LEADER 96 Ltd is one of the largest e-bike manufacturers in Eastern Europe. Founded in 1996, The company has over quarter of century of experience in production and distribution of bicycles, at present fully focused on e-bikes. Approximately 99% of the production is exported to Europe – Belgium, Germany, the Netherlands, Italy, Sweden, and others.
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During the last 2 years, LEADER experienced three-digit percentage growth and decided to make the best of it. In the beginning of 2022, LEADER announced the finale of its corporate rebranding and the result of it can be seen in corporate outlook, products, and attitudes. The company continuously invests in production and warehouse facilities, totaling to more than 40,000 sq. m., including painting shop, wheel production, engineering, internal bicycle testing laboratory and training center. Based near Plovdiv, the second biggest city in Bulgaria, and with motorway only few kilometers away, the factory is an impressive facility and a busy logistic center. With 9 production lines, the factory capacity has reached 250,000 e-bikes per year, all according to European Quality Standards.
The recent years changed people’s attitude towards health and physical activity, which lead to all-time peak in bicycle and e-bike demand. The institutions working on reduction of CO2 emissions are also helpful with boosting infrastructural initiatives, subsidies, and regulations. Bicycle industry has faced unprecedented boom since 2019. This led to almost unsurmountable difficulties in the supply chain, but also opened unlimited opportunities for the sector. LEADER 96 seized the opportunity at hand and decided that the time is now, or never. The rebranding is a serious step that companies usually undertake when they want to make a point. The point here is clear: LEADER has become renowned and respected partner and is now aiming higher – to become a name in e-mobility business.
Corporate rebranding with focus on people and quality
As LEADER developed during the years, it became more and more aware of the fact that presentation is not something to be neglected, even when the company is focused on B2B and OEM. With the market position the company has gained and the high targets it has set for itself in the future, good corporate looks is profoundly important and necessary. Now, together with the design, everything seems to change – culture, attitudes, strategy. With an internal event in February 2022, the company has announced the rebranding to its employees, and immediately after that, informed its partners and followers in social media. Its newly created Instagram account quicky gained views and approval, while LinkedIn was buzzing with appreciation. LEADER engages more and more with sharing what it is doing online and being transparent about improvements, or difficulties on the way.
At present, there are around 500 employees working at LEADER. To constantly develop and increase the skills of its workers and engineers, the company has opened a training center – “LEADER School”. In 2020-2021, LEADER has reorganized its production and warehouse facilities to optimize its processes and to improve the efficiency. To guarantee maximum client satisfaction, every bicycle is produced in line with the European Quality Standards (ISO 9001:2015 and BSCI).
New products
For the upcoming exhibition EUROBIKE 2022 in Frankfurt, LEADER 96 is preparing an extended collection of MTB e-bikes, focusing on stability, efficiency, and ride optimization. The models are equipped with full suspension or hard tail, comfortable and versatile in wheel standard options. The battery capacity ranges from 400 to 625Wh and the integrated motor is overwhelmingly central, using BOSCH or Ananda system. The new frames are carefully selected, with outstanding designs, and combined with high-quality components from approved suppliers.
LEADER’s city, trekking and folding e-bikes are inspired by urban life and make travelling across the city effortless. The offered models are designed by high-skilled engineers and tested in internal laboratory, with most of the constructions being used continuously and proven to be public’s preferred choice. All models are easily customized and monitored on every step of the development.
LEADER takes justifiable pride in its young and enthusiastic R&D team. The team is contributing at every step of the way – concept, planning, colour integration, prototype, and testing. Developers are part of the initial production as well, to minimize risk of errors and guarantee the quality of the vehicle.
The company has two modern powder painting plants, first established in 2017 and the other one finalized in 2019. Computers and Quality Control operators supervise the quality of the products and processes. The whole equipment is built by leading European producers of paint application robots, ovens, and conveyors. The internal laboratory performs regular checks to verify thickness of painting. Every process complies with European standards, with high responsibility towards environment and society. The powder paint, as well as the decals, also come from leading European producers. The application of the decals is either on top or under the clear coat, as per customer’s request.
E-bikes are built on 9 conveyors equipped with all the needed tools for high quality bicycles. The distribution and the preparation of parts in the production area is based on the Kanban method, organized by models and according to the production plan. The number of operators on each production line and the speed of the conveyors depends on the complexity of the e-bike. Each produced bicycle is checked by an operator of the Quality control department and then sent to the warehouse for finished goods.
Currently, LEADER is preparing for its first exhibition since rebranding. The new models in the portfolio will be spectacularly introduced on Eurobike 2022 in Frankfurt.
This article is sponsored by Leader 96.
