2017 is marked by our ‘Revolution 2.0’, which involves taking our icon, BORA Professional, to the next level, i.e. 2.0. We retained all of the tried-and-tested elements – such as the extra-deep cooktops, the knobs and the efficiency – and enhanced other aspects with a view to combining simplicity, functionality and optimum performance in a single, electrically controlled system.
These ambitions were already rewarded by the judges of the red dot award before the system was even launched on the market. We are delighted to have received the ‘Best of the Best’ award as part of the 2017 red dot award.
In 2017, we have also taken our cycling revolution to a whole new level, with our team moving up to the ‘Champions League’ of cycling – the UCI World Tour. We are supported in this venture by our new co-sponsor, Hansgrohe. BORA is using this cycling activity to specifically support its export campaign and raise its profile worldwide.
Another highlight this year is BORA in the air, a literally ‘heavenly’ dining experience. As part of the Revolution Tour, we are hoisting our glass-cube kitchen into the air in various European cities. As well as offering healthy finger food, scrumptious snacks and a breath-taking panoramic view, the main idea is to give potential customers a chance to experience BORA.