in 2008 Lutz Kucher und Alex Thusbass had an life-changing encounter – they tested one of the first fast pedelecs and returned from the test parcours with a huge smile on their faces - and with the vision, to apply the potential of the electric drive onto a whole range of bikes – from elegant ladies and men bikes, cruisers, single speeders, e-mtbs all the way to fast road race bikes.

hence they developed their idea of an exclusive lifestyle ebike brand, named Freiherr, with an array of puristicly designed ebikes, addressing the identities of different target groups. it was a look into the future of this still sleeping market and urban mobility in general. a compelling vision, which they shared with the leading people in the bike business, triggering their imagination what could be possible, if this new category was approached with passion and consequence. the rest is history ...