INTERVIEW


The Vision Behind the Rebrand From Eovolt to UTO:


 what it means for their valued B2B partners and the wider cycling industry. With a focus on the practical implications for retailers, we’ll delve into the why behind this evolution, new 


The transition from Eovolt to UTO is a big change. From a B2B perspective, what were the key drivers for this rebrand, particularly in terms of gaining a “stronger, more distinctive identity in the marketplace”? How do you foresee this new identity translating into tangible benefits for your retail partners?


The transition from Eovolt to UTO was driven by a clear strategic vision: to establish a stronger, more distinctive brand identity that can evolve and grow with the market, particularly as we move beyond just electric bikes. From a B2B perspective, one of the key challenges with the name Eovolt was that it tethered the brand exclusively to the electric segment. With the word “volt” built into the


32 | August 2025


name, it limited our ability to expand into non-electric bikes and broader urban mobility solutions credibly. As we plan to diversify the range, including premium non-electric folding bikes, UTO gives us a brand name that is cleaner, memorable, broader, and more versatile.


In terms of market positioning, how does UTO aim to differentiate itself from other e-bike brands, particularly within the urban e-bike segment? UTO is positioned to be the most forward-thinking and rider- focused brand in the urban e-bike segment, combining sleek design, technical innovation, and practical everyday usability in a way few others do.


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