[In Australia] e-MTBs are very specific.
Customers that buy them are specifically
looking to go mountain biking. You do get
some people who sit in the middle and
want to buy a hardtail mountain bike and
they want to do maybe a bit of commuting,
they may want to do rail trails but generally
people who are talking more about
e-MTBs are specifically looking for just
mountain biking.
MBA: So how does Merida come in? What’s
your philosophy?
RI: Our philosophy is really all about matching
the demands of e-MTB riders. For example
our frames and parts are all tested up to 140
kilograms. The testing takes place in Taiwan
and here in Germany. The only way any parts
wouldn’t be tested to that limit is if it’s not
physically possible.
All our specifications are really responding
to the demands of the e-MTB community. For
example the e-One Sixty, things like brakes,
wheels and suspension are all made with
that demand in mind. On average we find
that people who use e-MTBs are a bit heavier
than the standard MTB community.
MBA: You’ve recently announced the e-One
Sixty. What’s the response been like?
MR: Merida launched it recently but the
first availability we’ll have for it will be late
August-September. So all the orders put in for
the models that we’re are ranging were sold
out until January. Our dealers responded
to the launch and bought pretty much
everything we had on order. At this stage the
commitment has been phenomenal coming
off the back of the popularity of the e-One
Sixty 900e, the 900 and 800 which were alloy
models. These new bikes are all carbon.
Really, the geometry of the bikes are pretty
phenomenal in how they ride so the uptake
has been exactly that.MBA: So what does the future look like?
MR: Big. The e-One Sixty 900e took off on an
unbelievable trajectory to the point where
we were completely taken aback by the
uptake of the model. When we first looked at
the Australian market and thought "well OK
we’ll put an e-One Sixty 900e into the market"
three years ago we thought we’d do 25
(models) for the year but we did over 1000.
That shows just how much of an uptake there
is for e-MTBs.MBA: e-MTBs have certainly divided opinion.
Can they stand on their own alongside their
people-powered cousins?
RI: There is a perception that the e-MTB
is for people who are lazy but this just isn’t
true. The point of the e-MTB is that it gives
you more choice. You can go faster
and further.
I use it myself. So my commute to work is 30
kilometres and on a normal mountain bike
that takes two hours but with an e-MTB it’s one
hour and 15 minutes.MR: It’s an interesting debate because what
the e-MTB does is it allows people who can’t
usually ride a mountain bike because they’re
either unfit, overweight or have injuries toget out more now. So what we’re doing is
putting more people on bikes which is what
our business is about. You are also finding
that guys who race enduro and downhill
now have e-MTBs as well to use on race days
so they can still get in a good workout from
practicing the downhill runs using e-MTBs.
It’s not a bike for someone who can’t pedal,
it’s for someone who is maybe time poor
or someone who actually wants to go and
explore. If you go and ride a really steep
mountain bike area you’ll do 15 kilometres in
two hours. So if you want to explore further
and really see what some of the different trails
are you may want to try an e-MTB. Go out
there for three hours and do 60 kilometres. It
really opens up the world in terms of what is
possible on a bicycle.
It also helps for groups as well. Often
everyone will be going at different speeds
and reach the top of the hill separately. Then
people have to wait around for everyone
else. So if you go to a mountain bike area
where there are a lot of climbs it’s not
enjoyable because you’re waiting for the
other guys if you are fit. It’s the same if you
are unfit, you arrive there with everyone
already rested and itching to go. But when
you’re all on e-MTBs everyone sticks together,
you all climb at the same speed. Wait times
go from 20 minutes to one! They can really
bring around a great group camaraderie
when you’re mountain biking.Above: Merida have made significant
strides in the Australian market.Q&A WITH MERIDA