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Danish e-bike brand patiently builds presence in North America

Published December 17, 2020

A version of this article ran in the December issue of BRAIN.

WEST CONSHOHOCKEN, Pa. (BRAIN) — Industry veterans Steve Harad and Andy Shaub are heading up a new North American office for Promovec, a Danish company that makes e-bikes, motors and conversion kits for the consumer and OE markets. 

Harad said bringing Promovec to this continent is a long project. 

“We’re only six weeks in!” he told BRAIN in October, referring to the new office.

While quantities of complete Promovec bikes may not arrive in the U.S. until late 2021, Promovec already has some presence in North America, providing motors for HLC’s EVO e-bikes and others. Promovec motors also are appearing on some e-cargo bikes being sold in the U.S. and its front hub motor e-conversion kits will be available here next year.

Harad and Shaub both worked at HLC before joining Promovec. 

 “(Promovec) holds the potential to massively scale up sales of its best-in-class e-bike conversion kits and e-bikes, while leveraging its outstanding service and strong organizational setup in Europe,” Harad said. 

Harad said he was attracted to Promovec because it offers European-designed systems that are manufactured in an environmentally conscious manner. Promovec’s factories are in Europe and Thailand.

Its motors also are easy to service, he said.

“That’s why I spec’d them at HLC: they are plug-and-play, they are very easy for mechanics to work on. That ’s our differentiation. As a non-electronics guy, I am able to work on my own e-bikes.” 

Promovic is a flexible and ambitious company that is looking to compete with major e-bike motor brands in the OE market, while also offering its own brand of bikes and e-bike conversion kits. It’s also planning to become a presence in the growing e-cargo bike market in North America and offers “turn-key” complete e-bikes to brands looking to get into the market. 

Harad is busy getting the U.S. office off the ground, reaching out to contacts acquired from years in the industry. Starting as a retailer in Philadelphia, Harad later worked for HLC, North America Cycles, Blue Competition Cycles, and ASI, where he helped develop Kestrel bikes. 

A lifelong cyclist and racer, Harad said health problems mean he only rides an e-bike today.

“It was fun designing high-tech bikes for Kestrel, but you know this is just as fun, or more fun. E-bikes let people ride who couldn’t ride. They can ride longer and further than they ever did. I talk to people at RV parks who just did 50 or 60-mile rides — who does that? You used to have to be a hardcore rider to ride that far, now these folks are doing it like it’s nothing. It’s great to see.”


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