ABUS | Events & MessenABUS Hosts Exclusive Dealer Event Amidst Eurobike Absence
In a strategic move, ABUS, the renowned German security specialist, opted out of the Eurobike 2026 trade fair, choosing instead to host an exclusive dealer event in Wetter, Germany. This gathering brought together over 30 Dutch dealers and representatives from 15 countries, underscoring ABUS’s commitment to strengthening its dealer relationships and showcasing its latest innovations.
Celebrating Two Decades of the BORDO™ Lock
A highlight of the event was the commemoration of the 20th anniversary of the BORDO™ folding lock. Since its inception, the BORDO™ has become one of ABUS’s best-selling products, available in 16 different versions. Its enduring popularity is a testament to its design and functionality. To mark this milestone, ABUS announced plans for a creative media campaign later this year to celebrate the lock’s legacy.
Instagram Milestone: Reaching Over 34 Million People
ABUS’s digital presence has seen remarkable growth, particularly on Instagram. Since partnering with a professional cycling team in 2016, the platform has become a pivotal communication channel for the brand. In 2025, the account gained an average of 3,500 new followers per month, reaching over 34 million people worldwide. This surge highlights the brand’s effective engagement with the cycling community and its expanding global reach.
Market Research Insights: Strengthening Brand Position
Recent market research in Germany revealed that ABUS holds a leading position in both spontaneous and prompted brand awareness compared to competitors. Consumers associate ABUS with trust, quality, and safety, viewing the brand as trend-oriented, innovative, and accessible. These insights provide a solid foundation for ABUS to further enhance its market strategies and product offerings.
Opportunities for Dealers in Home Bicycle Security
ABUS identified significant growth opportunities for dealers in the home bicycle security segment. With the increasing competition from low-cost products from Asia, which may not always meet European standards, ABUS emphasized the importance of its German manufacturing facility in Rehe. The company is committed to offering competitively priced security products produced in Germany, including new folding locks in a lower price segment.
Addressing the E-Bike Market and Theft Prevention
The rise of e-bikes presents both challenges and opportunities. Many e-bikes come equipped with ring locks, but ABUS sees potential in offering additional products like chain locks to dealers and consumers. Furthermore, with approximately 1.3 million bicycles stolen annually in Europe, and around half a million in the Netherlands alone, ABUS highlighted the need for enhanced home security solutions. The company anticipates that products such as wall and floor anchors, chain locks, and other home security solutions will provide dealers with additional sales opportunities.
Retail Concept: A Model for International Expansion
ABUS’s retail concept, which began in 2013 with the introduction of the first pilot store in the Netherlands, has evolved into a comprehensive program. It now includes modular in-store presentations, assortment support, and training. This concept has been successful in the Netherlands and is being considered as a model for other countries, aiming to strengthen partnerships with retailers and enhance brand visibility.
Insights from Nairo Quintana: Emphasizing Safety
The event concluded with an interview featuring former Colombian cyclist Nairo Quintana. Quintana discussed the growing popularity of cycling in Colombia and emphasized the importance of discipline, perseverance, and safety in the sport. He highlighted the advancements in helmet technology, noting that modern helmets are significantly lighter, more comfortable, and safer, underscoring the critical role of safety in cycling.
ABUS’s decision to host this dealer event, coupled with its strategic focus on product innovation, market research, and dealer support, reflects a proactive approach to maintaining its leadership in the cycling security industry.
Highlights:
- ABUS gewinnt EISENaward 2026 für smartes Vorhängeschloss Everox One | ABUS August Bremicker Söhne KG, Published on Monday, March 09
- Neues Funk-Sicherheitssystem Comfion Pro | ABUS August Bremicker Söhne KG, Published on Monday, May 18