To meet these expectations, the entire supply chain must be aligned. From component suppliers and battery manufacturers to system integrators and OEMs. If service readiness is not embedded at the very start of production, bottlenecks will emerge downstream and ultimately riders pay the price. “That is why we have made service a strategic cornerstone,” explains Thomas Le Coq, marketing director at Ananda. “We are building a global ecosystem designed to keep riders moving and brands supported.”
We are building a global ecosystem designed to keep riders moving and brands supported”
Connected global network
The company’s approach rests on a fully connected service structure that links R&D, production, and after-sales. Service teams in Europe, North America, and Japan are directly connected with manufacturing facilities in Asia, while a call center in the Netherlands provides immediate access to trained experts. This backbone is strengthened by a growing network of regional service stations dedicated to supporting dealers. Facilities in the Netherlands, France, Italy, Poland, the U.S., and Japan are supported by a central inspection and repair center in Hungary.
“This setup ensures tangible proximity to markets: reduced shipping times, local-language communication, and on-site technicians who can assist dealers quickly and effectively,” emphasises Le Coq. The Shanghai-headquartered company shows that it has clearly thought about its communication lines. While the service stations are there to support retailers, its team of engineers provides technical support and hands-on assistance to the brands.
Le Coq continues: “Our after-sales model is brand-centric. Brands have the flexibility to either manage first-line support themselves or delegate it entirely. This gives OEMs the freedom to shape their service approach in a way that best fits their operations.”
Warranty without bottlenecks
Warranty is another common challenge in the e-bike industry, often caused by missing components or inefficient communication. In recent years, riders have faced long waits for replacement parts—or, in the worst cases, no response at all.
Ananda has taken a different approach, with structured and transparent handling of returns and warranty cases. As Robert, overseas customer service supervisor, explains: “Because everything is developed in-house and different departments work closely with each other, we can support brands and retailers with any question—no matter what.”
Good warranty handling is all backed by the Hungarian Service center that opened in 2021. This center manages inspections, refurbishments, and restocking for all European service points. With a standard warranty policy offering 30 months of coverage from the production date, round-trip shipping included, and repair decisions made within a week, downtime is minimized and unnecessary friction eliminated. “On this, we do everything we can to get riders back on their bikes as soon as possible,” Robert concludes.
Meanwhile, plans are underway to convert part of the Hungarian site into a production facility dedicated to the European market. Locating production closer to customers will further strengthen support, improve parts availability, and integrate testing and repair capabilities into one location.
Service defines long-term success
In this shifting environment, consumers expect immediate, competent, and personal support. For bike brands, that means not only having their own service well organized, but also working with suppliers that demonstrate the same readiness. Price and lead time may matter, but without a solid service framework, long-term value cannot be secured.
Ananda demonstrates that service moves with the brand. As Le Coq concludes: “Every part of our company is connected by one clear goal: to empower OEMs and retailers, and to keep riders moving.”
This article is sponsored by Ananda.
