turning the motor changed the game, while the charismatic design language orchestrated the new brand positioning and brand image.
the key challenge was to attract people for a new product category, that were at that point, not just not interested, but actually against it. having the attitude – sorry, I‘m still fit enough to ride myself. from a brand strategic perspective the challenge was to reposition Haibike – evolving the brand from average to trendsetter, from low/mid price to premium class.
turning the motor into the frame created a higher ground clearance and an increased motor protection for uncompromised offroad performance. the result - the first real e-MTB.
the design of the dynamic and distinct Haibike design language conveyed a non-compromise, sportive e-performance. the innovative language, with the progressive geometry, distinct top tube and bike graphics, set the direction for the Haibike design until today and has provided the brand throughout the years with a remarkable brand recognition value.