BESV, with "NON" as Ambassador, Announces the Release of the 2025 Main Visual and New Model

BESV JAPAN Co., Ltd. (headquartered in Shibuya, Tokyo; CEO: Toshiaki Sawayama), the company behind the next-generation premium e-Bike brand "BESV," has unveiled its 2025 main visual featuring "NON," the actor and artist serving as the brand ambassador for the ninth consecutive year.

Additionally, the new models "PSA2" and "PSF2," equipped with AI learning assist functions and showcased in the visual, will go on sale starting Saturday, June 28, 2025. The URBAN STYLE CAMPAIGN will also launch on the same day.

Main Visual

■Main Visual for 2025 Featuring Actor and Artist “NON”

“To be yourself”—it sounds simple but is often difficult to achieve.

“Non,” freely navigating the world of expression as an actor and artist,and BESV’s e-Bike, designed to embrace each rider’s lifestyle and values,come together in a brand-new visual.

With this new visual, BESV proposes a “style that is truly your own” to each user.

The new model “PSA2,” featured in the visual, is equipped with a “Learning Smart Mode” that evolves to fit your unique riding experience.

The beautiful form of BESV’s latest model combined with NON’s charm creates an exciting and inspiring image.

—

“To my place, with BESV.”The journey to find a place that belongs only to you begins now.

NEW Model

■New models "PSA2" and "PSF2" with AI Learning

Evolve to Your Own Personalized Assist! New Models “PSA2” and “PSF2” Equipped with AI Learning

The BESV PS series features highly refined frame designs that have all received the Good Design Award, combining elegant design with smooth assist performance.

The “PSA2” and “PSF2,” launching on June 28, 2025, retain the original frame design but refresh the battery, display, torque sensor, controller, and other electronic components to enhance functionality and comfort.

The highlight is BESV’s unique “Learning Smart Mode,” now enhanced with AI learning capabilities. It learns the rider’s riding characteristics and provides optimal assist control tailored to each individual.

Additionally, these new models support the “BESV Smart Plus APP,” allowing users to check error histories and update firmware themselves, making maintenance more convenient.

Product Overview

【PSA2】

Price ： 268,000 yen (including tax)

Color ： Cardinal Red / Zenith Blue / Pure White / Phantom Black

Weight ： 19.6kg

Battery: 36.3V x 10.5Ah / 382Wh

Details: https://besv.jp/products/psa2/

PSA2 Color Introduction

【PSF2】

Price ： 328,000

Price ： 328,000 yen (including tax)

Color ： Platinum White / Ebony Black

Weight ： 18.9kg

Battery ： Same as above

Details ： https://besv.jp/products/psf2/

PSF2 Color Introduction

■A New European Style: Introducing the Pannier Bag

＜BESV×ORTLIEB＞ URBAN STYLE CAMPAIGN

—Taking your mobility and style to the next level.

Campaign main visual

In conjunction with the launch of new models, BESV is offering selected models, including the sportier and more urban-style J series, at attractive outlet prices.

Alongside, a special collaboration campaign “URBAN STYLE CAMPAIGN” is launched with Germany’s high-performance bag brand ORTLIEB.

This campaign introduces the popular European style of “e-Bike × Pannier Bag” to urban life in Japan.By using smart rear bags instead of front baskets, riders can enjoy stable handlebar control without interference from luggage, combining comfortable riding performance with stylish design.

Whether climbing hills or riding through the city, explore new places and make delightful discoveries during your e-ride.Pairing BESV’s high-performance e-Bikes with ORTLIEB’s functionally beautiful bags transforms everyday mobility into a freer and more personal adventure.

For this campaign, the iconic ORTLIEB long-selling model “Back-Roller QL2.1 (single)” will be offered as a limited-edition special package bundled with selected BESV and Votani e-Bikes.

【Campaign Details】https://besv.jp/besv-amazing-campaign_urbanstyle/

【Set Contents】

Selected e-Bike main unit (outlet price)

Genuine accessory set (front and rear fenders / rear carrier / kickstand)

ORTLIEB pannier bag

The ORTLIEB pannier features a roll closure for high waterproof performance and a QL2.1 system that allows tool-free, one-touch attachment and detachment. Simply mount it on the rear carrier when needed, maintaining your riding style while enabling stylish and safe cycling.

Product Name: ORTLIEB Back-Roller QL2.1 (Single)

Dimensions: H42 × W23/32 × D17 cm

Weight: Approx. 950g

Capacity: 20L

Load Capacity: 9kg

Available Colors: Black / Asphalt / Olive

Product image

＜About ORTLIEB＞

Founded in 1982, ORTLIEB is a German bag brand known for its advanced welding technology and durable materials, providing excellent waterproof performance. It is widely supported as a top brand in the cycling touring community.

【Outlet Prices for Selected Models & Pannier Bag Set Sales Prices】

*The pannier bag is limited to 100 sets.*After the pannier bag campaign ends, the outlet prices for the bike itself will continue.

Campaign product images

*Other outlet prices (not applicable to the pannier bag campaign)

Campaign product image 2

NON Profile

NON

Actor and artist active across music, film production, and various art genres.

In 2016, voiced the protagonist Suzu in the theatrical anime "In This Corner of the World," receiving the Special Jury Prize at the 38th Yokohama Film Festival.

In December 2020, won the Audience Award in the TOKYO Premiere 2020 section at the 33rd Tokyo International Film Festival for the lead role in the film "Catch Me If You Can."

In February 2022, released the self-written, directed, and starring film "Ribbon" (Special Invitation in the Gala section at the 24th Shanghai International Film Festival).

In September 2022, won the Excellent Leading Actress Award at the 46th Japan Academy Prize for the lead role in the film "Fish Tale."

In December 2023, voiced the protagonist Haru in the Netflix series "Pokémon Concierge."

In December 2024, the lead film "The Hotel That Suits Me" is released.In February 2025, appeared in the live-action drama "Kanako's Killer Life" on DMMTV.

In April 2025, appeared in the Netflix film "Shinkansen Daibakuha."

In music, released the 2nd full album "PURSUE" in June 2023, collaborating with ASIAN KUNG-FU GENERATION, former GO!GO!7188 members Noma Akiko & Yuu, Yasuyuki Horikomi, Takahiro Shibata (Wasure Ranee Yo), Ai Higuchi, Kei Higuchi, Yukihiro Takahashi, among others, including multiple original songs.

In January 2025, released the latest digital single "Haru yo Ukete Tatsu."

In May 2025, performed at the "STRAWBERRY MUSIC FESTIVAL 2025" held in Dongguan and Beijing, China.

Additionally, for continuously challenging free expression beyond acting, music, film, and art, received the 16th Itami Juzo Award in 2024.

■Company Information｜BESV JAPAN Co., Ltd.

BESV JAPAN is a dedicated e-Bike manufacturer operating three brands: “BESV,” “Votani by BESV,” and “SMALO by BESV.” The company offers a wide range of products and has received high acclaim for design and performance in Europe, the world’s largest electric assisted bicycle market.

In Japan, BESV JAPAN has a sales network of over 1,000 stores and maintains a reliable after-sales support system to ensure customer satisfaction.

Company Name: BESV JAPAN Co., Ltd.

Representative: CEO Toshiaki Sawayama

Location: SG Building, 2-19-9 Ebisu Nishi, Shibuya-ku, Tokyo 150-0021, Japan

Established: April 2017

Business Description: Import and sales of electric assisted bicycles

Capital: 50 million yen

URL ： https://besv.jp/