The brand transformation of E-bike manufacturer Huyser
Project
The Huyser brand came from the mind of a bicycle mechanic. Who wondered which electric bicycle he could sell to his own family without question? The best quality for the best price. A good deal, even if the bike needed maintenance or repair. This bicycle enthusiast had a certain brand of bicycle in mind, at the price of another brand. But that bike didn’t exist yet, so he made it himself. It became a Huyser. Primarily Dutch. One hundred percent Dutch design. With almost one hundred percent Dutch parts. The brainwork of an inspired bicycle dealer.
Challenge
Cycling is Dutch, cycling is old-fashioned solid and hip at the same time. Therefore, Huyser does not need to sell a bicycle experience, but to show and explain Dutch Design. Gain brand recognition and recognition because everything looks smarter. More thorough and more reliable. The best materials at the best price with the best availability. Not reinventing the wheel each time, but reusing proven technology. Good for the Dutch wallet and the environment. And for the bicycle mechanic. Through straightforward manufacturing, without exotic parts. And especially without compromising on quality. Not ordinary, but normal. Not exaggerated, but special. A modern and new Dutch brand. Top brand in the showroom, top bike on the street.
Solution
Positioning such a brand requires a translation of Dutch design: very Dutch origins, very Dutch experience and very Dutch thinking. Dutch design is understanding what is involved in a bicycle, what is needed in its manufacture and what is useful in its use. This goes beyond the shape or color of the bicycle. You can feel the quality when you ride a Huyser bicycle. Thanks to the most powerful motor available, and thanks to the highest cycling comfort. Quality you see, as a professional. Through the use of the best materials and the absence of welding seams. With quality you don’t have to polish. Because you don’t sell junk to Dutch bike stores. That’s why we transformed Huyser into a serious brand, conceived by and for bicycle sellers. With long experience and mastery of design, manufacture and service. A mature brand with ‘roots’ in the bicycle store.
Impact
More than 200 bike stores in the Netherlands have been selling Huyser bikes since 2017
Huyser electric bicycles can be delivered by our own transportation every business day in the Netherlands
‘Bike brand Huyser has been searching for perfection for years, and, it may be said, is getting closer to it’
Bart Koetsenruijter, De Volkskrant, April 23, 2024
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