March 24, 2023 - Three years after its inception, and with double-digit growth in 2022, Angell occupies a unique place in the urban micromobility landscape. While the main players in the sector are B-to-C brands focused on a universal and connected urban bike, or conversely more traditional brands that cover all product categories, from mountain bikes to road racing and urban bikes, Angell is shifting its positioning towards a balance between these two worlds.
A positioning that is also contrarian to the industry that often declares itself “anti-car” where Angell maintains that modern transport needs require multimodal solutions (including cars), provided that they are responsible in their energies and their uses.
“2023 is a rich year for Angell Mobility and we are extremely proud to have been selected by the BMW group for its MINI electric bike project. This mark of confidence from a major and modern player in the industry is for us a strong signal of encouragement and a form of recognition that obliges us to our new partner, of course, but also to our customers and the Angell community,” says Marc Simoncini , founder and majority shareholder of Angell.
MINI BIKES by Angell Mobility
BMW Group has long been rethinking its role and its approach in the context of mobility, and has also for many years committed to technical innovation and environmental responsibility investments. The electrification of its product ranges (automobiles, motorcycles, scooters) and of its brands (BMW, Rolls-Royce, MINI) is one of its most tangible evidence, making the group an industry pioneer on modern and responsible mobility. Strategically, BMW now intensifies the electrification of the MINI brand (MINI’s most sold vehicle in 2022 was the full electric MINI E), and also leverages its positioning as the group’s most urban brand.
“The continued success of MINI models with electric drive confirms the brand’s path to an all-electric future. With a clear focus on sustainability and a minimal environmental footprint, MINI is attracting more and more customers worldwide who enjoy the electrified go-kart feeling, ” says Stefanie Wurst , Head of MINI.
In this context, Angell has had the immense privilege to be selected by BMW Group to support MINI in its electric strategy: BMW Group and Angell have recently signed a global agreement, which will allow Angell to design (in close collaboration with the MINI brand) , develop, manufacture and distribute a range of MINI branded electric bicycles from the MINI brand for a 5-year period.
These bikes will be manufactured in the Groupe SEB factory in Is-sur-Tille near Dijon, as are the Angell bikes.
This strategic and commercial partnership will give birth to several new bicycles, available to the public starting winter 2023 / 2024, and distributed across several networks still to be defined by both brands. Angell will unveil details on pricing, distribution and availability later in 2023.
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