By Kurt Schaer
CEO Biketec AG, Kirchberg, Switzerland
LEV Conference, Taipei, March 2005
Whereas most pedelecs are sold through bicycle dealers, Biketech has gone a different – obviously very successful – way. “Tourism channels are excellent for product placement”, says Kurt Schaer. But they are also a challenge because requirements are high, products have to be easy to use and the manufacturer and his dealers have to put a lot of efforts into making it a successful business. It is not about selling containers at first. It is about investing into partnerships and teaching the public that e-bikes exist and that they are fun to ride in ways that people are open and attracted to.
Biketec promotes Flyers through camper and bicycle rentals. The company closely cooperates with tourism offices and agencies in famous tourism areas in Switzerland where they organize promotional events, guided Flyer tours and Flyer holidays. They provide hotels with Flyer bikes for rental, tours and the staff to use them. In cooperation with bus tour operators people get intense test rides on guided tours, often in combination with a factory tour at Biketec. Kurt Schaer’s message in Taipei was: Sell successful concepts and life style, not only products.
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