What’s the best place to test a new bike? A crowded bike festival, the parking lot of your local bike store, or perhaps your favorite trails? German direct-sales manufacturer HNF-Nicolai takes an unconventional approach and brings your future dream bike straight to your doorstep! We wanted to try out this new exciting concept.
If you take a look at HNF-NICOLAI’s model range you’ll soon realise that the eBike brand from Berlin-Brandenburg is somehow special. The Gates Carbon Drive belt drive is the most striking trademark of the German manufacturer’s high-end eBikes — and you’ll find it on all of their models. If you analyse the individual models carefully, you’ll notice the countless loving details that distinguish each frame. The HNF-NICOLAI lineup includes a wide range of eBike concepts from specific beginner models to top-notch, high-tech rigs — all of them developed in-house, and some of them even hand-built.
However, it’s not just the bikes that are extraordinary. HNF-NICOLAI created a unique distribution channel which is new to the cycling industry. Basically, HNF-NICOLAI bikes are only available directly from the manufacturer. While the concept itself is not unusual, some classic mail order brands try to cut service costs and only offer a limited number of test rides — and this is where HNF-NICOLAI goes its own way.
The key feature: if you are interested in purchasing an HNF bike, you can book your very own personal test ride. An HNF employee will visit potential customers at their home and bring a prearranged selection of test bikes. This allows customers to analyse and test each bike and compare the different models. In 2017, HNF’s innovative service concept was awarded the Design & Innovation Award. When we first heard about this concept we couldn’t believe our own ears. That’s why we wanted to try it out for ourselves and arranged our very own test ride with HNF-NICOLAI.
The key feature: if you are interested in purchasing an HNF bike, you can book your very own personal test ride.
The process begins online or via a simple phone call; during an initial consultation a HNF-NICOLAI employee will discuss all of the key data with you. The first step is to find out how you intending to use your new bike and understand which models will suit you best. Once this is sorted, you can arrange a date for your test ride. Appointments are usually booked within one to two week windows. After taking a brief look at our calendar, we agreed on a Tuesday morning. Eight o’clock? Yes, perfect! The date was confirmed.
At 7:48 a.m. on Tuesday the doorbell rings. A quick peek through the window reveals the dark-grey HNF van parked outside our house. A good start, as our consultant is on time. Wolfgang introduces himself with a firm handshake — we like him straight away. It took him two hours to drive here, so we make him a nice cup of coffee and sit down on the terrace to have a chat. We want to find out a little more about his everyday life in the sales department of HNF. He tells us he’s a consultant and not a salesman – we’ve heard this statement a million times before, but the longer we talk with Wolfgang the more we’re convinced he’s actually telling us the truth.
Wolfgang entertains us with some crazy anecdotes — he’s really seen it all in this job. He’s not the kind of guy who talks you into buying something, but often leaves a test ride with a signed purchase contract in his hand. He tells us that he really likes the advantages of the optional Rohloff Speedhub – but also assures us that if it’s not a interesting option for the prospective buyer, he would happily advise against spending the extra cash for the expensive hub — even if this means making less profit.
We’re instinctively associating it with the Mercedes-AMG G 63 — this bike attracts a lot of attention.
Wolfgang opens the tailgate of his Mercedes van and our jaws drop: five bikes neatly lined up, and all of this is for us! As requested he also packed the company’s latest gem, the XF2 TRAIL. Based on an eMTB concept, the engineers at HNF-NICOLAI developed an eclectic bike suited for both off-road and everyday use. We’re instinctively associating it with the Mercedes-AMG G 63 — this bike attracts a lot of attention.
Alongside the more exotic models, Wolfgang also brought a number of simpler bikes. Amongst them shines the silver SD1 URBAN, which fascinates us in its very own way with its polished aluminium look. We admire the elegantly-milled components, nervously jumping from bike to bike while Wolfgang answers all of our questions. But enough talking, let’s go for a proper test ride. HNF’s test-consultants normally ride along with their prospective customer, but if you prefer riding on your own you’re welcome to do so.
On our small test ride the differences between individual bikes become clear. Wolfgang talks about his own experiences with the belt drive and discusses a number of technical details — in the meantime, we test the bikes and try to follow Wolfgang’s elucidations. Regardless of whether you just want to lap your block a few times or ride your full commuting route, at HNF the customer is king and is allowed to test the bikes in peace and quiet.
However, the test ride is just one element in HNF’s comprehensive service concept. When you order a bike it will be delivered in a special box and be 100% ready-to-ride — you don’t even have to straighten the handlebars. This the makes HNF direct-sales concept an interesting option for technically unexperienced customers too. If you’re stuck with a mechanical issue or if your maintenance is due, the people at HNF will send one of their qualified engineers with a mobile workshop directly to your door to sort your bike out right in front of you. We are deeply impressed. HNF-NICOLAI bikes are not exactly cheap, but the prices seem more than reasonable considering the overall package.
With its unique sales and service model, HNF-NICOLAI breaks new ground and offers customers a very special experience. If you’re not interested in five-minute quickies outside your local bike shop or if you dread the long queues at fair stands, you should arrange a test ride with HNF. After all, there’s no better place to test a bike than your own trails.
For more information head to hnf-nicolai.com
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Words: Photos: Valentin Rühl
