Issue #014

Editorial Issue #014 – New horizons

EUROBIKE 2018 confirmed that the potential for innovation within the eMTB segment is still massive, and we wholeheartedly agree. We’re still basically in the starting blocks, so these new trends and developments that are bringing forth a new generation of riders are crying out for a radical overhaul of attitudes.

It’s no secret that eMTBs go beyond just being a mountain bike. Not just for recreation, they’re cementing a role in society and appropriating tasks like pulling trailers full of kids to kindergarten, picking up the shopping, or commuting. In one fell swoop, a single bike can be your tool for exploring, transporting, socializing, commuting, and, did we mention, fulfilling your dreams.

Hand in hand with this evolution of roles, a new category of eMTBs has emerged: SUV eMTBs are the next big trend. Taking cues from the automobiles of the same demarcation, they prioritize safety, comfort and intelligent assistance systems over pure off-road performance. But in the eyes of a 911 driver, a Cayenne represents a punch in the face to a sports car, prompting indignant cries of ‘but where’s the performance, the sophistication, the speed, the adrenaline?’ Yet when 99% of the population wouldn’t benefit from a sports car, it’s time to weigh up priorities. For daily life, carrying out errands, moving yourself swiftly and safely to your destination – practicality is what counts and that’s where SUVs excel. Stowage space, intuitive usage, safety, and comfort are key parameters for consumers but they’re traits that are too often neglected by engineers. If the aim is only ever to weasel out an ounce more performance, how will an engineer’s colleagues respond when they sketch a great new rack carrier rather than a game-changing chassis?

Haibike deliver the proof that SUV eMTBs can step up with capabilities that far exceed a regular eMTB with added mudguards. They launched a real thunderbolt at EUROBIKE with the unveiling of the Haibike FLYON, developed in collaboration with the motor manufacturer TQ. It’s a pioneering eMTB that really foreruns the trend of SUV eMTBs, demonstrating impressive integration and an innovative design and functionality.

At the other end of the spectrum, it’s exciting to see the rise of more lightweight mountain bike concepts from brands like Lapierre and BULLS. By utilizing the compact FAZUA motor with its significantly smaller battery capacity, both brands have twigged that more performance-led riders have diverse needs and clearly made astute decisions with considered components.

Our most recent E-MOUNTAINBIKE Think Tank dealt with the topic of innovation management, with clarity dawning on prospective trends: a bike brand’s USP extends beyond the scope of a single product, and these days every brand is viewed through a much broader lens. In the past, it was always easy to argue that you could simply switch a logo and you’d end up with essentially the same bike – regardless of the brand. While this is less common these days, the phenomenon of the ‘Bosch bike syndrome’ is still lurking.

HNF-Nicolai are doing a stellar job at shaking up the retail scene by making sure that the dealer goes straight to the consumer. The approach involves the continuing sales of their super successful bikes but with an elevated service aspect. Back in 2017, the German brand received the Design & Innovation Award for this concept, and it seems like the rest of the industry are slowly catching onto the movement.

Buying an eMTB isn’t the same as heading to your local Primark for a bargain. It takes careful consideration for your finances, and it’s important to look around for options. A glance into the history books of the car industry shows that it wasn’t until leasing became a thing that the upper middle class turned into a volume class. So while leasing of bikes isn’t uncommon, there’s still a lot that could be done – provided it’s done attractively under the control of the legislators. In fact, this was agreed upon unanimously on the topic of business model innovation during the most recent E-MOUNTAINBIKE Think Tank.

The notion of ‘by mountain bikers for e-mountain bikers’ is something that needs to die a death – not just by diehard mountain bikers but by the entire industry. Riding an e-mountain bike isn’t synonymous with performance, nor is it tied to commuting, shredding the trails, or pulling your kids (and your neighbour’s kids) to kindergarten. It runs the whole gamut of society. In fact, whatever aspect of life you’re talking about, it’s high time that we shake off the shackles of prejudgements. We headed with Porsche and Merida to Baden-Baden with exactly that aim in mind, looking for a weekend full of contradictions but without any compromises. Being hybrid isn’t just a technology term.

Now’s time to get inspired by the exciting mix of test reviews and stories inside this issue of E-MOUNTAINBIKE Magazine. There’s still a hell of long way to go until we’ve exhausted the extent of the opportunities unleashed by an eMTB!

So on that note, here’s to the future, and to the autumn, and the next five years! We’re celebrating five years of E-MOUNTAINBIKE Magazine and we’re delighted to have you here with us.

But first, let’s make the most of the remaining sunshine,

Robin Schmitt, 27, chief editor, former World Cup racer:
“Winding down, spending time in the outdoors with friends without stress – nowadays, as an ex-racer, a reliable and low-maintenance bike with great handling is important to me. I want to have a lot of fun and spend as little time as possible in the workshop.”

As of right now all our magazine articles are available on our website. You can find them here: ebike-mtb.com/en/magazine/issue-014


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Words: Photos: E-MOUNTAINBIKE Team