Pedal power move as Scotland’s largest e-bike scheme doubles up 

Embark Platforms CEO Peter Docherty and Ride On Dundee City Manager Brian Bellman

EMBARK Dundee, Scotland’s largest e-bike sharing scheme that has helped over 17,000 people travel around the city and beyond and is launching 16 new stations this spring, has today (Friday 25th February) announced a new pricing and virtual wallet scheme helping more riders enjoy sustainable journeys. 

The refreshed pricing structure effective from this morning, will be based on minutes used rather than time ranges, with new trip fares lower for those users with a long-term subscription as a reward for their commitment to the system.  

Riding from Discovery Point to Broughty Ferry, the most popular route on the scheme, takes 25 minutes costing just £0.85 for an annual or monthly member. For Pay as you go user the cost is £2.70.

The virtual wallet allows users to have total control of their expenses. They will be able to add credit to their accounts to spend on trips and bookings. The system will also be made more accessible as face recognition will be replaced by mobile verification in order to improve users’ experience.

Since Embark Dundee’s launch in November 2020 by Ride On, an international mobility operator with projects in the UK and Spain, the fleet of 130 electric bikes has seen over 124,105km covered as users look to travel more sustainably, saving over 31,800 kgs of CO2. Currently Embark has 16 stations with charging docks around Dundee with doubling  of stations being introduced across the city in the coming months as locations are confirmed. 

Miguel Vital, Ride On’s CEO highlighted: “We have brought in a new, the Virtual Wallet feature which allows users to have total control of their expenses. After purchasing a plan, credit can be added to an account to spend on trips and bookings, choosing from different amounts, starting at £5. At the end of the ride, the user will receive an invoice and the wallet will be updated with the remaining credit available.”

Rider credit is also being offered to all users that top up their virtual wallet before Tuesday 1st March. Users with a Pay As You Go plan, will receive a £3 bonus. Monthly members will see £5 added, and £10 added for yearly membership accounts.

Dock bookings are also free until the end of June, when a dock is booked to return a hired bike, rather than docking in any free dock.

The e-bike sharing service, sponsored by financial services firm Embark Group, was created to make it easy for both residents and visitors to Dundee to commute and also embrace biking as a natural part of leisure time, with recreational rides increasing in popularity within the scheme. 

Brian Bellman, Ride On’s City Manager, said: “Embark Dundee really has become part of Dundee’s landscape. We’ve been listening to our thousands of riders and with the aim of doubling users in 2022, we have launched a new pricing model more adapted to their needs. The new pricing structure has excellent benefits for those with long term membership as the price per minute is lower for those users with a Monthly or Yearly Membership than for those of them using the Pay As You Go plan. We provide one of the most effective travel solutions in Dundee and we are committed to encourage the use of sustainable transportation solutions”. 

Pete Docherty, Embark Platform’s Managing Director added: “We want to help more communities in and around Dundee access the fleet and in turn drive accessibility to everything the city and the surrounding area has to offer. Hiring an e-bike is a highly effective way to get about while avoiding creating emissions.”

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