INTERVIEW Where many e-bike brands compete on specs or price, UTO
differentiates by obsessing over user experience and design integration — everything from the patented self-locking hinges and “Fold & Go” systems, to our intuitive seat post battery and integrated phone mounts. These aren’t gimmicks; they solve real urban rider problems and are protected by six unique design patents on the UTO Pro20 alone. From a market positioning perspective, UTO sits firmly in
the premium but accessible space. It’s not trying to be a luxury brand for the few or a value brand that cuts corners — instead, it’s a modern mobility brand for people who demand quality, innovation, and aesthetic appeal in equal measure. Ultimately, UTO isn’t just competing with other e-bike brands; it’s redefining what an urban e-bike should be: simple, smart, reliable, and rewarding. That’s the gap we’re filling in the market, and with multiple international awards, including the Eurobike Gold Award 2025, it’s clear we’re already on the right path.
With the B2C announcement scheduled for September, how are you supporting your B2B network in managing this staggered transition? What specific resources, communication tools, or training are you providing to ensure retailers can explain the rebrand to customers at the point of sale? We’ve taken a proactive and structured approach to supporting our B2B network throughout the transition from Eovolt to UTO, ensuring retailers feel confident and fully equipped to manage the change at point of sale, especially ahead of the September B2C announcement. All UTO assets, including product images, videos, and EPOS
files, have already been shared with our retail partners. These materials clearly show the updated branding while reinforcing that the product itself remains the same, award-winning design and build quality. For retailers currently using Eovolt point-of-sale (POS) materials, we’re offering UTO-branded POS completely free of charge, so there’s no disruption to the in-store experience.
Eurobike Gold Award Winner 2025
This helps maintain visual consistency while signalling a fresh and exciting new chapter for the brand. On the training side, our sales team has been in direct contact with all retail partners to explain the brand transition clearly and in person. If any staff require additional support, we’re offering flexible training options to ensure frontline retail staff are prepared to answer customer questions confidently. The key message we’ve emphasised is that nothing changes about the product; it’s the same high-quality, innovative bike, just with a new name on the frame. This makes the transition smooth and easy to explain.
For retailers carrying Eovolt stock, the natural sell-through and organic replacement with UTO models is a practical approach. What advice can you offer on inventory management during this period to minimise disruption? Are there any incentives or strategic guidance for retailers? We’ve designed the transition from Eovolt to UTO to be as seamless as possible for retailers, and a big part of that is managing floor stock and demos smartly. The majority of Eovolt bikes on the shop floor today are demo units that were originally purchased at a preferential demo rate. To support retailers through the transition, we’ve communicated clearly that they are welcome to sell their
www.bikebiz.com August 2025 | 33
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