01 Sep Dahon Kicks Off New Era in Style
Leader in folding bikes enthusiastically unveils new program and direction at Eurobike.
Friedrichshafen, Germany. September 1, 2011 – Dahon launched its 2012 campaign in style today. Revealing details about its newest products, marketing and corporate programs during a morning press conference, the world leader in folding bikes, later launched its first-ever global advertising campaign with a live stage performance at Eurobike, the leading global trade fair for the cycling industry in Friedrichshafen, Germany.
Themed “Express Your Personality”, Dahon’s new global consumer marketing approach aims to connect with consumers on an emotional level. Specifically designed to bring a fresh and distinctive visual to the Dahon brand, the campaign profiles a series of striking personalities along with their bike of choice. Further adding a spectacular element to the campaign, this afternoon’s launch saw several of the campaign’s lead characters pose on stage and present their pick out of the 2012 range of Dahon bicycles. “Express Your Personality” marks the first time Dahon is rolling out a global advertising campaign, while yet preserving the opportunity to specifically cater to local needs and flavors.
Earlier today, Dahon informed about its corporate direction for the upcoming year during a one-hour press conference. The company revealed that most of its current distributors have signed on to continue to exclusively sell the Dahon brand in their markets, announced several prominent additions to its European distribution network, and unveiled the 2012 product range, including the compact and fast-folding Jifo 16, the Mu N360 featuring the NuVinci CTV drivetrain hub, and the all-new Flat Pack technology. Specifically designed for application on full-sized frames, the technology allows for the quick transformation into a flat and compact shape. Flat Pack technology is applicable to virtually any standard bike and guarantees most efficient storage with reduced footprint.
The streamlined 2012 range of Dahon bicycles features 34 models, including a selection of high-end bicycles to complement a variety of highly functional and economic model options ideal for the daily commute.