Nox Cycles takes off with a new partner in the USA
Nox Cycles is growing in leaps and bounds beyond European borders. Since the company moved from Berlin to the Austrian Alps, things have been going uphill for the company. Not least, spurred on by the Corona pandemic, which has given the entire bicycle industry an enormous upswing, Nox Cycles has recorded rapid growth in the last 3 years. The core markets of Germany, Austria and Switzerland have long been conquered, and other EU countries are moving up. For two years now, the manufacturer has also been successfully represented on the Chilean market by a distribution partner. Now an importer from Colorado is in the wings to make the brand successful in the United States and exclusively sell the handcrafted eMTBs to US bicycle dealers.
The e-bike market growth in the US is still a rather manageable market compared to the annual skyrocketing sales in Europe. Each state also has its own rules and regulations regarding e-bikes. Organizations such as “People for Bikes” have been campaigning for better bicycle conditions, mobility subsidies and uniform regulations for the use of bicycles and e-bikes for years. This is noticeable in the market and stronger growth is recorded year after year. The share of e-bikes in bicycle sales rose from 1% in 2016 to 7% in 2017. From 2019 to 2020, pandemic-powered e-bike sales recorded a growth of 145 percent.
It pays to gain a foothold early, says Carsten Sommer, Managing Director of Nox Cycles: “As a European quality manufacturer, we expect rapid acceptance on the US market and additional international growth. We have found an experienced and reliable partner in Aspen MTB and we look forward to working with them."
Aspen MTB is a mountain bike school, bike rental and shop located near Aspen, Colorado. The business arose out of passion and demand from the Aspen Dirtbike School and offers tours, courses and equipment that are tailored to the customer. The NOX bikes are imported and sold by the parent company Nirvana X Group, which includes Aspen MTB, the Aspen Dirtbike School and Aspen Ice Karting.
“We first heard about Nox Cycles from the Chilean distributor who has been a lifelong friend of our owner Francisco Trincado. Francisco immediately fell in love with the design, and the European quality manufactory fits perfectly with the boutique, high-quality branding of our business” explains Yvette Trincado, Managing Director of the Nirvana X Group and Aspen MTB.
Francisco Trincado with a NOX Metropolis
In general, the e-bike market is flooded with cheap Chinese products – which is precisely where the Trincados see an opportunity for Nox Cycles: “US citizens are increasingly seeing the value of high-quality e-bikes and are also willing to pay a corresponding price. The bikes from Nox Cycles far exceed the current quality and safety standards,” Yvette Trincado explains.
The majority of mountain bike trails in the United States are not open to e-bikes yet. E-bikes are allowed on motorized trails. Until that changes, the market will be limited. However, there is potential for growth in this sport. "This is where the NOX HeLIUM series is particularly interesting for bikers who want motor assistance but can also "de-motorize" their bikes for unrestricted use on all trails," says Francisco Trincado. The NOX Helium series runs with the compact Fazua drive, which can be completely removed from the down tube of the bike, including the battery.
The Aspen MTB facility has 24 km of private mountain bike trails - ideal to enable customers to ride their e-mountain bikes on real trails in the area and to convince the right, active target group with disposable income of the new European brand.
Nirvana X Group intends to introduce Nox Cycles at this year’s Sea Otter and Sedona Mountain Bike Festival.
Aspen MTB was born out of the Aspen Dirtbike School - a motocross school on a private facility that offers everything you need for a dirtbike experience in the Rocky Mountains. What Yvette and Francisco Trincado started as a small husband-wife operation with one dirtbike has now become one of the most popular destinations to go for action experiences in Colorado. Their customers not only include thousands of tourists every year, but also celebrities, industry leaders and even the US Marines Special Forces, for whom they wrote their own dirtbike training curriculum. After more and more guests asked for the same quality experience in mountain biking, Aspen MTB was founded.