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German electric bike brand Ansmann has had a big 2013, from deepening its reach into the UK to the rising popularity of e-MTBs. BikeBiz speaks with Ansmann UK marketing manager Lenny Wood…

You’ve been at a number of shows this year – what have been the highlights? For us, the Cycle Show was the highlight in the UK. A fantastically well supported and well attended show which allowed us to engage with trade and general public all under one roof. The e-bike test track and sponsorship of the BikeBiz Awards both served to increase our brand awareness and exposure as a high quality brand cycling brand.

Have any products in particular attracted attention at the shows? The rear motor mountain bikes have been a real hit for us. Our initial market research had led us to pursue the over 50 market with our trekking and city bike designs but the national shows have shown us that the mountain bikes are very popular with all age groups. At the Cycle Show, our demonstration mountain bikes were out on the test track all day, every day for the duration of the show. The combination of high quality components, German engineering and the great design really impressed.

What’s your take on the rising popularity of the e-MTB category? We have seen great interest in the e-MTB models and we think that a mountain bike with torque sensor assistance is a great addition to any off-roaders arsenal. The e-MTB gives you a high spec bicycle designed for an off-road environment. It is ridden like a standard


bicycle and only supplies assistance when the torque sensor detects the rider struggling. This means that the off road riding experience is virtually unaltered, save for a little assistance where required. We think that e-bikes are a product that

historically do not appeal to the purist, but in the mountain bike I think even he purist can see the benefits.

How was 2013 overall? And what are Ansmann’s plans for 2014? 2013 was an exciting year for us, launching a new and very unique business division to the trade. We now have a great network of partners on board, covering the whole of the UK. Attending a large number of shows has also been very beneficial. Meeting with the trade gauging opinions on the e-bike industry and cycling in general has been invaluable to us. Also being able to talk directly with the public and hear their thoughts and suggestions about our range and what they look for in a bicycle has been great. With a trade network in place, 2014 will see

us more in consumer facing promotion to bring the brand in to the spotlight with consumers and really help support our distribution partners. We have our eye on a number of marketing avenues and look forward to bringing Ansmann to the masses.

How has the OEM business been for Ansmann this year? Which brands use

Ansmann product, if that’s not too sensitive to reveal...? The OEM business is taken care of by our German head office and so we do not have detailed information at present.

What is your take on the UK e-bike market? Compared to some other European countries – like Netherlands, France and Germany – the UK has some catching up to do. This, however, is a good thing for manufacturers as it means the industry still has much growth potential. With cycling in general receiving a real shot in the arm from Olympic and Tour De France success, e-bikes can only profit from such levels of interest. In addition, with fuel prices consistently

“With fuel prices

consistantly rising e-bikes continue to look like a great alternative...” Lenny Wood, Ansmann

rising, e-bikes will continue to look like a fantastic alternative method of transportation. With London is set to deploy hundreds of e- bikes on the roads next year, this suggests to us that the UK really is cottoning on to the electric bike revolution that is sweeping the rest of the world. Who would bet against Boris Johnson reaping some significant PR from such an initiative?

What’s coming up next for Ansmann? We are working hard on research and development so expect a steady flow of new products and upgrades in 2014. Bike dealers wishing to get in touch can contact our e-bike business manager Shaun Collins on 07917 697 748.


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