Monty Bikes is keen to gain a foothold in the Benelux: ‘The pie is getting bigger, but you have to be sure your the best piece of it’
Monty Bikes, the Spanish cargo bike brand that has been operating for several years under the wing of BH Bikes, is taking a decisive step into the Benelux. To do this, it’s counting on the growing demand for longtail bikes, a select but ambitious dealership network and a partnership with KBC Autolease. The people at KD Bikes in the Belgian town of Brecht are also taking note of Monty's growing success in a rapidly evolving mobility market. ‘That's why it’s essential that we have Monty Bikes in the range we offer,’ stresses Els Collier, Buyer and Contract Manager at KBC Autolease.
Tom Breugelmans, Head of Sales Northern Europe, recounts that Monty started in 1983 as an inventor of small trials bikes. The first electric bikes rolled off the assembly line in 2004. ‘At that point, the strategy shifted and they really started thinking about transport bikes, longtails and a range that focused on ease of use and durability.’
The result can be seen today: a clear cargo bike profile, complemented by kids' bikes and entry-level MTBs. ‘It is a complete switch away from BMX and e-bikes to a full-fledged cargo brand,’ summarises Breugelmans. Monty doesn’t seek to be the cheapest, but neither is it targeting the premium segment. We want to be just above entry level: good value for money, solid components and bikes that can handle intensive use. The focus is on transport. From pizzas to parcels, factory logistics to the school commute: we make bikes that can handle the load. Our trikes are also often used in factories to transport tools.’
The longtail as a second car
The brand sells strongly in Spain and France. It made a cautious entry into the Benelux three years ago, being integrated into the BH team. ‘There is big demand for longtail bikes in Flanders. The Netherlands is now catching on; the traditional cargo bike is losing ground. Monty deliberately positions itself among the big names. We are between the Rolls-Royces and the budget category; we’re two to three steps above the budget-level segment.’ According to Breugelmans, the growth is structural. ‘We are seeing households more and more replacing the second car with a bike. A longtail bike offers storage space, child transport, comfort and electrical assistance. One bike that does everything. Different mobility solutions are also gaining in importance. We can see that very clearly in Flanders.’
Monty tries to do things differently from the big brands. ‘We are a niche brand, which allows us to work more personally using an open-door policy. That means regular contact, technical support, and a fair margin for everyone.’
Filip Carpentier from KD Bikes in Brecht sees Monty as a logical addition to his shop's range. ‘It’s in a segment below our other brands. The bikes cost less than 4 000 euros, where many longtails are above 6 000 euros.’ He believes customers are looking for a middle ground. People often dislike the fact that, in a chain store, they don't get to deal with a regular face or to witness craftsmanship. That’s exactly what we do offer. And that inspires confidence. We’ve only just started, but demand is growing. We are seeing that the more longtails there are on the streets, the more interest there is
Complementary triangle
For KBC Autolease, the value of Monty is its diversity. ‘We have customers who are not comfortable on two wheels,’ explains Els Collier. A tricycle provides stability and safety.’ She’s aware that the supply of e-trikes is limited. ‘There aren’t many brands offering that right now. All the more reason to include Monty in our brand list.’
In addition, Collier sees an advantage in the modularity of the Monty models. ‘The V4 is a classic longtail, with lots of add-on options: racks, bags, steps, etc.. The V6 and V8 are robust models for intensive use - from parcel delivery to food delivery. And then there are the industrial and custom trikes.’ She believes the partnership with KBC Autolease is a logical step. ‘Monty is a multidisciplinary brand. It fits in perfectly with what we want to offer our customers.’
Monty isn’t a giant, but an ambitious challenger responding to a rapidly changing mobility narrative. With a clear price ladder, a growing longtail market and a broad cargo bike range, the brand targets families, businesses and industry. The strategy is clear: personal, functional and more affordable than premium brands - but offering better quality than a budget range. Or, as Tom Breugelmans sums it up: ‘The pie is getting bigger, but you have to be sure you’re the best piece of it. Even if it’s only the bit with the chocolate on it.’