07. 07. 2016 News

BenQ Group Launches E-Bike Brand

World famous BenQ group chooses communications experts ITMS to launch new e-bike brand BESV.

The BenQ Group, one of the world’s largest consumer electronics companies, has entered the rapidly growing market for electric mobility with its own brand of e-bikes. In order to realize the brand’s full potential, the Taiwanese conglomerate has sought marketing support within the lucrative German market. In choosing ITMS as a partner for holistic communication for the BESV brand and its products, BenQ has landed one of the leading agencies in the bicycle and e-mobility business.


BESV has distinguished itself as a prodigious and highly regarded competitor as it enters the e-bike market worldwide. The brand, available in the near future, is known for the exceptional design and high technical sophistication of its model range. Its interactive product innovations, such as a responsive smartphone app and fully integrated frame design, are already drawing serious attention in the industry. The current flagship model JS1 has so far picked up four awards, including the Red Dot Design Award and the prestigious Eurobike Award.


“It is quite clear in this industry that the e-bike has completed its move into becoming a mainstream product. Therefore it is absolutely the right timing to enter the market now. We had already noted the trend some time back, but we have taken the necessary time to prepare everything step by step. The potential is huge” said Andy Su, CEO of the e-bike company Darfon, a division of the BenQ Group. The group operates more than 15 companies in over 100 countries, employing more than 100,000 employees combined.


“BenQ is not the first major electronics manufacturer to turn their attention to the e-bike market” explained ITMS Executive Director George S. Pascal. There are already a number of known consumer brands active in the field. “The consumer electronics brands already present in this area tend to pursue a different strategy. For us it is important to show that at Darfon, they have developed a complete e-bike, and are not only an e-drive systems provider. In addition, they are coming to the market with a newly created brand. This represents another challenge. BESV must be positioned to its target audience of professional consumers as a trustworthy manufacturer for visually and technically outstanding products”, Pascal said.


The BESV brand will go forward under the Bad Nauheim based agency, whose main focus is employing strategic foresight in the establishment of international brands on the German and European market. In addition to brand and content development, the agency has designed a multi-level marketing program which is targeted at both retailers and end users. ITMS has been active in the e-mobility industry during its very formative years, working with e-bikes since 2007 and having already worked as the lead agency for numerous top, international bicycle brands. A proven track record in the introduction of new products and brands within this industry was one of the sought-after core competencies for BenQ from the outset.