Brand Tone

Enthusiastic and Passionate, Friendly and Approachable, Community-Oriented, Value-Driven/Accessible, Direct and Informative

Brand Values

• •Responsible (to the environment, community, and team)
• •Accountable (taking ownership, bias to action, seeking and providing feedback)
• •Diverse (inclusive of experiences, backgrounds, and skills; valuing every voice)
• •Innovators (challenging the status quo, being original)
• •Customer-Driven (completely focused on doing the right thing for riders)
• •Approachable (Kind, collaborative, willing to help)
• •Learners (Growing skills, humble, seeking to improve)

Best Practices

• •Stay Enthusiastic and Positive: Even when delivering more neutral information (like about spare parts), infuse copy with the underlying passion for e-biking and the "Rad" experience. Use exclamation points judiciously and focus on the benefits and joy of riding.
• •Emphasize Community (Even in Transition): Acknowledge the existing community of Rad riders. Use inclusive language ("fellow riders," "your Rad family") and remind them of the shared passion.
• •Be Clear, Direct, and Helpful: Especially with the current focus on parts and support via partners, clarity is crucial. Provide straightforward information about product availability, how to get service, and what to expect. Avoid jargon where possible.
• •Maintain an Approachable Voice: Write as if you're talking to a friend who loves bikes. Keep sentences relatively simple and the tone conversational. Even in more formal announcements, let the helpful and kind nature shine through.
• •Reinforce Core Values (where relevant): Subtly weave in the ideas of accessibility (to parts, to continued riding), responsibility (in supporting existing customers), and innovation (even if it's just reminding them of the innovative bikes they own). For example, "Keep enjoying your innovative Rad e-bike with our reliable spare parts."

Social Perception

Historically positive perception as affordable, robust, and versatile e-bikes that are fun to ride and serve practical purposes. Addressing negative perceptions/concerns related to customer service issues (especially in Europe), reliability/quality control, impact of market exit, and company stability.

Copy Examples

• •Headline: Still Riding Rad? Keep the Adventure Going! Body: Your Rad Power Bike has taken you on countless journeys. Keep those wheels spinning smoothly with genuine Rad accessories and spare parts. From batteries to brake pads, find what you need to maintain the ride you love. #RideRad #EbikeParts
• •Headline: Unlock More Utility. Maximize Your Rad Ride. Body: Whether it's hauling groceries or gearing up for a weekend escape, our range of racks, bags, and baskets are designed to fit your Rad Power Bike perfectly. Enhance your e-bike's practicality and keep exploring. Shop accessories now on radpowerbikes.eu!
• •Headline: Remember That First #RadGrin? Keep it Going! Body: The joy of your first Rad ride is unforgettable. We're still here to support your European adventures with essential accessories and parts. Keep the good times rolling.
• •Headline: Power Up Your Commute. Maintain Your Freedom. Body: Don't let a worn part slow you down. Find genuine Rad Power Bikes spare parts and accessories to keep your e-bike in peak condition. Order online for convenient delivery across Europe.
• •Headline: Built for Everything. Supported for the Journey. Body: Even though we've shifted our main focus, we haven't forgotten our European Rad riders. Access key accessories and spare parts through radpowerbikes.eu to ensure your e-bike continues to be your trusted partner for every journey.