the background

Bosch entered the ebike market with his first generation drive system with perfect timing. the growing demand for ebikes had overstrained the existing drive system suppliers, which resulted in massive quality problems and supply shortages. ebike OEMs and dealers were desperately asking for an alternative with a more reliable system, supply and service. and that was the moment when Bosch‘s newly founded eBike Systems unit entered the scene. the brands quality promise alone was for many reason enough to get into the Bosch system.

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 right and to translate those insights into the corresponding product range strategy, Bosch invited Kucher&Thusbass, who had supported the Winora Group in the definition and design of the revolutionary Winora eBike Product Range 2011, to join the team.

the solution

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 – city/touring ebikes. so far so good. but inspired by the experiences with the first eMTBs, that Kucher&Thusbass designed for Haibike, the team came to the conviction, that there was a significantly larger market potential out there – people who wanted to use eBikes in a more sportive and dynamic way. next to providing the corresponding drive performance, the product line had another mission - to inspire new and younger target groups and to excite them by providing a performant ride experience. integrated into cool, sportive eMTBs or even race bikes. Bosch called this second line – Performance line. a product line, that shared the technical basis with the Active line, but differed in drive performance and –characteristics, as well as in additional component options.

with the Active and Performance line, Bosch created the basis for its enduring market leadership. and with the Performance line they created THE drive system basis for today's most compelling and profitable market segment – sportive ebikes. together with Haibike, they have contributed decisively, that ebikes have become what they are – one of the lifestyle products and the by far most successful representative of e-mobility.

our services

_support product range strategy 2nd generation drive system

_design development Bosch 2nd generation drive system components

_design development Bosch eBike Visual Product Language

_Bosch eBike Visual Product Language Design Manual

design awards

IF Product Design Award 2013 - design language
IF Product Design Award 2014 – Nyon display