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Yeah this is it, Bullitt and Omnium are aimed at keen riders, R+M, Benno, Tern, UA and Douze are aimed at not regular riders. Softer handling, less intimidating (I guess is right term?) to ride for those who aren't familiar with them yet and more upright riding position (some more than others) and fit a wider range of riders.
Douze is the only real crossover bike, offers sharp but not punishing handling, sensible weight, really good steering system with moderate and a low bar option, little softer riding than Bullitt or Omnium too. However seriously hard to get hold of (they are high in demand everywhere, hardly any make it to the UK, less so since the obvious happened).Those persons upto 5'3 (many women unfortunately are that height) are at the bottom range of what most of these bikes are designed to fit so end up struggling with a few aspects of them. I think R+M, Benno and Tern do the best job of fitting folk at the shorter end of the spectrum. We have two users who are 4'11" of a Tern GSD mk1, the saddle is slammed all the way down, the bars are at their limit, but they manage it with two kiddo's on the back just fine.
Same, its a cyclist's cargo bike. Standover too high as well.
I tested a Packster 40 in Fully Charged, was great, cargo space was too small for us.
Also Urban Arrow Family look great and are well reviewed.