Promovec A/S

English Dansk

Promovec America Inc.

English (US)




Levis, Quebec and Lexington, South Carolina – March 22, 2018 – In a rapidly growing and increasingly complex eBike market, Hawley-Lambert and Danish eBike manufacter Promovec have formed a strategic partnership. The partnership brings Promovec’s durable plug-n-play, easy-to-use and dealer serviceable eBike technology to North America under the EVO brand name.  

“Our mission is to equip retailers for success and that includes giving them products that make sense for their business,” says Pat McGinnis, Vice President of Commercial for Hawley-Lambert. “The beauty of the Promovec system is in its simplicity – there are very few parts, the parts are engineered for durability and the entire system can quickly and easily be serviced right in the shop – that’s a win for the retailer.”


Committing to the North American e-Bike market with a Scandinavian manufacturer gives Hawley-Lambert access to a host of Promovec eBike products to use under its EVO brand. Promovec is known in Europe for its lightweight systems, sleek designs and simple technology that makes Promovec-equipped eBikes easy to maintain, in addition to being highly durable as the systems are designed for the demanding Scandinavian climate. As Steven Harad, EVO Product Manager for Hawley-Lambert explains, “Promovec delivers a lot of thoughtful, well-designed products that we believe will appeal to North American retailers and consumers – the durability and serviceability of Promovec products will give them peace of mind.”


Jesper Lundqvist, CEO for Promovec adds, the strategic partnership between the two companies is carefully considered “At both Hawley-Lambert and Promovec we have a common perception of how a bicycle should look. Also, at Promovec we have extensive experience manufacturing eBikes and Hawley-Lambert has the knowledge and the distribution set-up required to market the eBikes in the massive North American market.” 


For 2018 EVO is launching four Promovec equipped models: a casual city/path model, a performance hybrid, a folding city model and a mountain bike. Available this April in Canada and May in the United States, the eBikes will retail between $1500 and $2000 USD.


Fitzroy™ & Fitzroy™ Step-Through

Perfect for trips to the store or a leisurely stroll through the park, the Fitzroy has the right amount of front wheel drive power, complimented by 7-speeds, to put a little extra spring in your stroke. Designed and tested in Denmark, the Promovec drive system is simple to use, easy to maintain and provides hours of e-assisted cycling fun.

  • Promovec 250W front hub drive system
  • Rack Mounted 7.8Ah smart battery
  • Shimano Tourney 7-Speed shifting
  • Tektro V-Brakes
  • 700c wheels
  • Aluminum frame

Standard Frame | Slate Gray | 17, 20”

Step-Through Frame | Blueberry/Teal | 17”

MSRP $1499.99 (USD) | $1999.99 (CAD)


Bushwick™ & Bushwick™ Step-Through

Daily commutes, weekend tours through the countryside or brisk workouts, the Bushwick is the perfect blend of upright comfort mixed with lively handling. Driven by a Promovec rear-drive system, designed and tested in Denmark, the Bushwick features a downtube integrated smart battery that tucks nicely out of sight. Its 9-speeds flattens hills, while its 25mm suspension fork smooths out the bumps.

  • Promovec 350W rear hub drive system
  • Downtube integrated 7.8Ah smart battery
  • Bar mounted controller
  • Shimano Altus 9-speed shifting
  • Shimano M315 hydraulic disc brakes
  • 25mm front “headtube” shock

Standard Frame | Black/Touring Teal | 17, 20”

Step-Through Frame | Black/Touring Turquoise | 17”

MSRP: $1899.99 (USD) | $2299.99 (CAD)


Atwater™ Folding

Hop off the train or bus, flip the Atwater open and roll the rest of your commute in style. Driven by a right-sized 250W Promovec rear hub motor and smart battery, it has the power to get you where you’re going in a fraction of the time.

  • Promovec 250W rear hub drive system
  • Folding aluminum frame
  • 8Ah smart battery
  • Shimano Altus 8-Speed shifting
  • Tektro mechanical disc brakes

Folding Frame | Beaming Blue | Universal Size

MSRP: $1699.99 (USD) | $1929.99 (CAD)


Fire Ridge™

Hitting the trails, conquering climbs and leaving a little left in your tank is what the Fire Ridge is all about. With a capable 350W Promovec rear hub motor, 27.5” wheels and an integrated downtube smart battery, it has just the right amount of power to keep the fun alive. Its complimented with a SR suspension fork and wide-range Shimano Acera 2×9 gearing.

  • Promovec 350W rear hub drive system
  • Downtube integrated 7.8Ah smart battery
  • Shimano Acera M3000 18-speed shifting
  • Shimano M315 hydraulic disc brakes
  • SR Suntour 27.5” XCM fork

Standard Frame | Blaze Orange | 17.5, 19.5”

MSRP: $1999.99 (US Only)

By Jason Grant



Hawley-Lambert is a leading distributor of bicycles, parts and accessories in North American. With headquarters in Levis, Quebec and Lexington, South Carolina the company has the largest IBD reach on the continent – servicing more than 5000 retailers with 70 sales representatives and 4 regional distribution centers.



Promovec delivers excellence in the field of complete eBike solutions, design, development, production, distribution and after sale service. Promovec is a Danish company based in Aarhus. The company was founded in 2001 and employs 34 people from locations in Denmark, Germany, U.K. and China. For more information on Promovec:


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