Husqvarna Group in new e-bike partnership
Fifty years after leaving the category, Husqvarna Bicycles is finally back again. The re-launch of the classic Husqvarna bicycle brand is the result of a partnership between Husqvarna Group and German e-mountain bike icons Susanne and Felix Puello and their company Pexco. The partnership creates opportunity for broader cooperation in areas of innovation, electrification, and sustainability.
“We view this partnership with Pexco as really interesting. Husqvarna brand returns as a driving brand in the category and Husqvarna Group has the opportunity to benefit from innovations by a market leader in the growing electric bike category. At Husqvarna Group we focus on electrification and its impact in urban environments and the collaboration with Pexco paves the way for interesting synergies between our companies. We both operate in areas where weight and performance in demanding environments are important.” says Kai Wärn, President and CEO of Husqvarna Group.
Susanne Puello, the CEO and founder of Pexco, sees great value in the partnership with Husqvarna Group and the opportunity of bringing the Husqvarna brand back to the bicycle category:
“To revive the Husqvarna Bicycle brand is one of the greatest challenges for me, my family and the entire PEXCO team. The brand is internationally well known and established and it is a pioneer in so many different industries. It’s now on us to achieve the same standing within the world of bike emobility. To reach this ambition, we will use our expertise and experience, a well-established global network and we will spread our enthusiasm for Husqvarna bikes all over the globe.”,
The partnership with Pexco involves a trademark licence that entitles the company to design, develop, and distribute e-bikes under the Husqvarna Bicycles brand. With a product line featuring a total of 35 different e-bike models there is an e-bike for everyone - from the urban commuter to the MTB enthusiast.
Husqvarna Bicycles are already on sale in Germany and Austria and are set to launch in Sweden later this year.
