A success story 10 years in the making. Greg and Manu, two bike-mad Frenchmen from the Vosges, were ahead of their time and firmly convinced of the potential of ebikes: in 2012, the two came together, raised start-up capital from family, friends and acquaintances and founded the ebike brand Moustache. Meanwhile, Moustache produce 50,000 ebikes a year, employ 165 people and the success story continues.
How it all began
A little over 10 years ago, your average ebike in France cost € 750, was made in China and offered inferior quality. Emmanuel “Manu” Antonot and Grégory “Greg” Sand wanted to change all that, bringing high-quality and good-looking ebikes to the market featuring a distinct look. Even then, they saw the potential of ebikes as a possible substitute for cars and a vehicle that could revolutionise mobility, though they didn’t think this could not be achieved with a cheap product. Their target selling price was set to at least € 2,500, which the banks considered to be utopian and wouldn’t grant them credit for their start-up. Manu and Greg finally got the necessary funding from their relatives, friends and acquaintances. With Manu as the developer and Greg taking care of the business side, they found a Taiwanese frame builder and were finally able to convince Bosch eBike Systems of their project during a visit to Reutlingen. Instead of the targeted 500, they sold as many as 2,500 ebikes in the first year. Currently, their new headquarters in Thaon-Les-Vosges/Epinal is churning out 1,500 ebikes every week.
10 years of Moustache – Bonne Anniversaire!
Moustache’s birthday celebration was attended by almost 1,000 people, beginning with a garden party before moving on to the highlight of the evening at the theatre of Thaon-Les-Vosges, where Manu and Greg were greeted by a standing ovation as they entered the stage. It goes without saying that their employees, business partners and friends celebrated until the early hours of the morning. Before brunch at the company headquarters on the following Sunday, all guests were invited on a company tour and the “biggest Moustache ride* ever!”.
Birthday reception in the garden
Main ceremony
Afterparty
How the first Moustache was inspired by an architectural book
Manu got the inspiration for the first Moustache when he was browsing through an architectural book. He immediately made notes with a pencil – that was the birth of the Lundi 26. With its distinct look, practical handling and, not least, the unmistakable Moustache handlebar, the Lundi is the VW Beetle of Moustache and still going strong 10 years later.
“Much like those timeless pieces in your wardrobe, the Lundi has all the traits that make it a modern classic and truly original!”
Quote from Originalité – Style has no postcode in DOWNTOWN Magazine.
Below, you’ll find a chronology of the reviews and bike releases published in E-MOUNTAINBIKE and its sister magazines over the years:
2014
Together with the French designer and visionary Philippe Stark, Moustache presented a very special collection of ebikes at Eurobike 2014: the M.A.S.S. Collection (MUD, ASPHALT, SAND and SNOW). It consists of four elegantly designed ebikes, each geared towards a specific intended use.
Das The Moustache Samedi FS27/9 Gold was the French brand’s first eMTB that we reviewed.
Conclusion: the Samedi FS27/9 Gold from the relatively young French company Moustache bikes won us over in every respect. The high quality, harmonious spec and fantastic rear suspension leave nothing desired. The unique and classy design rounds up the package nicely.
That same year, we included the Moustache Samedi 27/9 FS Race in our group test.
Conclusion: Moustache has done a fantastic job with the Samedi 27/9 FS Race. It starts with a coherent look, continues with a high end spec and great geometry and finishes with outstanding suspension. The French company has created a bike which convinces us on every level. The list price of Euro 5500 is high but fair.
2015
At Eurobike 2015, Moustache introduced full-suspension models with 170 and 195 mm travel, as well as the 2016 Moustache Samedi 27/9.
2016
The Moustache Samedi 27.5 Down 7 in review
Conclusion: Much like you’ll gather from its name, the Moustache Samedi 27.5 Down 7 is brilliantly crafted for downhills with great handling, lavish suspension and aggressive geometry to see you throw it down trails good and proper and come out smiling. Contrary to assumption, it also climbs damn well too thanks to its potent motor and well-designed riding position. But just like any facial moustache, the Samedi 27.5 Down 7 asks to be ridden with courage and confidence.
Moustache Samedi 27 Race 9 in review
After two years of development, Moustache presented a new range for 2017. On the new bikes, the standard Bosch battery is protected in the split downtube and hardly visible from the side. Besides looking great, this 2017 design promises a lower centre of gravity and better handling as a result.
Conclusion: Flaunting familiar French chicness, the Moustache Samedi 27 Race 9 brings superb handling and transfers its assured and efficient performance from the rear end to the trail. Unfortunately, we’d be quick to suggest that more thought went into the carbon frame than the spec.
2017
Moustache Samedi 27 Race 9 – Winner of the Design & Innovation Award 2017
The jury’s take: Moustache’s main aim when developing the Samedi 27 Race 9 was to permanently plaster a wicked grin on the rider’s face. As such, the carbon-framed beauty is a devilishly fun bike to ride. The French brand won’t reveal exactly how much this frame material choice has boosted the bike’s rigidity compared to its ancestor, but it certainly doesn’t come up short in stiffness – for Moustache, the way it handles is more than enough to quash any argument. The Samedi 27 Race 9 comes sporting a super-clean look, with a fully integrated Bosch battery and cover. The brand’s love for detail is evident through the frame’s aesthetics, the all-round top spec, and Moustache’s in-house, purpose-built asymmetrical rims. In our eyes, the ‘Just Carbon’ slogan emblazoned on the toptube could be swapped for ‘Just a Great Bike’ without anyone batting an eyelid.
2018
The Moustache Samedi Race 11 was included in our group test of the best eMTB of 2018, featuring twelve dream bikes.
Conclusion: The Moustache Samedi Race 11 is by far the best Bosch bike we have ever tested. If you are looking for a top-notch, reliable companion with good handling characteristics, this is it. However, there are better motors on the market.
The Moustache Samedi 27 Trail 6 took part in our group test of the best eMTB for € 4,500, featuring 11 of the best affordable bikes.
Conclusion: The Moustache Samedi Trail 6 is the best eMTB with a Bosch motor for under €4,600! It convinces with many smart details and great handling, whether you’re going up or coming back down. Unfortunately, the bike’s performance is held back by some components. Those who can afford it should go for the more expensive Samedi Trail 8, which leaves nothing to be desired!
2019
Moustache Samedi 27 Race 8 in review
Conclusion: If the sizing works, the Moustache Samedi Race 8 is a great package, a sublime handler with sweet looks and a well thought out componentry package. When value is taken into consideration it’s certainly our top pick from the line-up, but the Bosch CX motor does feels a little dated.
The Moustache Dimanche 28.5 electric road bike in review by GRAN FONDO Cycling Magazine
Conclusion: With the Dimanche 28.5, Mustache have made a successful entry into the eRoad bike market, offering a solid package. We were particularly impressed with the smooth power modulation, the low noise and the excellent range of the Bosch Active Plus motor on our first test ride. In terms of comfort, the front is much more compliant than the rear – here we would prefer a more compliant carbon seat post. The bike’s weight makes itself clearly noticeable beyond 25 km / h, but below this speed it takes a back seat thanks to the powerful Bosch motor and the associated fun factor. Mission fun-machine – accomplished!
The Moustache Dimanche 29.3 E-gravel bike in review by GRAN FONDO Cycling Magazine
Conclusion: With its clever spec and well thought-out geometry, the Moustache Dimanche 29 is a fun off-road gravel rig. The large contact surface of the tires generates lots of traction, which, in combination with the flared handlebars and central riding position, inspires tons of confidence and conveys a high degree of safety. Once you cross the dreaded 25 km/h threshold, however, the off-road enthusiasm will quickly dwindle. If you’re looking for a trusted companion for your exciting trail adventures or simply want some peace of mind on your next long gravel tour, the Dimanche 29 might just be what you’re looking for.
We tested the all-new 2020 Moustache Samedi 29 Game featuring the latest Bosch Performance CX motor for the first time at the company headquarters in the Vosges Mountains.
Conclusion: With the all-new Moustache Samedi 29 Game, the French brand has added a string to its bow which features many clever details and innovative features that we haven’t seen before to integrate the new Bosch Performance CX 2020 motor. The design is chic, the equipment well thought out and the price of € 7,499 seems fair in light of the unique features! We can’t wait to put a finalised production bike to the test!
The Moustache Samedi 27 Trail 10 took part in our big group test of the best eMTB of 2020.
Conclusion: The Moustache Samedi 27 Trail 10 is by far the best and most comfortable climber in the test field. Even though the bike is designed more for long-distance comfort, it doesn’t have to shy away from the descents. It easily masters the most technical terrain at slower speeds and the look and system integration are top-notch too.
2020
The Moustache Samedi 27 Trail 10 – Winner of the Design & Innovation Award 2020
The jury’s take: With its innovative ‘dynamic rebound control’ system, the Moustache Samedi 27 Trail 10 is a versatile eMTB that provides lots of fun both up and downhill. While developing the Magic Grip Control unit, the engineers at Moustache tuned the rear shock to match the characteristics of the rear end in order to provide superb suspension performance in every riding situation! The excellent traction, good support and optimal final progression inspired our award team. Whether you’re a newbie or an experienced eMTBer, the predictable yet playful handling and the outstanding ride feeling of the new Bosch Performance CX motor put a smile on your face on flowy trails, both up- and downhill. The elegant design, high-quality workmanship and clever integration details round off the harmonious overall concept. The superb rear end of the Moustache Samedi 27 Trail 10 sets a new standard in the eMTB segment.
The Moustache Samedi 29 Game 4 took part in our group test of the best eMTB of 2020 for € 5,500, featuring 8 affordable models.
Conclusion: The Mustache Samedi 29 Game has a lot of potential! The integration of the entire Bosch system is exemplary and the performance of the rear end is top notch. While the Samedi 29 Game 4 is easy to control and tons of fun on maintained, flowing trails, the RockShox 35 quickly has you scrubbing off speed on the descents. We recommend resorting to the € 600 more expensive Moustache Samedi 29 Game 6 instead. It’s only around € 100 over the budget of this group test and comes with a FOX 36 Performance fork.
The Moustache Samedi 27 Off 2 Open featured in our group test of the best off-road step-through of 2020.
22.9 kg (size M) | € 2,899
Conclusion: The Samedi 27 Off 2 Open is a good looking entry-level eMTB that is fairly priced and a lot of fun on moderate terrain. Moustache saved money on the motor, fork, drivetrain and brakes, wasting the potential of a fast and precise eMTB and reducing its value for money. Riding it in the city will make the most of its agile handling, but you’ll have to mount at least a set of lights to make it suitable for everyday use.
As the name suggests, the 2021 Moustache Samedi 29 Trail rolls on 29″ wheels.
Conclusion: While Moustache have revised and improved pretty much the entire range for the next season, the new Samedi 29 Trail is the real star of the 2021 line up. Thanks to the bigger wheels and downhill-oriented spec, the bike now offers even more reserves and a more direct handling without losing its good-natured, intuitive character.
2021
The Moustache Samedi 29 Game 10 – Winner of the Design & Innovation Award 2021
The jury’s take: First things first: the suspension of the Moustache Samedi 29 Game 10 is a true masterpiece! But it doesn’t end there. With the Samedi 29 Game 10, Moustache have created an all-round eMTB with a good-natured character that makes it well suited to riders of all abilities and that isn’t overwhelmed by demanding trails. The handling exhibits well-balanced weight distribution between the front and rear and the suspension concept stands out with the Magic Grip shock that Moustache developed themselves. The suspension performance is a masterstroke: grip, support and progression are all phenomenal. The ebike shines with riding comfort and traction whether you’re riding actively or not, at high speeds and low speeds, and delivers plenty of fun whatever your ability. Moustache go their own way with the distinctive design and individual motor integration, garnering a lot of praise from the award jury.
The Moustache Friday 27 FS Speed Dual S-pedelec – Presented in DOWNTOWN Magazine
30 kg (manufacturer’s specs) | € 7,199
Conclusion: With the new Friday 27 FS Speed Dual, Moustache pursues an exciting concept of a versatile commuting bike with a high fun factor. The new DualBattery design also makes it interesting for frequent riders and fans of long tours, as long as the tours are not on bike paths and forest trails. We’ll tell you whether the S-pedelec will also cause storms of enthusiasm among us, or whether the limitation to the road network is a real fun killer, once we’ve tested it.
The Moustache Samedi 29 Trail 8 in our group test of the best eMTB of 2021, featuring 25 models.
Conclusion: As far as traction and comfort go, the Moustache Samedi 29 Trail 8 is unbeaten in this test. Beginners, alpine explorers and tourers planning to venture on trail adventures won’t find a better overall package at this price. Unfortunately, the sluggish handling doesn’t suit flowing trails, jump lines and fast downhill tracks, where the SCOTT Ransom eRIDE comes out clearly on top. As a result, the Moustache Samedi 29 Trail doesn’t win the battle for the coveted Best Buy award.
The Moustache Samedi 27 Xroad FS 7 in the group test of DOWNTOWN Magazine: The best ebike of 2021 – The 19 most exciting concepts for everyday use.
26.5 kg (size L) | € 5,399
Conclusion: The Moustache Samedi 27 Xroad FS 7 is a master of everything and gets the well-deserved Best in Test of our commuter bike group test. The comfortable suspension and first-class Bosch motor system lend the Moustache an excellent ride and let you ignore some small gaps in the otherwise comprehensive spec. The Nyon display with integrated navigation enriches your ride with practical connectivity features and the stylish frame puts the cherry on top.
The Moustache Lundi 20 in review by DOWNTOWN Magazine
Conclusion: The Moustache Lundi 20 is a charming E-cargo bike packed with clever features and workhorse qualities. On asphalt, the cargo bike convinced us with its neat simplicity, sophisticated transport solutions and excellent handling even when fully loaded. That said, it turns its nose up at bumpy terrain, but that doesn’t do much to cloud the otherwise positive impression the Moustache makes.
2022
The Samedi Weekend 27 FS Dual EQ in review
130/120 mm (f/r) | 28.1 kg (size L) | € 6,999
Conclusion: On long tours, the Moustache Samedi Weekend 27 FS Dual EQ won us over with its long-range dual-battery system, powerful Bosch Performance Line CX motor and feature-rich Nyon display. Thanks to the upright riding position, you’ll remain comfortable for hours on end. The everyday accessories make the bike a good allrounder, performing just as well as a commuter or a pack mule on extended tours. However, if you’re looking for a quick and agile bike, this isn’t the one for you.
The Moustache Game and Trail featuring the Bosch Smart System in review
24.6 kg (size M) | € 6,999
Conclusion: The French brand’s many in-house solutions have paid off for the Moustache Game 9. The latest iteration of the Game is a very versatile bike, allowing both touring-enthusiastic beginners and advanced trail shredders to get their money’s worth. The rear suspension offers more than enough traction regardless of the situation, which is sure to instil the rider with confidence. That said, if you want a playful bike, the Moustache Game 9 isn’t one we’d recommend.
Moustache Trail 7 2022 in our budget eMTB group test – The best 2022 budget eMTB under € 6,500
24.40 kg in size M | € 6,399
Conclusion: The Moustache Trail 7 is the most beginner-friendly bike and the best climber in the entire test field. The bearded Frenchman is in its element on long tours and cuts a good figure on flowing fast trails. That being said, there are definitely better bikes for active riders in this test. The plush suspension ploughs through anything you throw at it and generates excellent traction, inspiring huge amounts of confidence and encouraging you to keep your fingers off the brakes. However, playful riding manoeuvres and spontaneous changes of direction exposed the dark side of the plush suspension and its lack of support.
They had an idea and made it reality. All the while, the Moustache founders Manu and Greg have lost none of their passion for ebikes, which is evident in their current portfolio. If you’re looking for smart innovation in the bike industry, you’ve got to look no further than the creative and detail-oriented French brand from the Vosges. Here’s to another 10 years of success and that Moustache owners will continue to have a lot of fun with their bikes.
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Words: Manne Schmitt Photos: E-MOUNTAINBIKE Magazin / Moustache
