As well as having significantly better kit on board, Whyte’s latest generation E-160 range is significantly better value than last year's model. That’s great news for the consumer and the extra value likely stems (in part, at least) from the recent bike industry turmoil that frequent readers are likely getting as sick of hearing about as us journalists are tired of reporting it.
Like many mid-sized brands, Whyte attracted a big cash injection from an investment group during the pandemic. From the outside, it then looked like the new management tried to improve profit margins and get a quick return, which resulted in Whyte’s prices becoming a fair bit less competitive.
