Whereas I take pleasure in protecting information and evaluations associated to new e-bikes and different micromobility autos, my favourite a part of working on this business is definitely attending to go deeper behind the scenes, typically pulling again the curtain to see what lies behind among the greatest firms out there. Most solely present us their polished front-facing picture, however there’s a lot extra to the story than that. From the individuals who construct and function these manufacturers to the best way new concepts work their method via the design pipeline and into bike bins headed to our doorsteps, there are numerous untold tales simply ready to be revealed. And that’s precisely what I got down to do once I visited the headquarters of EUNORAU, probably the most prolific e-bike makers on the planet.
Corporations like EUNORAU don’t essentially have the identical flashy advertising or model consciousness as large hitters like Lectric eBikes or Rad Energy Bikes, and that’s one of many causes that their improvements and distinctive tales typically fly beneath the radar. However while you look a bit deeper, there’s lots to see!
You could not understand it, however EUNORAU truly makes dozens of fashions of e-bikes and associated micromobility merchandise which are offered throughout Europe, North America, and Oceania. They’re one of many greatest recognizable e-bike firms world wide, definitely when measured by the breadth of their catalog. And with operations since 2009, they’ve ridden across the block time and time once more, seeing firsthand nearly each fad, pattern, and replace to the e-bike world within the final decade and a half.
I’ve personally reviewed at the very least half a dozen of their fashions, from chunky fats tire e-bikes to smaller folders and even electrical tricycles. Now I needed to see the place they got here from.
I’ve visited e-bike factories earlier than, and to be sincere, lots of them functionally look the identical. So as a substitute of going straight to EUNORAU’s manufacturing unit, I headed a couple of hours over and went to their headquarters to satisfy the group and take a look at their showroom in addition to design/operations heart.
There I met Kevin Fang and Vic Erdinc, EUNORAU’s CEO and CMO. The 2 are like a pair of mad scientists, however for e-bikes, and their expertise positively complement one another. Few within the e-bike business are higher linked than Kevin, who is aware of nearly each bike manufacturing unit, part maker, provider, subsupplier, and extra. If somebody within the e-bike has ever thought of making an e-bike half, Kevin has in all probability had a meal with them.
Combining that community together with his in-depth technical information of bicycles and electrical drive programs makes for a potent mixture that has helped EUNORAU innovate from the early days of the business.
Vic, as the corporate’s CMO, ought to ostensibly be largely involved with advertising. However in simply the day I used to be there it was apparent what number of hats he wears frequently.
Along with main the corporate’s advertising, Vic can also be the primary bridge between very divergent teams inside the firm, facilitating the interdepartmental communication that helps rapidly reply to the market.
Vic is consistently the go-between, relaying buyer questions and issues to the product improvement group, serving to to enhance designs in real-time and pushing out rolling updates. He interfaces between the technical groups and advertising groups, and has a surprisingly robust affect on the forms of bikes that EUNORAU units out to develop.
With a lot deal with buyer wants from a advertising perspective, it seems he’s the right man to tell the designers what wants to come back subsequent.
The primary a part of my tour took me via EUNORAU’s expansive showroom, which is completely brimming with e-bike fashions. Dozens and dozens of e-bikes from each class possible are lined up alongside the partitions, with much more on elevated tables and mounted on the partitions. And it seems like Kevin or Vic, or each, had a private hand within the design of every.
Kevin’s deeper understanding of the componentry and drive programs has resulted in lots of of those fashions sporting highly effective motors and very lengthy all-electric battery ranges.
Vic’s coordination between clients, advertising, and designers has helped additional therapeutic massage the varied fashions into their remaining types laid out earlier than us. I used to be always shocked by simply how deeply concerned within the particulars he’s with these totally different fashions.
As we walked previous the latest model of EUNORAU’s in style grownup e-trike, Vic pointed to the fenders and remarked to me “these are due to you.” Apparently after my in any other case constructive evaluate of the trike took a dig or two on the outdated fenders, he went to the design group and made positive they have been up to date to enhance them.
However Vic doesn’t solely have to consider the bike’s performance. He additionally has to contemplate each different step alongside the best way of manufacturing and delivering the e-bikes. “The one downside with this one is the delivery,” he says as we pour over a slick-looking recumbent electrical trike that I wish to drop all the things and trip instantly.” This one prices lots to ship.”
I surmised that the bike was additionally in all probability fairly costly too, as recumbent e-trikes appear to be one of many costliest classes. “Not likely,” he responds. “It’s not that rather more costly. The opposite firms simply don’t have a lot competitors but, to allow them to cost lots.”
That’s change into a trademark of EUNORAU. The corporate has an e-bike to match nearly any mannequin on the market, however at fairly aggressive costs. They might not have the cachet of the flamboyant European firms, however they positive do have the connections and group to construct competing bikes at a lot better costs.
Wanting across the showroom makes me really feel like a child in a sweet retailer. Or relatively, an e-bike fan in an e-bike retailer filled with nearly each sort of e-bike you’ll be able to think about. From gravel bikes to fats tires to youngsters e-bikes and even trikes. There are cargo bikes and mountain bikes and mopeds and health bikes and on and on and on. You wouldn’t suppose one firm might make actually dozens of various fashions, however they’re all parked right here proper in entrance of me. “Designing stuff is what we do greatest, however typically it’s an excessive amount of. We’ve got an excessive amount of product, I’ve to remind myself that I can’t simply do all the things,” Vic tells me with a smile.
A part of the best way they will get away with having so many fashions is that they don’t market all of them in-house. As a substitute, EUNORAU and its group have leveraged the massive community they’ve constructed between components suppliers and factories to supply quite a few fashions of e-bikes for different manufacturers.
In truth, that community that EUNORAU has constructed ultimately led them to open a brand new service completely, one not designed for e-bike firms however relatively for particular person e-bike riders themselves. We’ve all heard concerning the many e-bike firms which have gone out of enterprise in the previous couple of years. Sadly, that always leaves the riders of these e-bikes with none supply for spare components sooner or later. If a controller dies or a show breaks, riders could also be at a loss to search out applicable spare components. That’s the place BKRE is available in. They’ll discover nearly any e-bike half that’s ever been made since they know nearly each manufacturing unit that’s ever made them. They maintain many of those components in inventory of their warehouse, however can normally discover any half they don’t have in a couple of days. They merely cost a clear 30% markup for the half and mail it out to riders in want. Similar to that, you’ve acquired that just about unobtainable controller or wiring harness that the unique long-bankrupt e-bike firm isn’t round to promote to you.
As I walked down the lengthy aisles of ground to ceiling shelving, it was like a who’s who of lengthy gone e-bike firms. As I glanced my method via infinite blue tubs, my arms landed on a controller for a Zugo Rhino, a motorcycle I had personally loved using only a couple years in the past, however has since change into onerous to service after the corporate went bankrupt final yr.
I had an opportunity to check out a number of totally different fashions, beginning with a EUNORAU Meta 20, which seems to be like an unsuspecting 20″ wheel folding e-bike. However seems to be could be deceiving, and this little e-bike hides away some large energy and attention-grabbing know-how. To start with, while you put it within the highest energy mode, it’s going to throw you again in a method you’d by no means count on from one thing that appears like an harmless little commuter bike. And secondly, its acquired an attention-grabbing characteristic that permits the rider to decide on between cadence and torque sensor operation. That permits you to leverage the torque sensor for probably the most intuitive and pure using expertise, the place the bike responds immediately to your enter and proportionally to your individual energy. Or you’ll be able to put it again in cadence sensor mode, the place the bike simply checks that you simply’re pedaling after which permits extra energy to stream with out requiring you to really enhance your individual energy output. That mode is best for folk who nonetheless desire a highly effective trip whereas pedaling however don’t have the leg power to push themselves more durable. It retains your individual legs lively with out requiring as a lot effort.
From there I moved to a hardtail model of the EUNORAU Flash, a moped that might maintain its personal towards a Juiced Scrambler or different in style top-tank-styled moped. Once more, the facility was palpable as a slight push of the throttle rewarded me with extra acceleration than I wanted however for which I used to be greater than prepared to simply accept!
The ultimate spectacular e-bike I had the possibility to check out was a four-wheeled fats tire recumbent electrical quad-bike with a mid-drive motor and unbiased rear suspension. As I climbed into the bike, I felt like I used to be getting into a mech-suit in a sci-fi film. The huge fats tires surrounded me and the torquey motor was prepared, ready for the press of a pedal to launch me ahead. And launch is precisely what it did! As quickly as I gave it just a little energy, I used to be rolling like a bicycle battle tank, climbing over curbs and principally surmounting something in my path. With 4 wheels, the factor was as secure as a automotive. And with the reclined seating place of the recumbent chair, it felt extra like a go-kart than an e-bike. Evidently, it was completely wild!
The prospect to go to EUNORAU’s headquarters and meet the devoted group that brings its designs to life was a very once-in-a-lifetime alternative for me. Having visited so many e-bike factories world wide by now, I discover that there are sometimes much more necessary tales not simply the place the bikes are constructed, but in addition the place they’re dreamt up, maintained, and supported.
With people like Kevin, Vic, and your complete EUNORAU group laser-focused on offering the widest assortment of high-impact, high-value electrical bikes that really fulfill the actual wants of commuters and leisure riders alike, it feels just like the sky is actually the one restrict. In spite of everything, they’ve already conquered the roads!
