MS Energy targets eBike market’s sweet spot with accessible range

In the transport sector eMobility is now staking its claim. Train prices are rising consecutively with inflation (a scary thought if that trend carries) and the cost to drive is likewise making the choice one to think twice about, especially if wages aren’t moving in line with such costs. So, more appealing that ever is cycling and alongside that eBike riding and even other forms of micromobility.

It’s here that Ireland’s Electric Paddy has come to market looking to stake a claim on building this ecosystem in the UK, introducing to the mix an exclusively imported bike brand – MS Energy – as manufactured in Croatia by M S Groupa.

First of all, the company began as a specialist bike retailer, launched under the still operational Technology Café banner; a place in Navan where the eMobility curious could grab coffee, cake and a demo ride to better understand how to fuel their journeys in a cheaper and more efficient way.

With the cafe proving popular, the retailer turned into an importer and now distributor to others in the trade. There now exists a catalogue of pedal assisted city, trekking and mountain bikes ready to roll out wider.

John Kerins, General Manager at Electric Paddy told CI.N: “The prices are competitive, addressing the mainstream market ranging from €1,499 to €2,999. Bikes under €2,000 are the most popular as they are more likely to be taken up on Cycle to Work schemes, with foldable bikes being a great option for a lot of people. These pack down offering maximum flexibility as a multi-modal transport option, or to have it in the back of the car for a staycation. Those who require a long range, high-capacity battery are well accommodated for with the city range bikes capable of up to 160km.”

The Technology Café has noted among its customers that there is an ever-increasing appeal for low-cost journeys and, given the tools available to bike retailers to sell an admittedly higher priced bike than one without a motor, John reminds of the stat that eBike’s are generally costing just under 30 pence to charge fully. Put up against the cost of heavier transport forms and paired with the multitude of other benefits, the upfront cost is quickly justified, he says.

“When you combine the health and wellness benefits a customer can get it’s a no brainer. Companies can reduce the car parking burden and help to encourage a healthy, happy and productive workforce. The Cycle to Work scheme is a popular option in Ireland, although not all companies offer the scheme; the good ones do. Of course, local councils need to do their part as well by providing cycle lanes to encourage people to use their bike as opposed to taking the car.”

As you read this article the range will become available UK wide, with an event in preparation for bike shop managers to attend in person, should they want to see the bikes first-hand. In construction for early in 2023 is a B2B portal that will make ordering a simpler process for the trade. If you are interested in sampling the bikes in store, there’s no minimum order quantity in place, so you can test the product with customers before a major commitment.

Concluding on the ambition to seed the brand in shops UK-wide, John says “We want MS Energy bikes to be sold throughout the land, but not with shops on each street corner, so you’ll be able to sell the range without having a competitor on the doorstop.”

To contact Electric Paddy about carriage of the brand, head here.