“The bike has to be as good and as perfect as the car.” - Interview with Jakob Luksch, CEO, my Stromer AG

---

This interview has been issued in the ZOOM-IN trendreport about the Eurobike fair 2019. Stay informed about the latest design and innovation trends.

SUBSCRIBE TO OUR FREE ZOOM-IN TRENDREPORTS HERE.

---

Entwurfreich: What’s new from Stromer at Eurobike 2019?

Jakob Luksch: We presented the belt-driven ST2020. The classic chain is very efficient but also dirty. Here we have concentrated even more on the commuter. Technically it was very challenging to transmit the impulse via a belt on our hub motor with integrated gearshift.

ER: Stromer is premium quality made in Switzerland. How does Stromer distinguish itself from the competition, what makes you unique?

JL: Stromer is completely niche, Stromer is commuting, Stromer is fast biking at 45 km/h and Stromer is rear-wheel drive. There are no relevant players in the market that are as focused as we are.

Jakob Luksch (CEO, my Stromer AG)

ER: How does Stromer integrate digitization?

JL: In 2014 we launched the first fully connected bike. Using the specially-developed web-based platform Omni Connect, the bike can be connected to the smartphone via an app. There are software updates for the engine control and very important theft protection. Many applications are analogous to the car. A Stromer bike unlocks automatically when its owner approaches it. Our functions are all designed for commuters.

ER: What is the difference between the Swiss and e.g. the German e-bike markets?

JL: The Germans are more price-sensitive but are willing to see the S-Pedelec as an alternative to the car. 20% of all e-bikes in Switzerland are fast e-bikes, as compared to only 0.5% in Germany. The biggest handicap in Germany is that you are not allowed to use bike paths with the S-Pedelec. In addition, it is not allowed to tow trailers in Germany – a disadvantage for many families.

ER: Stromer was founded in 2009. How has the market changed since then?

JL: Primarily it is the legislation. When we started, there were no rules and you could drive as fast as you wanted. There are many rules now. For example, the maximum driving force of an e-bike set by the EU is about 4 times that of human muscle power.

ER: How can one solve the safety risk of speed on general cycle paths?

JL: One could, for example, allow the S-Pedelec to travel at speeds of up to 60 km/h and thus ride on regular roads. Or there should be regulated speed zones at critical points on the cycle path. This also applies to automobile traffic. If you let everyone on the cycle path, you must regulate the speed. at a

ER: How suitable is a Stromer bike for everyday use?

JL: It is 100% suitable for everyday use – but for the right purpose. And this is not for travel within the city, it is more for travel from the suburbs into the city, with distances of 10–30 kilometers. In the city, a light bike with less range certainly offers more advantages.

ER: When I’m at work, should I be afraid that it will be stolen?

JL: We have had an integrated anti-theft device with geolocation since 2014. I always know where my bike is. If the bike is moved, I am informed via text message and can activate the theft mode. The motor is then blocked and the bike is unusable.

ER: How does Stromer integrate into a smart lifestyle?

JL: In Switzerland as well as in Sweden our bikes are used in a sharing system. Here we are well equipped for smart cities with our integrated GPS. If I am alone on the road, I have avoided the traffic jam. We are always a car replacement.

ER: What is the innovation process at Stromer like?

JL: We get an extreme amount out of our daily use. Our team also consists of many different disciplines, which helps to make life easier for the commuter.

ER: Where do the ideas for improvements come from?

JL: So far, a lot has come from within – for example, the integrated battery, networking and rear-wheel drive. However, we are increasingly incorporating market observations, such as ever smaller batteries.

ER: Will battery size affect Stromer design?

JL: As batteries become smaller, a new volume for innovation is created for us. When the technology takes a step forward, we could imagine integrating solid batteries. We could use the additional energy to make it even more of a car replacement. Let’s see what comes next. We have already eliminated the mountains in Switzerland.

ER: How will the market develop in the future?

JL: Security is a big topic. The infrastructure will also change, e.g. bike paths without crossings for long distances. Politics have slowly recognized this, and the bike is being pushed more and more.

ER: How important is it, also in terms of design, to be one step ahead of the competition?

JL: If I want to replace the car, then the bike must be as good and as perfect as the car. It starts with availability, quality and service. Thus, we are strongly oriented towards the automotive industry.

ER: Form follows function, or form follows storytelling?

JL: Form follows function. The battery doesn’t fit into the frame if you don’t make it big enough. Our stories have developed over time. Like our integrated daytime running light, which is a security feature. Nobody else has it, and now it has a story.

ER: Thank you, Jakob.

---

The ZOOM-IN trendreports are a free online magazine featuring the latest design- and innovation insights from leading conferences and trade fairs in Europe.

Subscribe now (here) or check out our previous trendreports: