INTERVIEW
evolution, with a clear focus on expanding our premium Pro range and reinforcing our commitment to intelligent, rider- centric design. This September, we’re excited to launch two major additions to the UTO portfolio: The UTO Morning Pro16, the compact and agile little
brother to the award-winning Afternoon Pro designed for riders who need maximum portability without sacrificing ride quality. The Afternoon Pro20 NE, a non-electric version of the
Afternoon Pro, is crafted to bring the same design excellence and patented folding technology into the non-electric space, where a brand name like “Eovolt” simply no longer makes sense.
Our in-house engineering team, responsible for the patented innovations and five major design awards earned by the Afternoon Pro, continue to push the boundaries of what’s possible in the urban bike segment. These upcoming bikes carry forward UTO’s mission: to deliver beautifully engineered, design-led solutions that make daily urban riding easier, smarter, and more enjoyable. By owning every step of the design and development
process, UTO stays agile and responsive in a fast-moving category, allowing us to deliver meaningful innovation faster than our competitors.
current Eovolt demo bike and replace it with a UTO demo bike at the same demo rate. This allows them to keep their display area up to date with the new branding without taking on any additional financial pressure.
The bike models will remain the same, with only the branding changing. What key things do retailers need to be aware of during this transition period? The single most important message for retailers during this transition is that the bikes remain the same. Same high- quality engineering, same award-winning design, same specifications, the only change is the branding on the cross tube.
That said, clear weekly communication is absolutely key. We’re ensuring retailers are kept fully informed of exactly when each SKU will transition from Eovolt to UTO. This allows them to plan their floor stock, online listings, and customer messaging with confidence and clarity.
Beyond the rebrand, what are the “next phases of the brand’s evolution”? Are there plans for expanding your dealer network, introducing new sales territories, or strengthening existing partnerships through new initiatives or programmes? The rebrand from Eovolt to UTO marks the start of a bold new chapter, one that goes far beyond a name change. UTO’s next phase is rooted in innovation and product
34 |August 2025
What is the most important message you want to convey to the BikeBiz audience about the rebrand to UTO and the future direction of the company? The most important message we want to share with the BikeBiz audience is this: UTO represents a bold step forward in building a stronger, more distinctive brand identity, one that will stand out more clearly in an increasingly competitive market. While the bikes themselves remain the same award- winning, market-leading products riders already love, the move to UTO allows us to create a cleaner, more unified identity that reflects the forward-thinking innovation behind the brand. Eovolt was always about function and design, but UTO gives us the platform to tell that story with greater clarity and confidence. This rebrand isn’t just cosmetic; it marks the start of a new chapter focused on bringing more groundbreaking, in-house engineered products like the Afternoon Pro, which recently won the prestigious Eurobike Gold Award. With six patents and multiple industry accolades, the Afternoon Pro sets the tone for what’s to come. In short, UTO is not just a name change; it’s a launchpad for a stronger brand, more standout bikes, and even better support for our retail partners. The future direction of the company is centred on design excellence, a seamless rider experience, and building a premium urban e-bike brand that retailers can trust and customers can be proud to own.
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