developing a design language, that helped shape the Bosch eBike Systems identity, that set new design standards and that became the icon in the market.
for the second generation, Bosch planned to develop a completely new system that should serve as the basis for a more dynamic market development. in order to understand the needs of OEMs, dealers and consumers and to translate those insights into the corresponding product range strategy, Bosch invited Kucher&Thusbass to join the team.
the outcome of this cooperation was not as planned one product line serving the entire market, but two product lines – a. the Active line, covering the needs of the main market segment, and b. for people who wanted to use eBikes in a much more sportive and dynamic way – the Performance line. both lines created the basis for Boschs enduring market leadership. and with the Performance line Bosch created THE drive system basis for today's most compelling and profitable market segment – sportive ebikes.
Kucher&Thusbass has succeeded to develop a design language that provided our brand and products a sustainable identity with high recognition, appreciation and timeless relevance. A job well done, gentlemen!
– Thorsten Kuehlcke - Bosch eBike Systems