In many countries, the e-bike and other light electric vehicles are gaining importance. At the same time, more and more types of micro-mobility are appearing. For brands, it is a challenge to develop the perfect vehicle for their target group or specific use case. A product market misfit can cause a brand to withdraw its newly launched product and dismiss it as a failed experiment, often an unnecessary loss of potential and value as it can be prevented with proper research and design.

For many years, designing bicycles has mostly been about function. However, in times when the bicycle is increasingly used for daily trips and also increasingly replacing the car as a status symbol, this has changed. How high the demands on bicycle design have become, is shown in a look behind the scenes at the Dutch company VROEGH Design, an agency that is responsible for the design and engineering of several very successful bicycle brands. A look that reveals astonishing parallels to the automotive industry.

SOESTERBERG, the Netherlands - It is possible to distinguish an Audi from a Peugeot from a distance, but this isn't yet the case with (electric) bicycles. Dutch bicycle designer Bob Vroegh is aiming to bring a change to this. "In the future bicycle brands are going to focus on their own characteristic design."

SOESTERBERG, the Netherlands - Known for their design work for brands like Optima Cycles, Santos, Popal, dutch id and Bafang, Vroegh Design has hired Paul van Beusekom to expand its team.

Where cars have been status symbols ever since they were invented, bicycles were mostly seen as a practical and economical way to get around. Together with the expansion of the electric bike market this is starting to change. Cyclists add more value to the aesthetics of a bicycles' design and see their vehicle as a way to express their identity.