the eScooter market was in 2014 still in its very beginnings. eScooters were everything else than a lifestyle product and in most countries not even street legal. a challenging starting point, considering the objective to inspire urban mobility and to sell the product in reasonable numbers.

the success factors were a. to emotionalize brand and product, and b. to create a thrilling use experience. to increase the attractivity of the scooter we came up with a radically intuitive way of accelerating and breaking, turning the ride into a surprisingly easy and fun use experience. and in terms of looks, we choose a design that got inspired by automotive styling, addressing with its familiar, yet premium esthetics a wider range of target groups. ultimately presenting the Citybug xc2 and escooters in general, as a new lifestyle driven means of urban mobility.