Introduction
TECHNOLOGY · MOBILITY · OUTDOOR
When Bosch introduced its innovative eBike drive systems to North America, the market was in its infancy and faced significant consumer and industry skepticism. As Agency of Record, ECHOS was tasked with not only launching a product but pioneering an entire category, transforming Bosch into the most recognized premium provider of eBike technology in the region.
Services provided:
– Global Communications Strategy & Positioning
– Public Relations & Media Relations
– Event Production & Tradeshow Management
– Brand Communications & Thought Leadership
– Video Content Concepting & Execution
The Challenge
As a B2B technology provider powering multiple bike brands, Bosch’s success depended on the general normalization and acceptance of eBikes in North America. We had to overcome “cheating” stigmas in the cycling world and technical apprehension in the tech world, differentiating Bosch as the gold standard for reliability and performance in a skeptical market.
Approach
We understood that “feeling is believing.” Our approach centered on a high-touch experiential strategy designed to get key stakeholders into the saddle. We launched a multi-city media tour across Chicago, Los Angeles, NYC, San Francisco, Portland, and Seattle, coining the term “Curbsides.” These meetings combined traditional interviews with immediate test rides, allowing journalists to experience the technology firsthand.
We amplified this momentum through strategic event activations:
– Sea Otter Classic: We secured a pivotal opportunity for journalists to test bikes ahead of the first-ever eMTB race, breaking down barriers within the endemic bike media.
– Silicon Valley eMobility Panel: To establish thought leadership, we designed and implemented a Bosch-sponsored summit, bringing together CEOs and tech executives to discuss the future of urban mobility.
– Tradeshow Dominance: We managed large-scale presence at key industry events, ensuring Bosch technology was the centerpiece of the eBike conversation.
Key results:
– Category Leadership: Established Bosch as the #1 premium eBike system provider in North America.
– 10 Major Events: Successfully executed large-scale activations, from industry tradeshows to executive thought-leadership panels.
– Tier-1 Media Breakthrough: Secured consistent, positive coverage in The New York Times, CNET, Digital Trends, and Popular Mechanics.
– Industry Shift: Successfully transitioned the narrative from skepticism to mainstream acceptance within endemic cycling and tech publications.
Highlight coverage:
– The Deskside Pitch becomes the “Curbside” with NYC, SF, and LA Editors: Direct-to-journalist briefings resulting in deep-dive technical reviews and lifestyle features.
– Mass Market Visibility: National mainstream coverage framing eBikes as the future of sustainable urban transportation.
– Endemic Validation: High-impact coverage that solidified Bosch’s reputation within the cycling community.
