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This article was originally published on Adformatie.nl
When QWIC made a restart in 2024, the e-bike industry was anything but thriving. The market was uncertain, major players were collapsing and dealers had grown cautious. At the same time, most e-bike brands were starting to look the same, with similar models and almost identical promises.
For QWIC, whose brand identity had faded, that became the starting point for a strategic reset. The brand chose not just to fix what was broken, but to redefine what it wanted to be.
‘It felt like starting over’, says Carolin Wenk, Brand Lead at QWIC. ‘Like a start-up, but with existing products and relationships. We needed full clarity on what QWIC truly stands for – and translate that into a brand with strength again.’
QWIC asked iO to guide this shift, from strategy to brand identity, built on a partnership that needed to be equal from day one.
A market where everyone looks alike
iO noticed something straight away: the lack of distinctiveness in the industry. ‘We literally placed the e-bike brands side by side’, says Maurice van der Beek, strategy consultant at iO. ‘We saw different brands, different models, but once you remove the logos, you can’t tell what belongs to whom. That’s the definition of a sea of sameness, as QWIC puts it. And when you’ve just regained your footing after a tough period, you need to make very conscious choices about where you want to stand out.’
Back to being human
That distinctive edge was already in QWIC’s DNA, but it had slipped into the background.
‘QWIC has always been close to its customers’, says Wenk. ‘We listen to what they want and use those insights to keep improving our products and service. During the pandemic and the years that followed, we had to make choices that shifted the focus temporarily. That affected the customer experience and, in some cases, their trust.’
Consumers and dealers noticed it too. The restart created the right moment to rebuild that foundation. ‘For us, it was clear the brand needed to become far more human again’, says Van der Beek. ‘Not technical, not clinical, but appealing, familiar and personal.’
‘And people want to move freely and show who they are. From that insight, we see the QWIC e-bike as more than a comfortable, reliable partner. It’s an extension of your identity.’ In the creative explorations, the team tested several directions to bring this to life. One association rose above the rest: personal style. ‘Everyone felt the spark immediately’, says Van der Beek. ‘The idea that you choose an e-bike the way you choose a coat: something that fits how you feel and how you move. Not just transport, but part of your style.’
It became the foundation of the new positioning: Ride your style.
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From product to lifestyle
The new positioning doesn’t mean QWIC is moving away from quality or technology. It simply means those elements no longer lead the story. ‘We want to show that you choose an e-bike because it fits you’, says Wenk. ‘Colour, shapes, comfort: it all reflects how you move through your day.’
According to Van der Beek, that approach helps recharge the brand with emotion: ‘Technology is rational, while style is emotional. It makes things personal. It creates room for creativity, for distinction and for communication that doesn’t feel like a product sheet.’
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The shifting market: dealers take the lead
A key part of the repositioning was revaluing the dealer. ‘Some brands tried to go fully online. In the end, it didn’t work’, says Wenk. ‘The market used to be roughly 70 percent dealer, 30 percent online. Today, around 90 percent goes through the dealer. Most customers are back to buying their bike in the shop around the corner.’ That reality shaped several strategic choices.
‘Our audience wants to test-ride and really feel the product’, Wenk adds. ‘And they want a physical point of contact. Where do you go for service? That trust sits with the dealer.’ Van der Beek: ‘It’s nice to see: in a world where so much has moved online, the bike shop has become a bit of a neighbourhood hero again.’
This made the dealer essential not only for sales, but also for the brand story. The new positioning needed to fit the day-to-day reality in the stores and the way dealers guide their customers.
Winning back trust
‘Dealers had become more cautious’, says Van der Beek. ‘Understandable: the market was volatile and demand unpredictable. That’s why we wanted to test the new story in the field.’ The reactions were positive, he says. ‘We immediately heard that the brand felt fresher and more consistent. That builds trust. It’s great when dealers say: “This direction fits QWIC.”’
The new brand story contributed to growth: over the past year, QWIC saw the number of active dealers in the Benelux increase by 50 percent, and in-store rotation double.
A clearer view of the target audience
The target audience has been refined as well. ‘Our focus is on people aged 35 and over’, says Wenk. ‘That matches the price segment and the way the bikes are used. This audience is critical, expects quality and values a bike that rides well and fits who they are.’
In campaigns, that shift translates into a different geographic focus. ‘We no longer focus on the big cities’, says Van der Beek. ‘Suburban areas and provinces are far more relevant. They deliver better returns and align more closely with the audience.’
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An agency that feels like a colleague
For QWIC, the way of working with the agency was crucial. ‘To me, iO feels like an external colleague’, says Wenk. ‘They understand our brand and think strategically with us. The collaboration has been open and equal from the start. We’re truly building the brand together.’
Van der Beek recognises that: ‘What stands out about QWIC is their openness. They really invite you to think along. And at the same time, they’re not afraid to challenge us. That works incredibly well, because it creates an equal partnership where you make better decisions together.’
Repositioning as a strategic choice
For Wenk, the goal is to keep building the brand, marketing and retail strategy together, with consistency as the priority. ‘We need to stay clear and true to who we are. That’s what makes the brand strong.’ As for ambition: ‘We’re on the edge of the top ten now, and we aim for a stable top-five position.’
More than a new brand layer
For marketers looking for differentiation in crowded markets, QWIC’s approach is a strong example: repositioning isn’t about a new logo or a fresh photoshoot, but about returning to your core, making bold choices, truly understanding your audience and giving your agency space to think not just creatively but strategically.
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