Winora-Staiger (Germany)

Forward thinking.

Brands are well-advised to review their own strategies and attitudes continually and adjust them as necessary to retain a longrange vision that is viable for the future. It is not enough to be enamored with one’s own products and to celebrate awards and successes. A business also needs to understand what people are doing and what drives them. So we have taken a look forward and found that it is time to change some things.

Sustainable mobility for everyone:

Our cities must become greener and more livable. To accomplish this we need modes of mobility that are autonomous, safe and clean. The bicycle in its form today is the most efficient and sustainable of all modes of personal transportation. The founder of Winora, Engelbert Wiener, built his first bicycles by hand in 1921 for his daughters Thea and Martha. This was a minor sensation, because in those days production bicycles were not being built for children or youth yet. But Engelbert Wiener wanted to make it possible for his daughters to ride on two wheels like him and his brother with whom he had become the German champion in four-man team bicycle racing. He wanted to make it possible for others to enjoy the unique experience and the feeling of independence that riding on a bicycle offers. This short anecdote embodies the core idea of our new brand strategy: sustainable mobility for everyone.

From bicycle manufacturer to mobility hub:

But we also need solutions that go beyond two wheels, a bike seat and a frame. Solutions that not only take us from point A to point B, but also remind us that we have the power to change something – so that the earth on which we live will continue to be livable for our children and their children. We cannot conceive of nature without a future or movement without sustainability. We are not just following a trend here, but our own hearts. And we are working on ideas that specifically address changing needs. In addition, we must understand what motivates people. An on-road service app? More express bike routes for commuters? ABS brakes for e-bikes? Ways to effectively use bicycles for disaster relief? We are prepared to help shape this transformation in a big way – with mobility ideas for today and tomorrow.

Let’s move:

Our new claim is therefore an invitation for everyone to actively participate in a shared conversation with their suggestions and inspiration, ideas and wishes. This is the only way we can successfully overcome what UN Habitat, the UN human settlements program, has declared to be “one of the greatest challenges of the global community of the 21st century”, which is sustainable urbanization.