Austrian bicycle manufacturer esel has presented its latest model, the eUrban, alongside a rebranding of the company. Formerly operating under the name My Esel, the brand is repositioning itself with a focus on design, material development and urban mobility. A key aspect of this strategy remains the use of wood-composite materials in its bicycle frames.

Wood-Composite Frames In Bicycle Design

Esel’s bicycles are characterised by frames made from a proprietary wood-composite material. Produced in Austria using a combination of CNC machining and manual assembly, the frames are designed to provide both structural stability and vibration damping. Compared to conventional metal frames, wood-based composites can offer different mechanical properties, including a degree of natural flexibility.

The use of wood as a primary material introduces a renewable component into the product. In contrast to materials such as aluminium or carbon fibre, wood-based composites can have a lower energy demand during production, depending on sourcing and processing methods. The visible grain of the material also contributes to the visual identity of each frame.

eUrban Model For City Use

The eUrban model is developed for urban environments and incorporates an integrated electric drive system. The motor is housed within the rear hub, contributing to a streamlined appearance. The overall weight starts at approximately 16.5 kg, depending on configuration.

The model has received the German Design Award 2026 and expands esel’s existing range, which includes road, gravel, mountain and touring bicycles. The design follows a minimal approach, with integrated components and limited visual complexity.

Production And Material Considerations

Esel’s bicycles are manufactured in Austria, combining automated production processes with manual finishing. This approach supports local production and may contribute to shorter transport distances within the supply chain.

While the frames incorporate biobased material, they are composite structures and therefore not fully circular. However, their development reflects ongoing experimentation with renewable materials in product design, particularly in applications that require mechanical performance and durability.

Material Innovation In Mobility Design

The eUrban model illustrates how wood-based composites can be applied beyond traditional sectors such as construction and furniture. For designers, it provides an example of how bio-based materials can be integrated into mobility products, balancing material characteristics with functional and technical requirements.

Source & photos: esel