The industry of e-bike is constantly evolving. And among the brands that stand out for their distinctive philosophy, WD99 stands out for its own, unmistakable approach. World Dimension, the Romagna-based company that owns the brand, doesn't just focus on the product. Its CEO, Cristina Simi, whom we had the pleasure of interviewing, has in fact over time shaped a company where the person is the true driving force, both in production and in the sales network.
Cristina Simi doesn't have an engineering background. With a degree in literature and a master's degree in marketing and communications, she transformed an intuition she had while navigating Rome's traffic into a solid industrial project. This unusual background has been an asset. You don't need to be an engineer to have a clear vision, the company maintains. Listening is the secret weapon. The ability to interpret social changes and people's needs has allowed WD99 to translate an idea into... tangible bicycles. Today, the company is a symbol of a vision based on attention to detail and trust.
Cristina, in your presentations, WD99 isn't just defined as a company, but as a business that puts people first, both employees and customers. How does this philosophy manifest itself in practice?
You ca n't take care of the product if you don't take care of the people first. At WD99, work is about community: trust, listening, and shared responsibility. Employees aren't just resources, but a vital part of a project that grows with them. The same approach applies to retailers: not just sales channels , but partners and ambassadors in the region. With over 250 stores in Italy, WD99 chooses to enhance and protect this human network that allows people to touch, try, and choose the right bike with the help of those who truly know it.
WD99's production model is artisanal, with each bicycle hand-built by a single worker. What are the advantages and challenges of this approach?
Every single bicycle produced in Santarcangelo di Romagna bears the invisible signature of its maker . One worker, one bike: a direct relationship that translates into obsessive attention to detail. The challenge is clear: we can't compete on mass production. But the advantage is immense. This artisanal approach ensures quality and identity, giving the product a soul that no assembly line can provide.
Returning production to Italy was a step towards establishing your brand identity. How did it influence your brand positioning?
" Made in Italy is a brand that carries with it a promise: quality, design, responsibility. Bringing production back to Italy wasn't just a technical choice, but a choice of identity. The decision has strengthened the brand's international positioning, which is now recognized for its craftsmanship and a style deeply rooted in its territory. For me, Made in Italy also means taking responsibility for what we create, offering the world the best of who we are."
WD99 was also born from the meeting of different perspectives: how important was it to integrate a strategic approach and creative vision in guiding the company over time?
Our strength has been precisely our diverse perspectives. Our strategic and technical approach, combined with our creative and communicative vision, have allowed the company to face market challenges with balance. The most important decisions have often arisen from the exchange of different perspectives . It's an exercise in listening and mutual respect that has allowed us to grow without ever losing our core values.
What is your view on the role of e-bike in urban mobility and cycle tourism in Italy?
"The e-bike They're not just a product, but a culture. Our models demonstrate how the e-bike can replace the car for many daily journeys, but also open up more sustainable and inclusive travel experiences. The electric bike is a means of freedom, capable of making cities more livable and territories more accessible. In this scenario, retailers become key interpreters of change., accompanying people in the discovery of a new way of moving".
What are the next goals for WD99 and how will you keep your values alive as you grow?
We want to grow, but not at any cost. Our goals include international expansion and consolidating our presence in Italy, but without ever compromising our passion, harmony, and respect . This is why the company invests in training, corporate culture, and team building: because the true engine of growth is the people who bring the WD99 project to life every day.
Your communication conveys the importance of nature, freedom, and travel. How do these values translate into bike design?
Every single WD99 bicycle is designed to be a travel companion. Design is never just about aesthetics. Lines, colors, and functionality must convey freedom, harmony with nature, and a desire for discovery. The slogan "E-bike your style" isn't just marketing: it's an invitation to experience cycling as a personal expression, a means of transport that adapts to each individual's style and tells stories of freedom , the need to love yourself every day.
How do you integrate innovation into your production processes without losing your artisanal identity?
We carefully monitor technological developments, but we don't follow every trend. The company selects innovations—from batteries to digital systems—only if they're truly useful and consistent with its identity . Our guiding principle remains listening: to customers, retailers, and the team. At WD99, innovation doesn't replace craftsmanship, but rather enhances it, with a clear goal: to make bikes safer, more beautiful, and above all, more accessible to people.
