VanMoof Returns: New Custom E-Bike & Repair Network
VanMoof Re-emerges with the S6 E-bike
Following a two-year hiatus after filing for bankruptcy, Dutch e-bike manufacturer VanMoof is back with its inaugural model developed under new management. Despite prior critiques suggesting an over-dependence on proprietary components contributed to the company’s financial difficulties, the S6 maintains the brand’s distinctive, custom-designed aesthetic.
A Focus on Quality and Service
VanMoof is now placing its confidence in higher-quality, bespoke parts, coupled with a significantly expanded service infrastructure. This strategy aims to preserve the company’s commitment to innovative design and advanced technology, while simultaneously addressing the repair and maintenance challenges that arose from rapid scaling of a highly specialized product.
Co-CEO Elliot Wertheimer emphasized the importance of maintaining VanMoof’s unique identity, stating that there’s no justification for the brand’s existence if it were to simply adopt readily available components like its competitors. He envisions a riding experience that is intuitive and effortless, comparable to using an iPhone, even for those new to e-bikes.
Past Challenges and the Path to Recovery
Previously, VanMoof secured over $200 million in venture funding and cultivated a dedicated following for its premium, minimalist e-bikes featuring integrated lighting, batteries, and motors.
However, the company’s unique selling proposition ultimately became a significant vulnerability. Rapid growth, common among venture-backed hardware companies, proved unsustainable. Breakdowns left customers without support due to an insufficient repair network and limited parts availability – a direct result of the decision to prioritize custom components over standard alternatives.
The company declared bankruptcy in July 2023. Subsequently, in August, it was acquired by Lavoie, a division of McLaren Applied, which formerly operated as part of the McLaren Group responsible for manufacturing components for McLaren F1 racing vehicles.
Leveraging Formula 1 Expertise
Wertheimer explained that, with the backing of McLaren Applied’s Formula 1 expertise, VanMoof was able to completely redesign all components that had previously caused issues. Performance data was utilized to engineer more dependable custom parts.
Furthermore, many of these parts are now co-designed with established manufacturers, ensuring not only superior quality but also a consistent supply chain, even in the event of future challenges for VanMoof.
Strategic Shifts in Component Sourcing
VanMoof has adopted a more conventional approach in certain areas of its operations. For instance, the company’s batteries are now co-designed and manufactured by Panasonic, with VanMoof focusing on the mechanical and software integration aspects. Previously, VanMoof had taken the lead in battery design.
Prioritizing Customer Support
A significantly improved support network is considered the most crucial element of the company’s revitalization, according to Wertheimer.
“We have addressed the entire business, encompassing unit economics, logistics, and after-sales service,” Wertheimer stated. “We couldn’t introduce a new product without first establishing the necessary infrastructure.”
Expanded Service Network and Future Plans
VanMoof has established a network comprising 250 repair centers and 130 sales partners, concentrating its sales efforts on key markets including Austria, Belgium, France, Germany, Luxembourg, and the Netherlands.
To support its partners, VanMoof has developed a comprehensive technology suite, providing access to components, a diagnostic application, and a tracking system for warranty claims. Additionally, an online training program has been created for mechanic partners. “This system is well-established, and we are rapidly expanding the network, adding approximately 10 stores each week.”
The company also intends to launch in the U.S. by the end of 2025. However, Wertheimer noted that these plans are currently on hold pending clarification of President Trump’s tariff policies.
Reservations for the S6 are now being accepted in current markets, with initial deliveries of the first several thousand units anticipated in early August.
VanMoof S6: A Resurgence in Electric Cycling
Prior to its temporary cessation of operations in 2023, VanMoof had already garnered customer dissatisfaction regarding extended repair durations. The bankruptcy proceedings left some owners with inoperable bicycles, while others faced financial losses due to deposits placed on unfulfilled orders. Consequently, consumer confidence in the brand experienced a significant decline.
Despite past grievances, the introduction of the S6 model may serve to remind customers of the qualities that initially attracted them to VanMoof.
A brief test ride of the S6 in Brussels this week provided a clear understanding of the enthusiasm previously held by numerous VanMoof cyclists.
The bicycle boasts an aesthetically pleasing design. The S6 retains the signature VanMoof frame, now refined with seamless construction, eliminating visible welds. It is available in a range of matte finishes, including an “electric blue” which appeared more lilac in hue, and a “pearl mint” that, according to Wertheimer, exhibits a color shift from white to green depending on the lighting conditions.
Wertheimer emphasized the considerable attention devoted to color selection.
The technological advancements incorporated into the S6 are also noteworthy. The electronic components were redesigned in collaboration with McLaren Applied to guarantee durability, even under challenging environmental conditions such as rain, extreme temperatures, and varying weather patterns.
The S6 platform incorporates familiar features appreciated by VanMoof enthusiasts, including the Halo Ring, which replaces a conventional display and utilizes varying colors to convey information regarding battery status and speed. The Halo Ring on this iteration is significantly brighter, addressing previous concerns about visibility in bright sunlight.
Newly integrated technologies include an integrated navigation system that connects the bicycle to a companion mobile application, delivering turn-by-turn guidance through the Halo lights and audible cues. A novel sound system has also been implemented, featuring a subtle yet distinct cricket-like sound that riders can employ as an alternative to a traditional bicycle bell to alert pedestrians and other road users.
Enhanced anti-theft measures are now standard across nearly all VanMoof e-bike models, and the S6 offers even greater security.
“We’ve implemented a new tracking system with improved accuracy,” Wertheimer stated, explaining that the system utilizes cellular triangulation, GPS, Wi-Fi, and Bluetooth technologies to pinpoint the vehicle’s location within a two-meter radius.
Wertheimer also indicated that VanMoof is preparing to introduce crash detection and additional safety functionalities.
Concerning the riding experience, the S6’s upgraded mechanical shifting system is factory-pre-tuned and automatically adapts to the rider’s speed, resulting in smoother acceleration. This system functions in conjunction with the bicycle’s four pedal-assist levels. The front-wheel motor, developed in partnership with a prominent Japanese manufacturer, contributes to a more organic and intuitive ride. Furthermore, the new suspension seatpost effectively absorbs road imperfections. Despite weighing only 51 pounds, the bicycle exhibits remarkable stability.
The iconic boost button remains, providing an extra surge of power, evoking the sensation of activating a power-up in a Mario Kart game.
“Upon acquiring VanMoof, we inherited exceptional design principles and a robust product ecosystem,” Wertheimer explained. “We dedicated two years to rebuilding our company and brand to arrive at this launch…we are prepared to demonstrate our capabilities once more. This is embodied in the S6, an e-bike capable of fulfilling the commitments made over the past 11 years.”