Can we still produce an electric bike that's 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, a suburb of Lyon, within the SME Ultima Mobility.

The beginnings of a french electric bike manufacturer

At the end of 2021, when I launched the company with my partner Brice Epailly, the main motivation was to answer the following question : "Can we still produce locally, sustainably and innovatively, without sacrificing the industrial ambition and profitability necessary for our stability ?"

Innovation at the service of relocation : when we launched the Multipath, we moved boundaries to create the first e-bike that adapts to all usage situations thanks to its modularity and elegance. Depending on the version, it combines recyclability and up to 90% of its parts are certified "Origine France Garantie."

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

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

We quickly realized that focusing on an exclusive program risked leading us straight into a brick wall, for several reasons :

• Are we customers willing to finance the relocation ? The answer is obviously no.
• Second, innovation is good, but it's not enough. Sure, you'll quickly find a few "early adopters," but not enough to get a business off the ground.
• Innovation 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 automatic transmissions won't sell, even though all engine manufacturers are developing their own solutions.
• And innovation means daring to be different. But this difference, whether in style or 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 must finance the certifications ourselves (Origine France Garantie, CSR, Recyclage, Cyclescore, etc.). And we agree that without earmarked funding, this work represents a significant cost, often perceived as a waste of money by investors. So, in times like these, there's only one thing left to do : firmly believe in your 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 sacrificing our industrial ambitions ?", then we have decided to diversify.

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

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 electric bikes made in France.
Our mission is to find the right balance between all these personalities, to bring together different cultures, both those of cycling and those from other horizons, in order to build a truly 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 losing our identity: expanding the Ultima range

Next, we sought to expand our range of electric bikes and develop offerings in the various "commuting/bike commuting" segments. It took us a year to put our "Larrun" into production after acquiring this wonderful "Biarrote" brand, and at the same time, we launched a "Yin & Yang" eGravel range.

In this exercise, we focused on adjusting the MIF to ensure the company's competitiveness, which is why the french or european valuation 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 have offerings for all budgets without distorting the positioning of our brand, which does not want to compete with suppliers of disposable bikes.

Assembling french electric bikes : Ultima's commitment to supporting local production

Of course, this ambition comes at a price. Producing in France is becoming increasingly expensive. Ultima must therefore convince a public ready to invest in a durable, repairable, and scalable product that, in a way, counters the logic of rapid consumption. To ensure a positive impact and improve our efficiency, we have also taken advantage of the current context, which favors local assembly, and we have taken the risk of doubling our assembly space in order to offer our services to other brands supported by public policies and the bicycle industry to contribute to reindustrialization. For example, JCDecaux and other brands, whose confidentiality requests we will respect, have approached 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 electric bikes made in France...

In conclusion, Ultima Mobility isn't just a new brand of electric bicycles. It's an answer to a question many are asking today : Can we still produce locally, sustainably, and innovatively, without sacrificing our industrial ambitions?

The answer is yes, but now that you've read our brief, this is achieved through industrial compromises and optimized management of revenues and expenses. The market went through some 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 up a path to balance.