Tag Archive: Viiala

  1. VIIALA founder expresses concerns about e-bike production misconceptions

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    Source: Nieuwsfiets

    According to Tomi Viiala, leader of the LEVA-EU member, misunderstandings about the true cost of manufacturing electric bicycles continue to persist, even among industry experts. A common assumption is that an e-bike “costs almost nothing to make”, but Viiala argues that this belief is fundamentally incorrect given the technical complexity of modern e-bikes.

    Although e-bikes retain the outward appearance of traditional bicycles, Viiala explains that this familiar design masks an advanced and highly integrated technological system. “Two wheels, a frame, and handlebars give the impression of simplicity. But beneath that familiar form lies extremely compact and integrated technology,” Viiala stated in a recent LinkedIn post. He emphasised that while electric cars and motorcycles benefit from large housings for batteries, electronics, and cooling systems, bicycles offer no such space. All components must be incorporated into a lightweight frame without compromising handling, stability, or aesthetics. “Every millimeter and every gram counts,” he said.

    According to Viiala, a high-quality e-bike consists of hundreds of components distributed across multiple systems. These include power electronics, battery cells with thermal management, sensors, software, wiring, displays, and mechanical parts that must function seamlessly with electronic systems. In addition to performance requirements, these elements must remain quiet, safe, reliable, easy to maintain, and ideally invisible to the rider.

    Viiala stresses that the final cost of an e-bike is determined less by individual components and more by how effectively they are integrated. Factors such as thermal management directly affect battery lifespan, cable routing influences frame properties, and software defines the overall riding experience. Achieving this level of integration requires multidisciplinary teams, long development cycles, extensive testing, and close collaboration with suppliers.

    The persistence of incorrect assumptions about e-bike pricing, Viiala warns, can have negative consequences for the industry. The perception that e-bikes are overpriced may pressure manufacturers to reduce investment in research and development, tooling, safety certifications, and software. “This ultimately leads to products that fall short in terms of reliability and durability,” Viiala cautioned.

    He also noted that the greatest challenge in e-bike development is not simply adding advanced technology, but doing so without compromising the essence of cycling. An e-bike should feel light, intuitive, and visually refined. “The trick is to add technology without losing the bike’s character. It’s precisely this balance between performance, integration, and experience that makes e-bike development one of the most demanding product challenges in modern mobility.”

    Viiala is currently collaborating with François-Henri Bennahmias on the development of a high-end e-bike featuring radically new technology, high performance, and a projected price of up to €25,000.

  2. VIIALA unveils first physical models in Dubai

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    Source: Nieuwsfiets

    The LEVA-EU member has revealed an exclusive look at its bicycle models, as it moves to its technical development phase.

    VIIALA publicly presented its bicycle concepts for the first time at a private industry event in Dubai, marking a significant milestone in the company’s development journey. The invitation-only presentation was held at the Museum of the Future and introduced physical models to a select group of industry stakeholders.

    Founded by Tomi Viiala and François-Henri Bennahmias, VIIALA is now moving beyond the conceptual and design stage into a phase focused on technical development, testing, and validation. According to the company, the models shown in Dubai represent the foundation for transforming design concepts into fully functional, rideable bicycles. This next development phase is expected to continue through 2026.

    VIIALA positions itself as a brand focused on high-end, technically rigorous mobility solutions, with an emphasis on advanced materials, structural engineering, and digital integration. Rather than pursuing incremental product updates, the company has adopted a systematic development strategy aimed at early identification of technical risks and data-driven validation of design decisions.

    A central element of this approach is VIIALA’s collaboration with ASTRO, a testing and research facility which specialises in additive manufacturing and materials science. ASTRO supports the validation of components, joints, and structures, applying testing methodologies more commonly associated with aerospace and advanced industrial sectors. VIIALA states that this partnership is intended to ensure durability, consistency, and long-term product performance.

    The company has drawn parallels between its development philosophy and aerospace-grade engineering, focusing on precision, verification, and a willingness to pause or redesign when performance thresholds are not met. This approach, according to the founders, is designed to deliver bicycles developed to exceptionally high technical standards rather than conventional industry benchmarks.

    Alongside technical development, VIIALA is investing in building a distinct brand identity and communication platform. Through regular publications, the company aims to share insights into its design philosophy, engineering decisions, and sources of inspiration, offering transparency into its development process and long-term positioning within the premium mobility market.

    VIIALA was first introduced publicly in September 2025. Details regarding final specifications, commercial launch timelines, and distribution strategy have not yet been disclosed. The company expects to share further information on its progress and next steps during 2026.

    A full report of VIIALA’s Dubai presentation can be accessed on the brand’s LinkedIn.

  3. Viiala CEO discusses redefining urban mobility with Xraised

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    Source: Viiala

    Tomi Viiala, Co-Founder and CEO of LEVA-EU member Viiala, features in the latest Xraised podcast episode where he is interviewed about how his athletic discipline, visionary leadership and technological innovation are leading a new generation of high performance e-bikes that feel unimaginable today but indispensable tomorrow.

    A former professional athlete turned global e-bike pioneer, Viiala’s journey has been defined by performance, reinvention, and purpose. After more than a decade leading Stromer, one of the world’s most renowned premium e-bike brands, he is now steering a new venture aimed at creating a category of high-speed, intelligent, and elegantly designed e-bikes that promise to transform the way people move through cities and traverse natural landscapes.

    At Viiala, the mission extends beyond building another e-bike. The company seeks to engineer machines that feel unimaginable today but essential tomorrow. Backed by François Bennahmias, former CEO of Audemars Piguet, Viiala integrates the precision of Swiss engineering with luxury design and forward-thinking mobility technology. With a diverse global team of experts from over 20 nationalities—spanning aerospace, robotics, and automotive backgrounds—Viiala is positioning itself at the intersection of bicycles and cars, redefining what premium mobility can represent.

    Throughout the conversation, Viiala reflected on how his athletic mindset continues to influence his leadership philosophy. He emphasized that while motivation may fade, purpose endures, and that a strong company culture built on trust, diversity, and shared vision remains the foundation of meaningful innovation.

    Viiala’s bold ambition is to make the e-bike an aspirational symbol of freedom and status — transforming the mindset from “I take the car” to “I want to take the bike.” As global cities increasingly reimagine their transportation landscapes, Viiala aspires to be at the forefront of this evolution — where technology meets emotion, and mobility becomes not only faster but also smarter and more connected to human purpose.

    The full podcast interview can be accessed on Xraised.

    For more information about Viiala AG and its vision for the future of mobility, visit www.viiala.com

  4. Former Stromer leader announces new company Viiala

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    Sources: Saz Bike, Cycling Electric, BikeBiz

    Former Stromer CEO Tomi Viiala has announced his new company, Viiala, created in partnership with Francois-Henri-Bennahmias, of The Honourable Merchants Group (THMG). The new brand, a LEVA-EU member, will position itself above the current premium e-bike city and commuting market, in targeting an array of transportation users. Viiala will incorporate automotive and motorcycle expertise in innovating its models with cutting-edge design and technology, with assembly based in Europe.

    Viiala has stated its intentions in combining advanced, automated manufacturing experience with industry-leading e-bike expertise and award-winning motorcycle design to create speed pedelecs with high technological capabilities that compete with not just other bikes, but all other forms of mobility.

    Co-founder Tomi Viiala said the following about his new company’s direction:

    “Welcome to the new world! I can say that Viiala will be unlike anything that came before. Not a controversial thing to say when we explore what we are working on creating.

    “Let’s be clear: Viiala has been founded to redefine what cycling stands for. Our competition isnʼt other bike brands – itʼs every other mobility option you could pick.”

    The brand has committed to prioritising reliability, rider safety, power management, range, design, and digital integration to develop a relentless e-bike that works every day for users as a premium commuting and urban solution.

    Viiala will lead on a system-level approach, by designing an encompassing chassis, battery packaging, drive integration, and a software layer together from conception.

    Viiala: breaking the norm of the bike industry

    Viiala aims to set a new standard from the existing market and challenge the industry.

    The company is looking to the automotive and motorcycle industries for partnerships, suppliers and manufacturing capabilities to help it expand beyond the bike industry in developing its high-end speed pedelecs.

    Viiala states that his team envisions unique opportunities to innovate a frame in a method that’s not normally used by the traditional cycling industry, develop their own e-bike motor, and to assemble with the robotic efficiency associated with automotive production. By innovating outside industry norms, he aims to convert non-cyclists to adopting Viiala speed pedelecs into their lifestyles.

    “As a low-volume producer, we are focused on innovation and delivering market-redefining two-wheeled vehicles – where engineering, aesthetics, and purpose converge to create the ultimate riding experience for an audience currently not engaged by or served by the cycling industry. Our mission at Viiala is to create bikes that today seem unimaginable, but tomorrow become indispensable.”

    Industry-leading team

    CEO and co-founder Tomi Viiala boasts a wealth of experience in the e-bike industry, having worked in senior leadership at Stromer for 11 years with a background in brand building, global sales, as well as design-led positioning. This expertise will help him to propel Viiala forward in bringing its premium solutions from concept to reality.

    Viaala is a company that comes under co-founder François-Henri Bennahmias’ THMG, a holding entity featuring a number of companies which represent distinct sectors of the luxury industry. Bennahmias is most renowned as being the CEO of watchmakers Audemars Piguet for 10 years, before establishing THMG in September 2025. Although they have become highly respected figures in different industries, both Bennahmias and Viiala share a passion for cycling and sustainable mobility, and smarter, space-efficient urban cities that encourage two-wheeled transportation.

    The Viiala co-founders (left to right) Tomi Viiala, and François-Henri Bennahmias

    Joining the Viiala team is Chief Innovation Advisor, Humna Khan, who brings advanced experience in aerospace innovation, and Pit Pillatsch as Head of Engineering, whose experience includes positions as former Engineering Director e-bike Systems and Principal Technical Product Manager at Specialized. With his extensive motorcycle design experience that includes working for Honda and KISKA, Craig Dent, Co-Founder, Design Director and CEO at RiDE Studio, is a welcome addition to Viiala’s industry-leading team.

    The logistics of creating Viiala’s premium offering

    The brand has stated that its 95% of its components will be sourced from Europe and the USA, with assembly taking place in Europe. Its research and development centres will be established in the locations of Switzerland and Dubai, UAE. Switzerland is chosen because of its close location to suppliers and testing infrastructure. Dubai was selected due for ensuring reliability and thermal validation on its models in hot, dusty and high-load conditions.

    Viiala product accessibility

    The Viiala team are working to the proposed deadline of 3 years, with an anticipated launch of its first model in 2028, with its next two models expected in 2029. As the bikes will be equipped with advanced technology currently not available to the bike market, the prices will range from 15,000 to 20,000 EUR.

    More information about Viiala can be accessed on its website.