Is it still possible to produce an electric bicycle that is truly made in France and continue to grow towards a sustainable balance?

Without spoiling this brief, the answer is yes, and it's happening in Saint-Priest, in the Lyon suburbs, within the SME Ultima Mobility.

The beginnings of a French electric bicycle manufacturer

At the end of 2021, when launching the company with my partner Brice Epailly, the main motivation was to answer the following question: "Is it still possible to produce locally, sustainably and innovatively, without giving up industrial ambition and the profitability necessary for our stability?"

Innovation for relocation: when launching the Multipath, we pushed boundaries to create the first EAB that adapts to all usage situations thanks to its modularity and elegance. Depending on the versions, it combines recyclability and up to 90% "Origine France Garantie" certified parts.

NB: At Ultima, the Multipath bicycle (city bike) embodies innovation: an injected frame made of recyclable composite, an intelligent Valeo motor that automatically manages speeds and assistance level, and a design conceived for all uses and users (urban, cargo, family, etc.).

Innovating in electric bikes: a path fraught with pitfalls for French brands

Very quickly, we realized that focusing on an exclusive program risked leading us straight into a wall, due to several factors:

• Are we customers, willing to finance relocation? The answer is obviously no.

• Secondly, innovating is good, but it's not enough. Of course, you'll quickly find some "early adopters," but too few to get a company off the ground.

• Innovating is even mandatory, but it's also a hindrance. It's a long and complex process: convincing the entire distribution chain takes time. Even today, some stores believe that the automatic gearbox won't sell, even though all motor manufacturers are developing their own solutions.

• And then innovating means daring to be different. But this difference, whether it's the style or the associated image, can sometimes confuse some buyers and ultimately become a real barrier to purchase.

Added to this is another reality: to display and formalize the results of our work, we have to self-finance the certifications (Origine France Garantie, CSR, Recycling, Cyclescore, etc.). And we agree that without targeted aid, this work represents a significant cost, often perceived as a waste of money by investors. So, in these moments, there's only one thing left to do: firmly believe in one's own convictions.

Towards a more innovative and sustainable future

If we want this pioneering company, Ultima Mobility, to continue its contribution and answer the question many are asking today: "Can we still produce locally, sustainably and innovatively, without giving up industrial ambition?", then we have decided to diversify.

Ultima's DNA: a passion for made-in-France electric bikes

This transformation is rooted in the very heart of our company, in our DNA. In other words, it relies on the women and men who, every day, support each other, coordinate, and work hand in hand to meet this ambitious challenge. Together, they are building the future of made-in-France electric bikes.

Our mission is to find the right balance between all these personalities, to foster dialogue between different cultures, both within the bike industry and from other horizons, in order to build a true human and collaborative ecosystem within Ultima Mobility.

To support this vision, we have implemented a recruitment plan aimed at integrating new talent into our various departments: marketing, R&D, production, communication, and sales, in order to create unique and responsible products.

Diversifying without compromising: expanding the Ultima range

Next, we sought to expand our range of electric bikes and offer products in different segments of "bike-to-work / commuting." The production of our "Larrun" took us 1 year after acquiring this beautiful "Biarrote" brand, and in parallel, we launched an eGravel range "Yin & Yang."

In this exercise, we have strived to modulate the MIF to ensure that the company gains in competitiveness, which is why the French or European valorization rate now varies from 30 to 90% depending on our models.

Finally, we still need to work on the depth of our ranges. An action plan is underway to enable us to offer products for all budgets without distorting the positioning of our brand, which does not wish to compete with disposable bicycle suppliers.

Assembling French electric bikes: Ultima's gamble to support local production

Of course, this ambition comes at a price. Producing in France is always more expensive. Ultima must therefore convince a public willing to invest in a sustainable, repairable, scalable product that, in a way, goes against the logic of fast consumption. To ensure trickle-down effects and improve our efficiency, we have also been able to take advantage of the current context, which favors local assembly. We took the risk of doubling our assembly surface to offer our services to other brands supported by public policies and the bicycle industry to contribute to reindustrialization. Thus, JCDecaux and other brands, for whom we will respect the confidentiality request, have asked us to carry out their assembly. This virtuous approach allows ULTIMA to optimize its production costs and improve its productivity and quality.

Let's move forward together towards the future of made-in-France electric bikes...

In conclusion, Ultima Mobility is not just a new brand of electric-assist bikes. It is an answer to a question many are asking today: Can we still produce locally, sustainably and innovatively, without giving up industrial ambition?

The answer is yes, but now that you've read our brief, it comes with industrial compromises and optimized revenue and expense management. The market went through dark months between May and August, but September, with its Indian summer, offers a glimmer of hope. If all goes as planned, 2025 will open a path towards balance.