PeopleForBikes Urges Industry to Act as Guardian Pushes for Steep E-Bike Tariffs
Last Updated on October 9, 2025 by Kristina
The U.S. bike industry faces another tariff showdown.
PeopleForBikes is calling on manufacturers, retailers, and riders to take action against a proposal that could raise import duties on bikes, frames, and e-bikes by 50%.
The group says the change would be “crushing” for much of the industry.
What’s Behind the Proposal
The push for higher tariffs comes from Guardian Bikes, a U.S. company that builds youth bicycles in Indiana.
Guardian filed a public comment with the Department of Commerce, asking to add all imported bikes, frames, and high-powered e-bikes to the list of “derivative” products subject to existing steel and aluminum tariffs.
Guardian’s argument:
- The U.S. could cut 200 million pounds of steel and 40 million pounds of aluminum imports each year.
- Reshoring manufacturing would revive domestic welding, fabrication, and tooling industries.
- Automotive and aerospace suppliers could shift to bike production, scaling U.S. capacity quickly.
Guardian claims this move would “reindustrialize” American bicycle manufacturing.
PeopleForBikes Pushes Back
PeopleForBikes, the national trade group representing the bicycle industry, says these tariffs would hurt far more than they help.
“We need your help if we are to have a reasonable chance of stopping these new, crushing tariffs,” the group wrote to its members.
They’re urging companies and individuals to submit comments to the Department of Commerce by October 21.
Templates and talking points are available on their website to make participation easier.
PeopleForBikes argues that:
- Most U.S. bike makers rely heavily on imported parts.
- Sharp cost increases could ripple through the market, hitting consumers hardest.
- The change could also slow progress toward sustainability and e-mobility adoption.
They support a more balanced approach — one that lowers tariffs on components and incentivizes domestic assembly, rather than punishing importers.
Why It Matters
The e-bike industry is booming in the U.S., but much of its supply chain is global.
Frames, drivetrains, motors, and batteries still come largely from Asia.
If Guardian’s proposal succeeds:
- Prices could rise significantly across the board.
- Smaller brands might not survive the cost jump.
- Innovation could stall, especially in startups using imported technology.
- Consumers would likely face fewer choices and longer lead times.
On the flip side, some argue that tariffs could accelerate domestic growth and strengthen U.S. resilience — but only if investment follows quickly.
About Guardian Bikes
Founded in 2013, Guardian Bikes began as the company behind the SureStop safety brake, designed to prevent front-wheel lockups.
After limited traction with other brands, Guardian launched its own line of kids’ bikes and later moved to a direct-to-consumer model.
The company gained attention after a Shark Tank appearance, securing investments from Mark Cuban and, later, a $19 million credit facility from JPMorgan Chase to expand its Indiana factory.
Today, Guardian says it produces 2,000 bikes per day, with plans to hit half a million bikes a year.
CEO Brian Riley has long advocated for tariffs — even proposing a flat $150 duty per imported bicycle earlier this year.
My Take
The U.S. needs a stronger domestic bicycle industry — no question. But Guardian’s proposal feels like using a hammer when a wrench is needed.
A sudden 50% tariff could shock the system and stall an e-bike boom that’s helping more Americans switch to clean transportation.
There’s real potential in reshoring manufacturing. Yet it takes years of investment, not weeks of policy. The risk is that we punish small brands before the U.S. has the factories, tools, or workers ready to replace imports.
PeopleForBikes is right to push for balance — support local production without crushing global collaboration.
If the industry can come together on smart incentives and phased timelines, we could see real progress without losing momentum.
✅ How to Take Action
If you’re a retailer, manufacturer, or e-bike advocate:
- Visit peopleforbikes.org to read their template letter.
- Submit your comment to the Bureau of Industry and Security before October 21.
- Encourage others in your network to weigh in — the more voices, the stronger the message.
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Kristina is not just an enthusiast but a true authority on electric bikes. Nestled in the coastal beauty of Virginia, Kristina has found the perfect backdrop for her passion for electric biking. As a dedicated wife and homeschooling mom, her life revolves around family, faith, and the thrill of adventure.
Originally hailing from Ohio, Kristina's journey with electric bikes began as a curiosity and quickly evolved into a deep expertise. Her blog is a testament to her love for electric biking, combining her fascination for eco-friendly transportation with her coastal lifestyle.
When she's not cruising the beach on her electric bike, you'll find Kristina indulging in her other loves: long walks along the shore, getting lost in a good book, and cherishing moments with her loved ones. With a heart as big as her love for animals, especially cats, Kristina brings a unique perspective to the electric bike world, grounded in her strong faith in God and her dedication to a sustainable lifestyle.
Through her blog, Kristina shares her extensive knowledge of electric bikes, offering valuable insights, tips, and recommendations to fellow enthusiasts. Whether you're a seasoned rider or a newcomer to the electric bike scene, Kristina's blog is your go-to source for all things electric biking, fueled by her passion, expertise, and the scenic beauty of coastal Virginia.
