VELO DE VILLE, the German custom-made bicycle specialist, is set to unveil its 2027 model year through an extensive series of B2B roadshows. This initiative offers dealers an early, in-depth look at the upcoming range, well ahead of the bustling sales season. Departing from traditional trade fair formats, VELO DE VILLE is adopting a more personal and regional approach, facilitating direct interactions between dealers and the brand’s representatives.
Dealer-Centric Approach
The roadshows are strategically designed to provide a relaxed environment where dealers can explore new models, take test rides, and engage in meaningful discussions with VELO DE VILLE’s team. Alain Thiemann, Managing Director of VELO DE VILLE, emphasized that this format allows dealers to familiarize themselves with the latest offerings without the pressures of a trade fair setting. He noted, “By experiencing the bikes firsthand, taking test rides, and engaging in professional conversations with our local contacts, dealers gain early orientation for the 2027 season.” (radmarkt.de)
Showcasing Innovation and Customization
During the roadshows, VELO DE VILLE will present its comprehensive program for the upcoming model year, highlighting not only new bicycles and e-bikes but also the extensive customization options that the brand is renowned for. Dealers will gain insights into new product developments, digital solutions, service concepts, and technical innovations set to debut in 2027. Additionally, they will have the opportunity to explore the latest features within VELO DE VILLE’s configuration platform. This emphasis on customization aligns with the company’s philosophy of offering personalized bicycles tailored to individual preferences, from color choices and equipment to specific accessories and comfort options. For dealers, this approach provides an additional sales argument in a market where consumers increasingly seek bicycles that perfectly match their personal desires.
Event Locations and Dates
For Belgian dealers, the location in Hamme is particularly noteworthy. From June 28 to July 8, VELO DE VILLE will host an in-house show where the 2027 models can be extensively viewed and tested. Other events are scheduled in Veenendaal, Netherlands, and during the Bike&Co Order Festival in Kassel, Germany. For those wishing to dedicate more time to exploring the range, Altenberge, where VELO DE VILLE’s headquarters are located, remains a central meeting point. The company aims to make these visits more than just traditional product presentations by providing meals and accommodations at various locations, allowing dealers to fully concentrate on familiarizing themselves with the new model year.
Altenberge: The Heart of the Brand
While the roadshows are becoming increasingly important, Altenberge remains a central meeting place for the brand. At the headquarters, visitors not only gain access to the latest models but also receive a unique insight into the production process. This transparency reveals how strongly VELO DE VILLE focuses on individual production. Unlike many brands that work with fixed configurations, each bicycle is built only after the customer has chosen their specific composition. This approach allows for a very broad range of combinations and executions. For dealers, a visit to Altenberge offers an interesting behind-the-scenes look at a production model that is relatively unique within the European bicycle industry.
Customization as a Distinctive Factor
Since its establishment in 1966, VELO DE VILLE has developed into an established name within the segment of individually configurable bicycles and e-bikes. From the German Münsterland, the brand has built its reputation around quality, flexibility, and customer-oriented production. In a market where many brands offer standard models, VELO DE VILLE adheres to the principle that every cyclist has different expectations. This translates into an extensive range of colors, components, and equipment options with which each bicycle can be tailored to the personal preferences of the user. With the roadshows for model year 2027, the brand aims to bring this philosophy to the forefront and prepare the trade early for a new season in which individualization and customer experience are more central than ever.
Practical Information for Dealers
VELO DE VILLE Roadshow 2026 – Model Year 2027
- Hamme (Belgium): June 28 – July 8, 2026
- Veenendaal (Netherlands): July 9 – July 28, 2026
- Bike&Co Order Festival, Kassel (Germany): Summer 2026
- Altenberge (Germany): Ongoing until August 31, 2026
During the roadshows, dealers can closely examine the new models for model year 2027, take test rides, and familiarize themselves with the latest customization options, digital solutions, and service concepts from VELO DE VILLE. At the various locations, personal conversations with product specialists are also possible. In Altenberge, the headquarters of VELO DE VILLE, visitors also receive an exclusive insight into the production and the custom-made philosophy with which the brand has been distinguishing itself in the bicycle and e-bike market for years. Registration can be made via the representatives of VELO DE VILLE or through the usual dealer channels of the brand.