The only hard part about riding an Electra bike is choosing which one to get. They're all easy to ride and they look amazing. Electra Bicycle Company, a subsidiary of Trek Bicycle Company, was founded in Vista, California, in 1993, by Benno Bänziger and Jeano Erforth. Electra offers a wide range of modern cruiser bicycles and is credited with re-popularizing the cruiser bike. Additionally Electra designed and sells comfort bicycles, and hybrid bicycles.