While the electric bike sector remains relatively subdued, Vmoto continues to lead the market with its lightweight urban mobility machines, topping the sales charts in recent years.
However, the company faced challenges at the start of 2026, with senior personnel changes and a dip in registrations. Now, Vmoto is regaining momentum, appointing a new UK country manager, launching enhanced dealer support, and planning a European parts hub to improve supply chains.
New country manager James Ledster joined Vmoto in March after eight years at Ducati UK, where he was area and then national sales manager.
Commenting on his appointment, Ledster said: “I fancied a change. I took some time off at the end of last year to consider my next steps, then saw the Vmoto role on LinkedIn.
“I was aware of the brand because of its Ducati tie-in – we had a Ducati special edition Vmoto scooter in the warehouse. It sounded like a business that needs a bit of TLC, and some organising, and that’s where my strengths lie.”
Ledster has already hired new staff and enhanced dealer support at Vmoto’s Maidenhead HQ. “We’ve appointed a sales manager focused on the dealer network. My role is to run the business and support last-mile-delivery rental companies. We also have a new warranty technical support manager for dealer queries and warranties.”
Given the unique service requirements of electric bikes, Ledster is prioritising technical support and training. “I sent dealers a questionnaire to highlight any issues. The main feedback was around parts, support and training. These are now priorities, and we’ve already run a well-received technical training course. We’ve converted an area into a workshop and conference room for training sessions.”
Parts supply is also being overhauled. “Currently, parts arrive from China in 2-3 weeks by air or 6-8 weeks by sea. Recognising this as a Europe-wide issue, we’re establishing a distribution hub in Italy to ensure 72-hour delivery across Europe.”
Ledster is seeking new dealers, particularly in the North East, London, the home counties, and other urban areas. Interested dealers can contact him at [email protected] or 07949 847355.