Following a tumultuous few months, Dahon has launched its 2012 campaign at Eurobike, covering new product and the launch of its first ever global advertising campaign.
In the same week that Dahon was granted an injunction against Dahon, the firm unveiled its ‘Express Your Personality’ marketing pitch, designed to engage customers on an emotional level.
The brand has streamlined its range for 2012, offering 34 bicycles, including the Jifo 16 bicycle. Dahon said it has applied a revolutionary longitudinal frame latch to the model, so the Jifo folds in about seven seconds. The Jifo is pitched at riders looking for a light and convenient mode of transport for their daily ‘last mile’.
Flat Pack technology is another innovation from the firm – featuring full-size bikes with a proprietary quick-release pedal and a new handlebar design to allow for a quick transformation into a flat and compact shape, reducing the folding bike’s footprint.
Other product highlights include the Mu N360 featuring the NuVinci CTV drivetrain hub.
The firm also revealed it has launched a manufacturing partnership with a new bicycle factory in Bulgaria – Maxcom. Last week Dahon announced its new UK distribution partner is Raleigh.
And here’s a look at Dahon’s new global ad campaign.