Covation/United Wheels strengthens eMobility leadership with senior appointment
Covation/United Wheels has appointed Henning Schroeder as Senior Director of Product – E-Mobility.
In his new position, Schroeder will be responsible for developing the product vision and roadmap and delivering commercial execution for the company’s eMobility portfolio. Leading teams across engineering, design, marketing, operations and sales, he will also focus on scaling the core eBike and eMobility business while guiding category expansion into adjacent consumer mobility platforms, including eScooters and eMopeds.
The company stated that eMobility is a core strategic priority for Covation/United Wheels. As a result, it is recruiting key industry experts and senior leaders with deep experience in eMobility, digital platforms and connected services to strengthen its capabilities in product development, systems integration and go-to-market execution.
“As Covation/United Wheels continues to expand its presence across eBikes and adjacent eMobility platforms, strong product leadership is critical,” said Bruno Maier, President and CEO of Covation/United Wheels. “Henning’s proven ability to align design, engineering and commercial strategy will ensure we continue to deliver innovative, dependable products.”
Covation/United Wheels is the parent company of Huffy and Batch Bicycles. It added that Huffy held a commanding 45% share of the US mass-market bicycle segment as of 2024, up from 33% just two years prior. In Q4 2024 alone, Huffy accounted for 54% of all mass-market bicycle units sold.
Moreover, Batch, positioned squarely in the mid-tier market, offers a full range of bikes priced from US$400 to US$2,500. It is a natural fit for independent bike dealers looking to serve casual cyclists who want professional service without the high-end complexity.
