QWIC focuses on quality, affordability and customisability
Comments Off on QWIC focuses on quality, affordability and customisabilitySource: Nieuwsfiets
The new CEO of Netherlands-based LEVA-EU member QWIC, Steven Uitentuis, has spoken about the e-bike brand’s recent performance, and its outlook for the future, with a view to expanded availability in Europe.
Steven Uitentuis spoke to Dutch cycling media Nieuwsfiets as 2025 came to a close, talking about his path to becoming the new QWIC CEO, and exploring what it is that sets QWIC apart in a competitive e-bike market.
Asked about why he chose to take on the role, Steven pointed to QWIC’s strong position, and gave a positive view of the future of the e-bike in general. “Sometimes an opportunity presents itself, and it falls at exactly the right time, in the right place. I’m confident in QWIC’s current position, free of debt. It’s a brand that has done things differently than others in the past. So it stands out. It has the potential to further strengthen its position as a brand in the market with a slightly unconventional perspective on e-bikes. I’m convinced that e-bikes are here to stay, and there will only be more of them in the long run. That’s something that really appeals to me.”
Commenting on the direction that QWIC will take as a brand in the future, Steven highlighted the solid foundations which have already been laid, describing QWIC as “a well-organized collection, covering various segments. Excellent quality, but at an affordable price. Within that, we focus on using truly high-quality components. In the future, we want to eliminate problems with batteries or unreliable motors. Of course, QWIC’s contemporary and modern character will remain, particularly in terms of style, as we already do. Our slogan is also ‘Ride Your Style.’ You can customize your bike with the grips and saddle you like. That’s the approach we’ll continue with QWIC.”
Steven confirmed that QWIC will continue to focus on e-bikes that can be used for both touring and commuting, leaving the development of models in other segments, such as cargo bikes to other brands, including their sister company Brekr. Putting it simply, he said, “we offer a stylish version that’s a little different from what you’ll find on the market.”
Asked about QWIC’s international ambitions, Steven said, “Germany is a major focus market for us, and we’re already present in the Benelux region. We’re also going to grow in France. I wouldn’t rule out that countries like Denmark, or beyond, in Europe will be our focus in the long term.”
Nieuwsfiets asked Steven about what the new year brings for the e-bike market in general, and QWIC in particular. He spoke hopefully about seeing some market recovery after a slump for two or three years. On QWIC, he said, “we’re building. We see our growth, both in dealerships and in sales figures, skyrocketing in 2025. We’re noticing that some dealers who had lost confidence are returning very quickly. We grew our dealerships by 40 to 50% last year, and we expect that growth to continue next year. I expect QWIC to also make strides in Germany next year.” We’re making. There’s still a lot of potential there. Partly because we’re now introducing models with Bosch engines. Confidence in Bosch is so high, especially in Germany, that it’s attracting many new dealers. That’s fantastic to see. It’s also good to see that our dealer rotation is increasing. The dealers we do have are selling really well. QWIC is currently in a position where we can achieve growth. If we can manage that well, I think we’ll achieve a lot of great things next year.”
