MORRISON

Overview

Morrison was a German e-bike brand operated by the Bico dealer association, positioned in the mid-market segment with a focus on mountain, trekking, and cross bikes. The brand offered a broad range of electric bicycles including e-mountain bikes, touring e-bikes, e-gravel bikes, and models for children and young people. Morrison was discontinued as a private brand and replaced by IXGO starting in 2024, though the brand maintained a presence in retail channels through the transition period.

History

Morrison operated as a private brand under the Bico dealer association in Germany. The brand was known for producing mountain, trekking, and cross bikes with electric variants. In 2023-2024, following dealer feedback and market repositioning, Bico discontinued the Morrison brand and introduced IXGO as its replacement. The transition began with IXGO models gradually replacing Morrison models in retail starting early 2024, marking a strategic rebranding rather than a company closure.

Product Lines

Manufacturing

Morrison e-bikes were manufactured in Timisoara, Romania, at a factory owned by Iko Sportartikel Handelsgesellschaft, the parent company of Corratec. Production was outsourced rather than in-house, with the same manufacturing facility continuing to produce IXGO models following the brand transition.

Notable Products

• Morrison E-Mountain Bikes - Electric mountain bikes designed for off-road terrain and technical riding
• Morrison Touring E-Bikes - Long-distance electric bicycles equipped for extended travel and trekking
• Morrison E-Gravel Bikes - Versatile electric gravel bikes suitable for mixed-terrain riding

Reputation

Morrison was perceived as a solid mid-market e-bike option within the German dealer network, offering practical designs for mountain, trekking, and gravel applications. The brand's discontinuation in favor of IXGO suggests it faced competitive pressures or market positioning challenges that led the Bico dealer association to rebrand. The transition was managed as a gradual replacement rather than an abrupt discontinuation, indicating an attempt to maintain customer relationships during the shift. Limited independent reviews are available, as Morrison operated primarily through the Bico dealer association rather than as a widely recognized independent brand.