A strategic rebrand for esel
Austrian brand Esel, formerly My Esel, has announced a major rebrand. By focusing on a clearer, more international identity, esel is looking to position itself as a leader in the premium sustainable bike segment. The move reflects its vision of designing bikes that bring together nature, innovation and mobility, captured in its new tagline, “Ride Your Nature”.
Esel stands out for its use of composite wood frames, which combine stiffness with vibration absorption for what the brand describes as unrivalled ride comfort. This craft-based approach sets it apart from traditional aluminium and carbon manufacturers.
eUrban: an e-bike built for the city
With the launch of the eUrban, Esel is expanding its product range into the urban category. This electric bike is notable for its sleek design and discreetly integrated power. Those qualities earned it the prestigious German Design Award 2026.
The eUrban joins an already varied portfolio spanning the Road, Tour, Mountain and Gravel categories. esel is therefore continuing to offer a range of solutions for every need, whether long journeys or off-road adventures.
Environmentally minded Austrian production
Made in Austria, every Esel bike is the result of traditional craftsmanship combined with the latest technology, which the brand says ensures sustainable productivity and a controlled environmental footprint. This manufacturing approach is attracting a growing number of customers who care about where their purchases come from and what impact they have.
Esel makes a point of creating bikes that are not just a means of transport, but also statements of style and sustainability. The new esel.com website reflects that ambition, giving users an overview of the models, the customisation options and details of the materials used.
Building on its rebrand and the appeal of the eUrban, esel is looking ahead with a strategy centred on innovation and environmental responsibility. Available now, the new model looks set to broaden the horizons of urban cyclists.
