After a two-year hiatus, a Dutch e-bike startup has made a triumphant return, unveiling its latest model designed under new leadership. This comeback comes on the heels of a challenging bankruptcy period, during which the company faced significant criticism for its reliance on custom parts. The new model, the S6, retains the brand’s signature bespoke design while aiming to address past shortcomings.
With a renewed focus on quality, the company is optimistic that its upgraded custom components, combined with a strengthened service network, will allow it to maintain its design-centric and technology-driven ethos. This strategic pivot aims to prevent the repair and servicing issues that plagued its previous growth.
Co-CEO Elliot Wertheimer emphasized the importance of innovation, stating, “Our goal is to create a bike that feels intuitive, even for those who have never ridden an e-bike before. We want it to be as easy to use as an iPhone.” This commitment to user-friendly design is at the heart of the brand’s mission.
Previously, the company had successfully raised over $200 million in venture capital, garnering a dedicated following for its premium, minimalist e-bikes that featured integrated lights, batteries, and motors. However, the very elements that set the brand apart also became its Achilles’ heel, as rapid growth led to unsustainable operations.
In July 2023, the startup filed for bankruptcy, only to be acquired shortly after by a well-known e-scooter manufacturer, which brought valuable expertise from the automotive industry. This partnership has enabled the company to redesign problematic components, ensuring greater reliability and availability of parts moving forward.
Wertheimer noted that the collaboration with industry experts has allowed for the development of more dependable custom parts, many of which are co-designed with major manufacturers. This not only enhances quality but also ensures that parts will be readily available in the event of future challenges.
In a significant shift, the company has also adopted a more conventional approach in certain areas, such as battery design, which is now co-developed with a leading manufacturer. This change aims to streamline production and improve overall performance.
However, the most crucial aspect of the brand’s revival is the establishment of a robust support network. Wertheimer stated, “We have overhauled our entire business model, focusing on logistics, unit economics, and after-sales service. We needed to ensure that our infrastructure was solid before launching new products.”
The company has successfully built a network of 250 repair centers and 130 sales partners, concentrating its efforts on markets in Europe. This strategic focus aims to enhance customer service and support.
To facilitate repairs, the company has developed a comprehensive tech suite for its partners, including a diagnostics app and a tracking system for parts. Additionally, an online training program for mechanics has been implemented to ensure high-quality service.
Plans are also in place to expand into the U.S. market by the end of 2025, although these ambitions are currently on hold pending developments in trade policies.
As the company begins taking reservations for the S6, it anticipates delivering the first units soon. The S6 promises to reignite customer enthusiasm, despite previous setbacks.
The new model boasts an eye-catching design, featuring a sleek frame with no visible welding and a range of attractive colors. The tech enhancements are equally impressive, with a redesigned electronic suite that ensures durability in various weather conditions.
Familiar features like the Halo Ring, which provides real-time updates on battery life and speed, have been improved for better visibility. New functionalities include integrated navigation that connects to a mobile app, offering turn-by-turn directions through the bike’s lighting system.
Enhanced anti-theft measures are also a highlight, with a new tracking system that utilizes multiple technologies for precise location tracking. Future updates will introduce additional safety features, including crash detection.
The riding experience has been refined with an improved mechanical shifting system that adapts to speed, providing a smoother ride. The bike’s lightweight design, combined with a powerful front-wheel motor, ensures an intuitive and enjoyable experience.
Wertheimer concluded, “We have inherited a remarkable design and product ecosystem. After two years of rebuilding, we are excited to showcase our capabilities with the S6, fulfilling the promises made over the past 11 years.”