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Riese & Müller 2015: New Design Strategy

Sales & Trends

DARMSTADT, Germany – The premium e-bike manufacturer Riese & Müller adopted a new design strategy resulting in a ‘younger look’. A highlight model is the completely revised Culture, an elaborately-designed e-bike for the real city and touring riders.

Riese & Müller 2015: New Design Strategy
The Pony suitable for people ranging from 1.50m and 1.95m. – Photo Riese & Müller

Riese & Müller’s classic Culture has been redesigned completely for model year 2015. It got a younger and fresh look with more innovative solutions. “At first glance, the new culture is very similar to its predecessors, but in fact every detail has been redone. This resulted in an e-bike with a powerful charisma,” said Heiko Müller, Managing Director of Riese & Müller.

The Culture features a Bosch Active Cruise e-bike systems and will be available in four different categories starting from 4,199 euros.

Younger target group

To offer a solution for flexible urban mobility Riese & Müller’s second brand ‘blue label’ introduces the Pony. Specified with 20-inch wheels, the Pony’s name is inspired by the era of the pony cars, which stood for small cars with lots of power for a younger target group. Thanks to adjustable stem and the very long seatpost, the Pony can be adapted to body sizes ranging from 1.50m and 1.95m. The blue label Pony is available from autumn 2014 comes in in three models including a speed-pedelec.

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