Elan is now also a manufacturer of electric bikes

JP/STA

24. 5. 2023, 14.51

Updated: 24/05/2023, 14:57

As the Vice President of the Elan Group and the Director of the Sports Division said Leon Korošec, Elan has 78 years of history in the development and production of skis. In recent years, it has expanded its rich tradition to the production of other sports products, including bicycles. Winter seasons are getting shorter, so Elan’s presence in other sports is also important, and mountain centers usually offer cycling activities in summer.

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Commercial director at Elanu Matjaž Nebula explained that they decided on the cycling program because it is in line with the established brand development strategy. “We see that we are addressing the same consumer, in the same environment, with a sustainable and healthy way of life and with spending beautiful moments in nature both on skis and on bikes,” said Meglič, adding that with this they are expanding the brand to all seasons.

At the same time, they emphasize the sustainable component in Elan. “Our desire and vision, to which we want to contribute as a company and brand, is that electric bicycles replace motorized forms of transport in the mountain environment,” Korošec pointed out. Electric bikes can also allow tourists in Kranjska Gora, Bohinj or Bled to explore the area by bike without getting into the car for a whole week.

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Elan entered the world of freeride bicycles with its brand in 2003, and the new bicycle program focuses primarily on environments where Elan is already present and well-recognizable, i.e. primarily in Alpine and pre-Alpine areas. As the bike product manager said Matija Rimahazi, is a collection of classic and electric bikes adapted to the mountain alpine world, with products aimed at everyone from beginners to more advanced users.

Two models

In terms of electric bikes, they have developed two models, namely one for more demanding users who are looking for an agile bike that is reliable on descents, but at the same time enables fast climbing, and the other, which with front suspension, versatility, durability and ease of use is intended for the widest spectrum of users. The key is that all components are adapted to the e-bike, which means easier use and less maintenance. The price of e-bikes will range from 4,000 to 7,000, and classic bikes from 800 to 2,800 euros.

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Test experience

While Elan is a global player with its winter program, with its bicycle program it will enter the market regionally, first on the Slovenian market, and then on neighboring markets or the Alps area. Classic bikes are already available this year, and e-bikes will also be available next year. As Meglič announced, they will not enter the market classically, through fairs and presentations, but will build contact with consumers through test experiences through demo centers and rental offices.

Today’s bike presentation was attended by Elan ambassadors Bojan Križaj, Filip Flisar, Tim Mastnak, Vid Baruca in Ana Pišot. As Križaj pointed out, he is happy about the expansion of Elan’s offer. He is convinced that it is a collection for a wider range of people who enjoy recreational cycling, and that Elan has entered the right market niche.

After the launch of the new programs at Elan, they are not thinking about possibly entering another sport. “We’re going step by step, and I think it’s right to look first at our wearable programs, which are our core and heart, to take care first and foremost of being a leading provider and manufacturer of winter sports equipment, and to put it right on the market new water sports and cycling programs. This is quite a big deal for the next medium-term period,” Korošec said.

Personnel reinforcement

In order to enter new segments, they needed new skills, so in recent years Elan has also strengthened its staff and the group now has around 900 employees. After last year’s successful business, they count on similar or even better business this year, despite the fact that this year’s winter season was not as good as last year’s due to the snow conditions. “This is always somewhat familiar in our business, but then in the second half of the season the situation improved significantly and we are satisfied with the new orders for skis.” Korošec said.