Orange has launched the new Orange Phase, and this feels like one of the more relevant follow-on stories from the recent Avinox M2S motor launch. In a fortnight packed with fresh Avinox-equipped eMTBs, the Phase stands out because it gives the story a distinctly British angle. Orange is not simply bolting a hot new motor into a generic frame and chasing headlines. Instead, it is presenting the Phase as a proper Orange first, built around the company’s familiar aluminium frame ethos and UK manufacturing, while also stepping directly into one of the biggest current conversations in electric mountain biking.
That matters because Orange has always traded on identity. Riders know what the brand represents, from its welded aluminium construction to its no-nonsense approach to suspension design and long-established Halifax roots. So while the motor will inevitably dominate early attention, the more interesting question is whether the Phase still feels like an Orange in spirit. If it does, this launch could end up meaning more than just another Avinox headline. It could be one of the bikes that turns the Avinox story from a disruptive newcomer narrative into something far more mainstream in the UK market.
Orange keeps its character while embracing the latest motor trend
On paper, the Orange Phase has all the numbers needed to sit right in the current full-power arms race. Orange has built the bike around the Avinox M2S system, pairing it with an 800Wh battery and the brand’s familiar aggressive trail and enduro intent. The bike uses a mullet wheel setup, 160mm of travel front and rear, and geometry that places it firmly in the hard-charging camp. This is not a tentative first move into the platform. Orange has clearly aimed the Phase at riders who want a serious, modern electric mountain bike capable of handling steep, demanding terrain.
The frame itself looks like Orange has worked hard to keep its own identity intact. There is a trunnion-mounted shock, a burly aluminium chassis, a replaceable bash guard and details intended to make the bike feel ready for real-world British riding rather than just launch-day photography. That is important because Orange customers are often just as interested in durability, serviceability and descending feel as they are in headline motor figures. In that sense, the Phase has a slightly different job to do compared with some of the other recent Avinox launches. It has to prove that a very current drive system can slot into a very established frame philosophy without losing what made the brand appealing in the first place.
Why the Orange Phase matters in the wider eMTB market
The bigger significance of the Phase is what it says about the speed of Avinox adoption. The system is no longer a curiosity attached to one or two attention-grabbing bikes. It is now appearing under brands with very different histories, priorities and audiences. For Orange to commit to the platform gives the wider market another signal that Avinox is being taken seriously by core mountain bike brands, not just by those looking to make noise with a flashy launch.
For Electric MTB UK readers, that makes the Phase especially interesting. This is a British brand bringing a new motor platform into a UK-built frame, at a time when the eMTB market is increasingly being shaped by questions around power, battery capacity and how much performance riders really want. Orange’s answer seems to be that riders can have the latest system without abandoning the character and construction style they already associate with the brand. That is a stronger story than simple peak output numbers alone.
You can also read it alongside our coverage of the Whyte Karve EVO and the Atherton S.170E to see how different brands are approaching this same new motor platform from very different directions.
Price and first impression
Orange says the Phase will be offered in two builds. The RS starts at £8,250, while the Factory build rises to £8,750. Those figures place it firmly in premium eMTB territory, but that is now typical for a full-power, long-travel electric mountain bike with a large battery and flagship-level motor system. The real appeal here is not just what it costs or what the motor claims on paper. It is that Orange has entered the Avinox conversation in a way that still feels recognisably Orange.
At first glance, that may be what gives the Phase lasting relevance. Plenty of brands can chase a trend. Fewer can do it without diluting their own identity. If Orange has got the ride feel right, the Phase could end up being one of the most meaningful Avinox-equipped launches yet.