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Under new ownership, electric bike brand UBCO is ready to double down on making Kiwi farmers one of its priority target markets again.
UBCO’s chief operating officer, Grant Payton, said the previous company’s move into receivership 18 months ago was an exceptionally tough time, coming just as it was enjoying a successful 175-bike trial with Australia Post.
“We were enjoying good feedback from the posties using the bike, they did not want to go back to petrol bikes and we were in discussions about an extended order.”
However, there were significant financial challenges at the same time with supporting the business without the certainty of a larger order.
“We were fortunate, after considerable efforts, to find sufficient support to retain a core team and allow us to continue the trial. UBCO has since emerged under new ownership to remain a majority NZ-owned company after its assets were bought from receivers by Utility Fleet Vehicles Limited.”
After much reassurance, Australia Post ultimately stuck with the trial and kept the door open and in March this year, UBCO delivered their 1000th bike.
“It made a big difference to where we are today.”
UBCO has retained its roots in Tauranga, where it started, and employs 23 staff in development, design, sales and customer support, with assembly done through a long-standing partner in China.
“The receivership experience instilled some good learnings to make us a more focused and disciplined company,” said Payton.
The focus in New Zealand is firmly on the core market of farmers, and particularly dairy farmers.
“Our bike has always been popular with those who bought it for that purpose, they are ideal for sitting behind cows, quiet and low cost to run. But we have also listened to those customers and made some significant changes in response.”
Braking capability was a concern raised by the market, as was the bike’s front shocks performance, both which now have retrofit replacements available, and are standard on new bikes.
Development is also underway for a new model incorporating other design changes based on customer feedback. It will be launched in New Zealand first later this year
Doubling down on the NZ farmer market comes at a time when mainstream motorbike manufacturers are stepping away from farm-focused two-wheeled petrol-powered bikes. The stalwart Suzuki Mudbug is no longer listed, nor the DR200 Trojan.
“Meantime quad bikes are getting increasingly expensive to buy, run and maintain.
“Farmers are looking for something that is stock-friendly, low maintenance and comfortable to ride.”
UBCO has also taken a closer look at its dealer network, aligning with 42 local bike dealers and service agents throughout the country.
“We now cover 90% of the country and have been quite selective about what dealerships we work with. Our brand will be part of their wider brand portfolio.”
The popularity of hunting with many NZ farmers also plays well into UBCO’s sharper rural focus.
“We have farmers who like using the bike for two purposes, hunting and farming. They can add gun racks, a front and rear tray, and a centre bag for putting gear in.
“For older hunters the bike is ideal for helping them continue to hunt, getting them effortlessly and quietly to where they need to be.”
Payton said UBCO customer feedback has not only been about suggestions to improve the bike, but also overwhelmingly positive about the company’s salvation, and that it remains here in NZ.
“It’s been very encouraging and we know we are now well placed to be much more customer-centric and capable of delivering a very high quality, cost-efficient and sustainable bike that our customers want and need.”