Tag Archive: Promovec

  1. Promovec at Eurobike, and beyond

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    Source: Promovec

    The LEVA-EU member will be exhibiting at the prestigious show again, where it will showcase its latest developments, including the cutting-edge Humber Bicycles cargo program and Prosolve, its new digital service support tool. The news coincides with the company’s employees cycling 4,760.3 km in May for the Danish Cyclists Federation Bike to Work campaign, and the appointment of a new area sales manager.

    The Danish company states that it is looking forward to meeting with the industry, customers and partners, as it showcases what’s new at Promovec.

    At Eurobike, it will be focusing on these three key aspects:

    • Humber Bicycles: its next-generation cargo program, which has been designed with everyday functionality and value in mind
    • A mid-drive motor made in Denmark, which has been created to provide smooth performance, reliability and efficiency.
    • Prosolve – its new digital tool that’s been innovated to simplify service, diagnostics and aftersales support.

    Promovec’s participation in national Bike to Work campaign

    In May, Promovec’s employees took part in the Danish Cycling Federation’s annual We Bike to Work campaign (Vi Cykler til Arbejde) which promotes greener transportation habits.

    For the occasion, Promovec had two teams of 16 employees participating, where they cycled 4,760.3 km.

    New Area Sales Manager appointment

    Promovec recently announced that Joachim Green has been appointed as its new Area Sales Manager. He will be responsible for dealers in the Zealand and Copenhagen regions and will play a significant role in strengthening Promovec’s relationships with them for its new e-bike brands, Humber Bicycles and Batribike.

    Joachim Green brings over 30 years of experience to the role, with strong sales and technical expertise and in-depth industry knowledge, after running his own bike shop and having previously worked at C.Reinhardt, Gazelle and Kalkhoff Bikes.

  2. Promovec expands into branded e-bikes with launch of Batribike and Humber Bicycles

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    Source: Promovec

    LEVA-EU member Promovec A/S introduces two e-bike brands into the Nordic countries, Batribike and Humber Bicycles, marking a major strategic milestone for the Danish company.

    The brands are built on a solid foundation of more than 25 years of experience in developing and producing e-bikes combined with a clear ambition to deliver modern e-mobility solutions that stand out in both design and value.

    Brands rooted in Danish design

    Batribike and Humber Bicycles have been designed as two distinct brands, each with its own clear visual identity and purpose.
    Both are developed in Denmark and reflect a strong Scandinavian design philosophy.

    • Our goal has been to combine Danish design, proven technical expertise and strong value-for-money into two brands with clear identities and broad market relevance, says Jesper Lundqvist, CEO & Owner, Promovec A/S.

    Two brands with separate product ranges

    • Batribike offers a range of classic two-wheeled e-bikes designed for everyday mobility, where comfort, reliability and ease of use meet attractive pricing.
    • Humber Bicycles is a new lifestyle cargo and utility brand, featuring a wide range of next-generation cargo bikes developed for both private and commercial applications.

    With Humber Bicycles, Promovec strengthens its position within the rapidly growing cargo segment, addressing increasing demand for practical, sustainable transport solutions.

    Designed for today’s market – and tomorrow’s needs

    Both brands are created to meet the demands of a changing mobility landscape, where functionality, sustainability, and price transparency play a crucial role.

    At the same time, Humber Bicycles has been developed with strong international appeal, supporting Promovec’s ambitions for continued growth in global markets.

    European market focus

    Both brands are now being introduced across selected European markets through dedicated dealer networks, supported by new websites and complete product portfolios.

    About Promovec A/S

    Promovec A/S is a Danish-based developer and supplier of electric bikes and mobility solutions. With more than 25 years of experience, the company combines technical expertise with Scandinavian design and strong partner-driven distribution across Europe.

    For more information

    Please visit:
    www.batribike.com
    www.humberbicycles.com

    Contact

    Jesper Lundqvist, Owner & CEO, Promovec Group A/S
    jl@promovec.dk – mobile: +45 51 29 89 74

    Photo
    Photos may be used freely for editorial use. Credit: Promovec A/S

  3. Promovec holds dealer event

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    Source: Promovec

    The LEVA-EU member recently brought its dealers together to educate them on new brands Humber Bicycles and Batribike, to help them kickstart the cycling season with strong momentum.

    In December 2025, the Danish brand announced the additions of electric cargo bikes, Humber Bicycles, and Batribike e-bikes, to its portfolio. Coinciding with the planned launch of the electric bike brands in spring 2026, it recently invited its dealers to its headquarters in Aarhus N and Thon Hotel in Taastrup to ensure they were fully equipped with valuable knowledge on them for the upcoming season.

    The event updated dealers with:

    • Promovec’s new service module, ProSolve, which enables easier troubleshooting and delivers excellent customer service for dealers.
    • An overview of displays, key features, and how they can be integrated with the ProSolve and the e-Connect app
    • A fully comprehensive review of its Humber Bicycles electric cargo bikes and Batribike e-bikes ranges, providing dealers with a full update on their models, components, and electrical systems
    • Promovec’s marketing initiative insights, which include POS/in-store materials, websites, branding, and more
    • An outline of the strongest sales arguments for both new bike brands

    Promovec also presented test riding opportunities for the new e-bikes for its dealers, and gave an exclusive insight into its battery and mid-drive motor production.

    The brand greatly appreciated the attendance of its dealers for a productive and fulfilling event, and wishes them great success for the upcoming cycling season.

  4. Promovec launching new bikes across the UK, Sweden and Denmark

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    Source: Promovec

    LEVA-EU member Promovec is set to launch a range of its e-bike models to selected bike dealers in Denmark, Sweden and the UK, with availability commencing in Spring 2026.

    The ranges launching in the three countries include those from Promovec’s Batribike brand, which offers classic two-wheeled e-bikes with a focus on price, quality and functionality. Promovec state that the range of bikes come in familiar designs but also feature upgraded, high-quality components across three distinct price categories.

    Promovec’s new electric cargo bike brand, Humber Bicycles, will also be introduced, with two- and three-wheeled models available.

  5. Promovec appoints new Chief Commercial Officer

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    Source: Promovec

    The LEVA-EU member has announced the appointment of René Tandrup as its new Chief Commercial Officer (CCO) and member of its top management team, as it aims to strengthen its market position and brand expansion.

    In his new role, Tandrup is leading Promovec’s newly established commercial department, which unites the company’s sales and marketing operations under one structure. The move marks a key milestone in Promovec’s strategy to enhance its commercial focus, strengthen brand visibility, and accelerate international growth.

    Tandrup brings extensive leadership experience from the textile industry, having previously served as CCO at TEE JAYS and CCO at ID Identity. His recent completion of an Executive MBA specializing in Leadership Psychology further supports his transition into the fast-growing e-mobility and battery technology sector.

    At Promovec, Tandrup will oversee the launch and brand development of two new e-bike lines – Batribike and Humber Bicycles – both of which showcase Promovec’s expertise in Danish-designed e-bikes and lithium-ion battery systems.

    The Danish e-mobility company has stated that it believes René’s commercial background and proven track record in brand development make him a strong addition to its leadership team, with his strategic insight and customer-driven approach playing a key role in shaping Promovec’s next growth phase.

    The appointment comes as Promovec continues to expand its presence in the European e-bike market, reinforcing its commitment to innovation, sustainability, and high-quality electric mobility solutions.

  6. Promovec introduces new e-bike brands to Danish market

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    Source: Promovec

    LEVA-EU member Promovec has been showcasing its own new brand, Humber cargo bikes, and British e-bike brand Batribike, at expo events organised by bicycle wholesaler Søndergaard & Sønner, and at Promovec’s own CYKELLIV fair in Aarhus, Denmark.

    Humber Bicycles is a new e-cargo bike line launched by Promovec, with both two- and three-wheeled versions available to suit a variety of rider needs. Promovec states that they are durable, reliable, and designed with usability and smart details in mind.

    Batribike is a British e-bike brand which is now relaunching onto the Danish market with new models specifically  tailored to Scandinavian riders. The e-bikes, which come to Denmark in familiar designs but with upgraded, high-quality components, are available in three price categories. 

    Promovec has initially revealed the Humber and Batribike models at Søndergaard & Sønner expo events in Sabro and Tasstrup, ahead of a formal launch at their own CYKELLIV fair from September 21-23 at their facilities in Aarhus. 

  7. Promovec appoints new sales consultant

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    Source: Promovec

    The LEVA-EU member has announced that Ivan Jacobsen has joined its company to complement the existing sales team, and provide service to customers and dealers across Denmark.

    Jabcobsen, a highly reputable and recognisable figure in the Danish bicycle industry, joins the e-bike brand from his Sales Consultant role at HF Christiansen, a company where he had been working since 2014.

    Jacobsen has been involved in the Danish e-bike market since its early days, beginning in 2005 with his work at Seniorland selling electric bikes. Although sales were slow initially, the market steadily grew, and now accounts for a significant share of total bicycle sales in Denmark, with Jacobsen’s sales efforts making a notable contribution through the years.

    Promovec is delighted to welcome Ivan Jacobsen as a valuable asset for its team with his strong network and extensive experience.

  8. Aarhus mayor visits Promovec to discuss sustainable mobility plans

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    Source: Promovec, POLIS Network

    The Mayor of one of Denmark’s largest cities met with LEVA EU member Promovec at its Northern Aarhus site to explore how the e-mobility brand can support Aarhus’ ambitious Green Mobility Plan.

    Promovec has been developing innovative mobility solutions with its extensive experience for 20 years as it strives to bring a wide selection of e-bikes and e-systems to support greener urbanisation. A key initiative of Aarhus’ Green Mobility Plan is electric bike promotion with the region aiming to increase its bicycle traffic by 50% by 2030.

    The Promovec team was delighted to welcome the Mayor of Aarhus, Anders Winnerskjold, and business consultant Lars Mattson to its site. They demonstrated to them how their cutting-edge products and expertise can benefit Aarhus, and also invited them to trial a Promovec cargo bike.

    The brand looks forward to further discussions with the Mayor about how it can support Aarhus to be carbon neutral by 2030.

    Aarhus’ Green Mobility Plan

    As one of the largest and fastest growing cities in Denmark, Aarhus City Council recognised the growing need for efficient and sustainable transportation that can reduce congestion while meeting the spatial constraints of its increasingly expansive urban area.

    This led them to implement an ambitious Green Mobility Plan with a strategy to achieve carbon neutrality by 2030, creating a greener city to facilitate more space for urban life and commerce. The plan is underpinned with various initiatives to encourage sustainable travel, such as improving cycling infrastructure, optimizing electric vehicle charging infrastructure, adopting low-emission transport zones and focusing on road pricing to reduce congestion.

    The Green Mobility Plan encourages participation from various stakeholders such as Aarhus citizens, businesses, interest groups and community councils as the Aarhus City Council evaluates the progress of its sustainability initiatives annually.

  9. Promovec acquires remaining 25% of battery manufacturer Viridus

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    Source: Viridus

    Acquisition by LEVA-EU member Promovec represents 100% Danish-owned status for the Aarhus-based battery manufacturer Viridus Manufacturing A/S, marking the end of joint venture with Chinese company Greenway.

    Based in northern Aarhus, Denmark, Viridus Manufacturing A/S produces lithium-ion battery solutions for e-bikes and other applications such as robots and industry. It was founded in 2019 as a joint venture between Danish e-bike solutions company Promovec Group A/S, and Chinese company Greenway, with the latter holding a majority stake of 51%.

    Scandinavian batteries, global customers

    Since the founding of Viridus, the intention was to establish a Scandinavian battery production facility that could compete in the global market, and it has experienced keen interest from companies worldwide for their customised battery solutions.

    In 2023, Promovec moved to acquire a further 26% of Viridus, bringing their total ownership stake to 75%. With this latest acquisition, the company now owns 100% of the battery manufacturer.

    “We are very pleased with the deal and see it as a key investment in Viridus Manufacturing’s future. The company has grown to a size where full ownership makes sense for us. We see clear advantages in building a Scandinavian battery offering while supporting greener battery production, including sourcing more and more battery components locally,” says Jesper Lundqvist, Founder & CEO of Promovec.

    A vision to quadruple revenue

    In 2022, Viridus moved into new facilities in northern Aarhus built according to sustainable DGNB standards. Currently the company produces approximately 40,000 batteries annually, and has ambitious goals for the future.

    “Our goal is to quadruple revenue within the next four years. With this acquisition, we can now focus our energy on developing the company. In the new year, we will launch a strategic process to set the direction for the coming years,” says Jesper Lundqvist.

    Viridus is also in the process of starting its own production of electric motors, a key component in e-mobility alongside batteries.