The Cologne-based Tern ZE GmbH will work to grow and strengthen Tern’s European dealer network.
Tern has started operations at its first European distribution office on July 1, with the aim of bringing its bikes, accessories and service parts closer to the European market. Tern ZE GmbH is based in Cologne, with warehousing also in Germany.
The Show Daily caught up with Jimmy Riddle, brand manager at Tern ZE, at the Tern stand at this year’s Eurobike: “It’s been a busy time,” he told us, “and there’s a lot to make sure that everything runs smoothly. So, it’s an open story right now, but it’s going to be very good for the brand.”
Tern says that customers and dealers can expect a seamless transition in after-sales support. Riders should continue working with their local Tern dealers for service, and dealers will have direct access to Tern-dedicated service contacts for parts, technical support and warranty claims. Sales in Germany, Austria, Belgium, the Netherlands and Luxembourg will be managed by i:SY GmbH & Co. KG.
Tern ZE is committed to equipping and developing the dealer base in Europe. It has launched a new tiered dealer program with partner rewards, and is actively working to build out its dealer network in underrepresented regions in Europe such as Denmark, the Baltics and parts of Southern Europe.
“Setting up our own distribution puts us much closer to the market and allows us to take better care of our dealers and riders,” stated Josh Hon, Tern Team Captain. “It’s a big advantage when everybody in the organization is focused on a single goal: making sure that Tern customers are happy. We’re also planning an increased investment on local marketing to drive even more customers to shops.”