“We are not just a simple assembler”

ROOSENDAAL, the Netherlands –Timyo, the international group manufacturing mid to high-end e-bikes under the brands Van Dijck, Keola and Muon, has high ambitions. Having already established a solid European dealer base, a market entrance in North America is now underway, and sights are set on bringing highquality e-bikes to the US. “Our goal is to have 200,000 sales of high-end e-bikes by 2026,” Timyo CEO, Steve Zhu, tells Bike Europe.

Rosie Burgin

What sets the company apart is that it has its own frame factory in China and assembling facilities in Lithuania and the Netherlands. “We are not just a simple assembler,” assures Zhu. “When lead times got completely out of control due to Covid-19, we decided to take matters into our own hands and established our own frame-building factory.” The frame factory, which has been operational since September 2020, is a subsidiary of Timyo’s owner, Nantong Dingyu Vehicle Industry CO. LTD. This not only gives the company far tighter control over the production process but also allows them to develop and produce models that closely match the intended target groups.

Production goals

Having their own facilities, however, did not make Timyo immune to the supply chain difficulties faced by the industry during the pandemic. “The factory is located one hour from Shanghai, so if Shanghai was in trouble, we were in trouble,” explains Zhu. In concrete terms, this meant that production was halted for four months, and shipping was delayed by four months in 2022. “Our supply is now under control,” assures Zhu. “We are working hard to keep a stable supply and improve our internal processes for the future.”

Timyo currently sells 50,000 e-bikes per year and is aiming to raise this to 200,000 by 2026. For Zhu, a healthy relationship with his dealer network is most important. “I don’t want to push stock on dealers. The overstock in the market came from a mismatch in the front and back ends, i.e., brands and dealers. Also, wrong decisions have been made in forecasting. For that reason, we have developed a front-end adjusting strategy where we receive real-time data from dealers on which products are selling. Then we can adjust our production according- ly. This also helps us to manage our own stock,” explains Zhu. “We can monitor in real-time which brands are not selling and trim down our collection. We are slowly raising our capacity in a way that cuts out unnecessary items.”

The end of the low-end market?

Although Zhu believes the stock issue will be around for many years, he has a clear vision of the future. “In five years, the e-bike industry will change completely. It’s like the electric car market. Tesla came in and made electric cars affordable. I think that by digging deeper into the supply chain as we do, it is possible to make ‘more affordable’ e-bikes. By this, I don’t mean cheaper – still mid to high-end e-bikes. I believe the low-end market will not survive, and ultimately, this will release a lot of capacity on the market.”

“I think the price for e-bikes started high,” says Zhu. “But once we have all the necessary technology in hand, we will be able to bring the price down, but not the quality.” In this sense, Zhu says he is “fully committed” to the success of Timyo in the e-bike market.

Seizing opportunities in the US

The Netherlands is currently Timyo’s biggest single market. In Belgium, the company has grown its market share in the sportive segment. This has been cemented with the opening of an experience centre in the country. Of the three brands Timyo produces, Muon is currently being introduced in the US. The Muon premiered at Eurobike in 2022 and is now in mass production.

“After one year of preparation, we are approaching the US market quite carefully,” explains Zhu. He is very optimistic regarding the potential success in the market. “US retailers trust brands from Europe, and our image is very European. In fact, we are a European company with a strong China-backed supply chain, which makes us unique.”

Zhu confirms that they will offer the same level of service and warranty in the US market.

To confirm their commitment in North America, Timyo is planning an experience centre in Kitchener, Greater Toronto area of Canada, and a showroom in Los Angeles. Zhu likes to put an emphasis on the inclusiveness of cultures worldwide. This is shown by Timyo’s globally connected offices in Europe, China and North America. “China has come a long way from its modest beginnings as a manufacturing-focused economy. In Europe, we have strong R&D, which, combined with our Chinese expertise, allows us to offer mid to high-end models at a competitive price. In this way, we can create a different e-bike experience,” Zhu concludes.

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