BRANDS
“If you can buy Bosch, and you can fit Bosch, that’s great, but you can’t for a Brompton and Bosch have got very little interest in making a tiny little system. Neither have Shimano, Mahle, Brose etc. “If we wanted an e-bike, we had to make our own one and that was quite a job.”
But with new software, new electronic hardware, Carleysmith believes this offers lots of potential for the future.
“There’s a lot of flexibility,” he adds.
“As a business, electric is a big priority for us in terms of where we put our R&D money and investment.”
The results
While Carleysmith and his colleagues have been riding an iteration of the G Line for three or four years as part of its development, it has only just come to market and the early feedback has been overwhelmingly positive. “It’s been like cooking an enormous dinner,” he says. “By the time you have made Christmas dinner, you’re starting to get sick of the site of sprouts. But what’s really cool is when other people experience it and you get the reaction. “What’s been awesome over the last few weeks is that we’ve
exceeded people’s expectations.” Last month the brand hosted a dealer event for the G Line over two days, one with sunshine and the other in pouring rain on a 20 kilometre off-road route. “It really sold the bike and you saw the dealers responding
to that,” says Carleysmith. “We really wanted this launch to be in partnership with dealers so we’ve been working hard to support them with promotional materials and demo bikes as well. “We’ve done the titanium bike and the electric bike, but it’s still speaking to the same consumer, maybe a consumer that’s willing to spend more.
“But I think this is the first time in a long time, if not ever, that we’ve said ‘we think we can bring a different consumer to Brompton and to your store.”
34 | October 2024
www.bikebiz.com
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