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BRAND SPOTLIGHT | BH EMOTION


While all these are brand new BH models, there’s also potential in the market for second hand E-motions


Sweet E-motion


They’ve won international awards and they’re powered by the likes of Bosch, Panasonic and Samsung. BH’s E-motion electric bike range is something to get excited about, Maxtrack tells Jonathon Harker…


BH BEGAN building bikes back in the Basque region of Spain over 100 years ago. That hard earned century of expertise and knowledge of bicycles has been poured into the electric bike world in its BH Emotion range (or the E-motion line-up, to give them their proper name). In September, Gloucestershire-based


Maxtrack took on UK and Ireland distribution duties for BH’s Emotion line-up, with a view to achieving greater market penetration. Since then the distributor has signed up


retailers and is now stepping up its search for a small number of additional dealers to complete its network around the country.


E-motional appeal Maxtrack’s Ian Mitchell-Innes is clear about where the draw of e-bikes is for the consumer. He says: “The appeal of electric power assistance is that recreational cycling suddenly becomes possible and a healthy option for many more people, for those who would otherwise struggle with fitness issues. “That’s especially true going up hills and for


commuters wanting to arrive at work without sweating, but also for sports enthusiasts wanting to take up the challenge of the mountains or joining cycle clubs and knowing they can now keep up.”


30 BIKEBIZ APRIL Specifically, under the Emotion brand, BH


“This is an extremely attractive and profitable opportunity for dealers entering the e-bike retail sector.”


offers 20 electric bike models from folding bikes to carbon and drop handlebar racing bikes, with the line-up also spanning classic city commuter bikes and off-road mountain bikes. The BH Emotion bikes are all made with components from well-known manufacturers, and electric motors and batteries made by the likes of Bosch, Panasonic or Samsung. The 2012 line-up includes Emotion’s flagship


– and award-winning – new range of Neo bikes, which includes a City, a Cross and an Xtrem. Grabbing prizes at Eurobike 2011, the Neo e-bikes look just like normal bikes through a clever patented design incorporating the rechargeable battery in the frame itself. The control unit is integrated into the frame too, helping keep up normal bike aesthetics. Mitchell-Innes says: “Stunning performance and looks have already made this Neo range a winner in the UK with existing and new dealers as well as with the consumer press. “It is unbeatable for looks and performance, and sells at only £1,900 RRP, with good dealer margins, ex-stock delivery and full service support as well.”


Other key lines in the 2012 range are the


new Xenions. Coming in two versions, the 650 and 700, the Xenions start at £2,000 RRP and


feature Bosch motors. The E-motion Volt is another bike from the line-up that has picked up an international award, this time from Taipei Cycle in February. The folding e-bike features Shimano Nexus 8-speed gearing and the Panasonic IBS system and battery, working to provide a range of up to 80km.


E-motional support But it’s not just about the range. Dealer support is a key part of the BH Emotion proposition, via Maxtrack. The distributor says that alongside good dealer margins it offers a full programme of product training, plenty of point of sale options and promotional support. Free demo bikes are available to stockists too. All of which, says Mitchell-Innes, helps retailers take a firm step into the market: “This is an extremely attractive and profitable opportunity for dealers entering, or already in, the growing electric bicycle retail sector.” For details on the full range of BH Emotion


electric bicycles the brand’s own website – www.BH-Emotion.co.uk – is a main port of call. For dealers looking to book a demo visit phone Rob Montgomery on 07804 413 083 or contact the Maxtrack head office in Gloucestershire via rob@bh-emotion.co.uk. 01531 890955


BIKEBIZ.COM


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