Source: Nieuwsfiets

Dutch electric folding bike brand and LEVA-EU member Lacros is undergoing a significant shift in its customer base. Traditionally popular among motorhome and caravan owners, Lacros folding bikes are now gaining traction with a younger, urban audience looking for space-saving and versatile mobility solutions.

Jesse Smits, Marketing Manager at Lacros, discussed this shift in an interview with Nieuwsfiets, offering insights into how the brand is evolving.

“More and more often we hear in our store that people have little space at home or want to be able to easily take their bike with them in the car, without using a bike carrier. The classic image of the folding bike as a camping bike is no longer true. We see a broader use: as an alternative to a city bike, as a means of transport for commuting and even as standard equipment in the trunk”.

Functionality over folding

Interestingly, Smits reports that approximately one-third of customers use their bikes without ever folding them. Features like low step-through frames and ease of use are strong motivators for purchase, with models such as the Lacros Ambling catering to users favouring comfort and accessibility, particularly those with limited mobility.

Targeted marketing for broader appeal

To attract a more diverse customer base, Lacros recently launched a marketing campaign to demonstrate the versatility of its folding bikes through TV advertisements and social media platforms with the goal of targeting younger commuters, urban families, and sporty riders. The campaign explicitly showed the benefits of Lacros’ folding e-bikes in various scenarios, such as their ability to have child seats attached to them, which Smit said many consumers are unaware of.

It has been reported that the campaigns have had a positive effect on driving a wider range of consumers to explore Lacros stores and its website, with test drive numbers increasing, and the brand anticipates that this broader customer base will grow further in the coming years.

Lacros evolves its product line to meet new preferences

As it expands its reach, Lacros remains committed to innovating high-quality, dependable folding bikes. “We consciously opt for continuity in quality and functionality,” says Smits. “Our existing customers – often 50+ and motorhome owners – remain important. They mainly ask for low entry models and comfort. At the same time, we are developing lighter and sportier versions, such as a carbon model, for users who find the weight of the bike essential.”

To respond to new customer preferences, Lacros’ offering is being renewed visually. “Where we previously mainly offered black and white bikes, more colours are now being added. This makes the bike not only functional, but also a more personal product.”

Growing interest in the business market

Lacros folding bikes are also finding utility in the business sector. Companies in events, catering, and even equestrian services are using the bikes for on-site transport and deliveries. “The versatility of our models also appeals to these users. Compact, electric and immediately deployable – that makes the folding bike a smart solution for companies,” Smits notes.

Hands-on experience remains key

Despite a strong online presence, Lacros emphasizes the importance of physical interaction with its products. “Bicycles are emotional products. Customers want to be able to try out whether a bike fits in the car, feel how it rides and how it feels,” says Smits. Through a network of over 60 dealers across Europe, Lacros ensures customers can take test rides even outside of its home base in Schijndel.

Looking ahead

With plans to further position itself as an electric folding bikes specialist, Lacros is focusing on expanding its market, with a special focus on diversified product offerings, target groups and designs. “By introducing our range more broadly in the market, we not only increase our reach, but also the support for the folding bike as a serious alternative to traditional two-wheelers,” Smits concludes.