background

the Puellos were convinced early on, that ebikes were definitely also meant to be ridden offroad. this vision and the decision to realize it together with their design agency Kucher&Thusbass was the starting point for the development of Haibike‘s revolutionary eQ series and Haibikes market leadership in ePerformance. driven by passion and entrepreneurial courage, Haibike offered from the start a range of almost a dozen ePerformance models. and that at a time, when the competition was still wondering, whether there was an ePerformance market at all. but the absolute belief into the potential of eMTBs let the Haibike team move ahead and plow the way for the nowadays most exciting and by far most profitable e-mobility segment.

solution

the key innovation was turning the Bosch motor into the frame, instead of having it hang below the bottom bracket as it was meant. the benefit was a. a higher ground clearance and b. increased protection for uncompromised offroad performance. the result - the first real e-MTB.

in addition, a dynamic and distinct Haibike design language got created, which made one thing clear – Haibike was about a non-compromise sportive e-performance. the innovative language, with the distinctive geometry, 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.

next to exciting and innovative products, the brand development of Haibike put the focus on two main pillars – a. on a functionality driven communication, that tangibly explained the facts, benefits and particularities of ebiking to an audience, that had at that time, still lots of questions towards this new technology. and b. a lot of emphasis was put on an emotional staging of brand and products, with a spot on brand message and the corresponding brand experiences. brand touch points were ranging from website, microsites, stylish exhibition appearances, all the way to the initiation of e-performance competitions and the establishment of an own race team, with MTB star Guido Tschugg as the front man.

With innovative products, an enlightening communication, an emotional staging, as well as a passionate and extremely dedicated team, the Puellos managed to translate their daring vision into the largest market segment and role model of ebiking in general.

Kucher&Thusbass supported Haibike along the entire process.

_brand- and product range strategy
_design strategy
_product design language
_product design
_brand design
_brand- and product communication
(catalogue, website, exhibition stand ...)

awards

IF awards, Eurobike awards, Taipei d&i award