compelling narrative of innovation and entrepreneurial ambition. The company’s ties to Rivian, a well-established player in the EV market, and its engagement with design luminaries like Jony Ive, point to a commitment to quality and a sophisticated product vision. The TM-B, with its premium positioning and modular design, aims to carve out a niche in a rapidly growing e-bike market.
However, the current delivery challenges underscore a critical aspect of bringing innovative products to market: operational execution. The supply chain, while external, requires proactive management and contingency planning. The company’s initial target of a Spring 2026 delivery, later revised to July, and now extending through September, indicates a significant underestimation of the supply chain complexities.
The frustration expressed by customers on social media is a direct reflection of the disconnect between promised timelines and actual delivery. While the company’s communication regarding the general nature of supply chain issues is understandable, the lack of specific details and the repeated missed deadlines have clearly eroded trust. This can have long-term consequences for customer loyalty and brand perception.
Looking ahead, Also’s success will depend not only on its ability to innovate and expand its product line, as evidenced by its work with Amazon and DoorDash, but also on its capacity to master the intricacies of manufacturing and logistics. The upcoming deliveries of the TM-B Launch Edition will be a crucial test, not just of the product itself, but of Also’s ability to navigate the operational realities of the modern global economy and rebuild customer confidence. The company’s ability to learn from these early challenges and adapt its supply chain and communication strategies will be paramount to its sustained growth and market standing.
About the Author
