The marketing campaign in China might be “just about the identical,” she added, because it goals to offer “an answer” to metropolis life and relaying the varied electrical bikes accessible throughout its pricing funnel.

The model additionally continues to host the Brompton World Championship, which was launched in 2008 and this 12 months was held in Turin. Alongside the principle 10k race and a Greatest Dressed Competitors, the occasion additionally features a velocity folding contest.

A sustainable product with a message

Pearce mentioned sustainability is “on the coronary heart of all the things we do.” Reminders are written on manufacturing unit partitions and on the model’s web site. It’s additionally the principle message of chief government Will Butler-Adams.

“The product itself is a sustainable product,” Pearce added, explaining that the marketing campaign mechanism of utilizing brief phrases might lengthen to incorporate environmental messages and the well being advantages of motorbike using.

“It’s necessary to not greenwash. That’s an enormous concern,” she mentioned. “It goes again to ‘do first then say,’ that’s the place our view is on this. And it must be on the coronary heart of our enterprise. It ought to be on the coronary heart of each enterprise, and we should always have the ability to transfer to a spot the place it’s not one thing that we have to speak about as a result of we should always all simply be doing it.”

Shopper consciousness of sustainability has made the bicycle sector all of the extra aggressive, with bike rental corporations popping up in cities all world wide. This has led Brompton to introduce its personal rent scheme with docks throughout the U.Okay. at busy commuter areas.