Lacros’ customer base broadening
Comments Off on Lacros’ customer base broadeningSource: Nieuwsfiets Image: Nieuwsfiets
The LEVA-EU member reported to Nieuwsfiets that it is seeing the folding bike grow out of its niche of being used mainly for camping and boating holidays, due to its increasing popularity among a wider range of customer groups.
Lacros’ marketing manager Jesse Smits was interviewed by the Dutch cycling media company Nieuwsfiets about the company’s journey and its latest developments.
The journey of Lacros
After being first established in 2009, Lacros employs almost 20 people; in addition to its HQ in Schijndel, it has a Brabant showroom, and dozens of delivery and service vans on the road, and sales centres. Its bikes are delivered to its warehouse from a factory in Portugal.
Smits has seen the company grow from the beginning, having started as one of its first employees working in sales then progressing through the ranks to become marketing manager as the company expanded.
He explains the expansion as follows:
“New bicycles were housed in one building, used ones elsewhere, and the office and storage were located somewhere else. In 2021, the fragmentation was complete, and we moved to the current large building, which houses the showroom, warehouse, offices, and workshop.”
Lacros’ evolving models for consumers
As the company grew rapidly, it continued to focus on developing its folding bike range:
“We started with one model, a second one was added, and then we continued to develop further. Different wheel sizes, mid-drive motors, batteries in the downtube, different versions. Some models also disappeared again because demand turned out to be lower or because something wasn’t practical enough in practice,” explains Smits.
Smits adds that customer experiences from the showroom and workshop bring valuable feedback into developing its bikes further.
“We constantly ask customers about their experiences. So not just whether they like a color, but also how something feels in use. Take the bracket welded to the frame on which the folded bike rests. That would sometimes bend or break off; that had to change. We added eyelets to the frame to which we bolt the support. And now you can replace a bent or broken support in no time, without any welding work on the frame. We consistently incorporate these kinds of improvements into every new model or update of an existing bike.”
The folding feature of Lacros’ bikes less often the primary purchase reason
Smits explained that the Lacros team are observing that the folding function is less of a priority feature for purchasing:
“In the past, our bikes were really bought because they could be made nice and compact. By 2026, we estimate that a third of the folding bikes sold will hardly be folded at all, if at all. Models with a low step-through frame certainly won’t be folded. The majority of people who buy such a model do so because of the ease of mounting, the compact design, and the ability to quickly put both feet on the ground.”
He adds that the folding bike is increasingly becoming a fully-fledged alternative to the standard e-bike.
“The ability to make it compact remains handy, but is increasingly often a bonus.”
Lacros has also innovated a non-foldable model, but its handlebars and saddle can be made smaller.
How expectations of the folding bike are changing
Normally a folding bike has been marketed as being ideal for holidays or for commuters needing to get on and off trains.
Smits notes that initially, many customers don’t view it as an alternative to the standard e-bike until they test it for themselves.
“People see the 20-inch wheels and think: that rides unsteadily. I could argue that this isn’t the case due to the frame geometry, tyre width, and low center of gravity, but I choose to take the bike off the stand and hand it over to the customer. Just give it a try first, I say.”
“People then tell me that the bike is much more stable than expected, that it rides comfortably, and that the electric assistance is top-notch. Another plus for older cyclists is that they can quickly and safely put their feet on the ground. That is because the pedals sit low to the ground and the saddle is therefore also relatively low. And when that bike also receives the compliment that it rides at least as well as a regular e-bike, my day is made.”
Jesse and the Lacros team regularly hear from customers that folding bikes have to be light due to their small size, however this is not always the case, it depends on design.
“People expect to be able to lift an electric folding bike with one hand and carry it up a flight of stairs. Unfortunately, if you want a large battery, suspension, a lock, a chain guard, and a robust motor, weight simply comes with it. What also makes a good folding bike heavier is the folding hinge in the frame and the reinforced construction of the steering column.”
However, Lacros does have lightweight folding models, such as the electric TX Carbon which weights 17 kg, which has a smaller battery and fewer accessories than other models.
Smits also mentions strong opinions about the drivetrain, with some saying they want a mid-drive motor but explains its suitability depends on the user.
“Because they read somewhere that a mid-drive motor is better. But it’s not that black and white. A mid-drive motor provides a natural cycling feel and is popular, but a rear-wheel motor with a rotation sensor might actually be more pleasant for another user. That is why that test ride is so important.”
Lacros’ typical customer base
Historically, its typical customers have been riders over 50 years old who have a camper, caravan or boat. But Lacros’ target customers are changing, with the company increasingly seeing younger customers, young families and urban users taking an interest in its bikes, and is adapting its marketing to appeal further to these groups.
For example, the company has demonstrated that some of its models can have a child seat easily mounted on it, and folding bikes are a suitable option for commuting. Lacros’ compact electric bikes have also been used to support businesses including event companies, and the hospitality industry for transportation on or around a location.
Lacros’ sales and service network growth
As the number of its folding bike sales continues to grow, the company’s service is also expanding. Its warehouse holds a large stock of new and used bikes, with shelves of accessories and parts. Thanks to its large inventory, deliveries can be carried out quickly.
Lacros’ high service levels can also been seen daily on the roads, with four vans picking bikes up for maintenance or doing on-site repairs for customers in the Netherlands, Belgium and the German border region.
Smits also states that it has network of dealers “at home and abroad” such as bike mechanics, camper and caravan businesses, as well as leisure shops.
He says that most of Lacros’ customers visit them at the Schijndel to view and test its models, with its whole range on display there, for them to visualise for themselves how it can fit into their lifestyle.
Smits concludes that when customers visit the showroom, the team loves to hear about their experiences of using their Lacros bike.
“About holidays, about bike rides taken, about encounters with other Lacros riders. But the best story is when people say they now use their ‘holiday bike’ every day. Because it is so practical. The folding bike is clearly outgrowing its niche; from a practical holiday product, it is becoming a bike that makes people happy every day.”
Competition with opportunity of winning a Lacros folding bike
The company also announced its partnership with sustainable fuel and charging provider ViaAVIA, where they are holding a “Join and make a change” campaign, giving participants the chance to win a bike.
