Promovec
Promovec is a Danish e-mobility manufacturer (founded 2001, Aarhus) that supplies private-label e-bike kits and complete e-bikes — motors, batteries, displays, sensors and the patented Smart Grip — to European bike brands and 1500+ dealers, and sells direct under its own Batribike and Humber Bicycles brands.
- Company typePrivate
- Founded2001
- HeadquartersAarhus, Denmark
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Promovec does
Promovec A/S is a Danish e-mobility manufacturer headquartered in Aarhus, Denmark, founded in 2001 by CEO-owner Jesper Lundqvist. The company provides complete private-label e-bike solutions to bike brands, assemblers, and dealers, supplying both integrated e-kit components (motors, batteries, displays, sensors) and fully assembled e-bikes, supplemented since June 2024 by two own brands — Batribike (classic commuter e-bikes) and Humber Bicycles (cargo/utility). Its product stack includes front, rear and centre motors (including a Danish-produced 110 Nm Silent Drive mid-drive), a battery family built on 21700 cells (Invisible, Intube 1/3/4, Carrier 7-XL) with BMS Version 3 cell-level diagnostics, displays (Connect+, Graphic Slim/Stem, Satellite Shifters) and the patented Smart Grip handlebar control. Production shifted from trading company to in-house manufacturer in 2016, with own component manufacturing in Denmark beginning in 2023 inside a DGNB Gold-certified headquarters.
The company's revenue model is hardware sales through three streams — private-label e-bike sales, e-kit component sales, and direct branded e-bike sales — distributed via a B2B webshop, a network of 1500+ dealers worldwide (concentrated in Nordic, Benelux and UK markets), and direct-to-consumer channels via Batribike and Humber Bicycles. Pricing is quote-based across all channels, with the only published tariff being an EUR 83.79 battery diagnostic fee; battery warranty was extended from 3 to 5 years at a guaranteed minimum 70% capacity in June 2025. Customer segments served include European bike brands (Cortina, Batribike, Christiania Bikes, Pointer Rijwielen, Raleigh, Ridgeback, Alpina, Winther, Centurion) along with urban commuters and cargo/utility end-users.
North American operations through Promovec America Inc. were wound down, with related TerraTrike/GreenSpeed service transferred to WizWheelz Inc. in Grand Rapids, Michigan. The company now operates solely from its Aarhus headquarters with 51-100 employees, a multinational team (10+ nationalities), and a stated ambition to challenge larger market players through in-house Danish engineering, Scandinavian design, and sustainability credentials.
Promovec firmographics
Firmographics- Name
- Promovec
- Legal name
- Promovec A/S
- Website
- https://promovec.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Promovec is a Danish e-mobility manufacturer (founded 2001, Aarhus) that supplies private-label e-bike kits and complete e-bikes — motors, batteries, displays, sensors and the patented Smart Grip — to European bike brands and 1500+ dealers, and sells direct under its own Batribike and Humber Bicycles brands.
- Ownership category
- akta.pro rank
Promovec industry classification
Industry- Product category
- Electric Bicycles and E-Bike Components
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)
- akta.pro secondary industry
- Bike Parts & Components Retail (CRAMAHAB)
Keywords
Where Promovec is headquartered
LocationHeadquarters
- HQ city
- Aarhus
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Promovec business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- E-bike sales: Sale of complete e-bikes under private label arrangements to bike brands and retailers
- E-kit component sales: Sale of e-bike components including motors, batteries, displays, sensors that can be combined and customized for customer demands
- Branded e-bikes: Sale of e-bikes under own brands (Batribike, Humber Bicycles)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Battery capacity warranty test fee |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Promovec product offering
Product offeringCore offering
Promovec designs, develops and manufactures in Denmark a complete portfolio of e-bike components (motors, batteries, displays, sensors, and the patented Smart Grip) and assembles complete private-label e-bikes and cargo e-bikes for bike brands, assemblers and dealers. The company supplies its e-systems and finished e-bikes to OEM customers such as Cortina, Raleigh, Ridgeback, Christiania Bikes, Alpina, Winther, Centurion and Pointer Rijwielen through 1500+ dealers worldwide, and has launched its own consumer brands Batribike and Humber Bicycles in the Nordics.
Product overview
Promovec is a Danish e-mobility company providing private label e-bike solutions with more than 20 years of experience. The company operates three main product lines: (1) E-Kit Components - a comprehensive portfolio of electric bicycle components including displays (Connect+, Graphic Slim, Graphic Stem, Satellite Shifters), batteries (Invisible, Intube 1/3/4, Carrier 7-XL), motors (Compact Front, Compact Rear, Compact Cargo Rear, Silent Drive Mini, Cargo C100+, Silent C100+, Silent Drive Mid-Drive), sensors, and the award-winning Smart Grip; (2) Complete E-Bikes - private label solutions in Commuter, Trekking, Active, and Urban categories with various motor and battery configurations; and (3) E-Cargo Bikes - both two-wheeled and three-wheeled cargo solutions. Promovec also operates branded sub-brands Batribike (classic e-bikes) and Humber Bicycles (cargo/utility bikes) for European markets. The company serves 1500+ dealers worldwide and offers 5-year warranty on batteries with registration.
Differentiator
Problem solved
Functional benefit
Brands
- Batribike: Classic two-wheeled e-bikes designed for everyday mobility, emphasizing comfort, reliability, ease of use, and attractive pricing. Launched in Nordic countries.
- Humber Bicycles
Products and services
- E-Kit Components Comprehensive range of in-house developed electric bicycle components including displays, batteries, motors and sensors that can be combined and customised for private-label e-bike solutions supplied to bike brands and assemblers.
- E-Bikes (Private Label) Complete private-label e-bike solutions including Commuter, Trekking, Active and Urban categories with various in-house motor and battery configurations, built for bike brands and retailers under their own names.
- E-Cargo 2-Wheel Bikes Two-wheeled cargo e-bikes including Urban Flex and Urban Flex LT models equipped with downtube 7XL batteries and rear motors, designed for private and commercial urban cargo transport.
- E-Cargo 3-Wheel Bikes Three-wheeled cargo e-bike solutions including Dynamic Cargo (mid-drive motor) and Classic Wood Cargo (rear motor) for heavier family and commercial cargo loads.
- Batribike (Consumer Brand) Own-brand line of classic two-wheeled e-bikes designed for everyday mobility, combining comfort, reliability, ease of use and attractive pricing for end consumers, distributed through the Nordic dealer network.
- Humber Bicycles (Consumer Brand) Lifestyle cargo and utility e-bike brand featuring next-generation cargo bikes developed for private and commercial applications, distributed to Nordic markets through dealer channels.
Quantifiable outcome
- 5-year battery warranty with 70% minimum capacity guarantee
- +1 more outcomes
Companies that use Promovec
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
Promovec technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Promovec partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- CortinaminorBike brand customer purchasing private label e-bike solutions from Promovec
- BatribikeminorBike brand customer; Promovec has now also launched Batribike as own brand
- Christiania BikesminorBike brand customer purchasing private label e-bike solutions
- Pointer RijwielenminorDutch partner expressing pride in Promovec as a partner and Danish-produced batteries with 5-year warranty
- RaleighminorBike brand customer purchasing private label e-bike solutions
- RidgebackminorBike brand customer purchasing private label e-bike solutions
- KT Erhvervsbyg A/ScoreContractor behind Promovec's new headquarters building project. Led to DGNB Gold certification for the building.
- WizWheelz Inc.minorCompany in Grand Rapids, Michigan USA that continues sales and service of TerraTrike and GreenSpeed products after Promovec America closure
- Promovec America Inc.minorDivision of Promovec A/S that has closed operations in North America
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
Promovec competitors and assessment
Company assessmentDirect peers
- Bafang: Bafang is a leading Chinese e-bike drive-system and component manufacturer (motors, batteries, displays, sensors) supplying OEM bike brands globally — directly comparable to Promovec's E-Kit business targeting private-label e-bike assemblers.
- Brose eBike Systems: Brose supplies mid-drive e-bike motors and complete drive systems to European OEM bike brands; a direct peer to Promovec's center-motor business (Silent Drive, Cargo C100+) targeting premium bike and e-cargo bike manufacturers.
- Fazua (Porsche eBike Performance): Fazua develops lightweight e-bike drive systems (motor, battery, control unit) for premium and sport-oriented OEM bike brands; directly comparable to Promovec's mid-drive and removable-battery offerings for boutique OEMs.
- Ananda: Ananda is a Chinese manufacturer of e-bike motors, batteries, displays and controllers supplying OEM bike brands worldwide; a direct peer in drive-system components with similar OEM/private-label GTM as Promovec.
- TranzX (JD Group): TranzX supplies e-bike motors, batteries and control systems to OEM bike brands, particularly in Europe; comparable mid-tier drive-system OEM competing for the same private-label bike-brand customers as Promovec.
- Heinzmann: Heinzmann produces mid-drive e-bike motors and pedal-assist drive systems for OEM bike brands and special vehicles; a comparable German/European peer in the mid-drive e-bike OEM market segment.
Broad incumbents
- Bosch eBike Systems: Bosch eBike Systems is the dominant OEM supplier of e-bike drive units (motors, batteries, displays) to European bike brands; broader in portfolio than Promovec but directly competes for the same OEM sockets at bike brands like Cortina, Raleigh, and others.
- Shimano (STEPS): Shimano STEPS is a global incumbent in e-bike drivetrain and component systems, widely specced by OEM bike brands across Europe; competes with Promovec for OEM drive-system slots, though at significantly larger scale and broader product scope.
- Yamaha Power Assist Bicycles: Yamaha's PWseries e-bike drive systems serve OEM bike brands across Europe and Asia; a broad incumbent competitor to Promovec in the e-bike drive-system OEM market with comparable motor/battery/display offerings.
Emerging players
- Pendix: Pendix is a German maker of e-bike drive systems (motor, battery, app) sold both OEM and via retrofit; an emerging peer with comparable in-house engineering and European manufacturing focus, though smaller scale than Promovec.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Promovec social profiles
Digital presencePromovec compliance and trust
Trust signalCompliance3 records
Promovec financial estimates
Financial estimateRevenue estimate
Valuation estimate
Promovec leadership team
Management profileNumber of profiles
Profiles10 records
Promovec subsidiaries and ownership
Company hierarchySubsidiaries1 record
Promovec funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Promovec M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Promovec
What does Promovec do?
Promovec designs, develops and manufactures in Denmark a complete portfolio of e-bike components (motors, batteries, displays, sensors, and the patented Smart Grip) and assembles complete private-label e-bikes and cargo e-bikes for bike brands, assemblers and dealers. The company supplies its e-systems and finished e-bikes to OEM customers such as Cortina, Raleigh, Ridgeback, Christiania Bikes, Alpina, Winther, Centurion and Pointer Rijwielen through 1500+ dealers worldwide, and has launched its own consumer brands Batribike and Humber Bicycles in the Nordics.
Is Promovec a public or private company?
Promovec is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Promovec founded?
Promovec was founded in 2001. It employs 51 to 100 people.
Where is Promovec based?
Promovec is headquartered in Aarhus, Denmark, in the Europe region.
How does Promovec make money?
Three revenue lines are on record. E-bike sales are the primary driver. The others are E-kit component sales and branded e-bikes.
Who are Promovec's main competitors?
Direct peers on record are Bafang, Brose eBike Systems, Fazua (Porsche eBike Performance), Ananda, TranzX (JD Group) and Heinzmann. Broad incumbents are Bosch eBike Systems, Shimano (STEPS) and Yamaha Power Assist Bicycles. Pendix is listed as an emerging player.
Does Promovec have an API?
No public API is recorded for Promovec.
What industry is Promovec in?
Promovec's product category is Electric Bicycles and E-Bike Components. Its primary akta.pro industry code is IMACAOAA, E-bikes & E-cargo Bikes Manufacturing, with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 336991 and its SIC code is 3751.