2024 | lead copywriter
At DJI, rumors about upcoming products were constant—everything from smartphones to cars, even the occasional robotic vacuum (which, incidentally, became real in 2025 as DJI Romo). But one idea we all laughed off was a “smart mountain bike.” Yet here we are—with Amflow and Avinox.
Amflow is DJI’s first electric mountain bike (eMTB) brand, though it isn’t overtly marketed as a DJI product. Its motor system, Avinox—which I actually named—is where the DJI DNA is more abundantly apparent: high-performance motor control, intelligent energy management, and seamless human-machine integration.
The biggest challenge was brand identity. The original plan was to keep Amflow at arm’s length from DJI, presenting it as a separate company to make the Avinox motor system more appealing to other bike brands. The thinking was simple: if competitors believed Amflow was a DJI-backed brand, they might hesitate to adopt Avinox for their own bikes.
In practice, though, this separation caused confusion. Our sales teams quickly noticed that when they introduced themselves as “Amflow employees,” they got little traction—but when they mentioned DJI, interest and credibility soared. The solution was clear: embrace the DJI connection subtly, but proudly.
The leap from drones to bikes may seem strange, but conceptually it made perfect sense. Drones are, at their core, sophisticated motor systems paired with intelligent control software—the same technological foundation that powers Avinox. The real challenge wasn’t the motor; it was understanding the complex world of bicycle geometry and the nuanced language of the eMTB industry to write credible copy across all platforms.
You can see for yourself if I did on okay job: https://www.amflowbikes.com/pl-carbon?from=site-nav
Released in 2024, the Amflow PL debuted to widespread acclaim in the biking world for its refined design and smooth, intelligent ride. Meanwhile, Avinox established itself as a major new motor platform—now used by multiple leading e-bike manufacturers and earning recognition as one of the most advanced drive systems on the market.
Amflow bikes were so successful that the brand actually did break off to into a separate entity (I’m told) in 2025.