Tern shares details on European-focused soon-to-open Tern ZE

Tern ZE GmbH, the company’s first European distribution office, will officially begin operations on 1 July. The Cologne-based Tern ZE will mark the launch with appearances at Eurobike 2025 and the ZEG Bike Show to connect with dealers and share upcoming plans and opportunities.

With local warehousing now complete (after the firm shared its plans earlier this year) and inventory build-up underway, Tern ZE is bringing bikes, accessories and service parts closer to the market. Sales in Germany, Austria, Belgium, the Netherlands and Luxembourg will be managed by i:SY GmbH & Co. KG.

i:SY brings strong dealer relationships and a focused approach to brand representation, we’re told, making it a natural fit for supporting the Tern dealer network in these key markets. Customers and dealers can expect a seamless transition in after-sales support, says the firm. Riders should continue working with their local Tern dealers for service, while dealers will now have direct access to Tern-dedicated service contacts for parts, technical support and warranty claims.

“Setting up our own distribution puts us much closer to the market and allows us to take better care of our dealers and riders,” stated Josh Hon, Tern Team Captain. “It’s a big advantage when everybody in the organisation is focused on a single goal: making sure that Tern customers are happy. We’re also planning an increased investment on local marketing to drive even more customers to shops.”

Tern believes that eBikes should be sold through committed, properly equipped and service-oriented bike shops. To recognise this commitment, Tern ZE has launched a new tiered dealer programme that rewards partners based on their level of engagement. The goal is long-term success through mutual commitment. For details on pricing, programs and conditions, dealers should contact their local Tern/i:SY sales representative.

Tern ZE is also actively working to build out its dealer network in underrepresented regions in Europe. Bike shops in regions without current Tern distribution, such as Denmark, the Baltics or underserved areas in Southern Europe, are encouraged to get in touch.

And there is an opportunity for a face-to-face in the not-too-distant future, with Eurobike featuring the Tern Bicycles booths (12.0 A24 and F12 I24). The trade can meet the Tern and growing Tern ZE team and test ride a wide range of Tern bikes, including the just-launched GSD Gen 3 and an exciting update to the Vektron.

“We look forward to meeting everybody face to face in the coming weeks,” said Jimmy Riddle, Brand Manager at Tern ZE. “With a team more focused on the Tern brand, dealers can expect more direct communication and reliable support from people who know the products inside and out.”