E-Wheels

What E-Wheels does

E-Wheels is a Norwegian-headquartered multi-channel retailer of personal electric vehicles, operating since 2014 and serving what it characterizes as the Nordic region's largest customer base for e-scooters and e-bikes, with over 350,000 cumulative customers. The company retails both its own proprietary brands — Momas for e-bikes and E-Wheels by Joyor for scooters — and third-party brands (Mercane, Vsett, Kaabo, Zero, Avelo, Fosna, Giant, Triobike) through a hybrid model combining seven physical retail stores across Norway with a direct e-commerce storefront offering 1-4 day delivery, free shipping over 799 NOK, 60-day returns, and price-match guarantees. The group is structured under parent company Sveinung Kristiansen Holding AS with operating subsidiaries in Norway (E-Wheels Norge AS, headquartered in Fiskum), Switzerland (E-Wheels Switzerland SA), and Sweden (E-Wheels Europe AB), plus localized websites for Denmark, Finland, and France.

The product portfolio spans entry-level to ultra-premium tiers, with prices ranging from 4,490 NOK for entry-level E2S scooters to 39,990 NOK for the Momas Supernova e-bike. Hardware relies on integrated technologies including bespoke mid-drive motors (70-115 Nm torque, with the proprietary Momas Turbo+ specifically designed for Nordic conditions), lithium-ion batteries (360Wh to 960Wh), Gates belt drives, Enviolo CVT hub gears, Shimano Cues with LINKGLIDE, IP54-rated weatherproofing, and torque sensors. Revenue is generated primarily through hardware unit sales, complemented by accessories, spare parts, and professional service revenue (maintenance packages 690-1,890 NOK, speed adjustment services, hourly repairs at 1,180 NOK), plus a recurring 110 NOK/month insurance partnership with Gjensidige for mandatory e-scooter liability coverage.

The business model is direct-to-consumer with omnichannel fulfillment, no disclosed institutional funding, and concentrated private ownership under a single holding company. Customer segments span urban commuters, recreational cyclists, off-road/adventure users, and commercial delivery operators (Foodora, Wolt). Compliance with the Norwegian Transparency Act (Åpenhetsloven, effective July 2022) and GDPR governs supplier due diligence and data handling. The company operates an after-sales network combining in-house workshops (Hokksund, Kongsberg) with the E-Mexx service partner covering eight additional Norwegian cities.

Name

E-Wheels

Legal name

E-Wheels Norge AS

Website

https://e-wheels.no

Company type

Private

Founded year

2014

Operating status

Operating

Short description

E-Wheels is a privately held Norwegian retailer of personal electric vehicles (e-scooters and e-bikes), operating since 2014 across six European countries through 7 physical stores and direct e-commerce. The company serves over 350,000 cumulative Nordic consumers via proprietary Momas e-bikes and multi-brand scooter inventory.

Ownership category

akta.pro rank

Product category

Personal Electric Vehicles

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

E-Bikes & Electric Bicycles (CRACASAA)

akta.pro secondary industries

E-Scooters (Stand-Up) (CRACASAB), E-Mobility Safety, Security & Accessories (helmets, locks, lights, mounts) (CRACASAL)

Keywords

• Personal electric vehicles
• Electric scooters
• Electric bicycles
• Micro-mobility retail
• E-bike retailer

Headquarters

HQ city

Hokksund

HQ country

Norway

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Vehicle Hardware Sales: Primary revenue stream from direct sales of electric bicycles, electric scooters, accessories, and spare parts through e-commerce and physical retail stores. Products range from entry-level e-scooters (4,790-12,990 NOK) to premium e-bikes (16,990-39,990 NOK).
2. Accessories and Spare Parts: Sales of complementary products including helmets, locks, lights, bags, tires, tubes, maintenance products, and replacement parts for both electric bicycles and scooters.
3. Service and Repair: Service revenue from repair workshops offering maintenance packages (690-1,890 NOK), tire changes, speed adjustment services, and spare parts installation.
4. Speed Adjustment Services: Technical service for adjusting e-scooters to comply with 20 km/h legal speed limit, priced at 690-5,800 NOK depending on model.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

E-Wheels is the Nordic region's largest retailer of personal electric vehicles, selling electric scooters (E-Wheels E2S V2/V3, E7, Joyor GS series, Mercane WideWheel PRO) and electric bicycles under its Momas brand (Balance+, Jason+, Wayfarer+, Neutron, Eywa+, Supernova, Ultimate) plus Momas electric fatbikes (Eagle, Eagle+, Bandit Pro Max) and an electric moped. The offering is rounded out with accessories, spare parts and in-house service/repair through online and seven physical retail locations in Norway.

Product overview

E-Wheels is Norway's largest retailer of personal electric vehicles, operating since 2014 with over 350,000 customers. The company offers a comprehensive portfolio of electric mobility products under multiple brands: E-Wheels brand electric scooters (E2S V3, E2S V3 Pro, E2S V3 GT Pro, E2S V2 series, E7, E7 Pro) and electric bikes from Momas brand (Balance+ series, Wayfarer+, Jason+, Jason Pro+, Neutron, Neutron SUV, Eywa+, Supernova), plus electric fatbikes (Eagle, Eagle+, Bandit Pro Max, Ultimate). The Momas brand offers e-bikes across categories including trekking/city bikes, allround/terrain bikes, and SUVs. The company also offers electric mopeds, accessories (helmets, locks, lights, tires, bags), spare parts, and professional service/repair. E-Wheels operates as a unified product ecosystem where the own E-Wheels brand competes with premium brands like Joyor (GS series) and Mercane (WideWheel Pro), while the Momas brand covers the e-bike segment with various price points and capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Momas: Proprietary e-bike brand sold exclusively through E-Wheels, featuring models such as Balance+, Jason+, Wayfarer+, Neutron, Eywa+, Supernova, Eagle, Bandit Pro Max, and Ultimate.
• E-Wheels by Joyor

Products and services

• E2S V3 Electric Scooter Series Entry-level to mid-range E-Wheels branded electric scooters with full suspension; E2S V3 (360Wh, 35km, 36V), E2S V3 Pro (540Wh, 50km, 36V) and E2S V3 GT Pro (720Wh, 65km, 48V). Sold to Norwegian consumers for legal urban and commuter use; replaces Norway's most sold E2S V2 model.
• E2S V2 Electric Scooter Series Previous-generation E-Wheels electric scooters including E2S V2 Long Range (360Wh, 35km), E2S V2 Pro Long Range (540Wh, 50km, test winner), E2S V2 Urban Max (720Wh, 70km, full suspension) and E2S V2 Max Long Range 2025 (720Wh, 70km). Targeted at Norwegian consumers seeking affordable legal commuter scooters.
• E7 Electric Scooter Series Premium dual-motor E-Wheels electric scooters; E7 (780Wh, 65km range, 52V) and E7 Pro (925.6Wh, 80km range, 52V). Aimed at consumers wanting top comfort, dual-motor performance and long range.
• E-Wheels by Joyor G-Series (GS5 / GS7) E-Wheels-branded electric scooters manufactured by Joyor with dual suspension, puncture-proof tires, 48V motor up to 1000W max power and IP54 rating; GS7 offers 1056Wh battery with up to 80km range and GS5 offers 624Wh with up to 55km range. Targeted at Norwegian consumers seeking durable, weather-protected scooters.
• Mercane WideWheel PRO Electric Scooter Premium Mercane electric scooter with 10cm wide tires, dual 120mm disc brakes, 48V 720Wh battery, 2000W max power and up to 70km optimal range. Marketed as the 'Cadillac of electric scooters' for enthusiast consumers.
• Momas Balance+ Electric Bike Series Range of Momas low step-through electric bikes including Balance+, Balance+ LTD (630Wh, 70 Nm), Balance+ SUV (630Wh, 70 Nm with MIK HD), Balance Pro (750Wh, 80 Nm) and Balance Pro SUV (750Wh, 80 Nm). Targeted at urban commuters and recreational cyclists seeking comfortable, agile e-bikes.
• Momas Jason+ Electric Bike Series Versatile unisex Momas allround/terrain electric bikes including Jason+ (630Wh, 70 Nm), Jason+ SUV, Jason Pro+ (750Wh, 90 Nm) and Jason Pro+ SUV. Suitable for commuting, leisure and varied terrain including gravel and trails.
• Momas Wayfarer+ Electric Bike Series Momas Wayfarer+ (960Wh, 115 Nm torque) and Wayfarer+ SUV trekking/city e-bikes powered by the Momas Turbo+ motor. Tek.no awarded the Wayfarer+ a 9/10 rating. Aimed at consumers wanting powerful long-range e-bikes for varied terrain.
• Momas Neutron Electric Bike Series Stylish unisex Momas trekking/city e-bikes including Neutron and Neutron SUV (both 960Wh, 115 Nm torque). Tek.no awarded the Neutron 9.5/10. Designed for consumers wanting premium long-range commuter e-bikes with SUV tire options.
• Momas Eywa+ Electric Bike Momas trekking/city e-bike with 960Wh battery and 115 Nm torque, marketed as 'the perfect commuter partner'. Awarded 10/10 by Nettavisen and Terningkast 5 by Dagbladet. Targeted at commuters wanting top-spec power and range.
• Momas Supernova Electric Bike Premium maintenance-free Momas e-bike featuring Enviolo CVT hub gears, Gates belt drive, 835Wh battery, 90 Nm motor and four-link suspension seat post. Targeted at consumers seeking a top-tier, low-maintenance commuter or touring e-bike.
• Momas Ultimate Electric Mountain Bike Momas electric mountain bike with 720Wh battery, 80 or 110 Nm torque options and 29-inch wheels. Awarded Terningkast 6 by Dagbladet and named 'Best in Test' by Anbefaler.com. Designed for off-road and trail enthusiasts.
• Momas Electric Fatbike Series Momas electric fatbikes for extreme terrain including Eagle (672Wh, 115 Nm, 26x4.8 inch tires), Eagle+ (960Wh, 115 Nm, 26x4.0 inch tires, hydraulic lockout fork, Shimano Cues 10-speed) and Bandit Pro Max (960Wh, 115 Nm, low step-through). Targeted at off-road, snow and beach riders.
• Electric Moped Electric moped category available as part of E-Wheels' personal electric vehicle portfolio for Norwegian consumers.
• E-Wheels Accessories Full range of accessories including locks, lights, tires and tubes, bike racks, child seats, helmets (e.g., Flare helmet with integrated lights, 790 NOK), bags and studded winter tires for both electric bikes and scooters. Sold to Norwegian consumers.
• E-Wheels Spare Parts Spare parts catalog covering electric bike brands (Avelo, Fosna, Giant, Momas, Triobike) and electric scooter brands (E-Wheels E2S-series, E-series, Kaabo, Mercane, Vsett, Zero). Supports product owners across Norway.
• E-Wheels Service and Repair Professional workshop service for electric bikes and scooters at owned workshops in Kongsberg and Hokksund and via the E-Mexx partner network across eight Norwegian cities. Service packages range from 690 NOK (simple) to 1,890 NOK (major); tire changes 390-990 NOK; speed adjustments to legal 20 km/h limit 690-5,800 NOK; hourly rate 1,180 NOK.
• E-Scooter Liability Insurance Mandatory liability insurance for E-Wheels electric scooters offered in partnership with Gjensidige at 110 NOK per month. Required by Norwegian law since January 2023 for legal e-scooter operation.

Quantifiable outcome

• 350,000+ customers served since 2014
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GjensidigecoreGTM or Marketing Partner · 1 January 2023E-Wheels partners with Gjensidige to offer mandatory liability insurance for electric scooters at 110 NOK/month. This partnership addresses Norwegian legal requirements (mandatory since January 2023) and provides convenient insurance purchasing through E-Wheels' platform. The partnership includes co-branded marketing and referral links on E-Wheels' website.
• KlarnacoreTechnology or IntegrationPayment processing partnership enabling customers to pay via card, Klarna invoice, Klarna installments, and other payment options. Klarna handles payment processing for all transactions.
• VippscoreTechnology or IntegrationNorwegian mobile payment partnership allowing customers to pay for purchases using Vipps mobile payment solution.
• E-MexxcoreImplementation/ SI/ Consulting PartnerService and repair partnership with E-Mexx offering repair services for electric scooters and bikes. E-Mexx accepts E-Wheels products at locations in Oslo, Bergen, Tønsberg, Billingstad, Alnabru, Trondheim, Kristiansand, and Tromsø. For warranty claims, E-Wheels covers the costs.
• ServaminorStrategic or Co-development PartnerEnvironmental partnership for handling all electronic waste (EE-avfall) from E-Wheels operations and much of the IT industry.
• Ragn-SellsminorStrategic or Co-development PartnerWaste management partnership ensuring proper handling of all waste from hazardous materials to container waste, supporting E-Wheels' sustainable vision.
• Sealed AirminorStrategic or Co-development PartnerPackaging supplier partnership providing environmentally certified packaging materials. Sealed Air's business strategy focuses on sustainable operations with goal of 100% recyclable packaging.
• KustomcoreTechnology or IntegrationCheckout provider partnership where Kustom processes customer personal data including contact and order details during checkout to manage purchases.
• CookiebotcoreTechnology or IntegrationCookie consent management solution used to ensure customers have full control over cookies they accept, as required by Norwegian and EU regulations.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• XXL ASA: Nordic sporting goods retailer with significant e-bike and e-scooter assortment across Norway, Sweden, Finland and Denmark. Directly comparable to E-Wheels as a multi-channel sporting/active-mobility retailer in the same geographies with overlapping product categories.
• Sport1 Norge: Norwegian sporting goods chain carrying bicycles, e-bikes and active lifestyle products. Directly comparable to E-Wheels' physical retail-led model in Norway with overlapping customer base of commuters and recreational cyclists.
• Bike24: Large European online bike and e-bike retailer headquartered in Germany, shipping across the Nordics. Directly comparable to E-Wheels on the e-commerce side, offering similar product breadth and competitive pricing.
• Bikester (formerly Probikeshop): European online bike and e-bike retailer with pan-European shipping. Comparable to E-Wheels as a digital-first specialist retailer of bicycles and e-bikes targeting both commuters and enthusiasts.

Broad incumbents

• Decathlon: Global sporting goods retailer with a strong e-bike lineup (Btwin/Elops) and significant Nordic presence. Comparable to E-Wheels as a mass-market retailer of personal electric mobility, though Decathlon spans the full sporting-goods spectrum rather than specializing.

Regional players

• Komplett Group: Nordic online electronics retailer (Norway, Sweden, Denmark) carrying personal electric vehicles and accessories. Adjacent competitor to E-Wheels in Norway — overlapping customer base for e-scooters, e-bikes and consumer electronics — though broader catalog.
• Power International: Nordic electronics and home appliance retailer (Power.no, Power.dk, Power.fi) that has expanded into e-mobility and e-scooter assortment. Comparable to E-Wheels as a Norway-headquartered consumer-electronics retailer crossing into personal e-mobility.
• Elkjøp Nordic: Largest Nordic consumer electronics retailer operating across Norway, Sweden, Denmark, Finland and Iceland. Comparable to E-Wheels as a multi-country Nordic retailer entering the e-scooter and personal e-mobility category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MomasEBikes
• Facebookfacebook.com/Ewheels.no
• LinkedInlinkedin.com/company/e-wheels-norge-as

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 E-Wheels