MODMO

What MODMO does

MODMO is a privately held e-mobility company that designs, manufactures, and sells premium electric bicycles targeting urban commuters. Incorporated as Hadebu Ltd in Northern Ireland, UK, the company was founded in 2019 and operates an R&D and manufacturing facility in Ho Chi Minh City, Vietnam, with European sales across 12 markets including the UK, Ireland, Germany, France, the Netherlands, Austria, Belgium, Denmark, Sweden, Spain, and Italy. Its core customer base comprises urban commuters seeking sweat-free, zero-emission transport, environmentally conscious consumers, and corporate employee-benefit programs accessed through Germany's JobRad employer leasing platform.

The product portfolio centers on two commercial ebikes, the Saigon S (lightweight urban commuter, 75km range, 25 km/h top speed, 17kg, priced at €1,999-2,249) and the Saigon+ (higher-performance model with 115km range, enviolo hub, and full app connectivity at €2,999), plus a limited Saigon LTD EDITION variant. A third model, the NX12 (liquid injection molded carbon composite frame, 756 Wh removable battery, 48-volt mid-motor), was announced for a 2023 launch. Differentiated technology includes the proprietary Bekan integrated lighting system with COB LEDs embedded in the frame, an internally developed motor control unit, a heads-up handlebar display, and the MODMO Saigon+ companion app (iOS and Android) with anti-theft lock, ride tracking, and battery management. A modular ModMount accessory system enables customer customization for commuting, cargo, and other use cases.

MODMO operates a product-led, direct-to-consumer go-to-market with e-commerce as the primary channel, supplemented by B2B2C employer leasing through JobRad and ListNRide in Germany (employees save up to 40%), peer-to-peer test ride programs in Dublin and London, and aftercare services for battery replacement and maintenance. Revenue derives from one-time hardware sales of ebikes and accessories, plus service revenue. The company has raised approximately €10.3M cumulatively across rounds in 2019, April 2021, October 2021, and January 2022. In 2022, MODMO underwent a change of ownership, with management explicitly stating that previous product problems had been resolved under the new structure.

Name

MODMO

Legal name

Hadebu Ltd

Website

https://modmo.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

MODMO is a Vietnam-manufactured, Northern Ireland-incorporated e-mobility company that designs and sells premium electric urban bicycles (Saigon S, Saigon+, NX12) direct-to-consumer across 12 European countries and via JobRad employer leasing in Germany.

Ownership category

akta.pro rank

Product category

Electric Bicycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

E-Bikes & Electric Bicycles (CRACASAA)

akta.pro secondary industries

E-bikes & E-cargo Bikes Manufacturing (IMACAOAA), E-Bike Retail (CRAMAHAE)

Keywords

• Electric bicycles
• Urban e-mobility
• Smart ebikes
• Ebike manufacturing
• Sustainable transportation

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Electric Bicycle Sales: Direct-to-consumer sales of ebikes through e-commerce website with home delivery. Primary revenue stream from hardware sales of Saigon S and Saigon+ models.
2. Accessories: Sale of accessories and parts for ebikes, including batteries, lights, and other components.
3. Aftercare Services: Aftercare services including battery replacement, bike maintenance checks, and support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

MODMO designs, manufactures, and sells electric bicycles for urban transportation. Its core offering consists of two ebike models — the Saigon+ (high-performance all-utility) and Saigon S (lightweight urban commuter) — featuring pedal assist, integrated smart technology, proprietary Bekan frame-integrated lighting, modular accessory mounts, and a companion mobile app for ride tracking, anti-theft, and battery management. The company sells direct-to-consumer across Europe and supplements sales with aftercare services, accessories, and employer leasing partnerships.

Product overview

MODMO is an Irish electric bike startup that designs and sells high-tech electric bicycles for urban transportation. The product portfolio centers on two main ebike models: the Saigon+ (high-performance all-utility bike with 115km range and full app connectivity) and the Saigon S (lightweight urban commuter with 75km range), both featuring integrated lighting systems and pedal-assist technology. The ecosystem includes a companion mobile app for the Saigon+ that enables ride tracking, anti-theft lock, battery management, and light customization. MODMO also offers aftercare services, test ride programs through ListNRide partners, and JobRad leasing partnerships. A third model, the NX12 (next-generation with carbon composite frame and 756 Wh battery), was announced as an upcoming product.

Differentiator

Problem solved

Functional benefit

Products and services

• MODMO Saigon+

Quantifiable outcome

• Save up to 40% through JobRad employer leasing program
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• JobRadcoreChannel Partner/ Reseller/ DistributorGermany-based employer leasing partner that turns MODMO ebikes into company bikes. Employees save up to 40% through tax incentives while employers provide sustainable commuter benefits.
• ListNRidecoreChannel Partner/ Reseller/ DistributorCommercial partner handling JobRad order processing for MODMO. Manages employer portal submissions and order logistics for the employer leasing program. Also facilitates test rides in Germany.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ampler Bikes: Estonian premium urban e-bike brand selling lightweight commuter e-bikes direct-to-consumer across Europe. Comparable in premium positioning, EU DTC model, and lightweight urban commuter focus.
• VanMoof: Amsterdam-based premium connected e-bike maker offering similarly priced urban commuter e-bikes (S5/A5) with integrated tech and app ecosystems. Closest direct competitor to MODMO on positioning, target customer, and connected-bike features.
• Cowboy: Belgian connected e-bike startup selling premium urban commuter bikes (Cowboy 4/ST) with companion app, anti-theft, and integrated lighting. Targets the same urban professional segment as MODMO at comparable price points.
• Rad Power Bikes: US-founded e-bike brand selling a wide range of electric bicycles direct-to-consumer with strong urban and utility focus. Comparable in DTC-led go-to-market and broader e-bike category, though typically lower price points than MODMO.
• Aventon: US-based direct-to-consumer e-bike company offering affordable urban, commuter, and fitness models. Comparable DTC-led model with growing European footprint, though typically positioned below MODMO's premium price band.

Broad incumbents

• Giant Bicycles: World's largest bicycle manufacturer with extensive e-bike range including urban models (Quick E+, Road E+). Competes on price/performance in the urban commuter segment but without MODMO's app-driven differentiation.
• Trek Bicycle Corporation: One of the world's largest bicycle manufacturers offering e-bikes across categories including urban/commuter (Allant+, Domane+). Competes with MODMO via established dealer network and broader portfolio.
• Specialized Bicycle Components: Major global bicycle manufacturer with a broad e-bike lineup (Turbo series) including urban commuter models that compete with MODMO at premium price points. Far larger scale, dealer network, and brand recognition.
• Gazelle (Royal Dutch Gazelle): Major Dutch bicycle manufacturer with deep heritage in Dutch-style urban e-bikes, including premium city/commuter models. Strong European dealer presence directly competes with MODMO's target segment.

Emerging players

• Brompton Bicycle: Iconic British folding-bike maker now offering the Brompton Electric, a premium urban commuter e-bike. Targets the same urban professional segment in the UK and Europe, though differentiated by folding form factor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCyVKdHqzxD-Ns4JswLHkTuA
• Facebookfacebook.com/modmo.io
• LinkedInlinkedin.com/company/modmo
• Instagraminstagram.com/modmo.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MODMO