E-bike brand Stromer is ready to take North America for a ride in the best possible way

When it comes to e-bikes, few brands have the reputation for quality, style and technological advancement as Stromer. Already the top e-bike brand in Europe. Now, the Swiss company is set for a most welcome North American invasion. 

Not surprisingly, Stromer is releasing some exciting new models in 2024 such as the stunning ST5 with pinion gearing. 

To find out more about what Stromer is all about, we sought out Tomi Viiala, the brand’s Co-CEO along with Karl Ludwig Kley.

Behind the sleek designs and cutting-edge technology lies a fascinating tale of determination and vision, as recounted by Viiala, the man instrumental in shaping the Stromer vision.

Origins and Vision

Viiala’s journey with Stromer traces back to a serendipitous encounter during a mountain bike race in 1996. Little did he know that this chance meeting with the brand’s founder, Thomas Binggeli, would set the stage for a transformative journey in the e-bike industry. 

“We started as competitors in a race, but ended up forging a lifelong friendship. That’s where the seeds of Stromer were planted,” Viiala says.

Stromer Co-CEOs Tomi Viiala and Karl Ludwig Kley

Stromer: A Vision Takes Shape

Thomas Binggeli, already an entrepreneur in the bike industry, embarked on creating his own bike company, starting with demos. However, it was in 2009 that a pivotal moment occurred when Thomas, inspired by visits to Apple and Tesla, envisioned integrating technology into e-bikes for a sleeker look. The result? Stromer was born.

The primary goal was to hide the bulky batteries that characterized e-bikes of that era. Thus, Stromer set out to create a better-looking, more efficient e-bike. Five years later, in 2014, it made history by introducing the first connected e-bike with a SIM card and touchscreen—a testament to their commitment to innovation.

Tomi’s Journey to Stromer

Viiala’s involvement in Stromer began a decade ago when Binggeli reached out to him. At the time, he held a sport board member position for the BMC MC module, focusing on road bikes. The call from Binggeli marked the beginning of Viiala’s role in building up global sales and marketing for Stromer.

Despite initial skepticism surrounding the acceptance of e-bikes, Viiala took on the challenge. 

Stromer’s focus on commuting and class three bikes, capable of speeds up to 28 mph, set them apart. The journey wasn’t without its challenges, but the brand persisted, believing that e-bikes could revolutionize commuting.

Stromer ST5 Pinion

America Calling

Ten years have passed since Stromer first entered the U.S. market, and a lot has happened since then. Stromer was among the early players in the U.S. making waves when a young Leonardo DiCaprio was seen tooling around on one of their bikes in New York.

While Stromer believed in the potential of the U.S. market, they recognized that it lagged behind Europe in embracing electric bikes for commuting. Stromer focuses on electric bikes designed for commuting, particularly class three bikes that can reach speeds of 28 mph.

Stromer remains committed to changing the way people commute. In the U.S., where cars are the norm, Stromer believes there’s still room for electric bikes as a practical solution for daily commutes. The focus on commuting is evident in Stromer’s history, from expanding quickly in Europe to becoming number one in 26 markets for fast e-bikes.

The average commute in the U.S. is around 10 to 15 miles, and Stromer sees tremendous potential in replacing short car trips with electric bikes. Their bikes offer an efficient and faster alternative, as demonstrated by a 12-mile commute being faster than a car stuck in traffic.

As Stromer reflects on their journey, they are optimistic about the future, believing that electric bikes can be the solution for changing the way people move, especially for daily commutes in urban settings.

“We still believe we are at the beginning of this journey,” Viiala says. “That gives me the confidence that in the US and in Europe, we still are in the beginning of a change, and the younger generation will be less car oriented. Probably how we grew up, the car was quite an important part. And now you hear that kids are not even getting a driver’s license anymore. The car is not a status symbol any longer.”

Stromer ST5 Pinion

Connectivity: Setting the Standard

Stromer also pioneered connectivity features in e-bikes. 

Matti Rajakylä, the general manager of Stromer’s North American operations, highlighted the robust safety and tracking features integrated into their bikes, such as GPS tracking and mileage tracking — something that has been a big part of Stromer for years. The Omni computer on the bikes provides users with real-time information, making it a valuable tool for both riders and service providers.

“We believed in the power of connectivity early on,” Viiala says. “It was about more than just riding a bike; it was about seamlessly integrating it into your lifestyle.”

Why Choose Stromer?

When asked about what makes Stromer stand out in the e-bike market, Rajakylä emphasized three key factors: safety, connectivity, and reliability. 

Stromer, as class 3 e-bikes or speed pedelecs, wants to replace cars with these e-bikes. And, for that reason, it is built with the technology and components to provide a seamless transition. 

“The vision and mission is to reduce the amount of cars on the road and many times Stromer is actually a replacement of your car,” Rajakylä says. 

The bikes have large motors of 750 watts up to a whopping 1440 watt hours and are capable of reaching speeds of 28 mph with a range of well over 100 miles. The bikes also have fully integrated anti-lock brakes. ST7, according to Rajakylä, is another model that has an even larger motor of about 1440 watts with a massive range.

These e-bikes do not fool around, and one could easily see the transition from car to e-bike when Stromer is involved.

Matti Rajakylä, the general manager of Stromer’s North American operations

The bikes comply with stringent European regulations, ensuring top-notch safety standards. The connectivity features offer users a seamless and secure experience, including anti-theft measures and remote tracking. Moreover, Stromer’s commitment to using well-made components, such as the low-maintenance pinion gearbox, contributes to the overall reliability and longevity of their bikes.

The Future of Stromer

Viiala says he doesn’t see Stromer’s competition amongst the wild west of e-bike brands flooding the market. He sees his competition as the car industry. 

“The secret of why we are better, maybe or better compared to the competition, which are using systems from Bosch or Shimano or Panasonic or Yamaha, we have our own systems and our own engineers, our own algorithms,” he says. “So it still feels with the rear hub motor that you are going cycling and you have a tailwind pushing you and it reacts very nicely because we have a sensor in the back and the sensor is reacting on how you pedal — the pedal less immediately you get less support from the motor.”

The Stromer Smile

Viiala says, for Stromer to be effective, people need to test the bikes for themselves. The e-bikes are expensive, to be sure. But, not when you are replacing a car. And, not when you ride one and perhaps compare it to other bikes on the market. 

“I believe we can do changes as a small brand, and even not only in the US and Europe, everywhere because every time when we see people and put them on our bikes, we’ve got them,” he says. “We see that at every event where we turn up with our bikes, they smile, we always call it a Stromer smile. So when people are smiling, I don’t have to tell them about the price tag or the components. I say,  ‘have a ride and come back. Then we can talk. And they’re all blown away. That’s why we still believe we are at the beginning of this journey.

For more information on Stromer, check out the website.