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Stromer Universe.

17.09.2020 | Laurens van Roojien

After Eurobike was postponed, the e-bike specialist Stromer decided to organize its own event. At the “Stromer Universe” trading partners and end users were offered initial insights into the new products for the coming season, first in Switzerland and a week later in Belgium.

Extraordinary times call for extraordinary measures. Because Eurobike is not taking place this year as the leading trade fair for the global bicycle industry until the end of November, Stromer in its role as leading manufacturer of fast e-bikes had to look for new solutions in order to present its new products for the coming year to the dealers. In light of the rapidly growing export business, one location was simply not enough. For this reason, the three-day “Stromer Universe” event was held twice: First at the end of August at the event location “Chicago 1928” in the Zurich neighborhood of Oerlikon and one week later at “Thor Central” in Genk, Belgium.

The most important new product in 2021 is the new “ST2”. Instead of a conventional bicycle chain, for the first time Stromer is using a carbon-reinforced toothed belt from Gates. This is equal parts low-maintenance and durable and works with only one gear instead of a derailleur. This led Stromer to work with Sturmey Archer to develop a compact five-speed shifting system that is integrated in the powerful “CYRO Drive IG” hub motor and offers a gear ratio bandwidth of 243 percent. The “ST2” is thus the ideal vehicle for the trip to work – especially in the “Launch Edition” available from November with the largest battery with a capacity of 983 Wh (for a range of up to 180 km) and a “Stromer Amsterdam” double bag, each with a volume of 15 liters.




The second highlight is the “ST5 Limited Edition”, which the dealers were able to order at the “Stromer Universe” event and were delivered in the following week. This fast e-bike leaves no wish unfulfilled as delivered from the factory: This model sets benchmarks, from the range and the integration to the connectivity via the “OMNI app” and Bluetooth. Ground weld seams and the special paint finish in “Stealth Green” together with the yellow brake calipers provide visual highlights, the USD suspension fork and the suspension seatpost guarantee more riding comfort and the laptop is stowed, protected against wind and weather, in the elegant “Stromer Bern” leather bag that can be easily transported on the carrier or over your shoulder with the removable strap.

The new “ST5” was introduced as another highlight. It will be available from June 2021. It will be the first Speed Pedelec with integrated ABS from Blubrake. As on the Limited Edition, the top model will be reintroduced to the market with ground weld seams with an elegant and glossy Granite Grey paint finish. There was an opportunity to thoroughly test all three new models during the event. Stromer is also putting in the work with its accessories and available options. A year ago, they launched tires for rain and winter weather and the stems of different lengths mean that finding the ideal position on the e-bike is easy. For all models, a suspension fork and/or suspension seatpost will also be offered as factory options.




The “ST1” with OMNI B (Bluetooth) can now also be upgraded to OMNI C (3G/Bluetooth, including GPS localization, Smartlock, statistics and over-the-air updates). Four variations of water-repellent or waterproof panniers have been added: The largest volume of 2 x 15 l is offered by the “Stromer Amsterdam” panniers made of water-repellent material and including practical inside pockets, a rain cover and a Racktime adapter. The bag is also available as a “Stromer Eindhoven” single bag with 15 liters. The “Stromer Antwerp” roll top bag keeps up to 20 liters of belongings dry. Made from elegant leather, the 13 l “Stromer Bern” briefcase with carrying strap and carry handle as well as inside pocket and laptop pocket makes a fine impression both on the bike carrier and in a business meeting.

The “Stromer Universe” events in Zurich-Oerlikon and in Genk offered plenty of room and a stylish ambiance for trading partners and end users while complying with the safety and hygiene requirements put in place due to COVID-19. Different versions of all models were available for test rides.  Stromer welcomed many trading partners from its main markets over the two three-day events. The public day for the end customers faced difficulties in Switzerland due to incessant rain. In Belgium, on the other hand, over 200 end customers came on Sunday.

Due to the extraordinary circumstances, the presentation in the evening was recorded and the models were introduced in short clips. Stromer dealers who were unable to attend the event will thereby also have the opportunity to learn about the new products. “Our production and the delivery of our new products were originally scheduled for the introduction and presentation at Eurobike. Due to the postponement of Eurobike Stromer needed a short-term solution, which resulted in the alternative ‘Stromer Universe’ events in Zurich and Genk,” explains Stromer’s VP Sales Global Tomi Viiala.

“Both events were a major success and we were able to welcome many dealers and partners. The two events in the evening had excellent attendance. The number of visitors at the public day in Genk was surprising. Considering how little time we had to organize these two events, we are very pleased with the premiere. In the next week, all Stromer dealers will be sent a recording of the presentation in which we presented our new products. We are currently discussing what form these events will take in 2021,” states Tomi Viiala.