“The e-bike is an eco-friendly vehicle, it costs less than a scooter and allows those who use it to play sports, saving themselves from training in the gym. And within a couple of years the new batteries will make it possible to cut costs”. Word of Carlo De Felice, president of Taurus, a historic made in Italy company that has been building bikes for 110 years and that is now leaping into the future with the new line of pedal assisted bicycles, in collaboration with ZeHus, a startup incubated in the Milan Polytechnic and specialized precisely in the "hidden inertial recharge" battery , which allows Taurus vehicles to keep the original style of the early 900s. In the last year, the e-bike market has grown by 25% and is a candidate to participate in the mobility revolution in large Italian cities and around the world. Prices are still high for the general public, but thanks to technological evolution, things are about to change.
The pedal assisted bicycle has had a real boom in the last year, although the prices are not exactly accessible yet. What do you think this success is due to?
“The success factors are numerous. The e-bike is an eco-friendly vehicle, and environmental awareness and culture are growing in our country. As well as attention to well-being, the importance of movement. Many choose the bike for commuting to work, thus giving up training in the gym. If necessary, it's less tiring than a bike and doesn't have the running costs of a scooter. It is perfect for traveling in urban traffic and ideal for pleasant outdoor journeys with the family. But it is also appreciated by expert bikers who love slopes and who can thus face them in safety. It is the undisputed protagonist of a cultural change that concerns individuals and families and the way of living free time”.
What features does your line of e-bikes have and what kind of audience do you hope to reach?
“Taurus is aimed at bicycle lovers and aficionados not as a simple means of transport, but as an accessory to show off with pride. We are addressing the leading millennials, the X generation, which includes the age group between 38 and 52 and the over 55s. The leading millennials are the first generation in history that in their adulthood is familiar with digital technology and knows about it the communication codes spontaneously. In Italy there are 11,2 million people, 76% of whom are connected to the internet. The "generation x" instead constitutes today the largest segment of the current population. While about 25% of Italians over 55 browse online every day, staying there for an average of 1 hour and 33 minutes. This is an audience interested not only in the characteristics of the products but in the benefits they could bring to their lifestyle. The "Linea È" offers three new models of pedal assisted Taurus bicycles: the e-bikes with an accent with a gritty character, in the "È donna" and "È male" versions, and the "Limited È" model, with exclusive dovetail frame and handcrafted handlebar. The ZeHus system, with motor, battery and electronics integrated in the rear hub managed by the dedicated Bitride application, allows you to have infinite autonomy, thanks to the KERS (Kinetic Energy Recovery System) technology which allows you to recharge the battery in the inertia phases, i.e. downhill and pedaling counterclockwise. With the battery hidden in the hub, the new e-bikes maintain the classic and elegant Taurus style".
How does the craftsmanship of a historic made in Italy company like Taurus blend with technology and the new frontiers of the two-wheeler market?
“For 110 years, Taurus bicycles have marked the small daily moments and special occasions of millions of people in Italy and around the world. To celebrate this important milestone, we focus on the values that have always guided our creations: quality, precision and passion, but above all people and style, the real assets that best represent Made in Italy excellence. In a world that increasingly chases numbers and masses, the Taurus challenge aims to enhance products and people. We are proud to be able to say that even today Taurus bicycles are produced in Italy and we continue to invest in what for us is an incomparable added value. There are few companies that can boast over a century of history, we treasure it and look to the future by dressing a product that is as current as it is traditional with timeless elegance and innovation. The ambition is to be the first in the world to connect the bicycle with smart clothing, starting this path with the integration of the directional arrow activation technology directly inside the handlebar. We are deeply attached to the history of our bicycle brand and to the extraordinary ability of our craftsmen, values that we are constantly committed to combining with innovation to make traveling by bicycle an ever safer and less risky experience. Since 1908 Taurus has been producing quality handcrafted bicycles, making passion and commitment the cornerstone of its centennial success. The result of craftsmanship handed down over a hundred years of history, Taurus bicycles can be customized in every detail as per authentic Made in Italy style. The looms are handmade, one by one, by excellent craftsmen who devote all the necessary time and all their experience to making products of excellent quality. From the introduction of the mechanical rod brakes to the integration of pedal assistance systems, the history of Taurus is the emblem of the ability to combine tradition and innovation. After having gone through the history of the 900th century as a protagonist, in 2017 Taurus is renewed, without ever giving up on the tradition that has decreed its success. A new team, the same passion as always. The beating heart of the production activity is based in Vanzaghello, in the province of Milan, where every day the Taurus craftsmen are committed to creating unique creations capable of satisfying the needs of each individual customer. Timeless elegance, attention to detail and the high quality of the materials used make Taurus Italian bicycles recognizable among thousands”.
Can Taurus and Italy in general become world leaders in the electric bike market?
“From my numerous travels to various parts of the globe, from the most advanced to those that are struggling, I have recorded one constant: everyone recognizes an acclaimed excellence in Italian manufacturing. An almost acquired fact. Creativity, resourcefulness and adaptability to any culture at any latitude of the planet are an invaluable strength. However, this recognition must not make us rest on our laurels, it must act as a springboard for new challenges and give us the impetus to overcome difficult moments without distorting those by now acquired values, historically stratified and recognized everywhere. Staying at the top is at least as difficult as reaching the top itself. We have all the credentials to be able to pursue this goal without hesitation and without looking for substitute solutions or solutions that tend to emulate paths that are not characteristic of our history. If we manage to transfer these values to the new generations, it is this way of being present on global markets with this recognisability, we will have an easy game in bringing netizens closer to this process which combines innovation with the classicism and elegance of Made in Italy".
In addition to the bicycle, you have also launched the high visibility vest. What role is and can wearable technology play in the development of electric mobility and how do you intend to connect the bicycle with smart clothing?
“The exclusive line of vests with arrows was born from the collaboration between Taurus and Clara “CLARA for Taurus”. The Swiss startup CLARA Swiss Tech, an award-winning startup in the world of wearable technology was born in the university of applied sciences of Italian-speaking Switzerland (SUPSI) and designed the high-visibility vest. A wearable device, which increases the visibility of cyclists thanks to LED lights, reducing the risk of road accidents. Operation is simple and practical: thanks to a wireless device placed on the handlebar of the bicycle, when the cyclist decides to turn, he can indicate his intentions by activating the arrow integrated in the vest. The gilet will be available in spring, now it is possible to book it with an early-bird discount only on the Taurus website. It can be used both on a bicycle, placing the control on the handlebar, and for running or jogging, where obviously the arrows are not needed but there is the possibility of selecting the fixed or flashing LED mode. The partnership between Taurus, ZeHus & Clara Swiss Tech leads decisively towards the 4.0 bicycle".
In large Italian and European cities, bike sharing is going into crisis to the advantage - in some cases - of electric scooters. Do you intend to enter that market as well? And in any case, what role can the e-bike play in changing the mobility of the cities of the future? Will it eventually replace the traditional bike and become the preferred means of transport to combat traffic and smog?
“The concept of ownership has changed. Let's think about the things we use every day: smartphone, computer, desk and so on. We own most, if not all, of these things. In the future we will probably share them. The share economy in general is set to grow: not only can you stay in someone's home via specific apps, but you can also sail on someone else's boat via others, fly on their private plane the same way, and the list goes on . The office will be optimally positioned, it will be "pre-loaded" with our data and information. The sharing system is much more efficient because it allows resources to be active 24/7 rather than only during working hours. In this scenario of change, the electric bike will conquer more and more spaces, establishing itself as a privileged means of transport and will develop new intelligent accessories that will make travel increasingly comfortable and safe. Taurus works tirelessly on innovative applications for its products. And at the same time he is also working on new solutions for ecological transport in the city".
How soon do you think the e-bike will become a mainstream vehicle and will have truly affordable prices for everyone?
“Within a couple of years. The forecasts made by the market analyzes on the bicycle sector had announced a remarkable growth of the sector. And so it was. Bicycle manufacturers around the world are continually adopting new strategies to gain market share in this sector. Innovation in battery technology will further improve battery life and reduce overall cost for consumers driving the electric bicycle market. The biggest challenge facing the industry is the growing popularity of motor vehicles, the weak distribution network and the rising price of raw materials. So it is crucial for manufacturers to maintain a balance between price and quality. Regular product innovation is very important for companies to sustain their successful position in the market”.
