Micromobilitybiz explores Eskuta’s offering for the bicycle market

Source: MMB

Micromobilitybiz paid a visit to Eskuta’s headquarters in Nuneaton, UK, to meet its leaders and learn about the brand’s development and its services for dealers and customers.

Eskuta: the electric bike brand making waves in the UK

While the name Eskuta may not be widely recognized, the brand has become a growing force in the UK, with over 7,000 bikes sold from its Nuneaton facility. Known for its blend of motorcycle-inspired design and electric biking technology, Eskuta is carving a niche in the e-bike and e-motorcycle market, offering opportunities for both consumers and independent bike dealers.

Two main products are driving Eskuta’s success

Eskuta’s lineup includes two key models: the SX-250 and the SX-800. The SX-250 is an electric bike that mirrors the aesthetic of a motorcycle but fits within the regulations of an electrically assisted pedal cycle (EAPC). This means that it doesn’t require a license or insurance for road use. On the other hand, the SX-800 is a fully-fledged electric motorcycle requiring insurance, road tax (free), and a CBT license or a driving license issued before February 2001.

The SX-250, in particular, has been a major success, offering retailers a substantial opportunity to tap into the growing e-bike market.

Eskuta’s SX-800 and SX-250 electric bikes (left to right).

From skepticism to success: Eskuta’s journey

Eskuta was founded by Ian O’Connor in 2014 and began trading in 2015. Initially met with skepticism by both motorcycle and bicycle dealers, the brand found its footing in the delivery market. As O’Connor recalls, “We started trading in 2015, and everyone looked at us and said, ‘Are you mad, what are these?’. However, delivery services like Just Eat and Domino’s quickly recognized the potential of Eskuta’s products for last-mile deliveries in urban areas, helping the brand establish itself in the market.

Real-world testing through the delivery sector

Partnering with delivery companies has allowed Eskuta to rigorously test its products in real-world conditions. Delivery drivers often cover thousands of miles per month in various weather conditions, ensuring that Eskuta’s bikes are robust and reliable.

Continuous development over seasonal models

Unlike many bike brands, Eskuta doesn’t follow a seasonal model. Instead, it focuses on continuous product improvement, launching new versions only when necessary. The SX-250, for example, has seen just four iterations in nearly a decade, with each version incorporating significant enhancements. “It’s continuously improving, and I think that’s a great thing,” says O’Connor.

Built with motorcycle-grade materials, the SX-250 features LED lights, self-adjusting suspension, high-performance disc brakes, and motorcycle-spec tires. It is assembled at Eskuta’s Nuneaton facility, where each bike is hand-built to order and comes with a one-year or 8,000-mile warranty.

Retailer partnerships and support

Eskuta sees independent bike dealers (IBDs) as a crucial part of its growth strategy. With the market shifting towards e-bikes, more retailers are recognizing the opportunities Eskuta offers. O’Connor notes, “We attract a variety of consumers, from a slightly older customer where Eskuta works really well to a younger demographic that wants that motorcycle look”. He also has stated that Eskuta is open to new B2B opportunities, especially in the e-cargo sector.”

Demo bikes and dropship options

To further support IBDs, Eskuta offers demo bikes and encourages consumers to visit retail locations. Retailers also have the option to participate in a dropship program if a desired model or color isn’t in stock. From the point of order, Eskuta takes ownership of the customer relationship, providing regular updates and delivering the product with a white-glove service.

Commitment to customer service and warranty support

Eskuta prides itself on its customer-focused approach, offering strong warranty support and direct assistance. While some brands have reduced their warranty support, Eskuta is increasing theirs, providing peace of mind for both retailers and customers. “We’re already getting feedback from those that have signed up that the service levels are really good and they are happy to deal with us, for me, that’s the key. It’s all about a positive customer experience with a great product.” says Stewart.

With its innovative products and dedicated approach to customer service, Eskuta is poised to make a lasting impact on the UK’s e-bike market, presenting exciting opportunities for retailers and consumers alike.

The full article about Eskuta can be accessed here.