For the 2027 model year, FOCUS have updated their entire eMTB line-up. While the core JAM, SAM and THRON platforms remain largely unchanged from a technical standpoint, the brand have refined them in a number of key areas. A new, much simpler naming structure is designed to make the range easier to navigate, while updated specifications, fresh colour options and a series of targeted refinements bring the line-up up to date. Here’s a closer look at everything that’s new for the 2027 model year.
New Naming Structure for the 2027 Model Year
For the 2027 model year, FOCUS have simplified the naming of their e-mountainbike range. Until now, every electric model carried the “²” suffix to distinguish it from its analogue counterpart. As FOCUS will now focus exclusively on e-mountain bikes, that distinction is no longer necessary. The JAM² becomes simply the JAM, the SAM² becomes the SAM, and the THRON² becomes the THRON.
The model designations have also been streamlined. Instead of the previous two part naming system combining a series and specification number, each bike will now be identified by a single digit representing its spec level. For example, what was previously the FOCUS JAM² 6.8 becomes the FOCUS JAM 8 for the 2027 model year.
At the top of the range, FOCUS have also revised the naming structure. The former 9 series models will now carry the MAX designation, while the previous flagship models ending in .0 will be identified by the new LTD suffix.
FOCUS JAM 2027: More Integration and a New Flagship Model
The biggest update across the FOCUS line-up is reserved for the JAM. While the geometry and rear suspension kinematics remain unchanged, the engineers have refined several key areas. The focus is on improved integration, fresh colour options, and the introduction of a new flagship model.
The most significant hardware update comes to the top tube, which now features a recess for the Bosch Kiox 400C display, just like the FOCUS JAM² NEXT prototype. The result is much cleaner integration, while also offering better protection for the display in the event of a crash. The integrated Kiox 400C is now fitted across almost the entire JAM range, with the base JAM 7 model retaining the older display.
At the top of the JAM range sits the new FOCUS JAM LTD, limited to just 200 units worldwide. Priced at €7,499, it combines Bosch’s fifth generation Performance Line CX motor with a 600 Wh battery, a FOX Factory suspension package, the new Shimano XT Di2 drivetrain, and a one piece carbon cockpit.
If you don’t need the flagship model, the JAM 7 marks the entry point into the latest JAM range at €4,399. Above it sits the JAM 8, priced between €5,399 and €5,699, followed by the JAM 9, available from €6,399 to €6,699, with both models offered in either 600 Wh or 800 Wh battery configurations. This gives FOCUS a broad line-up, ranging from an affordable trail bike to a limited edition high end flagship.
FOCUS SAM 2027: New Suspension, Proven Platform
For the 2027 model year, updates to the long travel FOCUS SAM focus primarily on the spec rather than the platform itself. The frame, geometry and rear linkage remain unchanged, while FOCUS have upgraded the component package, particularly on the flagship model, with higher end suspension components.
The FOCUS SAM 9 now comes equipped with the new RockShox ZEB Ultimate fork up front and the new RockShox Vivid Coil Ultimate shock at the rear. Depending on whether you choose the 600 Wh or 800 Wh battery, prices start at €7,199 and €7,499 respectively. Below it sits the SAM 8, which is also powered by the Bosch Performance Line CX motor and is priced at €5,699 with the 600 Wh battery or €5,999 with the 800 Wh option.
FOCUS THRON 2027: More Range for Touring and Everyday Riding
The FOCUS THRON also receives a subtle update for the 2027 model year, this time focusing on battery capacity. The previous 600 Wh battery is replaced by a larger 720 Wh unit, providing increased range for longer rides and everyday use. Depending on the model, the larger 800 Wh battery remains available as an option.
The overall concept of the THRON range remains unchanged. It is still available both as a conventional e-mountain bike and as the THRON EQP. The EQP models are aimed at touring riders and commuters, coming equipped as standard with a rear rack, mudguards, a kickstand and integrated lights, allowing them to bridge the gap between trail riding and everyday practicality.
Pricing remains particularly competitive. The range starts with the THRON 7 at €3,699, while the flagship THRON 9 tops out at €5,999, depending on the chosen specification and battery capacity. That keeps the THRON as the most affordable eMTB platform in the FOCUS line-up, appealing to both newcomers and riders looking for a capable touring bike.
While they haven’t launched a totally new generation, FOCUS have focused on a thorough refinement of their existing range for 2027. The simplified naming structure makes the line-up much easier to navigate, while fresh colourways and updated specifications bring every model up to date. The biggest technical upgrade goes to the JAM, which now features a neatly integrated Bosch Kiox 400C display in the top tube. At the same time, the limited edition JAM LTD, the upgraded SAM models and larger battery options for the THRON further strengthen the range. It’s not a revolution, but a series of well judged refinements that make the entire line-up more coherent, more capable and easier to understand.
You can find more information on the FOCUS website.
Words: Lars Engmann Photos: FOCUS
About the Author
Lars Engmann
Lars Engmann is an editor at 41 Publishing. His work is strongly influenced by his background as an engineer and technical writer, with his experience of driving resistance determination giving him sharp analytical skills. He is responsible for operative individual and comparison tests for E-MOUNTAINBIKE and ENDURO, with a focus on range analysis and efficiency measurements. As a specialist in optimisation and system weight, he brings his passion for precision to product evaluation. He combines technical documentation with applied performance analysis in the E-Performance segment.
