In addition, you also need a network of bike mechanics who have sufficient knowledge of these specific components. And these are precisely the points that VanMoof seems to have underestimated. It seems to have overlooked the fact that an electric bike is a maintenance product. A purchase that you can expect to last for at least a good number of years with the right attention. A sustainable product that is also qualitatively good.
Brand promise not fulfilled
Now it is also the case that VanMoof uses the concepts of sustainability and quality as values in its branding telegram number database. But…
Also read: The brand roast of GeenStijl: no target group, no boundaries and no… style
the quality of the parts just didn’t seem right,
they had a high error sensitivity, and
spare parts were long in coming.
The limited number of service hubs in combination with the long waiting times also meant that the company already suffered a loss of 78 million in 2021. In 2022, this was not much less. And the moment you do not properly fulfill a brand promise, consumers, especially on social media, show no mercy.
Some reactions to VanMoof’s Instagram posts
Some reactions to VanMoof’s Instagram posts.
The moment an archetype such as a ‘director’ or ‘specialist’ notices that he is making mistakes, he will do everything in his power to put this right. And although I sincerely believe that VanMoof has tried to do a lot about this, the communication to its customers did not seem to be in order.
On social media, the brand didn’t say a word about how it would tackle the pile-up of problems, or how it would european union phone number accommodate waiting consumers. It remained the adventurer it wanted to be and mainly shared photos of its e-bikes in trendy settings. And when promises were made via other communication channels, they didn’t seem to keep them either.
Recent posts on VanMoof’s Instagram page.
It takes two to tango
The brand could have used a bit more ‘director’ in the character. A healthy counterbalance the program was also able to prevent the adventurer from going too far and only seeming rebellious. What Christian Horner of Red Bull is to Max Verstappen, and what the VARA is to the BNN.
