For decades, MAGURA was the unchallenged manufacturer of high quality performance components. Benefitting from experience building motorcycle parts, MAGURA also made e-bike products. These products, like brakes, were renowned for their engineering and ability to handle extreme forces.
With MAGURA products in such good shape, it was time for the brand itself to achieve the same level of distinction.
Technology was always MAGURA’s business driver. Even in the 1970s when their technology and aesthetics made some products icons. Beyond spearheading innovation however, they had to change the driver of their products and their processes. From technology to brand.
MAGURA’s comeback started with analysis of the brand, market and megatrends, which prepared us for interviews with experts, insiders, dealers and riders. Their perceptions clarified MAGURA’s position and potential. Taking on a competitive role in the e-mobility industry relied on a recognisable and desirable brand.
Michael Funk I MAGURA Director
Long-term success of MAGURA’s brand relaunch relied on everyone becoming believers in their strategy and claim, “Performance Components.” In and outside of the company. The strategy had two phases. First, an internal brand rollout at MAGURA to ensure employees loved and lived the brand. Then MAGURA launched its new brand design, communication tools and storytelling style at the Eurobike tradeshow.
Ralph Berndt | MAGENWIRTH Technologies Group CFO
After relaunch, MAGURA’s market share increased amongst riders, dealers and bicycle manufacturers. Mountain Bike Magazine readers voted MAGURA “Comeback of the Year”. The BOLTRON Upside-Down Fork, the first product launched from the partnership, won a 2017 iF Product Design Award.
Market research and competitive analysis
Strategic product management and communication design
Brand refinement and strategy
Component design and brand management
