Win for Dutch e-bike market – spicy “two become one” merger
4 feb. 2025
14:38
Two Dutch e-vehicle companies have merged to create a major new e-mobility firm in Europe’s most famous cycling nation. SURE Mobility and Smart Wheelz used ‘90s Spice Girls lyrics and imagery to announce their “two become one” union.
The merger of SURE Mobility and Smart Wheelz is set to create one of the largest rental companies for e-bikes in the Netherlands.
In a LinkedIn post, SURE Mobility’s founder, Dutch serial entrepreneur Patrick De Wit, appeared to reference the 1996 Spice Girls track "2 Become 1", with pink and orange heart imagery accompanying the merger announcement.