Segway Case Study
Segway Goes Full Throttle into New Terrain at CES 2026
At CES 2026, Matter supported Segway’s expansion into new electric bike categories by pairing exclusive media storytelling, live demos and relationship-building events to drive billions of impressions from placements and widespread “Best of CES” recognition.
For the third year in a row, Segway was making its mark at CES. But this time around, they weren’t launching any new electric scooters (as a global leader in micromobility). They were announcing an expansion into new and growing market categories with high consumer demand: electric bikes and electric dirtbikes. With fewer launches compared to CES 2025, our goal was to deliver a strong drumbeat of coverage that helped increase category awareness, spotlighted their dealer-first strategy, met their core audience and resulted in strong YoY PR results.
Matter worked closely with Segway to develop and execute a multi-faceted PR program. To drum up early interest and coverage, two industry exclusive stories were coordinated (e-bike and e-dirt bike specific), positioning Segway as a leader in both categories. Widespread embargoed outreach was conducted to share press releases and press kits to 70+ national consumer/tech, outdoor and endemic media. 25+ press and KOLs attended virtual group briefings held with Segway SMEs. We also conducted outreach that brought 170+ media and KOLs to the on-site booth and off-site demos in Vegas. And for the second year in a row, we hosted Segway’s CES After Party to strengthen long-term relationships with key media, influencers and business partners.
CES 2026 delivered significant impact and YoY PR results, including a 67% increase in placements,58% increase in After Party attendees, 101% increase in number of awards/accolades won and 24% increase in on-site bookings.
High quality media placements were seen in a variety of outlets that met target audiences including The Verge (exclusive), T3, CNET, NBC Select, Autoevolution (exclusive), Bike Europe, BikeRadar and more. We saw 100+ inclusions in “best of CES” accolades/awards. Coverage sentiment was highly positive and organic CES booth attendance was seen from rapper Master P and macro influencer iJustine.
Total media & social placements
Increase in prior year placements from CES
Media & social impressions
Inclusions in “best of CES” awards/accolades
