Cannes Lions

OBREE E-BIKE

HERO ECO LTD, London / HERO ECO-A2B / 2014

Presentation Image
Case Film
Scale Drawing

Overview

Entries

Credits

Overview

Description

A2B is the German premium e-bike brand and pioneer of the world’s first, true e-bike, with a distribution network spanning 35 countries.

We aim to be the leading premium e-bike brand, recognised for: excellence in design, continuing innovation, utilising state-of-the-art technology, a passion for delivering quality and a dedication to service. We offer the widest e-bike range on the market today.

Customers of our urban e-bikes are savvy commuters, looking for an alternative form of transportation that is easy to use, robust yet stylish, and is designed with ecological thoughtfulness and significant attention to detail in mind.

Execution

Inspiration for refining our e-bikes comes from the desire to incorporate the latest design techniques to improve weight, stability and look, but also consider size and cost requirements of navigating congested cities and rising costs of transportation.

We achieved this by using new manufacturing methods and doing detailed work on the frames. Not only were we able to then reduce the weight, but by using a process called hydroforming, we were able to produce the seat mast in just one piece, making it much stronger and more robust. We also made significant adjustments to the system and components.

Outcome

The stunning new design for the Obree e-bike has positioned us as market leaders and innovators in the field of

electric transport, increasing the desirability for the product and positioning the brand as a premium product and brand innovator.

As more and more countries continue to urbanise, and the population continues to expand, e-bikes will become a stronger part of the electric vehicle mix because they are small, nimble, cleaner than other forms of transportation and hugely cost effective, which will provide the basis of much inspiration to come.

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