● Upway, the European leader in reconditioned electric bikes, partners with Orbea, a leading manufacturer of high-performance, personalizable bikes
● This partnership enables Orbea's retail partners to offer a trade-in service designed to provide users with a seamless experience, from the valuation of their current e-bike to its collection
● To mark the launch of this partnership, a special limited-time offer grants customers up to €500 in trade-in bonus
Paris, June 23, 2025 For immediate release
In response to the rapid growth of the second-hand market, leading brands Orbea and the reconditioned e-bike platform Upway are teaming up to help retailers tap into the booming circular economy for electric bikes.
Through this exciting partnership, Orbea dealers can now directly integrate Upway's turnkey trade-in service, allowing customers to easily value and trade in their used e-bike online in just a few clicks.
To celebrate this partnership launch, a special trade-in bonus of up to €500 extra is available for the purchase of a new Orbea bike via the program—designed to make upgrading easier and support a more sustainable way of getting around.
"Our mission is simple: make electric mobility more affordable and more sustainable by giving used e-bikes a second life," says Toussaint Wattinne, co-founder and CEO of Upway. "We're excited to work with Orbea, a strong and purpose-driven brand to offer their customers a reliable, circular, and rewarding solution. With e-bike sales expected to surpass car sales by 2030, it's essential to support access to a trustworthy secondary market for used e-bikes".
"As passionate cyclists, we believe in the power of the bicycle to transform. Our cooperative structure strengthens that belief, guiding our commitment to sustainable mobility and meaningful social action." says Daniel Martínez, CEO of Orbea. "By giving bikes a second life, we are helping more people ride, connect with their communities, and transform their lives. Together with Upway we are proud to lead this initiative and help set new standards for a more conscious, inclusive, and sustainable future"
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About Upway
Upway is an online platform for reconditioned electric bikes. The company offers professionally refurbished e-bikes at up to 60% off the new price and delivers them directly to customers' doors in just a few days. Upway was founded in July 2021 in Paris by Toussaint Wattinne and Stéphane Ficaja.
Upway buys electric bikes from well-known brands such as Moustache, Cube, Haibike, or Riese & Müller from both professionals and private sellers. Each bike is then fully refurbished through a 20-step process in Upway's workshops in Mechelen, Paris, New York, and Berlin, and resold through its online store. Buyers receive a 12-month warranty on the frame, battery, motor, and electronics. By reusing already-produced e-bikes, Upway helps reduce CO₂ emissions and the need for valuable raw materials otherwise used in manufacturing new bikes.
Upway's vision is to make e-bikes more affordable and extend their lifespan to promote more sustainable mobility. Reconditioned e-bikes are currently available in France, Belgium, Germany, the Netherlands, Switzerland, Austria, Spain, and the USA.
About Orbea
Orbea is a rider-owned cooperative that designs and builds high-quality bicycles with a strong sense of purpose. Headquartered in the Basque Country, Spain, Orbea combines over 180 years of heritage with cutting-edge innovation to craft unique bikes for road, mountain, gravel, and urban use. As a brand committed to sustainability and social impact.
Orbea reinvests a significant part of its profits in community initiatives and environmental projects through the Orbea Foundation.
Each Orbea bike is assembled to order in its European facilities, allowing a high degree of customization and reducing overproduction. The brand partners with leading component manufacturers and professional athletes to ensure performance, reliability, and long-term value. Orbea bikes are sold through a global network of trusted retailers and an increasingly personalized digital experience.
Orbea's vision is to empower people to move with meaning—riding not just for speed or convenience, but to connect, challenge convention, and leave a positive mark on the world. With a cooperative model at its core, Orbea proves that performance and progress can go
hand in hand with fairness and shared impact.
