Vässla expands with subscription service to Berlin
The Swedish start-up Vässla has announced its launch in the competitive Berlin micro-mobility market and aims to succeed primarily with its Vässla Bike. The foldable electric micro-vehicle, which can reach speeds of up to 25 km/h and has a range of up to 40 kilometers on a single battery charge, is seen as a category between e-bikes and e-scooters and also as a "serious alternative to the car." Usage is tied to a subscription model similar to bicycle subscription concepts like Swapfiets, the "Vässla Club," which aims to provide an all-around service.
The Swedes believe that cars will become less important in European cities in the future. They particularly see the German capital as a pioneer of sustainable micro-mobility and as a tech and innovation hub for promising mobility start-ups. Several sharing providers have already conquered the Berlin market in recent years, creating a new concept of urban mobility. However, the Swedes see a "gap between different modes of transport and a lifestyle."
"The fact that our Vässla Bikes - unlike most e-scooters - always have only one owner for a certain period and are comprehensively maintained meets a high quality standard. We understand our brand as an Urban Tribe and an important part of the e-mobility scene that makes Berlin a more livable city," outlines Hannes Ahbe, General Manager of Vässla in Germany.
Ahbe originally comes from the fintech sector, where he claims to have successfully expanded a company to Germany. He joined Vässla in 2019, advancing the company's expansion and positioning and working closely with Rickard Bröms, the CEO of Vässla.
"We chose Berlin as the starting point for the launch of our subscription model in Germany for two reasons. First, the progressive atmosphere that the city exudes fits perfectly with the Vässla brand. Second, Berlin is a growing city with increasing traffic problems that need to be addressed. Vässla is here to offer people in Berlin an alternative to the car," says Rickard Bröms.
New vehicle category convinces investors
They resist categorizing the Vässla Bike as "electric scooter" and see the bike, on which you sit upright like on a bar stool, as an e-moped between e-bikes and e-scooters. Compared to scooters, the bike has a significantly higher range. Apparently, the concept has also convinced some investors. In the last funding round in mid-year, the Swedish start-up raised ten million euros in capital. The principle of "rent instead of buy" is already known from bicycle rental concepts or car subscription models. With the community idea, they borrow ideas from Geely's subsidiary Lynk & Co.
Membership in the Vässla Club is realized through a sharing app with fleet management function, which gives users access to their new bike. Two different models are available for choice, a six-month subscription for 79 euros/month or a monthly subscription for 79 euros/month and an additional 50 euro setup fee. In both models, club members receive insurance and an all-round service guarantee, as well as a helmet with lock, and the e-mobility device is delivered directly to their homes. The partially foldable, compact and relatively lightweight vehicle of 21.5 kg without the removable Samsung battery from the seat tube (plus 3.5 kg) is usually stored at home to prevent unnecessary clutter on sidewalks and house entrances.
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