We chat with the team behind UTO, formerly Eovolt, to discuss their significant rebrand and what it means for their valued B2B partners and the wider cycling industry. With a focus on the practical implications for retailers, we’ll delve into the why behind this evolution, new product offerings, and their vision for the future.
The transition from Eovolt to UTO is a big change. From a B2B perspective, what were the key drivers for this rebrand, particularly in terms of gaining a “stronger, more distinctive identity in the marketplace”? How do you foresee this new identity translating into tangible benefits for your retail partners?
The transition from Eovolt to UTO was driven by a clear strategic vision: to establish a stronger, more distinctive brand identity that can evolve and grow with the market, particularly as we move beyond just electric bikes.
From a B2B perspective, one of the key challenges with the name Eovolt was that it tethered the brand exclusively to the electric segment. With the word “volt” built into the name, it limited our ability to expand into non-electric bikes and broader urban mobility solutions credibly. As we plan to diversify the range, including premium non-electric folding bikes, UTO gives us a brand name that is cleaner, memorable, broader, and more versatile.
In terms of market positioning, how does UTO aim to differentiate itself from other e-bike brands, particularly within the urban e-bike segment?
UTO is positioned to be the most forward-thinking and rider-focused brand in the urban e-bike segment,
combining sleek design, technical innovation, and practical everyday usability in a way few others do.
Where many e-bike brands compete on specs or price, UTO differentiates by obsessing over user experience and design integration — everything from the patented self-locking hinges and “Fold & Go” systems, to our intuitive seat post battery and integrated phone mounts. These aren’t gimmicks; they solve real urban rider problems and are protected by six unique design patents on the UTO Pro20 alone.
From a market positioning perspective, UTO sits firmly in the premium but accessible space. It’s not trying to be a luxury brand for the few or a value brand that cuts corners — instead, it’s a modern mobility brand for people who demand quality, innovation, and aesthetic appeal in equal measure.
Ultimately, UTO isn’t just competing with other e-bike brands; it’s redefining what an urban e-bike should be: simple, smart, reliable, and rewarding. That’s the gap we’re filling in the market, and with multiple international awards, including the Eurobike Gold Award 2025, it’s clear we’re already on the right path.
With the B2C announcement scheduled for September, how are you supporting your B2B network in managing this staggered transition? What specific resources, communication tools, or training are you providing to ensure retailers can explain the rebrand to customers at the point of sale?
We’ve taken a proactive and structured approach to supporting our B2B network throughout the transition from Eovolt to UTO, ensuring retailers feel confident and fully equipped to manage the change at point of sale, especially ahead of the September B2C announcement.
All UTO assets, including product images, videos, and EPOS files, have already been shared with our retail partners. These materials clearly show the updated branding while reinforcing that the product itself remains the same, award-winning design and build quality.
For retailers currently using Eovolt point-of-sale (POS) materials, we’re offering UTO-branded POS completely free of charge, so there’s no disruption to the in-store experience. This helps maintain visual consistency while signalling a fresh and exciting new chapter for the brand.
On the training side, our sales team has been in direct contact with all retail partners to explain the brand transition clearly and in person. If any staff require additional support, we’re offering flexible training options to ensure frontline retail staff are prepared to answer customer questions confidently.
The key message we’ve emphasised is that nothing changes about the product; it’s the same high-quality, innovative bike, just with a new name on the frame. This makes the transition smooth and easy to explain.
The bike models will remain the same, with only the branding changing. What key things do retailers need to be aware of during this transition period?
The single most important message for retailers during this transition is that the bikes remain the same. Same high-quality engineering, same award-winning design, same specifications, the only change is the branding on the cross tube.
That said, clear weekly communication is absolutely key.
We’re ensuring retailers are kept fully informed of exactly when each SKU will transition from Eovolt to UTO. This allows them to plan their floor stock, online listings, and customer messaging with confidence and clarity.
Beyond the rebrand, what are the “next phases of the brand’s evolution”? Are there plans for expanding your dealer network, introducing new sales territories, or strengthening existing partnerships through new initiatives or programmes?
The rebrand from Eovolt to UTO marks the start of a bold new chapter, one that goes far beyond a name change.
UTO’s next phase is rooted in innovation and product evolution, with a clear focus on expanding our premium Pro range and reinforcing our commitment to intelligent, rider-centric design.
This September, we’re excited to launch two major additions to the UTO portfolio:
The UTO Morning Pro16, the compact and agile little brother to the award-winning Afternoon Pro designed for riders who need maximum portability without sacrificing ride quality.
The Afternoon Pro20 NE, a non-electric version of the Afternoon Pro, is crafted to bring the same design excellence and patented folding technology into the non-electric space, where a brand name like “Eovolt” simply no longer makes sense.
Our in-house engineering team, responsible for the patented innovations and five major design awards earned by the Afternoon Pro, continue to push the boundaries of what’s possible in the urban bike segment. These upcoming bikes carry forward UTO’s mission: to deliver beautifully engineered, design-led solutions that make daily urban riding easier, smarter, and more enjoyable.
By owning every step of the design and development process, UTO stays agile and responsive in a fast-moving category, allowing us to deliver meaningful innovation faster than our competitors.
What is the most important message you want to convey to the BikeBiz audience about the rebrand to UTO and the future direction of the company?
The most important message we want to share with the BikeBiz audience is this: UTO represents a bold step forward in building a stronger, more distinctive brand identity, one that will stand out more clearly in an increasingly competitive market.
While the bikes themselves remain the same award-winning, market-leading products riders already love, the move to UTO allows us to create a cleaner, more unified identity that reflects the forward-thinking innovation behind the brand. Eovolt was always about function and design, but UTO gives us the platform to tell that story with greater clarity and confidence.
This rebrand isn’t just cosmetic; it marks the start of a new chapter focused on bringing more groundbreaking, in-house engineered products like the Afternoon Pro, which recently won the prestigious Eurobike Gold Award. With six patents and multiple industry accolades, the Afternoon Pro sets the tone for what’s to come.
In short, UTO is not just a name change; it’s a launchpad for a stronger brand, more standout bikes, and even better support for our retail partners. The future direction of the company is centred on design excellence, a seamless rider experience, and building a premium urban e-bike brand that retailers can trust and customers can be proud to own.