BULLS Becomes Official E-Bike Sponsor for the Sea Otter Classic

Three-Year Contract Makes BULLS the Official e-Bike Show Sponsor and eMTB Race Sponsor

Los Angeles (Aug. 1, 2018) – BULLS today announced a three-year sponsorship agreement to become the official e-bike sponsor of the Sea Otter Classic, the world’s premiere cycling festival, through 2021. The eMTB Race for Sea Otter, which takes place during the bicycling and outdoor sports festival, will now officially be named the “BULLS eMTB Race ePowered by Bosch.”

“The Sea Otter Classic has arguably been the most significant trade event in our company’s history. We humbly launched our U.S. division in a 10-by-10-foot booth at the Sea Otter Classic three years ago, and through exceptional innovation and growth have risen to a position that affords us the opportunity to become the official e-bike sponsor,” said Fernando Endara at BULLS. “Along with innovation, BULLS holds a strong race pedigree, and the Sea Otter Classic strikes a perfect balance for us – the ability to showcase and demo our extensive lineup of premium bikes and prove our products at the ‘BULLS eMTB Race ePowered by Bosch.’ We are honored and excited to see what’s to come over the next three years with fans, athletes, and professionals at the Sea Otter Classic by our side.”

The 25-year-old German brand BULLS launched to U.S. consumers at the Sea Otter Classic in 2015 with its traditional line of mountain, urban and road bikes. BULLS launched its e-bike lineup the following year in 2016, also at the Sea Otter Classic. Each year BULLS has grown its presence at the festival by bringing more products to its booths and even introducing the succeeding year’s new models onsite.

“We’re excited to welcome BULLS aboard as our Gold level eBike sponsor,” said Frank Yohannan, president and CEO of the Sea Otter Classic. “As the eBike market continues to expand, Sea Otter Classic attendees expect to see and demo the best in this category. BULLS will deliver!”

BULLS was founded upon principles of professionally informed design and expert service so that riders of every discipline and level will have the ride they want and expect, from pro MTB riders to recreational eBike enthusiasts. BULLS’ sponsorship of the Sea Otter Classic echoes its desire for striving to set new industry standards and cement itself as the trusted brand in the eBike space.

Tim Boehme from Team BULLS at Sea Otter 2017 – 3rd place in the eMTB Race ePowered by Bosch


E-bike Summit

Ok, so E-Bike Summit doesn’t exactly shout “FUN!”. But for the e-Bike nerd in us, the 2017 e-Bike Summit put on by BPSA and People for Bikes, hosted by Shimano at their U.S. headquarters in Irvine, CA, was an informative blast. The summit drew advocates and industry reps from OEMs, IBDs and EBDs. We are proud to have supported the e-bike initiative for the last three years now and to have seen the results of our partnership. Here are a few highlights. 

Advocacy Efforts

  • In 2017, four states passed e-bike friendly law- Arkansas, Colorado, Illinois and Michigan. Here’s a current map of U.S. progress. 
  • Mapped acceptable eMTBs trails across the U.S.
  • Developed advocacy playbook
  • Held demos for land managers

Market Research

  • The typical e-bikes customer is a 55-64 year old, caucasian male that makes 100,000-149,000 annually. 
  • 93% of e-bike riders had ridden standard bikes as adults. In other words, they have experience riding, debunking the myth that e-bike riders don’t know what they’re doing. 
  • The majority of riders polled, 51%, report that they are in very good or excellent health
  • The most popular category of new eBikes purchased was eMTB at 29%, compared to 12% conversion kits installed on new standard bikes with and 13% step-thru models. 
  • 80% of e-Bikes were purchased in the last 3 years
  •  About 50% of e-bike buyers used information from product comparison sites, and over 20% visited retailers to make their buying decisions
  • battery range was the highest consideration for purchase, followed by price. 
  • A vast majority of e-bike trips replaced solo car drives. 
  • more research and stats



IMBA’s new position statement on eMTBs

 IMBA is supportive of Class 1 eMTB access to nonmotorized trails when the responsible land management agency, in consultation with local mountain bikers, deem such eMTB access is appropriate and will not cause any loss of access to non-motorized bikes.



Santa Monica eBIKE Expo

December 2-4, BULLS was among the twenty eBIKE brands present at the final stop of the 2016 Electric Bike Expo Tour. This free event was hosted and organized by the Electric Bike Association and Pedal Love and sponsored by our long-time partner, and industry leader, Bosch.

Friday afternoon, the first day of the Expo, EBA hosted a policy and media tour in which members of the media had the chance to test ride some of the bikes before the general public. I few tour participants mounted the BULLS DAIL-E GRINDER, one our 2017 eTrekking speed pedelec models. We enjoyed a tour of Santa Monica’s excellent bike infrastructure as we cruised side-by-side on eMTBs, eCargo Bikes, eCruisers and eTrekking bikes, a reminder that while we compete for market share, at the end of the day, we want people riding bikes safely.

ebike expo santa monica 2

One of the things that stood out about the expo was the number of first-time eBike riders there. Many people didn’t even understand what an eBike really was and the difference between throttle and pedal assisted bikes. Overall it was a great opportunity to educate and showcase the best in the industry. Over 900 test rides were taken over the course of the weekend.

Our Monster E S eFatbike was displayed for demo prominently at the Bosch booth and was among the most popular rides of the fleet. Meanwhile, back at the BULLS stable, our speed pedelec models (28mph) received plenty of attention, as did our Bosch and Brose powered eMTBs.

A few customers remarked, “you guys have the best stuff here.” Feedback like this helps us know we’re not crazy to think we have some of the best bikes on the market- design, variety, geometry, components, not to mention the winsome smiles of our event team.

We were grateful for the support of Bike Attack Electric and glad to be able to send expo participants their way for their next (or first) eBike purchase.

ebike expo santa monica 1


Running of the BULLS

Pamplona, Spain is the historic city known for the Running of the Bulls at the Festival of St. Fermin. This world renown tradition has been a hallmark of world culture since the 1500s.

Six hours south of it’s legendary neighbor, Alicante, Spain overlooks the coast of Spain with sweeping views of the Meditaranean Sea. It was here, only a week ago, that a couple dozen mountain bikers and dealers took to the trails for another kind of “running of the Bulls”. It was a great opportunity to push some of Bulls Bikes’ best to the limit.

One ride featured Bulls’ award winning fleet of XC and Enduro mountain bikes, while a second ride showed of the sleek and strong line-up of Bulls electric Mountain bikes.


Interbike 2016

In the world of eBIKES, we face some skepticism from traditional cycling purists who want to work for their rush. That skepticism usually lasts about three seconds- when a rider pushes that first pedal down and feels the motor kick in to meet their effort.

At Interbike’s Outdoor Demo riders took to the trails some of our latest models, returning with smiles. We even heard giggles from hardcore, grown men who couldn’t contain how much fun their Bulls eBike riding experience was.

Check out the line up of our new beasts here with Electric Bike Report!


Boogaloo eBike Race at Kamikaze Bike Games

Bulls E-Bikes showed up at the latest Kamikaze Games in Mammoth, CA to feature some of our greatest E-mountain bikes.  We were proud to participate in the second ever e-mountain bike race in the U.S.

Two of our bikes made it to the finals, raced by two last minute entries. Coming in 4th was 16 year-old Max Sedlak on our Monster hardtail fat bike. 5th place went to Cat 1 Cross Country winner Tim Zandbergen.

Here’s what Max thought of the Monster.


BULLS House Show in Köln

We were just at the BULLS house show in Cologne, Germany where the 2017 line was presented.

Having the most complete ebike selection in the market, BULLS has a lot of new toys for the upcoming model year. The new BULLS SIX50 E and TWENTY 9 series powered by Bosch drive system are with the new frame design where the motor is rotated 60 degree to have a more sporty look.

More trekking and eMTB models are added to the clean-cut E-STREAM series with integrated removable batteries powered by Brose ebike system. The new E-CORE series was debuted with the new Shimano STeP MTB drive train.

Lots of carbon ebikes models are unveiled too.

Stay tuned for more information on the 2017 BULLS eBIKES.



Welcome to BULLS eBIKES!


The wait is finally over. Now you can get the renown BULLS eBIKES in the U.S. Partnered with the most advanced drive system suppliers in the world, Bosch and Brose, BULLS eBIKES is able to provide a full range of eBIKES to cater to any rider’s needs and riding styles.

Want to test ride our eBIKES? Come to an eBIKE Expo near you to find out what is the hype all about.