When it looks too crazy to be true, it probably isn't true. Wikipedia: 'The price per bicycle has been variously stated as US$1,300 (if provided by JCDecaux),

When it looks too crazy to be true, it probably isn't true. Wikipedia: 'The price per bicycle has been variously stated as US$1,300 (if provided by JCDecaux), €300, or US$3,460 apiece'. 300 euro seems like a reasonable price for just the bicycle itself, the other figures must include other costs. Also, let's not forget that the scheme is subsidized by giving JCDecaux a monopoly on a lot of advertising space in the city, so even at a high cost it may still be profitable to them.